Care Products market in Germany

The German Care Products eCommerce market is predicted to reach US$10,146.2 million by 2024 and accounts for 8.5% of the total eCommerce market in Germany. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 7.2%, resulting in a projected market volume of US$13,401.1 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Health Care, Personal Care, and Household Care.

Market development

eCommerce revenue development in the Care Products market in Germany

The German Care Products eCommerce market is predicted to reach US$10,146.2 million by 2024 and accounts for 8.5% of the total eCommerce market in Germany. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 7.2%, resulting in a projected market volume of US$13,401.1 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Health Care, Personal Care, and Household Care.

eCommerce revenue development in the Care Products market in Germany

in million US$

eCommerce revenue growth in the Care Products market in Germany

in %

Net eCommerce revenue split by sub-category

in %
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 %) 18.1 56.1 11.8 18.7 79.7 37.4 83.4 1.6

Online share

eCommerce online share of the total Care Products market in Germany

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the German Care Products retail market, the online share is 31.3% and will increase by an average of 4.3% to 37.0% by 2028.

eCommerce online share of the total Care Products market in Germany

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 67.5% 90.8% 29.3% 29.6% 0.6% 5.0% 46.0% 10.0%

Top stores

Top five Care Products online stores in Germany by net sales 2023

With sales in the German Care Products market, amazon.de generated a revenue of US$1,069.4 million in 2023, which means it is the leading online store in this market. The Care Products ranking of Germany is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Care Products market in Germany in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m 8.3%
US$550.0m
12.0%
US$4,600.0m 12.4%
US$470.0m
3.9%
US$1,190.0m 33.6%
US$430.0m
20.6%
US$2,122.0m 18.0%
US$370.0m
20.7%
US$1,814.0m 12.6%

Payment Methods

Top 5 offered payment methods in the German Care Products market

The German Care Products eCommerce market in 2023 in terms of offered payment methods is fragmented and highly competitive with PayPal (E-wallets) covering the largest share with 95.2% of all online stores checked. Other offered payment methods in the German Care Products eCommerce market in 2023 are VISA (Cards) with 84.5%, Mastercard (Cards) with 84.1%, and Bank transfer/cash in advance (Bank transfer) with 69.9%. With 58.3% Sofortüberweisung (Bank transfer) still has a considerable market share amongst the offered payment methods compared to PayPal (E-wallets).

Top 5 offered payment methods in the German Care Products market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the German Care Products market

With 93.1% of all online retailers using DHL it is the dominating shipping service provider in the German Care Products eCommerce market in 2023. DPD follows at a distant second, utilized by 15.5% of online retailers. Other shipping service providers, including Deutsche Post, UPS (United Parcel Service), and GLS, are employed by a significantly smaller proportion of online retailers.

Top 5 offered shipping providers in the German Care Products market

in %

Market definition

Definition of the Care Products market

Market definition: Care Products In the category Care Products digital channels are used to sell a variety of products, including personal care products (e.g. shampoos, shower gels, make-up, feminine hygiene, fragrances), household care products (e.g. detergents, brooms, cleaning cloths, sponges) and health care products (e.g. supplements, nutrition, pharmaceuticals). This category does not cover professional products and services for personal care (e.g. beauty treatments, make-up courses), cleaning services (e.g. housekeeping services, window cleaning services) or medical treatments (e.g. nutrition counseling, medical consultations, health assessments). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Personal care products (e.g. shampoos, shower gels, make-up, feminine hygiene, fragrances)
  • Household care products (e.g. detergents, brooms, cleaning cloths, sponges)
  • Health care products (e.g. supplements, nutrition, pharmaceuticals)

Out-of-scope

  • Professional products and services for personal care (e.g. beauty treatments, make-up courses)
  • Cleaning services (e.g. housekeeping services, window cleaning services)
  • Medical treatments (e.g. nutrition counseling, medical consultations, health assessments)