13.4% reported the sole use of B2C, while the B2C area in the banking/insurance industry seems 
to gain more and more importance with 16.1%. Although the overall percentage of 
establishments offering B2C seems to be rather low for an industrialized country, one can 
observe a steadily growing consumer demand for such services. Nearly one third of consumer 
sales of the investigated firms are already conducted online (30.7%), especially in the 
retail/wholesale industry, with 32.7%. The manufacturing sector reported 7.5% of B2C sales; 
quite a low level of direct sales to private end consumers because this is rather uncommon for 
industry firms in Germany.  
As expected, the highest ratio of online sales use for both B2C and B2B commerce is observable 
with the retail/wholesale industry, where 20.7% conduct both types of online sales at the same 
time.  
Although Germans are evidently concerned about security issues, especially related to online 
payment procedures, most websites support such functionalities. A high 41.8% of all 
establishments in the investigated industry sectors offer online payments on their website, 
especially in the retail/wholesale industry (44.5%). 
TABLE 19  Online Sales 
Banking/ 
Manufacturing
a
Wholesale/Retail 
Distribution
a
Insurance
a
Total
a
GER 
Global
b
GER 
Global
b
GER 
Global
b
GER 
Global
b
B2B 
only 
(%) 
19.3 
16.3 40.5 
12.0 12.0 6.7 34.0 
12.9 
B2C only (%) 
2.9 
4.0 
13.4 
7.7 
16.1 
14.3 
11.5 
7.1 
B2B and B2C (%) 
9.9 
11.2 
20.7 
16.9 
19.7 
15.5 
18.4 
15.0 
Mean 
percentage 
of 
    
  
  
  
Total consumer sales 
conducted online (all 
establishments) 
0.5 2.1  11.2 4.5  7.3 5.1  8.8 3.8 
Total business sales 
conducted online (all  
establishments) 
5.5 3.2  9.2 4.4  7.9 4.0  8.4 4.0 
Total consumer sales 
conducted online (only  
   those doing B2C sales) 
7.5 
15.3 
32.7 
19.5 
22.2 
19.6 
30.7 
18.6 
Total business sales 
conducted online (only 
those doing B2B sales) 
19.2 
12.2 15.1 
16.1 26.5 
21.9 16.0 
15.1 
Websites supporting 
online payment (only 
those doing online   
sales) 
27.8 
25.0 44.5 
36.7 28.8 
37.4 41.8 
33.6 
Notes:
a
Responses were weighted based on the total number of establishments by employee size within the sector for each 
country.  
 b 
Consists of weighted survey responses in 10 countries combined: United States, Mexico, Brazil, Germany, France, 
Denmark, Singapore, Taiwan, China and Japan.   
Source:  CRITO Global E Commerce Survey, 2002 
32






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