Valerie Dichtl - The Marketplace Queen’s Post

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Online Marketplace Expert Europe | Co-Founder of Marketplace Universe | Marketplace Community | Consultant for Fashion & Sports Brands | Podcast Co-Host | Educator at Marketplace Uni

These are the new figures for German e-commerce - HDE Online Monitor 2024 📊 54 percent of German e-commerce sales were generated via online marketplaces in 2023 - according to the HDE in the new edition of its Online Monitor 2024. My great Co-Founder Ingrid Lommer already posted the detailed figures to this: https://lnkd.in/daTR5H-j The data from the Online Monitor is always a perfect basis to look at the marketplacebusiness in Germany.  It simply shows at a glance how incredibly dominant Amazon is in German e-commerce - and how difficult it is to do without online marketplaces in the sales mix. But let's start from the beginning: according to the study presented a few weeks ago by Handelsverband Deutschland e.V. (HDE) and IFH COLOGNE, German e-commerce turnover in 2023 was 85.4 billion euros, around 1 percent more than in the previous year. Disclaimer: This figure differs significantly from the Bundesverband E-Commerce und Versandhandel Deutschland e.V. (bevh)'s calculation, which predicted a 1.8 per cent decline in sales for German e-commerce in 2023. The reasons for the differences are complicated and lie in the methodology... To put it simply, the bevh surveys German online consumers once a week about their online spending, while the HDE surveys German companies once a year about their online revenue (B2C). If consumers don't admit that they shopped at Temu again last week and companies attribute their cross-border sales to the German company, discrepancies arise between the two perspectives. There are many more reasons. If you want a deep dive on this, let us know. A whopping 60 percent of these 85.4 billion euros are turned over on Amazon.de! 17 percent is accounted for by Amazon's own business (own brands + vendors), 43 percent via the Marketplace (sellers). And 11 percent of e-commerce sales - or 9.3 billion euros - are generated by other marketplaces such as eBay, OTTO, Kaufland Global Marketplace, Zalando, Douglas, MediaMarktSaturn... according to HDE. This means that the marketplace business model's share of sales in German e-commerce has once again risen slightly - but it was almost exclusively Amazon that was able to secure the additional market share. Nevertheless, the other marketplaces also increased their sales - or to put it another way: Online growth in Germany in 2023 took place on Amazon and a few other marketplaces. Nowhere else. How is your experience in the German ecommerce business from last year? Do you agree to those numbers? Where do you see a difference? AND what do you think about the domination of Amazon? Let´s share it in the comments.

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