In 2021, electronics and appliance specialist retailers started on its path to recovery from the pandemic-induced value sales plunge in 2020. While another lockdown following the second wave meant further store closures, before reopening only in mid-2021, electronics and appliance specialist retailers made some adjustments to encourage the return to stores and reassure consumers of the safety of the store environment.
In 2020, after a prolonged period of lockdown, many German consumers had already resorted to buying the electronics and appliances they needed online, due to physical store closures. Unlike for some other products, however, an online switch is not so straightforward.
Media Markt maintained its leading position in electronics and appliance specialist retailers in value terms in 2021, followed by buying group Expert, and after that Saturn, which like Media Markt, is also owned by Ceconomy AG. All three top ranked brands gained value share in the recovering electronics and appliance specialist retailers channel in 2021, while at the same time all three companies also further improved their e-commerce sales.
The pandemic will have a lingering impact on electronics and appliance specialist retailers going forward. Whilst formerly pure e-commerce players such as Amazon and Cool Blue are beginning to open physical stores, traditional German electronics and appliance specialist retail chains such as Media Markt are planning to cut their number of physical stores in Germany.
The decreasing importance of electronics and appliance specialist retailers is inevitable in Germany, and value sales recovery is expected to take another couple of years before reaching the 2019 level in current terms. The shift towards omnichannel retailing will continue, and consumer demand for omnichannel approaches will increase even further in the forecast period.
In the coming years, German consumers will increasingly appreciate different opportunities to use a product, while the norm of actual possession and ownership may decline alongside sustainability concerns in the coming years, especially amongst younger generations. Therefore, the more options available for consumers to use a product, and the easier it gets, the more consumers will be attracted, who otherwise would have postponed the purchase of a new product.
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Understand the latest market trends and future growth opportunities for the Appliances and Electronics Specialists industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Appliances and Electronics Specialists industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Appliances and electronics specialists are chained or independent retail outlets with a primary focus on selling one or more of the following categories: domestic electrical appliances, consumer electronics (including mobile phones), and/or computers and peripherals. Appliances and electronics specialists value sales excludes revenues derived from telecoms service plans and top-up cards. Example brands include Apple, Best Buy, and Gome.
See All of Our DefinitionsThis report originates from Passport, our Appliances and Electronics Specialists research and analysis database.
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