Top Online Garden Stores in Germany

Top Online Garden Stores in Germany: Key Insights 

• Top Garden Stores: Baldur-garten.de leads the specialist online garden stores in Germany with US$61.5 million in sales, and Dehner.de follows at US$56.8 million. Competition for 3rd and 4th spots is tighter: Poetschke.de and Garten-und-Freizeit.de are at US$44.4 and US$43.8 million respectively, while Steinershopping.de rounds out the top five at US$24 million.

• Market Stabilization: The market growth peaked in 2020, but revenues declined and stabilized by 2023, with forecasts predicting a modest recovery followed by a gradual decline due to potential market saturation and changing consumer behaviors.

• Comparative Growth: After often outperforming the overall eCommerce market in Germany, the German online gardening market has stabilized in recent years with minimal growth.

• Revenue Breakdown: Barbecues lead the German gardening market's eCommerce revenue, followed by plants and seeds, as well as gardening accessories.

Imagine preparing for the perfect garden makeover, where would you look first? The online garden center market has flourished in Germany, offering garden enthusiasts a wide range of options just a click away. From essential gardening tools to exotic plants, these stores offer customers a convenient way to cultivate their gardens.  

Who are the key players driving this market and what makes them stand out in a competitive field? We provide the answers with ECDB data. 

What Are Garden Supplies? 

According to ECDB, the Garden market is a segment of the DIY market, focusing on the digital sales of a variety of gardening products. 

This category includes plants and seeds, such as flowering plants and fruit trees, as well as gardening accessories like sprinklers, shovels, and lawn mowers. Barbecues, including charcoal grills, gas grills, and smokers, are also part of this market. However, the market excludes garden furniture, fresh cut flowers and bouquets, and gardening books. 

Top Online Garden Stores in Germany 

Ranked by net sales in 2023, here are the top online stores in Germany specialized in garden supplies: 

1. Baldur-garten.de 

With sales of US$61.5 million, Baldur-garten.de is the leading online garden center in Germany. Established as a trusted name in the gardening community, Baldur-garten.de offers an extensive range of plants, seeds and gardening accessories. Their success is largely due to their commitment to quality and variety, offering everything from flowering plants to fruit trees and specialized gardening tools. 

Despite promising growth until a few years ago, Baldur-garten.de has since experienced declining growth. Closing 2022 with -18.5% growth, the online store managed to minimize this shrinkage by closing last year with -6.6%.

2. Dehner.de 

Dehner.de ranks second with a revenue of US$56.8 million. Known for its comprehensive selection of gardening products, Dehner.de has a rich history of catering to garden lovers. Their inventory includes not only a wide variety of plants and seeds but also high-quality gardening accessories and equipment. 

The company has recently introduced new products and held special events, such as the Late-Night-Shopping event at their Blumenpark in Rain am Lech, which features exclusive offers and a unique shopping atmosphere.

Similar to Baldur-garten.de, Dehner.de didn't perform too well after the pandemic peak. The 62% growth in 2020 was followed by a lower 10% in 2021. With a 23% degrowth in 2022, the online store got ahead of this trend and ended last year with a shrinkage of only 1%. Our forecast shows that the online store will return to growth this year and finish 2024 with an expected 13% increase in eCommerce net sales. 

3. Poetschke.de

Holding the third spot with a revenue of US$44.4 million, Poetschke.de has carved out a niche in the online gardening sector. Poetschke.de prides itself on offering a diverse array of gardening supplies, from rare plants to practical gardening tools. Their detailed product descriptions and gardening advice have made them a go-to resource for both novice and experienced gardeners.

Recently, Poetschke.de has undergone significant changes in its leadership, with Philipp Bößem, formerly the marketing head, stepping into the role of co-CEO alongside André Henseler. This transition is expected to bolster the company's digital strategies and enhance customer experiences through improved IT and customer service operations. 

