At 150 euros per order, Germany has the highest average online order spend in Europe

Recently, a report released by Sendcloud and Nielsen is worth noting. The report surveyed nearly 8,000 online consumers and revealed the thoughts of online consumers in major Western European countries such as Germany.

The study shows that fashion accessories and electronics are the two most popular categories for online shopping in Germany, followed by home and garden. Food and beverage is also a fast-growing category, especially among German millennials. This is mainly driven by the rise of food, grocery and delivery services in response to the COVID-19 pandemic.

It is important to note that Germans spend the most per online order in Europe. On average, Germans spend €152.1 per order, which is 38% higher than the European average order value of €110.3.

In terms of “where” they shop , German shoppers show a clear preference for buying from German companies. In fact, when it comes to cross-border e-commerce, Germans are the least likely of all European shoppers to buy online from abroad by 2021 (less than a third of German shoppers do so). This means that cross-border trade in Germany is well below the European average of 45%.

The main reason for disliking cross-border purchases is the high shipping costs and customs inspection procedures that result in long waiting times or high /opaque costs, which creates a negative experience.

Indeed, high shipping costs are a common driver of cart abandonment. In 2021, 68% of European shoppers will abandon their cart if they encounter high shipping charges at checkout, and 40% are unwilling to pay shipping at all if the order value is over €150.

This is particularly important for Germany, as its average order value is high (over €150 on average, with German millennials spending an average of €233.1).

In 2021, 93% of German online shoppers said they shopped on online marketplaces such as Amazon Germany, which are generally more likely to offer free shipping than other online retailers.

To do this, sellers can offer reasonable shipping rates, avoid charging high shipping costs, and always communicate shipping costs transparently. Try listing shipping costs on the product page or providing a link to shipping information in the footer of your independent website before the checkout process begins.

Germany

E-commerce