Over 80 million Germans represent huge economic potential for entrepreneurs across Europe. Online shopping has become part of everyday life for most Germans. Over 75% of the population regularly use e-shops. The online market is dominated by Amazon (over 50%), followed by eBay (16%).
For German consumers, two things are of utmost importance when shopping online. First, a comprehensive product description. Second, detailed information about shipping costs. In general, German consumers are used to free shipping (from service providers such as Amazon). Excessively high shipping costs are the most frequently cited reason for an abandoned purchase from a web store from abroad.