eCommerce market in Germany
Germany is the 5th largest market for eCommerce with a predicted revenue of US$125,452.7 million by 2023, placing it ahead of South Korea. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 8.7%, resulting in a projected market volume of US$175,260.9 million by 2027. With an expected increase of 18.1% in 2023, the German eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Germany, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the German eCommerce market. Fashion is the largest market and accounts for 28.8% of the German eCommerce revenue. It is followed by Food & Personal Care with 21.4%, Furniture & Appliances with 18.1%, Electronics & Media with 16.4%, and Toys, Hobby & DIY with the remaining 15.2%.
Market development
eCommerce revenue development in Germany
Germany is the 5th largest market for eCommerce with a predicted revenue of US$125,452.7 million by 2023, placing it ahead of South Korea. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 8.7%, resulting in a projected market volume of US$175,260.9 million by 2027. With an expected increase of 18.1% in 2023, the German eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Germany, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the German eCommerce market. Fashion is the largest market and accounts for 28.8% of the German eCommerce revenue. It is followed by Food & Personal Care with 21.4%, Furniture & Appliances with 18.1%, Electronics & Media with 16.4%, and Toys, Hobby & DIY with the remaining 15.2%.
eCommerce revenue development in Germany
Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war
Source: Statista Market Insights, ecommerceDB
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 90.5 | 2.5 | 54.9 | 0.2 | 88.4 | 56.5 | 94.1 | 35.5 |
| AOV (in US$) | 58.7 | 97.4 | 29.4 | 33.1 | 17.1 | 88.0 | 68.1 | 53.1 |
| CVR (in %) | 90.5 | 2.5 | 54.9 | 0.2 | 88.4 | 56.5 | 94.1 | 35.5 |
Top stores
Top five online stores in Germany by net sales 2021
The biggest player in the German eCommerce market is amazon.de. The store had a revenue of US$18,556.5 million in 2021. amazon.de is followed by otto.de and zalando.de as the second- and third-largest stores with US$6,063.7 million and US$2,976.3 million, respectively. Altogether, the top three stores account for 40.2% of the top 100 online stores' revenue in Germany. Store rankings include every store that generates revenue in Germany. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Germany was considered.
eCommerce net sales generated in Germany in 2021
Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed
Source: Annual report, secondary sources, ecommerceDB analysis
| no-access-0 | no-access-1 | no-access-2 | no-access-3 | no-access-4 | |
|---|---|---|---|---|---|
| Filtered revenue (in mUS$) | 900.0 | 550.0 | 470.0 | 430.0 | 370.0 |
| Share of global revenue (in %) | 20.7 | 12.0 | 3.9 | 20.6 | 20.7 |
| Global revenue (in mUS$) | 8,300.0 | 4,600.0 | 1,190.0 | 2,122.0 | 1,814.0 |
| Growth global revenue (in %) | 8.3 | 12.4 | 33.6 | 18.0 | 12.6 |
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