otto.de records best holiday season ever
German online giant otto.de saw a record demand in Q4 2020 and is back to double-digit growth in 2020
Like so many other online retailers, otto.de is one of the profiteers of the corona pandemic. The German generalist with the decade-long mail order experience was able to increase its client base significantly in 2020: In the pandemic-shaken past year, an additional 2 million people shopped on otto.de compared to 2019. This corresponds to an increase in the number of active clients of almost 30% to currently around 9.4 million. And never before have those people shopped as much on otto.de as in the past holiday season 2020. According to the company’s latest press release, otto.de registered a plus of almost 60% in online orders in the holiday shopping season 2020 compared to the previous year. These were the top 3 record-breaking product categories on otto.de:
The top 5 products with the highest demand on otto.de during the 2020 holiday shopping season were mobile phones, TVs, sofas, notebooks, and shoes. Although three of these are electronic devices, the Electronics & Digital product category in general is not otto.de’s growth champion in Q4 2020. Demand in the Electronics & Digital category rose by “only” 51% year-on-year. Two other categories grew stronger: The category Home & Living registered a plus in demand of 55%, and the winner in the growth race is Garden & DIY, which registered a growth in demand of 66% compared to Q4 2019.
But what about sales figures? When talking about net sales growth, otto.de has not always seen double-digit increases:
otto.de is an online store that can look back on a steady growth story, yet growth figures slumped in the past years. After two years of solid net sales increases between 15% and 20% year-on-year, the years 2016 to 2019 were not the best for otto.de in terms of net sales growth – year-on-year growth rates were constantly below 10%. Lockdowns in stationary retail and consequently the general surge in online demand therefore came just at the right time for otto.de. Given the steep rise in demand in the past year, ecommerceDB.com estimates net sales for otto.de to increase by 14% year-on-year to a total of US$3,820.5 million. The upward trend is likely to continue through 2021, but year-on-year growth is likely to fall again to 5%. Yet these are times in which predictions for the future are harder than ever, so it is not impossible that otto.de has another year with record demand ahead.
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