According to the Association of the German Internet Industry or “Verband der Deutschen Internetwirtschaft”, 53% of Germany’s GDP in 2017 will be related to activities associated with e-commerce. These numbers reveal the important potential in Germany’s e-commerce market for both B2B and B2C environments.
At this point in time Germany has the highest number of internet lovers and users in Europe. Overall more than 40 million Germans bought goods using the internet in 2013.
Who to Target for E-Commerce Sales
Generation Y, who are those born from 1980 to 2000, spend around the world US$200 billion through online networks. They are the group that have been constantly immersed in technology all their lives, ranging from computers to mobile devices to video games consoles. The Internet places everything that Gen Ys want at their fingertips. They expect a fast service and good quality when dealing with e-commerce.
Special Marketing Required
Gen Ys respond to advertising that they feel comfortable with and recognise. This means savvy companies have to adapt to this important consumer group if they wish to get the lion’s share of the market. This means they should hire Gen Ys in their contact centres as they know how to respond quickly and efficiently to their own group’s demands.
Multilingual Campaigns Should be in the Forefront
E-Commerce sellers who market and sell their products outside Germany will need to get their product information translated into the languages of the people they intend to target. Studies have revealed a significant fact that despite more and more people understanding key world languages like English e-commerce customers, whether they are Gen Y or not, favour buying products that are marketed in their own language. In fact a European Commission survey discovered that 42 percent of buyers will not purchase products not written in their native language.
Providing a multilingual customer service is definitely an issue that needs to be addressed by companies wishing to gain the most from e-commerce. It’s not just the language that needs to be the focus but understanding the culture of the customer too. It’s fundamental to a business’s success outside its own language that its customer service employees know how to respond to many different cultures as well as dealing with the multilingualism that is present today in the global e-commerce market.