4. Garten-und-Freizeit.de  

With a revenue of US$43.8 million, Garten-und-Freizeit.de comes in fourth among Germany's top online garden centers. Specializing in both gardening supplies and outdoor leisure products, Garten-und-Freizeit.de provides a one-stop-shop for garden enthusiasts looking to enhance their outdoor spaces. 

The online store has been expanding its product range, particularly in the garden furniture sector. The company is noted for offering high-quality garden furniture sets made from materials such as rattan, wood, and metal, which cater to various aesthetic preferences and functional needs. Their focus on durable, good-looking outdoor furniture has solidified their style and reputation as a key player in the market. 

5. Steinershopping.de 

Steinershopping.de holds the fifth position with a revenue of US$24 million. This online garden center is known for its robust selection of gardening tools and equipment, catering to serious gardeners and DIY enthusiasts alike. Steinershopping.de's commitment to offering high-quality products at competitive prices has earned them a strong following. 

The company has introduced new categories of products, including a wider variety of garden houses and greenhouses, which have been well-received by their customer base. Their focus on durable and versatile garden structures has been a key factor in maintaining their market presence. 

Online Gardening Market in Germany: Stabilization After Degrowth 

The German online gardening market has seen fluctuating growth over the past years:

• There was a notable increase from 2017 to 2020, peaking at US$714 million in 2020, driven by the pandemic surge.

• However, revenues declined to US$693 million in 2022 and stabilized at US$692 million in 2023.

• Our forecasts indicate a modest recovery to nearly US$700 million by the end of the year, followed by a gradual decline to US$668 million by 2028, which reflects potential market saturation and shifting consumer behaviors post-pandemic.

Online Gardening Sales vs. Total eCommerce Market
in Germany 

The online gardening market in Germany has consistently shown dynamic expansion, often outpacing the overall eCommerce sector. 

In 2018, the online gardening market expanded by 17%, compared to a 14% increase for the total eCommerce market. The trend continued in 2020 with a significant surge where the gardening sector grew by 24%, slightly ahead of the 22% rise in the total eCommerce market.

However, 2021 saw a reverse trend with the total eCommerce market increasing by 24%, outpacing the gardening market's 10% rise. In 2022, both markets experienced declines, with the gardening sector shrinking by 12% and the total eCommerce market by 9%. 

Stabilization occurred in 2023, with the gardening market seeing no change, while the total eCommerce market grew by 3%. Forecasts for 2024 predict a slight recovery for the gardening market with a 1% rise, still lagging behind the expected 6% increase in the total eCommerce market. 

The subsequent years up to 2028 suggest a gradual decline for the gardening market, with negative rates, whereas the total eCommerce market is expected to maintain steady growth of around 4-5%.

Barbecues Lead in Market Share 

The German gardening market's eCommerce revenue in 2023 reveals that barbecues take the largest share:

• Barbecues dominate the market with 53.8% of the total eCommerce revenue, indicating a strong consumer preference for high-quality and versatile grilling options, which have become a staple in many German households.

• Plants and seeds follow with 26.6%, showing a robust interest in cultivating home gardens and engaging in gardening activities.

• Gardening accessories account for 15.3% of the revenue, catering to the needs for essential tools and equipment like sprinklers, shovels, and lawn mowers.

• Lastly, other gardening products make up 4.3% of the market, covering a diverse range of items that do not fall into the main categories but are still essential for a complete gardening setup. 

Top Online Garden Stores in Germany:
Final Thoughts 

The online gardening market in Germany and globally is poised for developments. While the German market shows signs of stabilization and potential saturation, technological advancements and shifting consumer preferences could drive innovation. Sustainable gardening practices and smart gardening tools are gaining traction by the day, catering to environmentally conscious consumers. 

Additionally, the rise of urban gardening and indoor plant trends could expand the market. Globally, increased internet penetration and eCommerce adoption will likely fuel growth in emerging markets. As gardening continues to be a popular hobby, online stores that adapt to these trends will thrive, ensuring steady growth and diversification in the coming years.

Sources: Baldur-Garten, Dehner, Gabot, Garten & Freizeit, Steiner Shopping, ECDB