欧洲人口最多的国家, 德国是一个相当大的国家, 网上购物市场的发展和解决能力很强. 由美国电子商务公司主导, 德国仍然有竞争对手的空间, as it is an important market for both established stores and pure 电子商务 players to spring up.
The German internet and 电子商务 landscape can be compared to the United States: even though it only has 79 million internet users, 是美国数字人口的一部分, the wealth of the Germans and their habits of using 电子商务 make it one of the world’s most sophisticated market. The Germans use both computers and m奥比le devices for 在线 购物, 通过互联网购买各种各样的商品和服务.
因为德国市场技术先进, 具有高渗透性和偿付能力, 竞争非常激烈. And since American companies have developed an advantage thanks to their home market size and early development, the German 电子商务 market is under the domination of US 平台s that operate in multiple segments, 尤其是亚马逊和易趣, 谁是目前德国最大的电子商务公司.
然而, 一些专业的实体零售商, 像MediaMarkt, Lidl and Thomann are still able to take a small share of the market. 德国其他纯电子商务公司, samwers像Zalando, 或者从邮购进化而来的奥托, have also been able to take a share of the market by focusing on some key categories such as fashion, 家具, 家用电器或电子产品.
To give you more perspective of the state of the market competition in the German 电子商务 landscape, here are the current top 10 leaders of 电子商务 平台s in 德国 in 2019 and their estimated monthly traffic from SimilarWeb, 截至2019年2月.
奥比 is a German multinational retailing company specialized in home improvement supplies. 成立于1970年, 奥比 is the largest chain of brick-and-mortar DIY stores in 德国 and Europe, 在许多欧洲国家都有业务, 销售工具, 建筑产品, 家居及园艺设备, 家具及相关服务.
网站: 奥比.de -估计每月流量:9.达500万人次
奇堡 is a coffee products retailer and chain of cafés that feature shops for a variety of weekly-changing non-coffee products including clothing, 家居用品, 电子产品, 和电器. 在世界各地销售咖啡, 奇堡 has also expanded 在线 through to sells its diversified products as well as services such as travel, 保险, 手机合同.
网站: 奇堡.de -估计每月流量:1000万访问
一家德国电器连锁店, 土星销售家用电器, 媒体, 和家庭娱乐. Owned with MediaMarkt (see #4) by the retail trade company MediaMarkt土星 Retail Group together with other brands including Redcoon and iBood, 土星通过电子商务在网上和海外发展, 在奥地利有商店, 卢森堡, 和俄罗斯.
网站: 土星.de -估计每月流量:1300万访问
Zalando is a German 电子商务 company specialized in the 在线 selling of fashion, 鞋子, 美容产品, 配件, 和体育项目. Rocket Internet于2008年成立, Zalando has expanded its operations to fifteen European countries and worldwide with spin-offs and subsidiary companies. Its largest shareholder is now the Swedish investment company Kinnevik.
网站: zalando.de -估计每月流量:14.达300万人次
Musikhaus Thomann is a company specialized in the retail of musical instruments, 工作室, 照明, 以及多个品牌的专业音频设备. 成立于1954年, Thomann has become widely known thanks to its large 在线 电子商务 平台 that is available in several European languages.
网站: thomann.de -估计每月流量:19.达600万人次
Lidl是一家来自德国的跨国连锁折扣超市, providing groceries as well as a diversified array of products and services. 公司成立于1930年，自1977年起专注于贴现市场, Lidl现在经营着10多家公司,000 stores in almost every European country and in the United States. It has also greatly expanded 在线 through its own 电子商务 activities.
网站: lidl.de -估计每月流量:21.达500万人次
MediaMarkt is a German multinational chain of stores specialized in the retail of consumer 电子产品. 成立于1979年, MediaMarkt has expanded to multiple countries of Europe and through its 在线 平台, 成为世界第二大消费电子产品连锁店, 美国百思买公司的幕后黑手. It is owned with 土星 (see #8) by the MediaMarkt土星 Retail Group.
网站: 媒体markt.de -估计每月流量:21.达800万人次
奥托是一家邮购和电子商务公司, selling a wide array of products from 家具 and home appliances to fashion, 运动材料与电子. 1949年在德国成立, 奥托已经扩展到欧洲20多个国家, 亚洲, and America acquiring multiple brands including the French company 3 Suisses. 1995年开始在网上开店, 奥托 has become a key player for 电子商务在德国 and throughout Europe.
网站: 奥托.de -估计每月流量:40.达300万人次
电子商务的先驱, 易趣 is an American 在线 marketplace that allows people and businesses to sell directly through its 在线 auction 平台. 成立于1995年, 易趣已经扩展到包括德国在内的20多个国家, organizing the sale of products ranging from cars and vehicles to 电子产品 and fashion, 家和花园，运动和玩具, 甚至商业和工业产品.
网站: 易趣.de -估计每月流量:2.21亿次访问
1994年在美国成立, 亚马逊 started as an 在线 bookstore that later diversified to products including 媒体, 电子产品, 服装, 家具, 食物, 玩具, 和珠宝. 已经扩展到许多国家, 包括德国, 亚马逊 has become the uncontested global leader of 电子商务 and developed further into brick-and-mortar retail with the acquisition of Whole Foods Market, 和出版一样, 电子产品, 云计算, 流媒体视频, 和生产.
网站: 亚马逊.de -估计每月流量:434.达500万人次
The estimated monthly traffic from the top 10 电子商务 平台s previously listed demonstrate the domination of 亚马逊 and 易趣, 谁的地位比其他选手高得多, 月访问量分别超过4.3亿和2.2亿. The pack of followers is well established in the range of traffic volumes from 10 to 40 million visits per month.
除此之外，这些平台还通过各种各样的产品来运营, some brands can also be highlighted for particularly standing out 在线, 这要归功于它们在德国经济中的重要性.
虽然它不是一个开放的电子商务平台， 德国电信 still manages to sell m奥比le phones and various telecommunication products and services on its 网站. 它在德国电子商务领域占有相当重要的地位, making large portions of its sales 在线 with over 25 million visits per month.
Besides, the German national airline carrier can also be highlighted. Since it also conducts a large portion of its ticket sales via its 网站, 德国汉莎航空公司 is also standing out from the digital crowd, with about 10 million visits per month.
以下是德国顶尖的电子商务平台. 你曾向他们购买过商品或服务吗? How was the experience, is the price cheaper and the delivery convenient? 请在下面的评论中告诉mg摆脱电子游戏!