Logistics in Germany is getting more expensive – market data

According to Neuhandeln, the average cost of standard delivery at the 100 largest online stores in Germany increased by 12% compared to 2021. Today, it averages €5.54. It's worth noting that this cost increase is systemic and related to multiple factors – inflation, rising fuel prices, and increased expectations regarding the speed and quality of deliveries.

The analysis also revealed that only 13 of the 100 stores surveyed offer free delivery without conditions – a significant drop from previous years. Many companies are opting to introduce minimum order thresholds or increase fees, which impacts the final price of purchases for consumers.

How does the increase in shipping costs affect the digital world?

Rising shipping costs pose a challenge not only for consumers but also for businesses operating in the digital world. High fees can negatively impact conversion rates and cart abandonment. Consumers are more price-sensitive and often compare offers from various sources, seeking those with free or cheaper shipping. This also presents an opportunity for Polish e-commerce companies and online stores, which are more cost-effective and may be able to offer, for example, free shipping (to the German market), assuming an appropriate e-commerce margin.

Moreover, such an increase in e-commerce logistics costs also requires companies to revise their logistics strategies. Greater emphasis is being placed on supply chain optimization, integration with local operators, and rate negotiations with courier companies. Rising delivery costs may also necessitate investments in process automation and local warehouses to reduce shipping times and costs.

Rising shipping costs also impact pricing strategies and loyalty models. Online stores must strike a balance between profitability and the attractiveness of their online store offerings. A common solution is to conceal some e-commerce logistics costs in the product price or offer free shipping with a subscription, which in turn increases customer loyalty. Transparent communication of costs and added value, such as express shipping or free returns, is crucial.

An opportunity for Polish companies – time to expand

While rising shipping prices may seem negative, it presents a unique opportunity for Polish companies operating in the digital world. For many German customers, the cost of local shopping is becoming increasingly unattractive – this is the perfect time to present a competitive offer from Poland.

Polish online stores can leverage lower operating costs and logistical flexibility to offer products with cheaper shipping or on preferential terms. Thanks to the growing popularity of cross-border commerce and easy integration with German marketplaces (e.g., Kaufland.de, eBay.de, Amazon.de), the barrier to entry is lower than ever. This is a strong argument for international expansion, especially into the markets of our western neighbors. This is especially true since we already have access to creating stores ready for expansion into DACH markets (Germany, Austria, and Switzerland), especially AI tools that enable appropriate translations of stores, product descriptions, and so on.

An additional advantage of Polish companies may be their ability to quickly adapt to market changes. Smaller organizational structures, agile teams, and a willingness to test new logistics models allow them to react faster than larger players in the German market. This is not only an opportunity to increase revenue but also to build a strong position in the region. We would also like to add that e-commerce advisors such as Świat Cyfrowy are ready to provide appropriate support to companies that decide to undertake such expansion.

How to Take Advantage of the Situation? Practical Tips for Businesses

• Find the right e-commerce advisor – it's worth being sure of the right strategic moves to avoid wasting both time and money.
• Analyze your competitors' delivery policies in Germany – check their current prices and free shipping threshold.
• Negotiate favorable terms with international carriers – especially those serving DACH countries.
• Take advantage of fulfillment services in Germany or in the border area to reduce order fulfillment times and costs.
• Optimize your website and offer for the German market – translation, SEO, UX and local payments matter.
• Consider advertising campaigns targeting German customers – e.g. Google Ads and ads on marketplace platforms.
• Ensure customer service is in German – localizing services and support is one of the pillars of effective international sales today.

Are Polish companies ready to take advantage of this moment?

Rising shipping costs in Germany are not only a warning sign for local online stores but also a catalyst for action for Polish companies. With the right logistics and marketing strategy, this is the perfect time to enter the German market and gain a competitive advantage.

The Polish digital world has enormous potential for scaling and conquering new markets. Germany (DACH), as the largest digital market in Europe, could become a natural expansion destination for companies seeking growth and revenue diversification.

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