In the clothing cluster, which also includes the footwear product group, sales increased by 2.7% from 3.932 billion euros to 4.039 billion euros. Only the cluster of everyday goods grew even more strongly at 3.7%. When viewed separately, sales of shoes actually grew by 5.7%. Overall, sales of shoes on the Internet amounted to 831 million euros, compared to 787 million euros in the same quarter of the previous year.
More was implemented, especially via marketplaces. After growth rates of 2.3% and 0.4%, sales in the third quarter were 7.2% more than in the comparable period. This means that 9.25 billion euros or 53.4% of the total volume are sold via marketplaces. However, sales from pure online retailers and omnichannel providers declined. Pure online retailers have lost 5.3% in sales and have a market share of 28.8%. Omnichannel providers have lost 6.1% and have a market share of 12.1%. The D2C channels grew by 6.6%. “Two phenomena in the online market are striking: Firstly, the considerable importance of second-hand platforms, which together account for almost a tenth of all orders. On the other hand, prominent Asian suppliers have now taken leading positions in many categories in terms of the number of orders,” adds Martin Groß-Albenhausen. The accumulated total volume of online purchases via Asian platforms reached more than 2.1 billion euros before the Christmas shopping season. That is 3.8% of the total accumulated volume.