Christmas quarter brings online commerce

Christmas quarter brings online commerce

Online trading in the Christmas business, not least, has once again recorded a strong growth boost by the effects of the Corona pandemic and concomitant restrictions. According to a consumer study of the Federal Association e-Commerce and Mail Trading (BEVH) Germany, the online revenues in the fourth quarter were almost 24 percent higher than the previous year’s level. Thus, the growth rate in e-commerce has more than doubled compared to the Christmas quarter of 2019.

Increased growth

For the full year 2020, however, the growth of online trading is not quite as high, emphasized the BEVH-General Managed Christoph Wenk Fischer. "Growth is increased, but straight through the weak first quarter 2020 – not exponential", he said the German Press Agency.

Extremely grown, especially the areas of food and drugness are. But also mobel, lamps and decoration were much more often bought on the internet. The demand for medicines is also roughly rough, although they were also available in stationary business.

Remarkable increases

The online sales with food was between October and December according to BEVH by more than 83 percent of the previous year’s level. In the drug sector, the plus was 46.7 percent and drugs was 53.5 percent of the growth. In these areas, however, online trading played a comparatively low role so that the enormous growth took place at a low level.

But also in areas where online trading has already secured significant market shares, growth rates were remarkable. The online trading with clothing in the Christmas quarter grew around 26 percent. On the two months before, the plus was still at 6 percent.

Germany’s second-gray online shop Otto.DE had already reported a record Christmas business at the beginning of the week. Compared to the Christmas corporation in 2019, the number of orders has risen by almost 60 percent, the company reported. "Already in October and November, we were partly clear about the level of 2019. This trend has been massively stronger in the two weeks before Christmas", says Marc Opelt, chairman of the Otto area board. The most highest products were mobile phones, televisions, sofas, notebooks and shoes. For the entire business year 2020, the Otto Group expects sales in the double-digit area.

Stationary fashion trade heavily affected

In recent years, online trade in Germany has always grew two-digit. However, the growth rates went back to the pandemic. In 2019, sales growth was still 11.6 percent. While the online trading in the pandemic boomed, many stationar handlers suffered massively under the Corona crisis.

Especially hard hit the stationar fashion trade. According to a current industry survey of the specialist "Textile industry" lost the fashion trade companies in the shopping grids and shopping centers 2020 almost a third of their elderly. With this historically high sales minus, the melting process of stationary fashion trade has accelerated massively, emphasized the managed. The market has been shrinking since 2010 year for year.

Federal Statistical Office with similar numbers

The Federal Statistical Office is also similar to high numbers. It reported a treasured increase of 31.8 percent for online trading in November 2020. At the same time, retailers had to cope for textiles, clothing, shoes and leather goods with a minus of 20 percent. On the other hand, furnishing items, household conservation and construction requirements were particularly needed with an increase of 15.4 percent. Overall, according to the Federal Statistical Office, the German retail trade has also made good businesses in 2020 and increased between 3.9 and 4.3 percent towards the previous year.


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