welt.de
German Online Retail Booms, Facing Challenges from Asian Competitors
German online retail sales are surging, exceeding expectations with a projected €92.4 billion revenue in 2025, fueled by growth in previously under-represented online categories and the rise of international players like Temu and Shein, despite challenges in product safety and customs regulations.
- What is the primary driver of the recent surge in German online retail sales, and what are its immediate economic implications?
- German online retail sales are booming, exceeding expectations despite low consumer confidence. The Handelsverband Deutschland (HDE) raised its e-commerce growth forecast to 4 percent for 2025, predicting a record €92.4 billion in revenue. This upward revision reflects the sector's strong performance, particularly in previously underrepresented online categories like groceries and cosmetics.
- How do the growth rates of different product categories within online retail in Germany vary, and what factors contribute to these differences?
- The surge in online sales is driven by increased online penetration in categories like food, cosmetics, and pet supplies. While these segments still have relatively low online market shares compared to brick-and-mortar sales, their growth rates are reaching 10 percent, indicating significant future potential. This contrasts with the mature non-food sector dominated by fashion and electronics.
- What are the potential long-term consequences of the increasing presence of international online retailers, particularly from Asia, on the German retail landscape?
- The rise of international online retailers, particularly from Asia, poses a significant challenge to German businesses. Companies like Temu and Shein are estimated to have generated €2.7–€3.3 billion in German revenue in 2024, fueled by increased digital advertising spending in Europe. This highlights the need for stronger regulations to address issues such as product safety and customs evasion.
Cognitive Concepts
Framing Bias
The article frames the growth of online retail in a largely positive light, emphasizing the record sales and growth projections. While acknowledging concerns about competition from Asian companies and the challenges of smaller retailers, the overall tone is optimistic about the future of e-commerce in Germany. The headline (which is not provided, but can be inferred based on the article's content) would likely reinforce this positive framing. The use of phrases such as "Wachstumslokomotive" (growth engine) reinforces this perspective.
Language Bias
The language used is generally neutral, employing descriptive statistics and direct quotes from industry representatives. However, the repeated use of positive language to describe the growth of online retail, such as "deutlich bessere Umsätze" (significantly better sales) and "Wachstumslokomotive" (growth engine), could subtly influence reader perception. While these are factual observations, the selection and repetition of such positive phrasing leans slightly towards a favorable portrayal of e-commerce's growth.
Bias by Omission
The article focuses heavily on the growth of online retail in Germany, particularly the success of Amazon and the rise of Asian competitors like Temu and Shein. However, it omits discussion of the challenges faced by smaller online retailers, beyond mentioning the high costs of operating an online shop. The impact of this growth on local businesses and the German economy as a whole is not explored in detail. While acknowledging space constraints is reasonable, a broader perspective on the economic consequences would enhance the article's completeness.
False Dichotomy
The article presents a somewhat simplistic dichotomy between the success of online retail and the struggles of some brick-and-mortar stores. While it acknowledges the challenges faced by smaller retailers in adapting to e-commerce, it doesn't fully explore the nuances of the situation, such as the potential for successful omnichannel strategies or the varied levels of success among physical stores. The implication that all physical stores are struggling while e-commerce thrives is an oversimplification.
Sustainable Development Goals
The rise of online shopping, particularly from international companies like Shein and Temu, raises concerns regarding responsible consumption and production. These companies are accused of selling potentially dangerous or counterfeit products, circumventing customs regulations, and contributing to unsustainable consumption patterns. The growth of these platforms also increases pressure on smaller, domestic retailers who may struggle to meet the same standards of environmental sustainability and fair labor practices.