DHL Parcel is delivering ‘Allyouneed’ as its single brand for its online shopping portals,
including a re-naming of its German e-marketplace and online grocery business.
In future, “Allyouneed” will be the umbrella brand under which DHL Parcel will bundle its
e-retailing activities in all countries. Online supermarkets will gain the ‘Allyouneed Fresh’ name.
The re-branding to a single international shopping portal name aims to strengthen Deutsche
Post DHL’s e-retailing operations, which are mostly designed to support e-commerce growth in
general and to generate additional parcel volumes.
In Germany, the company’s ‘MeinPaket.de’ marketplace, offering more than 15 million products
from over 3,000 dealers to some 3.5 million private customers with deliveries made exclusively by
DHL, has been renamed as ‘Allyouneed’. Revenues for the marketplace, which was launched in 2010,
are no longer disclosed but in 2012, when it was only about one third its present size, it sold
goods worth about €100 million in total.
According to figures from German-based Statista.de, eBay generated commission revenues of
€1,400 million and Amazon of €968 million in Germany in 2013, dwarfing all other marketplaces.
A DHL Parcel spokeswoman told CEP-Research: “Since the launch we have successfully
established ourselves as number three among online marketplaces in Germany. But we don’t see
ourselves as competition to Amazon or eBay. This marketplace is rather part of DHL Parcel’s
strategy as an innovation driver to ensure logistics competence for all business customers in the
future. Based on this good market position, we want to further expand our presence with the
re-branding and the underlying strategy for the internationalisation of the parcel business in
Europe.”
In parallel, the company’s German online supermarket, offering groceries and household
goods, has been re-named to ‘Allyouneed Fresh’ in a conscious effort to direct the attention of
private customers to the online supermarket’s extensive array of fresh produce. This portal offers
150,000 regular customers a selection of more than 20,000 products, including 3,000 items of fresh
produce. DP DHL now owns nearly 100 per cent of the former start-up company after gradually
increasing its holding in the last few years.
Andrej Busch, CEO DHL Parcel Germany and DHL Parcel Europe, stated: “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. We have an outstanding platform in ‘Allyouneed Fresh’ and we plan to promote its growth
both domestically and internationally.”
Parallel with the rebranding in Germany, the Allyouneed shop established for the Chinese
market is also switching to the new brand.
Elsewhere in Europe, the first ‘Allyouneed’ marketplace began operation in Poland in March
and offers online merchants and consumers a platform specially adapted to the needs of the Polish
market. AYN.PL offers some 200,000 different products from various retailers, ranging from consumer
electronics to furniture, and be gradually expanded in the coming months.
“Allyouneed’s entry into the Polish market reflects our strategy of establishing new
services and products in Europe’s booming e-commerce markets in order to promote the development of
this growth market,” Busch explained. “Poland is one of the fastest-growing markets and serves as
an excellent launch pad for expanding our marketplace model into other countries.”
Apart from Germany, DHL Parcel Europe has subsidiaries in the Netherlands, Belgium,
Luxemburg, Poland, Czech Republic and most recently Slovakia, and cooperates with various partners
in other European countries.
