Market potential for the integration of moving images on online trading platforms

2008-06-25 18:54:11 -

The growing number of internet users continually provides the German eCommerce market with record sales. However, the online market faces real challenges. Since 2004 growth rates have been stagnating by yearly twelve percent. The number of users is rising slowly, however the willingness of the users to purchase more often and with more volume in the internet has not increased since 2006.


There are several approaches to making full use of the potential of eCommerce. An important lever is the intensive integration of the contents of moving images. The strategy advisor Goldmedia has analysed eCommerce TV and the opportunities and possibilities of the use of moving images on online platforms (eCommerce TV) and has for the first time quantified possible growth potential. According to the prognosis from Goldmedia, the German eCommerce market can attain an increase in turnover of more than five percent by 2012 by using moving images.


The results of the study.

* In spite of a record turnover, growth rates in German eCommerce have stagnated: new impulses are necessary
* A growing interest in online videos and a deepening broadband penetration mean that moving images in the internet are now taken for granted
* Using moving images allows goods to be presented more dynamically and offers a positive purchasing experience - additional target groups can be reached.
* Goldmedia Prognosis: Growth in turnover in Germany in eCommerce TV: plus 1.5 billion Euro in 2012



The study was supported by targa.tv GmbH, Hamburg.


Author of the report

Mathias Birkel



Pricing and Ordering

50 pages, 40 tables/charts

electronic version: 790.00 € excl. VAT


The report is available in German and in English.