In its second report of the 500 -sales B2C online shops in Germany (including the largest number – 26.2 percent – with the main product segment clothing), the EHI extended this by new subject areas and collected comprehensive data for the distribution of various shipping modes and costs, delivery times and minimum order values. After all, it is crucial in e-commerce how long to wait for the ordered goods or whether the delivery date can be easily planned.
“Many online shops have done their homework when it comes to shipping information and services. But the desire for individual delivery time windows so far remains largely unfulfilled,” commented Lars Hofacker, e-commerce expert at the EHI and author of the “2nd online shop Report Germany”.
Delivery times
Almost all of the 500 examined online shops offer an overview page on shipping information, but just under 60 percent call a general average delivery time there. This looks better in the area of clothing: 80 percent of the online shops examined (104 out of 131) call their average delivery time.
At the article level, however, almost 80 percent communicate an average delivery time. However, only a few dealers enable a personal delivery time window: inside (6.2 percent) – for the clothing division, only 5 out of 131 dealers (3.8 percent). Just as few (6.8 percent) provide information about the bundled shipping of several goods on your shipping overview page.
Collection
With 56.2 percent, more than half of the online shops examined also have an inpatient shop. A third (33.8 percent) offers Click & Collect (40.5 percent in the clothing division), with the online payment (28 percent) more widespread than payment in the store (17.8 percent). Not even a quarter (22.2 percent) of the online shops provide information about the availability in the store if a product should be out of print online.
Shipping costs
A tenth (8.8 percent) of the online shops examined basically offers shipping free of charge; A good half (52.4 percent) from a certain order value, which is generally between 40 and 50 euros. In almost a third of the online shops, the regular shipping costs for package shipping are between four and five euros.
Minimum order value
The study found that a large part (over 90 percent) of the online shops does not require a minimum order value. Only 9.2 percent of the online retailers: inside, it can range from 1.00 to 50.00 euros.
returns
Since Kund: Inside the desired items cannot see and touch directly, returns are part of the online trade. Two thirds of the online shops (or three quarters in the area of clothing) generally enable free returns and very few (2.4 percent) couple the cost assumption to a certain value of the goods.
In the case of a third of the online shops, the customer must bear the costs themselves; But just under a quarter (22.5 percent) also indicates the amount of the return costs; Three quarters (77.5 percent) does not provide any information. An elegant solution is to hand in returns directly in the shop, but only 16.2 percent of online shops enable your customers to option.
Sales concentration
According to the study, the German e-commerce market remains highly concentrated: The top 100 companies with 75.4 percent generate a little more than three quarters of the top 500 turnover, whereby the top 10 (Amazon, Otto, Zalando, MediaMarkt, Ikea, Apple, H&M, Lidl, About You and Shop pharmacy, in this order alone) Euro even 40.5 percent.
The companies that are in ranking in places 101 to 250 generated sales of 10.5 billion euros (14.7 percent) or the places 251 to 500 7.1 billion euros (9.9 percent).
Clothing provisions in the ranking
“The B2C online shops with the main product segments fashion (+17.9 percent), nursing products (+9.6 percent) and furniture & household goods (+4.5 percent) have grown in relatively relatively,” this is the conclusion.
In addition to the Breuninger (12th place), Bonprix (14th place), Best Secret (16) and Shein (18th place) below the top 10, in the area of clothing.
Nike, Zara, S. Oliver, Adidas, HSE, C&A, Decathlon, Asos, Bader, Peek & Cloppenburg, Ernstings Family, Esprit, Witt Weiden and Jako-O (each in 32, 47, 52, 54, 55, 59, 60, 61, 69, 75, 79, 82, 92) Top 100. The complete ranking can be seen as part of the study.