Marketplace activities in German eCommerce

How widespread is this additional sales channel among the top online stores in Germany?

For online stores, contact with potential customers is vital for survival. The product can be as good as it may be, if it is not discovered, it cannot be bought. Accordingly, it is only natural that more and more online stores are trying to open additional sales channels – online marketplaces, for example.



With 47%, almost half of the top 1,000 online stores in Germany1 are trying to sell their goods via Amazon Marketplace, making it the most popular marketplace in German eCommerce. This constitutes a growth of 4 percentage points compared to the previous year. In the search for further sales channels, every second online store in the ranking is boosting the growing market power of the online giant from Seattle.

In the meantime, 37% of the stores listed in the ranking is present on eBay. Founded as an online auction site, it has developed more and more into a marketplace which is used by 37% of the stores in the ranking.

However, Amazon and eBay are no longer the only online players to have reinvented themselves with the introduction of a marketplace concept. More and more online stores are following suit, such as The acquisition of the online marketplace Hitmeister laid the foundation for its own marketplace concept, which was launched in 2018. In 2019, already 9% of the top 1,000 online stores in Germany are selling their goods on the platform.


Are you interested in extensive insights into the German eCommerce market? By ordering E-Commerce Markt Deutschland 2019  you will gain access to detailed  revenue & KPIs analyses as well as eCommerce relevant contact information for the leading 1,000 online stores in Germany.

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1: Ranked by revenue generated in Germany in 2018

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October 2019