The guidebook, titled ‘Germany Passport’, predicts the market will achieve 15 percent year-on-year growth in 2015 – reaching a value of €47bn – and focuses on the key cultural differences that foreign e-retailers should fully understand before entering the market. These include German customers’ adherence to open invoicing – which allows ‘try before buy’ behaviour, the expectation of free returns and consumers’ high sensitivity to data protection.
In addition, the report highlights the high service expectations of German consumers – 14 per cent demand a one to two day delivery service. Advice for e-retailers on marketing, finance and payments, legal issues, fraud and risk management, logistics and delivery in Germany is also included to help companies shape their export strategy.