e-Commerce Market Analytics

The eCommerce market in Germany

Germany is the fifth largest market for eCommerce with a revenue of US$109.1 billion in 2021, placing it ahead of South Korea and behind the United Kingdom.

With an increase of 14%, the German eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Germany, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 5% between 2021 and 2025, Germany is expected to grow at a slower rate than the global average of 6%.

The eCommerce market in Germany

Top online stores

The biggest player in the German eCommerce market is amazon.de. The store had a revenue of US$18.6 billion in 2021. amazon.de is followed by otto.de and zalando.de as the second- and third largest stores with US$5.7 billion and US$2.7 billion, respectively. Altogether, the top three stores account for 25% of online revenue in Germany.

Store rankings include every store that generates revenue in Germany. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Germany was considered.

One of the fastest-growing stores in the German market is coolblue.de. The store achieved online net sales of about US$105 million in 2021. Its revenue growth amounted to 287% in the previous year.

More information on the top 500 online stores in Germany can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in Germany by eCommerce net sales 2021 in million US$

# Store
1. amazon.de
US$18,556.5m
2. otto.de
US$6,063.7m
3. zalando.de
US$2,976.3m
4. mediamarkt.de
US$2,844.2m
5. ikea.com
US$2,066.4m

The eCommerce market in Germany

Market size and growth rate

Revenue in 2021
US$127,501.1m
REVENUE
CAGR 2021-2025
9.8%
CAGR
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

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The eCommerce market in Germany is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 5%. Compared to the year-over-year growth of 14% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. An other indicator of market saturation is the online penetration of 72% in Germany; in other words, 72% of the German population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Electronics & Media is the largest segment in Germany and accounts for 27% of the eCommerce revenue in Germany. It is followed by Fashion with 24%, Toys, Hobby & DIY with 22%, Furniture & Appliances with 14%, and Food & Personal Care with the remaining 13%.


The eCommerce market in Germany

Top shipping service providers

In Germany, DHL is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 82% cited DHL as one of their providers. Moreover, Hermes and DPD are among the top three shipping service companies offered by online retailers in Germany, at rates of 21% and 17%.

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. As a result, only stores that generate more net sales in Germany than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Germany

# Shipping service provider
1. DHL
82.0%
2. Hermes
21.0%
3. DPD
17.0%