Online Retail in Germany Grows Against the Odds, Expected to Increase by 4.3% in 2026
Despite a sluggish overall consumer market in Germany, online retail performs strongly. Reports indicate that consumers prefer online price comparison and convenient shopping, making online retail a major growth engine for the German retail sector.
What are the key facts?
- 1Expected 4.3% growth in online sales by 2026
- 2Significant online shopping growth among those aged 55 and over
What happened?
According to the German Retail Association, online retail in Germany is expected to grow by 4.3% in 2026, significantly outpacing the 1.6% growth of physical retail. Despite challenges faced by the overall consumer market, the trend of online shopping continues to gain momentum, particularly among consumers aged 55 and over, who show a marked increase in online shopping. This growth in online retail is primarily attributed to changed consumer habits favoring online price comparisons and convenient shopping. Additionally, the growth of fast-moving consumer goods has supported robust online retail performance.
What does this mean for cross-border sellers?
Sellers entrenched in the European market should focus on the online consumer trends in Germany, especially optimizing products for the middle-aged and older demographic.