The Worldwide E-commerce Boom – Spotlight on the German market


Reach out to the world’s second largest internet community and behold the benefits of a German website

Following on from our successful Economic Powerhouses series, we’re now looking at how current digital trends are sparking a worldwide ecommerce boom. The popularity of buying on-line is at an all-time high, and businesses must now adapt and develop new methods to maximise the opportunities. As a global channel bursting with potential, when it comes to targeting customers overseas through your website, language shouldn’t be a barrier.

We’ll reveal the latest internet trends in the German market and discover why translating your website into German could increase your chance of winning new business fourfold.

Key digital trends in the German market

  • 82% of 81 million population is now online
  • Second highest internet penetration rate in the world
  • 66.8% of German internet users follow their favourite brands on social media
  • Average German internet user spends 25.2 hours online a month (July 2012)

Smartphones boosting a growing mobile internet community

The ever-growing popularity of smartphones has boosted Germany’s online community. 51% of Germans now own a smartphone, 85% of whom use it to access the internet each day.

The Google factor is ever apparent in Germany

The presence of the mighty Google can truly be felt in Germany, with the search engine accounting for over 95% of all internet searches throughout the country. This is particularly beneficial for UK businesses already proficient in services such as Google AdWords to promote their products.

Boost your brand by targeting the social media channel

Facebook is far and away Germany’s preferred social network, boasting 25 million active users as of March 2013. 66.8% of German internet users follow and interact with their favourite brands on social media and exposure on such popular sites is essential for any successful expansion.

Cash in on a massive German e-commerce market

By the end of 2013 over 80% of the German internet population is expected to be shopping online. Research shows that German consumers like to see evidence of company awards, mission statements and values when shopping online, to assure them of the product’s quality – providing this information in German will certainly sway audiences in your favour!

Why are the Germans 4 x more likely to buy from your website?

Effective communication online is paramount and research shows that internet users are 4x more likely to purchase from a website in their own language (Forrester Research). Targeting the booming German market with a fully localised website may be just the spark your global expansion plans need.

Translation is more than just words

Website translation involves not only adapting your existing website to suit a new language, but also taking local cultures and values into consideration to ensure that your messages are conveyed appropriately. You’ll also need to consider translating and localising your keywords for search engine optimisation (SEO) purposes, and determining the most effective terms for your target market requires a degree of cultural research.

Quite a task indeed, but Comtec is here to support you every step of the way. Also be sure to check out our top tips to see how we can make the website localisation process go even smoother!

If you have any further questions on how to approach translating your website for new markets, or would like a free translation quote, please contact a member of our team on + 44 (0) 1926 335 681 or email

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