Online trade continues to boom: For this year, the German Trade Association (HDE) expects total sales of 48.7 billion euros, an increase of around ten percent compared to the previous year. However, not all retailers vying for digital customers benefit equally from the increase.
As our infographic shows, those retailers who have specialized in digital commerce from the outset were able to set themselves apart from the competition. While in 2008 they were roughly on a par with stationary retail (or its online business) and traditional mail order with a 31.4 percent share of sales, in 2016 they stood out with 38.7 percent (around 17 billion euros).
The HDE points out that more and more mixed forms are becoming established as a result of so-called multi-channel strategies. For example, Internet Pure retailers also set up brick-and-mortar stores.
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