E-commerce in Germany: trends, consumer habits and payment optimization

Germany, the largest economy in Europe and a major e-commerce market, is a territory that is both promising and demanding for online businesses. Beyond the impressive figures, this country is distinguished by deep-rooted consumption and payment habits. To successfully expand in 2025, understanding this cultural specificity and mastering the German payment ecosystem is not only crucial, but it is the key to turning challenges into real opportunities.

Key trends in German e-commerce in 2025

The German e-commerce market continues its growth trajectory, driven by strong purchasing power and advanced digitalization.

Solid growth and a mature market

The German e-commerce market is a major pillar in Europe, ranking among the most important. En 2024, he recorded a volume of about 88.8 billion euros. Despite a slight slowdown in post-pandemic growth, forecasts indicate continued market growth in 2025, with a estimated growth around 2.5%. While giants like Amazon and Otto dominate the landscape, specialized online stores also have their place, valuing the diversity of offers and unique shopping experiences.

The imperative of customer experience and personalization

German consumers are very demanding and attentive to detail. They expect a smooth, intuitive, and fast online shopping experience with detailed product information and responsive customer service. Personalization is no longer an option: offering tailored offers, relevant recommendations, and a seamless customer journey are key factors in building trust and strengthening loyalty.

The rise of m-commerce

With a very high smartphone ownership rate — almost 90% of the German population uses a smartphone — m-commerce (mobile commerce) has become the norm. A significant portion of online purchases are already made via mobile, and this trend is expected to intensify in 2025. For e-retailers, this means perfect optimization of your site for mobile devices: responsive design, ultra-fast loading times, and a simplified purchasing process are essential to capture this connected customer base.

Online shopping habits of Germans

To break into the German market, it is essential to understand the specificities of local buying behaviors.

A different use of social networks

Social networks are widely adopted in Germany, with around 66.8 million active users in January 2024, representing 79.2% of the population. Facebook, Instagram, LinkedIn, and WhatsApp are among the most popular platforms, offering powerful channels for targeted marketing and customer engagement. However, Germans' caution and sensitivity to privacy can influence how they interact with brands online.

The essential payment methods in Germany: cash-like and and a logic of transfer of ownership

This is probably the most striking characteristic of the German e-commerce market: a strong preference for “cash-like” payment methods (similar to paying in cash or by bank transfer after receipt) and a historical distrust of credit and bank cards. This particularity is deeply linked to German civil law concerning transfer of ownership, where the buyer does not become owner of the property only after its effective handover, unlike other legal systems such as French law where ownership is transferred as soon as the sales contract is concluded. Payment is therefore often made after the product has been received and checked.

1. Payment by invoice: the big favorite

“Kauf auf Rechnung” (purchase on account) is by far the most popular payment method in Germany. In 2023, he represented 28.4% of online purchases. This option allows customers to receive their items and pay for them afterwards, usually within 14 to 30 days. This method meets a profound need for security and product verification before payment, and is particularly appreciated for the trust it inspires. Service providers like Klarna have become major players in this niche.

2. Direct debit: reliability

“Lastschrift” (direct debit) is also very widespread and highly appreciated for its simplicity and reliability, especially for recurring purchases or subscriptions. It allows the merchant to debit the customer's bank account after agreement. In 2023, he represented 20.9% of e-commerce transactions.

3. PayPal: the leader in electronic wallets

Despite the popularity of cash-like payments, PayPal is the dominant electronic wallet and a very popular method in Germany. In 2023, it was the most often used method for e-commerce transactions in Germany, representing 29.6% of the total number of payments made.

4. Buy Now, Pay Later (BNPL): the rise of Klarna

The BNPL market in Germany is growing, mainly dominated by players like Klarna (which is also a leader in “Kauf auf Rechnung”), and Riverty. This is its “Pay Later” version (deferred payment) rather than payment in several installments by bank card as is more often found in France. Klarna has a strong presence and brand recognition in Germany. BNPL meets the desire for payment flexibility and aligns well with the preference for payment after receipt. The German BNPL market is expected to reach 60.30 billion euros in 2025.

5. Bank cards (credit and debit): a marked distrust

This is a strong cultural specificity: credit cards are less popular in Germany than in France, the United Kingdom or the United States. Historically, Germans have a strong distrust of credit and prefer to pay with money that is available in their account. Debit cards (Girocard/EC-Karte) are very common in stores but less dominant online than local methods. In 2023, credit cards represented only 12.1% of e-commerce transactions.

Trust and security: unavoidable priorities

In Germany, digital trust is essential. Consumers are very attentive to the security of their transactions and to the protection of their data.

• Data Protection (GDPR and beyond): Compliance with the General GDPR Regulation is a fundamental basis. Germans are particularly sensitive to the protection of their privacy and data. A transparent privacy policy and robust security measures are crucial for building trust.
• Security Certificates (SSL): The use of SSL certificates (HTTPS) to secure your website is an expected standard.
• Quality Labels and Customer Reviews: Quality labels and customer reviews (such as Trusted Shops) play an important role in buying decisions and building trust.

Conclusion: mastering the specificities to succeed in Germany

The German e-commerce market in 2025 is a mature, connected and demanding market. For e-retailers, success requires a detailed understanding of its specificities, in particular the strong preference for payment by invoice and direct debit, distrust of credit cards, and the importance of fluid returns management.

By adopting a localized approach, by integrating the payment solutions that Germans prefer (Klarna, PayPal, Kauf auf Rechnung) and by ensuring total transparency on security and logistics, you have all the cards in hand to transform each interaction into a growth opportunity in this key market.

sourcing

1. Mordor Intelligence - Germany E-commerce Market - Size, Share & Industry Analysis
2. Statista - E-commerce in Germany - Statistics & Facts
   
3. Statista - Smartphone penetration in Germany 2008-2023 
4. DataRePortal - Digital 2024: Germany
5. Ecommerce Europe - E-commerce Payment Methods in Germany 
6. Site of Klarna 
7. Research and Markets - Germany Buy Now Pay Later Business and Investment Opportunities Databook - Q1 2025
8. Fevad - The e-commerce market in Germany: decryption
9. HDE “Online Monitor 2025” report

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