The online flower business – a blossoming sector in eCommerce

Whether it’s Valentine’s Day, Mother’s Day, a birthday or something in between, by giving away bouquets, flowers or flower arrangements, we offer others a treat for almost every occasion. Many Germans are flocking to the more convenient variant and buying their floral gifts from online flower businesses. Nowadays, the dispatch of delicate products such as flowers, plants and even foodstuffs is no longer a problem, due to the networked logistics. This makes it possible for consumers to send floral greetings the world over even at very short notice. Every fifth Internet user has already ordered flowers and plants online. Within four years, purchases have actually doubled in this segment.

Compared to the clothing or cosmetics sectors, where predominantly younger target groups shop online, the situation is somewhat different for the online flowers business. It is mostly older customers in the age group of 50 to 64 years (27 percent) who make up the orders here. Some 25 percent of online buyers of flowers and plants are individuals over the age of 65. The younger generation, on the other hand, does not yet make extensive use of this convenient service – with only 12 percent from the age group of 14 to 29 having already bought flowers and plants on the Internet.

Rosy prospects for the online flowers business

eCommerce remains unstoppable and continues in growth. The entire online business has recorded double-digit growth of 10.9 percent within a single year – which corresponds to 58.466 billion euros in sales.

“Pure eCommerce sales for the first time account for every eighth euro in all of retail.

In percentage terms, the independent online and multichannel retailers have grown significantly faster than business via online marketplaces“, as the BEVH notes.

In comparison with booming segments, such as the furniture market or sports shops, the online florist is still lagging behind. But even if the florist business on the Internet is still somewhat minor, statistical figures show that this market has extreme potential and is continuing to grow and prosper. Consumers are increasingly interested in cut flowers and plants in eCommerce and online orders are also on the uptick.

If we take a look at the entire garden-related sector, it becomes clear that online shopping has become extremely popular. Compared to all stationary sales channels, eCommerce accounted for 41 percent of total sales in 2017. This in turn equates to a total of 880 million euros for plants and garden products. Online retail is followed by other distribution channels, such as DIY, home improvement stores and specialist garden centres, which combined together account for only 30 percent of sales.

Currently, the sector has an eCommerce share of 5.2 percent – and this figure is rising. This is primarily due to the special features of green product lines. Shipping flowers and plants is not an easy task. Consumers demand top quality flowers and insist upon both speed and security when it comes to delivery. Online retailers in this segment should thus rethink and adapt their service to these existing requirements to continue to remain successful in eCommerce.

How to equip yourself for the thriving online flowers business

Statistics make clear that the flowers and plants sector is seeing a rosy future in eCommerce. More and more consumers are interested in ordering flowers and plants – but other garden products are also becoming more attractive online. In light of this rising demand, it is becoming increasingly important for retailers to prepare themselves intensively and make adjustments to their businesses just to remain competitive. Especially in this green sector, outstanding quality is the be-all and end-all. Only those who can deliver fresh and long-lasting flowers and plants quickly and safely will survive in the online flower business over the longer term. In particular, spontaneous flower buyers should not fall by the wayside. In this context, online florists should look at express deliveries and delivery options on Sundays and public holidays. Consumers also value excellent service in the online florist market. Convince them of the quality of your goods and offer your customers a freshness guarantee. However, an excellent service alone is not sufficient for the online flower shop. Instead, online retailers should keep a clear eye on their direct competitors in this highly competitive eCommerce sector. By knowing the prices and assortments of other online flower retailers, you can adjust your own prices and assortments accordingly and thus secure competitive advantages for yourself. Numerous retailers are already using intelligent solutions such as blackbee, which show retailers and manufacturers exactly where they stand in global competition at all times. Our innovative technology records daily updated prices, product and supplier data on the Internet, on the basis of which you can make well-founded decisions for your company’s success.

Recognise your opportunities and risks, as well as gaining an edge in eCommerce. Do you have any questions about our innovative solution? Contact us now, we look forward to your message!