UK, US and German consumers spend most online annually

UK, US and German consumers spend the highest amount per person online worldwide, according to research compiled by Internet World Germany.

British shoppers spend the most – an average of £1,050 each year, followed closely by the US with £1,001. German consumers take the third spot, with online shoppers spending £915 on average per year.

Germany has 45 million online shoppers. Seven out of ten consumers over the age of 14 actively purchase goods via the internet, while the country’s total e-commerce turnover amounted to €41.7bn (£31.2bn) in 2015: up from €37.1bn (£28bn) the previous year.

Internet World Germany’s research overview found that the top ten online retailers currently generate more than a third of total e-commerce sales in the country. Amazon’s latest turnover figure of over €6.5bn (£4.9bn) makes it the most popular online shop, while fashion retailers Otto and Zalando recorded sales of almost €2bn (£1.5bn) and €872m (£659m) respectively.

“The average e-commerce spend per head spend in Germany is not far off UK and US levels,” said Saskia Müller, head of Internet World Germany. “With domestic and international online brands continuing to understand what’s important to German consumers and adding value to their services, there’s a lot of room for growth in an already mature market.”

E-commerce accounts for 15.3% of total retail sales in Germany, excluding food, according to the data gathered. Technology is the top performing sector with 20.9% of total sales. Sport and leisure sees 20.2%, while fashion takes 18.9% of spend.

Almost two thirds (63%) of German consumers aged 60 and over purchase products online, compared to 58% of teens aged 14 to 19. The most prolific are 30 to 39 year olds, with 80% identifying as online shoppers.

Other spending stats:

Spending habits for Christmas 2014

Online retail spending set to surpass £60bn in UK and £180bn in Europe in 2016

Consumer spending declined 7.1 per cent in 2020

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