eCommerce: Key Player Insight

Top 3 Online Marketplaces in Germany

Delve into the German eCommerce market, spotlighting the top three marketplaces of 2022. Uncover the dynamics of Amazon.de, reigning as the foremost player in Germany, while its direct competitors grapple to maintain pace.

Article by Cihan Uzunoglu | November 09, 2023

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Top 3 German Online Marketplaces: Key Insights

  • Amazon.de continues to maintain its undisputed position as the champion of German eCommerce, securing a remarkable GMV of €46.3 billion in 2022, highlighting its unparalleled influence in the market.  

  • Amazon's 3% GMV increase from the previous year cements its unassailable position, underscoring the platform's ongoing growth and dominance in the German eCommerce market. 

  • eBay.de and otto.de, holding the second and third positions, respectively, experience year-over-year GMV losses in 2022, raising questions about their ability to close the substantial gap with Amazon and navigate challenges in the competitive market. 


The latest report on the German eCommerce market, presented by eCommerceDB in collaboration with the EHI Research Institut, reveals the recent trends in the online marketplace landscape. Let's delve into the insights of the top three online marketplaces in Germany. 

Amazon.de Finishes 2022 with a GMV of €46.3 Billion 

In terms of rankings, there have been no changes from last year. Amazon.de still maintains its uncontested position as the top player in German eCommerce, having established dominance with an impressive Gross Merchandise Value (GMV) of €46.3 billion in 2022. The GMV, which reflects the total value of transactions, emphasizes Amazon's crucial role as the primary marketplace in Germany. Notably, Amazon's marketplace business thrived, significantly surpassing the net sales of €14.4 billion generated by the company's own products. 

GMV of the Top Three Marketplaces in Germany in 2022

Amazon's expertise not only places it as the top online shop but also secures its status as the primary marketplace in Germany. The 2022 GMV of €46.3 billion represented a remarkable 3% rise from the previous year, cementing Amazon's unshakeable position. The vast disparity between Amazon and its rivals underscores the unmatched influence it holds in the German eCommerce sector. 

Ebay.de and Otto.de Trail Behind 

Following Amazon's predominance, ebay.de and otto.de hold second and third place, respectively. Yet, both marketplaces have suffered year-over-year declines in GMV in 2022. ebay.de experienced a 13% dip, recording roughly €9 billion in transactions, while otto.de saw a 9% downturn with a GMV of €6.4 billion. 


Top 3 Online Marketplaces in Germany: FAQ

What is an Online Marketplace? 

An online marketplace is a digital platform that allows various brands to exhibit and sell their products, offering a virtual space for customers and brands to conduct transactions. By utilizing these marketplaces, brands can broaden their reach to a vast online audience without having to develop a dedicated e-commerce website, providing a convenient experience for both sellers and customers. 

Which German Online Marketplaces exist? 

There are numerous online marketplaces in Germany beyond the mentioned amazon.de, ebay.de, and otto.de. Other examples include zalando.de, aboutyou.de, and avocadostore.de

Which German Online Marketplaces have the highest GMV? 

Amazon.de generated the highest gross merchandise value (GMV) of any online marketplace in Germany in 2022, reaching €46.3 billion. 

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