ECOMMERCE: FURNITURE & HOMEWARE STORES IN GERMANY

Online Furniture & Homeware Market in Germany 2023: Key Insights

• Top Players: In Germany's Furniture & Homeware eCommerce market, big companies like Amazon.de and Ikea lead in sales, with each generating more than US$ 1 billion in 2023. Otto.de follows close behind, making sales of US$944 million.

• Market Concentration: The top three online stores account for a market share of 41.2% of the top 100 stores in the German Furniture & Homeware market. This means that the industry is quite concentrated, with the biggest stores accounting for the largest share in sales.

• Country and Category Focus: Most of the top ten online stores, except for Ikea.com and Shein.com, mainly focus on Germany for their eCommerce sales. Half of the top 10 online stores have Furniture & Homeware as their main product category, with others focusing on Electronics and Fashion.

Germany's online market for furniture and homeware is rich and varied—with big names like Amazon.de to specialized stores such as XXXLutz competing side by side.

As more people hop online to shop for Furniture and Homeware, the industry, where in-store shopping has traditionally prevailed, is changing. What are the inner workings of this dynamic market and who are the top players in Germany? ECDB data provides answers.

Top 10 Online Stores for Furniture & Homeware in Germany

The German Furniture and Homeware eCommerce sector is distinguished by a tiered and dynamic landscape.

Although middle-tier and lower-tier retailers are delivering promising performances, as of now, a few dominant players wield the most influence in the market.

In the top echelon, amazon.de stands out with 2023 net sales of US$1.44 billion. Ikea.com is a close second with US$1.2 billion, followed by otto.de at US$944.1 million. These titans have carved out a significant lead over their competitors.

The middle market segment features home24.de, xxxlutz.de, and lidl.de, each with net sales between US$203 and US$284 million made in 2023.

In the lower tier, shein.com, hm.com, breuninger.com, and westwing.de report net sales between US$134 million to US$180.5 million in 2023. Though smaller in scale, these companies affirm the commercial viability of specialized eCommerce platforms.

Concentration in Germany's Online Furniture & Homeware Market

ECDB data further reveals that the Furniture & Homeware market remains concentrated, with the top three stores – amazon.de, Ikea.com, and otto.de – together claiming a market share of 41.2% of the top 100 stores. This trend hints at consumer trust in and loyalty towards established stores.

The topmost stores have readily responded to shifting consumer demands post-pandemic – a possible cause for their sustained popularity. For instance, although IKEA was already a household name in the Furniture & Homeware industry, it has adapted to the needs of digital consumers by replicating its famous experiential in-store shopping model online.

The IKEA Kreativ app has Augmented and Virtual Reality functions which scale products according to room dimensions, allowing shoppers to envision how a product would look inside their home. Smaller stores may implement similar strategies to meet changing consumer demands for online shopping of Furniture & Homeware.

Top Online Furniture & Homeware Stores in Germany: Main Categories and Countries

Almost all the Furniture & Homeware online stores in the top ten list have Germany as their main country based on overall eCommerce net sales, with shares ranging from 16.9% to 100%. The only exceptions here are ikea.com and shein.com.

Making up almost one fifth (19.6%) of its revenue, the United States is the main country for ikea.com, and Germany comes in second with a close 15.3%. As for shein.com, the United States is also the main country with 50.3% share, while Germany has only 2.5% share.

While half of the top 10 online stores have Furniture & Homeware as their main product category, Fashion and Electronics also find their way into the list. For instance, Amazon.de at the first spot has Electronics as its main category, making up more than a third (36.6%) of its revenues.

While online stores such as ikea.com, home24.de, xxxlutz.de, and westwing.de have Furniture & Homeware as their main product category, otto.de, lidl.de, shein.com, hm.com, and breuninger.com make most of their net sales in the Fashion category.