Digital Commerce in Germany

PROSPECTS

Merchants, particularly retailers, key to changing consumer behaviour in 2019

As a whole, merchants in Germany are lagging behind digitally with a still sizeable proportion only accepting cash payments, not even cards - and digital commerce therefore still has some way to go in Germany. Within this environment, modernisation of the checkout process at many of Germany’s key retail chains accelerated in 2019 which had a broad but sweeping impact on the digital payment opportunities for consumers.

Digital commerce in foodservice still nascent

Despite continued growth in online food delivery sales in Germany, the country continued to lag behind many other European markets in per capita spending. Additionally, important changes to the online food delivery competitive landscape in 2019 are likely to further slow short-term development, as Takeaway.

Key developments in lodging point to change in Germany

While the digital opportunities in the lodging industry in Germany, such as in foodservice, continued to lag behind neighbouring countries, key developments in 2019 suggest that digitisation is accelerating. Airbnb, for example, continued to expand rapidly in 2019, especially in urban hubs such as Berlin.

COMPETITIVE LANDSCAPE

Uber expands as mobility becomes more digitalised in 2019

For years Uber has been highly restricted in Germany and has had to adapt its original business model in order to legally function in the market. In Germany, that meant Uber has had to act as an intermediary service, connecting consumers to licensed taxi drivers.

Competition among streaming services stronger than ever

Another fast-growing source of digital commerce in Germany comes from online streaming services whose total revenues grew by double digits in 2019. German consumers increasingly look to digital-based streaming services, choosing to pay for monthly subscriptions, often in place of paid cable television.

Berlin-based GetYourGuide digitises experiences through new 2019 offer

Another sector to increasingly become digitised is the ticketed attractions and experiences space. Digitisation is in part due to the rapid growth of digitally-native experiences platform, GetYourGuide, launched some 10 years ago in Berlin, but has expanded rapidly in past years.

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