IN THE RUN-UP TO CHRISTMAS, GERMAN E-COMMERCE SALES FELL BY DOUBLE DIGITS.

In the run-up to Christmas, German e-commerce sales fell by double digits.

According to both, sales from online shopping in Germany fell 16.8% this year, which is the lowest it has been since 2014 when they started recording this data. The decrease was for people buying fewer clothes than before, but this isn’t just limited to clothing.
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People are buying online more for their homes, pets, and medicine. People seem to prefer buying directly from a website rather than going through a marketplace like Amazon.
While marketplace sales decreased by 9.4%, brand-owned stores that sell directly to consumers decreased by 23.4%. Multichannel retailers who have both an online store and a physical store suffered the most, with a significant 29.5% drop in online sales compared to last year.

The eCommerce association asked its members how their businesses were doing. Almost all online sales in Germany come from the members of this association. 34.8% of retailers thought there would be “lower sales” and 17.4% thought there would be “significantly lower sales” in 2022 compared to the year before.

The biggest challenge eCommerce merchants face is that consumers are not sure about what they want to buy. The second challenge is that it costs more money to get products from suppliers. The third challenge is that it costs more money to package and ship products.

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