Germany is Europe’s second-largest e-commerce market, characterized by cautious, well-researched consumers who prioritize predictability and trust over speed and novelty. The market’s maturity means growth comes from increasing purchase frequency rather than acquiring new shoppers, with marketplace platforms controlling over half of all transactions. Success requires understanding uniquely German preferences: invoice payments that let customers try before paying, exceptionally high return rates that demand efficient reverse logistics, and desktop shopping that still outperforms mobile. The rise of social commerce, mandatory B2B digitalization, and sustainability expectations are reshaping how brands compete. Browse our breakdowns to see exactly how brands win in Europe’s most demanding e-commerce landscape.