DHL plans to expand its Allyouneed shopping portal to more European markets
DHL plans to raise its profile in the e-commerce sector by expanding its MeinPaket.de and Allyouneed.com shopping portals, which are already established in Germany, to other European markets. Allyouneed will be the umbrella brand under which DHL Parcel will bundle its shopping portals across all participating European countries. In Germany, MeinPaket.de is already operating under the Allyouneed brand.
DHL rolled out Allyouneed to Poland in March and other countries are set to follow.
“Allyouneed’s entry into the Polish market reflects our strategy of establishing new services and products in Europe’s booming e-commerce markets,” said Andrej Busch, CEO DHL Parcel Germany and DHL Parcel Europe. “Poland is one of the fastest-growing markets and serves as an excellent launch pad for expanding our marketplace model into other countries.”
In a further piece of rebranding, DHL said that the Allyouneed online supermarket will use the Allyouneed Fresh brand name “in a conscious effort to direct the attention of private customers to the online supermarket’s extensive array of fresh produce”.
“The trend of conveniently taking care of supermarket purchases online and having the goods delivered to the desired destination within a narrowly defined time frame will continue to gain acceptance in Germany,” added Busch. “We have an outstanding platform in ‘Allyouneed Fresh’ and we plan to promote its growth both domestically and internationally.”
Beyond Europe, DHL has set up an Allyouneed online supermarket in China, and this too will use the Allyouneed Fresh brand.
Busch’s belief that the e-commerce is “booming” is supported by independent research. A study conducted by the Centre for Retail Research earlier this year, for example, predicted that European on-line sales will grow by 18.4% in 2015 and a further 18.7% in 2016.
According to this study, Germany will, once again, see the fastest increase of online sales in Europe. However, its rate of growth is slowing which may suggested that the German market may be maturing. In 2013, Germany’s online sales increase by a 39.2% in 2013, but were a less frenetic 25% in 2014 and are predicted to be 23.1% in 2015 and 22.4% in 2016. In fact, according to the study, Germany may lose its place at the top of the leaderboard to Poland, which is predicted to see increases of 21% in 2015 and 22.5% in 2016 (piping Germany by 0.1%). Poland’s predicted ascension to the top of the table suggest that Allyouneed’s roll-out strategy is on the ball.
In China, the e-commerce boom is even more marked, with estimated annual sales increases of more than 30%.
