Screen Shot 2014-11-17 at 1.33.10 PMOne of the interesting findings of L2’s Digital IQ Index: Personal Care | Germany is Amazon’s reign over the country. The online retailer is thriving with nine warehouses in Germany, a larger physical footprint than in anywhere else in Europe. The retailer has 26.5% of e-commerce market share and is the top destination for online Health and Beauty Shoppers, of which 41% shop on Amazon.de.

But why? Do Germans have an affinity towards the online retail giant, more so than other European countries? Not really. Looking at Germany’s personal care landscape, it seems that native supermarkets and brand sites have left the field wide open for a competitor such as Amazon to scoop up all the business of convenience-seeking online shoppers. While Amazon.de is the preferred e-commerce handoff destination for German Personal Care brand sites, 40% of U.K. Personal Care brand sites link to Boots and Tesco. Both of U.K.’s top choices have click-and-collect, a service only one German supermarket (Rewe) provides.

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Competition brings Amazon’s share of band site handoffs to 18% in the U.K., making it the seventh preferred e-tailer for handoff. In Germany the percentage of brand site handoffs drops to 17% for Rossman, the second preferred e-tailer for handoff after Amazon.

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