e-Commerce Market Analysis

Electronics & Media in Germany

The category Electronics & Media consists of two subcategories: Consumer Electronics and Books, Movies, Music & Games. Consumer Electronics includes all electronics for private use, such as televisions and DVD players, as well as communications devices, such as laptops and smartphones. Books, Movies, Music & Games are part of this category if they are sold as physical goods. When sold as non-physical goods, they are considered digital media and therefore not within the product range of eCommerceDB. While games for teenagers and adults count among this category, toys and games for toddlers belong to another category (see: Toys, Hobby & DIY).

In Germany, this segment generates a revenue of US$17 billion in 2018, which amounts to a 26% share of the entire German eCommerce market.

Electronics & Media in Germany

Top online stores

With sales in the German Electronics & Media market, amazon.de generated a revenue of almost US$6 billion in 2018, which means it is the leading online store in this segment. In second place is mediamarkt.de with a revenue of over US$1.1 billion, followed by notebooksbilliger.de with a revenue of US$0.8 billion. Altogether, the top three online stores account for a market share of 46% within the given segment. Compared to the German eCommerce market across all segments, where the top three stores account for 20% of the market volume, the Electronics & Media market has a relatively high market concentration.

The Electronics & Media ranking of Germany is based on all online stores that generated sales in this segment in 2018. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The ranking shows a filtered revenue. It only includes national sales within the segment.

One of the fastest growing stores in the German Electronics & Media market is jacob.de. The store achieved sales of around US$0.2 billion in 2018. Its revenue growth amounts to 140% within the previous year.

Top online Electronics & Media stores in Germany by eCommerce net sales 2018 in million US$ The table shows the stores that generate the highest revenue in the German Electronics & Media market. The Electronics & Media ranking of Germany is based on all online stores that generated sales in this segment in 2018. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The ranking shows a filtered revenue. It only includes national sales within the segment.

# Store
1. amazon.de US$6,003m
2. mediamarkt.de US$1,054m
3. notebooksbilliger.de US$834m
4. otto.de US$759m
5. apple.com US$577m
Electronics & Media in Germany

Market size and growth rate

Revenue in 2018
US$17,237m
REVENUE
CAGR 2018-2022
13%
CAGR

Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.
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Of the five categories considered by ecommerceDB, Electronics & Media is the third largest segment in Germany. It accounts for 26% of the online sales in Germany, as indicated by the Statista Digital Market Outlook. Over the last year, the revenue of this market has grown by 15%. The predicted compound annual growth rate (CAGR 18-22) for the next four years is 13%. The declining growth rate suggests a moderately flooded market.

Another indicator of market saturation is the online revenue share of 66% in the German Electronics & Media market, in other words, 66% of the products in this market are bought online.

Looking at the two subcategories of Electronics & Media, Consumer Electronics is the largest. It accounts for % of the sales in the market. Books, Movies, Music & Games sales cover the remaining 22% of the market volume.

Electronics & Media in Germany
Top shipping service providers

Depending on which kind of product is shipped and which country a parcel is shipped to, a company chooses to use different shipping service providers. The top three providers in the German Electronics & Media market are shown in the table on the right. In Germany, DHL is the most frequently offered shipping service provider in eCommerce in the Electronics & Media market in 2018. Of those stores indicating which service they use to transport their goods, 82% cited DHL as one of their providers. Moreover, UPS (United Parcel Service) and Deutsche Post are among the top three shipping service companies offered by German online retailers in the Electronics & Media segment, at rates of 21% and 21% respectively.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. In this case, it is Germany. To have a category-specific evaluation, only stores with a focus on the Electronics & Media category are included. Only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Germany The table shows the most offered shipping providers in the German Electronics & Media market. Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. In this case, it is Germany. To have a category-specific evaluation, only stores with a focus on the German category are included. Only stores that provide information about their shipping providers can be considered.

# Shipping service provider
1. DHL 82%
2. UPS (United Parcel Service) 21%
3. Deutsche Post 21%
Electronics & Media in Germany

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