Foot traffic in bricks-and-mortar stores fell over the review period and the rapid growth of Amazon and changing consumer purchasing habits resulted in store-based retailers making strong investments in integrating their offline and online operations. This development supported the growth of internet retailing overall during the review period as multichannel retailers outpaced pure players.
Mobile internet retailing has already become an essential part of internet retailing and accounts for an increasing share. Over the forecast period, the importance of smartphones and tablets, however, will increase further as the boundaries between offline and online retailing are blurring.
Apart from the product groups which are already well established in terms of internet retailing, such as apparel and footwear, consumer electronics and media products, there is still room for the growth of internet retailing in several other categories. Although the channel is projected to mature over the forecast period and post slower growth rates than during the review period, categories such as home and garden, consumer appliances and food and drink are expected to still offer plenty of room for growth.
Amazon.com Inc extended its value share of internet retailing in Germany in 2018.
As internet retailing is driving overall growth in retailing in Germany and is an increasingly important channel, many store-based retailers are concentrating on improving their online presence. An omnichannel strategy is often not only focused on growing online sales but also on boosting store sales.
Besides multichannel retailers, which recorded the highest growth rates in 2018, and the continuous rise of Amazon, Zalando continued to perform well in 2018, recording another year of double-digit value growth. Zalando’s growth continues to be based on effective marketing and a successful web and mobile platform.
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