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In 2008, private consumers in Germany spent 46.1 bn Euro in the
Business-to-Consumer (B2C) field via the internet. Compared to the year 2007
(45.3 bn), this means an increase of scarcely 2 %. Especially intersting
herewith is the question how these 46.1bn Euro are distributed in the particular
branches of trade. One of the most successful branches of the economy on the
internet is tourism. In 2008, Germany’s business volume achieved through
touristic services on the internet (B2C and B2B) was already at 18.02 bn Euro.
Adding out the part of business travels (B2B), which has been stable at a bit
more than 30 % for several years, the importance of tourism in the web becomes obvious.
With 12.85 bn Euro, the “touristic B2C online volume” constitutes more than a
quarter (27.9%) of all privately generated business volumes in Germany. Thereby,
72.1 % (in 2007: 77.0 %) of achieved B2C-revenues in Germany 2008 via the
internet are generated by non-touristic products, as for example books, CDs,
clothes etc.. All in all 12.9bn Euro have been turned over in the tourism
end consumer market.
Thus, tourism as branch of trade is still the biggest generator of online volume,
previous to the branches clothing, books as well as PC-accessories. Although the
number of books and CDs sold on the internet is larger, the revenues of
tourism in the internet are clearly higher. Hereby results the dominating part
of this branch in the B2C-pie. In comparison to 2007 the part of the touristic
business in the E-Commerce-pie rose about 4.9%-points. Due to the large
heterogenity of on-line sold non-touristic products/services there are always
some difficulties to correctly measure those figures, which is the reason for
smaller flucutaions in figures. In the last years, the
touristic B2C-Online share of sales in Germany is alternating in the range
between about 20 % to 27 %. Taking a look at the last 8 years the average rate
of the achieved B2C-turnover in tourism in Germany is 24.1%. Nevertheless – or precisely because
the sortiment over all branches is widening – tourism as a whole still presents
the largest branch of trade in private consumer E-Commerce in Germany and is
going to keep this position for the next few years.
The aim of the annual market research about “Web-Tourism” is to document the
current state of “E-Commerce in tourism” in Germany and to compare it with the
results of the preceding years.
 article „German B2C turnover in 2007“
article „Online-Tourism 2008“
short introduction „Web-Tourismus 2009“
(only in German)
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