In this episode, Karo talks to a familiar face on the checkout zone podcast: Vanessa Stützle, CEO of the LUQOM Group. Together, they take a look at developments in German e-commerce and the trends, strategies and figures that will shape 2025.
New: With the “Quarterly Stützle”, Karo and Vanessa are now launching a regular update format on the status quo of e-commerce.
A central topic of discussion is the current market situation. German e-commerce grew by just 1.1% in 2024, and a moderate increase of 2.5% is expected in 2025. Karo and Vanessa agree: Companies with a clear vision and an efficient structure remain successful. In the Home & Living segment in particular, things are becoming more selective. Suppliers such as Westwing, which rely on premium and private brands, are developing solidly.
The focus is also on the launch of the TikTok shop in Germany. Although there is still a lack of conversion, the potential — for example through live shopping and creator collaborations — is great. Vanessa expects TikTok to change from a traffic channel to a revenue channel in the medium term.
It also involves customer data and loyalty programs. Following the withdrawal of an important partner, Deutschlandcard is under pressure — new digital touchpoints are needed. Vanessa sees clear opportunities in apps with real added value and a personalized approach.
Artificial intelligence has long been part of everyday life at LUQOM: It supports everything from trend analyses to 3D visualizations and legal checks — and makes processes more efficient and secure.
Aldi's withdrawal from online retail is also exciting. Karo and Vanessa discuss possible digital niche models — from Aldi Talk to Aldi Reisen.
In this episode, you can hear what trends they see in customer loyalty, what Aldi's retreat means for the market and why conversational commerce via WhatsApp works in B2B.
Our key insights:
📊 Mini-growth despite volatility: After the corona boom, the market is stagnating — e-commerce will grow by 1.1% in 2024, 2.5% is forecast for 2025. Uncertainty due to geopolitical developments is slowing down consumer sentiment despite a high savings rate.
🚀 Big players are expanding their advantage: Platform models, online pharmacies & food are growing disproportionately. Companies like Lampenwelt are defying the market with a clear strategy, efficiency and focus on customer experience.
🧠 AI is going from a buzzword to a business booster: Whether it's trend analyses, 3D models or content — AI accelerates processes and makes product development more precise and scalable.
📱 New channels, new opportunities: TikTok Shop attracts attention — especially in live shopping and for acquiring new customers. At the same time, WhatsApp commerce shows how proximity and service are being rethought in B2B.
🏷️ Premium instead of price war: With a high private brand ratio and selective third-party brands, Westwing is deliberately breaking away from price competition — with a focus on quality, margins and brand management.
