E-commerce Development 2025: Stabilization After the Boom – How to Successfully Shape B2C Online Retail
B2C e-commerce development has reached a phase of consolidation after an enormous Corona boom. Which product groups are still growing, and which are losing? We analyze the current figures from the HDE Online Monitor 2024 for you and provide concrete recommendations for action for retailers.
In 2023, German B2C online retail according to HDE/IFH Köln only increased by 1.0% to a total of €85.4 billion – about 44% above the pre-Corona level of 2019. The online share of retail sales stagnated at 13.2%.
This illustrates a phase of consolidation, where the market is stabilizing on a high plateau and retracting after the exponential growth spurts.
Tip: Track the monthly sales figures for your segment and establish benchmarks to immediately identify deviations.
Losing Sectors at a Glance
The once dominant Consumer Electronics (CE) category dropped by 2.5% in 2023. Home & Furnishings also lost 2.7%, and DIY & Garden even 2.9%.
Brick-and-mortar retailers were able to gain ground here – durable products are again preferred to be examined and bought locally.
Tip: Analyze your inventory and focus on fast-moving products with a high turnover rate.
Winning Sectors with Potential
FMCG (Food, Drugstore) grew by 8.7% – fast-moving consumer goods with a high repurchase rate continue to boom online.
Health & Wellness grew by 3.7%, Jewelry & Watches by 3.6%, Leisure & Hobby by 2.1%, Office & Stationery by 1.0%, and Fashion & Accessories remained stable (+0.3%).
Tip: Develop product bundles or subscription models for frequently purchased items to increase Customer Lifetime Value.
Marketplaces and Private Retail in a Duopoly
Marketplaces accounted for 54% of online retail in 2023, with Amazon alone holding 43% (including its own retail, 60%).
Own shops and stationary retail are slightly losing ground but remain important for brand building and margin protection.
Tip: Focus on an Omnichannel strategy with a combined marketplace and shop presence, as well as stationary touchpoints.
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55% of all online revenue in 2023 was generated via smartphones (2020: 47%). A slow or cluttered mobile experience leads to high checkout abandonment rates.
Mobile UX, fast load times, and simplified payment processes must be optimized.
Tip: Conduct regular mobile usability tests and optimize load times to under 2 seconds.
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