e-Commerce Market Analysis

Fashion in Germany

The category Fashion consists of three subcategories: Apparel, Bags & Accessories, and Footwear. Apparel includes the online trade of clothing articles for men, women, and children. Bags & Accessories range from hats and scarves to suitcases and purses. Footwear includes shoes and shoe-care items, such as cleaning products. Special clothing for outdoor activities or sports, as well as sport shoes and baby clothes, belong in other categories (see: Toys, Hobby & DIY).

In Germany, this segment generates a revenue of US$17 billion in 2018, which amounts to a 26% share of the entire German eCommerce market.

Fashion in Germany

Top online stores

With sales in the German Fashion market, zalando.de generated a revenue of almost US$1.6 billion in 2018, which means it is the leading online store in this segment. In second place is otto.de with a revenue of over US$1.3 billion, followed by bonprix.de with a revenue of US$0.6 billion. Altogether, the top three online stores account for a market share of 20% within the given segment. Compared to the German eCommerce market across all segments, where the top three stores account for 20% of the market volume, the Fashion market has a relatively low market concentration.

The Fashion ranking of Germany is based on all online stores that generated sales in this segment in 2018. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The ranking shows a filtered revenue. It only includes national sales within the segment.

One of the fastest growing stores in the German Fashion market is mitsonnenbrillen.de. The store achieved sales of around US$1 million in 2018. Its revenue growth amounts to 770% within the previous year.

Top online Fashion stores in Germany by eCommerce net sales 2018 in million US$ The table shows the stores that generate the highest revenue in the German Fashion market. The Fashion ranking of Germany is based on all online stores that generated sales in this segment in 2018. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The ranking shows a filtered revenue. It only includes national sales within the segment.

# Store
1. zalando.de US$1,641m
2. otto.de US$1,290m
3. bonprix.de US$599m
4. hm.com US$491m
5. amazon.de US$440m
Fashion in Germany

Market size and growth rate

Revenue in 2018
US$17,336m
REVENUE
CAGR 2018-2022
8%
CAGR

Digital Market Outlook by Statista

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Of the five categories considered by ecommerceDB, Fashion is the third largest segment in Germany. It accounts for 26% of the online sales in Germany, as indicated by the Statista Digital Market Outlook. Over the last year, the revenue of this market has grown by 8%. The predicted compound annual growth rate (CAGR 18-22) for the next four years is 8%. The constant growth rate indicates that the market still has a high growth potential and is not yet saturated.

Another indicator of market saturation is the online revenue share of 17% in the German Fashion market, in other words, 17% of the products in this market are bought online.

Looking at the three subcategories of Fashion, Apparel is the largest. It accounts for 65% of the sales in the market. The subcategory Footwear has a 22% share of the segment and Bags & Accessories sales cover the remaining 13% of the market volume.

Fashion in Germany
Top shipping service providers

Depending on which kind of product is shipped and which country a parcel is shipped to, a company chooses to use different shipping service providers. The top three providers in the German Fashion market are shown in the table on the right. In Germany, DHL is the most frequently offered shipping service provider in eCommerce in the Fashion market in 2018. Of those stores indicating which service they use to transport their goods, 76% cited DHL as one of their providers. Moreover, Hermes and UPS (United Parcel Service) are among the top three shipping service companies offered by German online retailers in the Fashion segment, at rates of 14% and 11% respectively.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. In this case, it is Germany. To have a category-specific evaluation, only stores with a focus on the Fashion category are included. Only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Germany The table shows the most offered shipping providers in the German Fashion market. Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. In this case, it is Germany. To have a category-specific evaluation, only stores with a focus on the German category are included. Only stores that provide information about their shipping providers can be considered.

# Shipping service provider
1. DHL 76%
2. Hermes 14%
3. UPS (United Parcel Service) 11%
Fashion in Germany

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