DIY market in Germany

The German DIY eCommerce market is predicted to reach US$6,284.3 million by 2024 and accounts for 5.7% 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 4.2%, resulting in a projected market volume of US$7,412.3 million by 2028. Within the DIY market ECDB considers the following three sub-markets: Tools & Construction Supplies, Vehicle Parts, and Garden.

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 DIY retail market, the online share is 11.0% and will increase by an average of 3.7% to 12.7% by 2028.

With sales in the German DIY market, amazon.de generated a revenue of US$1,220.7 million in 2023, which means it is the leading online store in this market. The DIY 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.

The German DIY eCommerce market in 2023 in terms of offered payment methods is fragmented and highly competitive with PayPal (E-wallets) covering the largest share with 93.2% of all online stores checked. Other offered payment methods in the German DIY eCommerce market in 2023 are Bank transfer/cash in advance (Bank transfer) with 88.7%, VISA (Cards) with 78.0%, and Mastercard (Cards) with 77.9%. With 54.4% Sofortüberweisung (Bank transfer) still has a considerable market share amongst the offered payment methods compared to PayPal (E-wallets).

Despite DHL's dominant position with 78.3% of online stores opting for its services, the German DIY eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including DPD, GLS, UPS (United Parcel Service), and Deutsche Post, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Although Shopware holds a commanding lead with 23.5% of online stores using the shop software solution, the German DIY eCommerce market in 2023 remains vibrant and competitive. This is due to the presence of several other shop software solutions, including Magento, JTL-Shop, OXID EShop, and plentyShop, which collectively hold a significant share of the market.