In 2018, e-commerce in Germany generated sales of 53.4 billion euros.
For 2019, even a further increase to 57.8 billion euros is forecasted. An end to the success is not yet in sight.
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Why are Online marketplaces like Amazon so important?
10. Oktober 2019
In recent years, Amazon has continued to expand its supremacy among consumers. It is estimated that every second e-commerce order will be processed via this platform. A large part of the turnover is achieved through the marketplaces, where other traders can sell themselves besides Amazon.
Retail vs. Online Shopping
E-commerce is booming in Germany. This is revealed by the research of the trade association Germany:
https://einzelhandel.de/presse/zahlenfaktengrafiken/861-online-handel/1889-e-commerce-umsaetze
https://einzelhandel.de/presse/zahlenfaktengrafiken/861-online-handel/1889-e-commerce-umsaetze
For comparison, let's take the toy industry. With toy sales in Germany remaining stable from 2016 to 2017, the share of online sales increased from 24% to 39%. The stationary specialty shops have to accept losses from 35% to 31%.
https://de.statista.com/infografik/7891/ausgaben-fuer-kinderspielzeug-in-deutschland/
This shows very clearly where the journey is going. To stay successful and generate revenue, you should think about being present online with your products. However, it is important to analyze exactly which channels are the right ones for your own company and whether your processes are prepared to the online business.
Your brand strategy must fit
Whether Amazon suits you and your brand depends entirely on your brand strategy. Online products are in the midst of cheap or noname products, private labels or premium brands. The influence on the brand experience is difficult to influence on your part, despite some small options on Amazon. If you move in the luxury brand area, this environment can damage your own brand image.
The typical online customers pay particular attention to price and performance and to the availability of the article. Less on a special brand.
Long-term customer loyalty or customer communication is also more difficult online because data is not published by the marketplace vendors to you and the customers do not even want a direct approach. They are an Ebay or Amazon customer or whatever marketplace you are in.
Your advantages
Why should one move on to Amazon, for example, in addition to the reasons for shifting from retail to etail? One is almost forced to do so. Because many of your own customers already offer your company's articles online, but do not maintain the content in the way that might suit you and your brand. After all, you know your brand best and have very specific goals. It's better that you take the responsibility for the online appearance of your products by yourself and communicate with consumers before other merchants cause any image damages.
Conclusion
In our opinion, the future belongs mainly to the online marketplaces. It is a challenge to compete in this competition, but a great opportunity to make your own brand known to consumers and to develop further.
Whether Amazon suits you and your brand depends entirely on your brand strategy. Online products are in the midst of cheap or noname products, private labels or premium brands. The influence on the brand experience is difficult to influence on your part, despite some small options on Amazon. If you move in the luxury brand area, this environment can damage your own brand image.
The typical online customers pay particular attention to price and performance and to the availability of the article. Less on a special brand.
Long-term customer loyalty or customer communication is also more difficult online because data is not published by the marketplace vendors to you and the customers do not even want a direct approach. They are an Ebay or Amazon customer or whatever marketplace you are in.
Your advantages
Why should one move on to Amazon, for example, in addition to the reasons for shifting from retail to etail? One is almost forced to do so. Because many of your own customers already offer your company's articles online, but do not maintain the content in the way that might suit you and your brand. After all, you know your brand best and have very specific goals. It's better that you take the responsibility for the online appearance of your products by yourself and communicate with consumers before other merchants cause any image damages.
Conclusion
In our opinion, the future belongs mainly to the online marketplaces. It is a challenge to compete in this competition, but a great opportunity to make your own brand known to consumers and to develop further.
Two founders dare! From now on, DiBendo GmbH supports you in brand building. Incl. E-distribution, corporate design development and everything that goes with establishing a brand in Germany.
Welche Chancen und Herausforderungen ergeben sich für deutsche Unternehmen auf den Online-Marktplätzen wie zum Beispiel Amazon.
Zwei Gründer trauen sich! Ab sofort unterstützt Sie die DiBendo GmbH im Markenaufbau. Inkl. E-Distribution, Corporate-Design -Entwicklung und alles was dazu gehört, um eine Marke in Deutschland zu etablieren.
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