2019 Marketplace Expansion Index

The ecommerce and sharing economies are booming. Thousands of fast-growth marketplaces are emerging all around the world.
This index examines the top 36 countries for ecommerce and sharing economy platforms to expand.

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Germany

2019 Rank # | 2018 Rank #

Big Mover

New

established

Germany

Germany is poised to take advantage of Brexit and emerge as the unrivaled hub of digital marketplaces in Europe.

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#4

Marketplace Expansion Index Rank

Same ranking as 2018

Pros

  • Significant adoption rates of new online platforms
  • Largest disposable household income in the EU besides Luxembourg
  • Largest sharing economy opportunity in Europe

Cons

  • Average retail ecommerce growth
  • Below average rate of freelance employment
  • Has slipped in terms of ease of doing business

Facts You Can't Forget

1

Digital Love. N26, Germany’s mobile bank, signed more than one million new customers last year.

2

Sharing Goes Mainstream. The German sharing economy market is worth €20 billion+ according to a survey published by Price Waterhouse Coopers (PwC), making the market worth more than €20 billion.

3

Solid Gold. Germany has a highly-banked population, good payments infrastructure, and generally very high trust in large banking institutions.

Ranking Highlights

For our full explanation, visit our methodology page

Infrastructure

8

The fundamentals of any society and enterprise, including: payment infrastructure, ease of doing business, and Logistics Performance Index.

Workforce

6

You’re only as good as your people. Factors in this category include: levels of English proficiency and participation in freelance employment.

Ecommerce Activity

8

This category assessed ecommerce opportunity size, retail ecommerce growth and ecommerce as a percentage of retail transactions.

Competition

10

The fate of foreign entrants, based on the volume of cross-border transactions and if a global marketplace dominates that geography.

Essential Reading

"Almost 40 percent of Germans used ‘share economy’ services such as Uber and Airbnb in 2017."

"The Germany Constitutional Court’s July ruling upholding a broadcasting fee suggests it could put legal restraints on major technology companies like Uber Technologies Inc. and Airbnb Inc. in future rulings. The… ruling lambasts the platform economy and other digital giants as monopolizing data and information..."

"In Germany, politicians have started acknowledging that regulation has not kept up with the digital revolution, and researchers are pushing for deregulation of passenger transportation… Uber’s success will largely depend on how much the passenger transport rules are liberalized."