DIY market in Germany

The German DIY eCommerce market is predicted to reach US$5,880.2 million by 2024 and accounts for 4.9% of the total eCommerce market in Germany. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be -1.9%, resulting in a projected market volume of US$5,441.6 million by 2028. Within the DIY market ECDB considers the following three sub-markets: Tools & Construction Supplies, Vehicle Parts, and Garden.

Market development

eCommerce revenue development in the DIY market in Germany

The German DIY eCommerce market is predicted to reach US$5,880.2 million by 2024 and accounts for 4.9% of the total eCommerce market in Germany. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be -1.9%, resulting in a projected market volume of US$5,441.6 million by 2028. Within the DIY market ECDB considers the following three sub-markets: Tools & Construction Supplies, Vehicle Parts, and Garden.

eCommerce revenue development in the DIY market in Germany

in million US$

eCommerce revenue growth in the DIY 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 %) 39.4 95.2 19.1 40.7 81.2 81.7 37.7 57.8

Online share

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

eCommerce online share of the total DIY market in Germany

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 82.2% 38.4% 89.9% 48.4% 52.2% 83.0% 58.6% 68.5%

Top stores

Top five DIY online stores in Germany by net sales 2023

With sales in the German DIY market, amazon.de generated a revenue of US$1,307.1 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.

eCommerce net sales generated in the DIY 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 DIY 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 88.5%, VISA (Cards) with 78.0%, and Mastercard (Cards) with 77.8%. With 54.3% 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 DIY market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the German DIY market

Despite DHL's dominant position with 76.5% 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.

Top 5 offered shipping providers in the German DIY market

in %

Market definition

Definition of the DIY market

Market definition: DIY In the category DIY there is an extensive selection of products for the garden (e.g. plants, fertilizers, shovels, lawn mowers), vehicle parts (e.g. car tires, car parts, motorcycle parts), tools and construction supplies (e.g. hammers, screwdrivers, nails, faucets, lumber, paints, laminate). Online stores dedicated to stationery, crafts & art supplies, gardening services or vehicle repair services are not considered. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Garden (e.g. plants, fertilizers, shovels, lawn mowers)
  • Vehicle parts (e.g. car tires, car parts, motorcycle parts)
  • Tools and construction supplies (e.g. hammers, screwdrivers, nails, faucets, lumber, paints, laminate)

Out-of-scope

  • Stationery, crafts & art supplies
  • Gardening services
  • Vehicle repair services
  • Construction services