In the worldwide home appliances market the top 3 online stores amazon.com, walmart.com, and amazon.de account for 9011 million US$ revenue in 2017. Regarding the market volume they achieve a market share of 17% which means that the market is already concentrated
The eCommerce market category “Home Appliances” as part of the furniture & home appliances market covers the online sale of long-lived electronic home appliances. These are, for example, major domestic appliances “white goods” such as washing machines, dishwashers, refrigerators, or washer-dryers. Furthermore, the online sale of small domestic appliances such as coffee machines, espresso machines, food processors, microwaves and vacuum cleaners belong to this market category.
The eCommerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets.
The following are not included in the eCommerce market: digitally distributed services (e.g. travel tickets), online stores dedicated to digital media downloads or streams as well as online stores dedicated to B2B markets nor sales between private persons (C2C). Market volume, market growth and all monetary figures at store level refer to the annual eCommerce net sales after the deduction of returns.