Electronics market in Germany

The German Electronics eCommerce market is predicted to reach US$25,882.6 million by 2024 and accounts for 21.6% 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 5.1%, resulting in a projected market volume of US$31,550.6 million by 2028. Within the Electronics market ECDB considers the following two sub-markets: Consumer Electronics and Electrical Appliances.

Market development

eCommerce revenue development in the Electronics market in Germany

The German Electronics eCommerce market is predicted to reach US$25,882.6 million by 2024 and accounts for 21.6% 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 5.1%, resulting in a projected market volume of US$31,550.6 million by 2028. Within the Electronics market ECDB considers the following two sub-markets: Consumer Electronics and Electrical Appliances.

eCommerce revenue development in the Electronics market in Germany

in million US$

eCommerce revenue growth in the Electronics 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 %) 36.6 54.0 97.0 93.1 32.6 41.3 44.2 49.4

Online share

eCommerce online share of the total Electronics 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 Electronics retail market, the online share is 40.7% and will increase by an average of 1.9% to 43.9% by 2028.

eCommerce online share of the total Electronics market in Germany

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 13.5% 86.4% 0.8% 95.9% 87.7% 77.0% 43.0% 35.5%

Top stores

Top five Electronics online stores in Germany by net sales 2023

With sales in the German Electronics market, amazon.de generated a revenue of US$6,212.8 million in 2023, which means it is the leading online store in this market. The Electronics 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 Electronics 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 Electronics market

The German Electronics eCommerce market in 2023 in terms of offered payment methods is fragmented and highly competitive with PayPal (E-wallets) covering the largest share with 94.6% of all online stores checked. Other offered payment methods in the German Electronics eCommerce market in 2023 are Bank transfer/cash in advance (Bank transfer) with 84.4%, Mastercard (Cards) with 79.7%, and VISA (Cards) with 79.0%. With 54.7% 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 Electronics market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the German Electronics market

With 88.3% of all online retailers using DHL it is the dominating shipping service provider in the German Electronics eCommerce market in 2023. DPD follows at a distant second, utilized by 25.6% of online retailers. Other shipping service providers, including UPS (United Parcel Service), GLS, and Deutsche Post, are employed by a significantly smaller proportion of online retailers.

Top 5 offered shipping providers in the German Electronics market

in %

Market definition

Definition of the Electronics market

Market definition: Electronics The category Electronics covers the sale of consumer electronics (e.g. computers, smartphones, TVs, headphones, game consoles) and appliances (e.g. refrigerators, washing machines, vacuum cleaners, coffee machines, hair dryers, electric toothbrushes) via digital channels. Online stores dedicated to the sale of mobile contracts and tariffs, set-up and installation services or software are not considered. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Consumer Electronics (e.g. computers, smartphones, TVs, headphones, game consoles)
  • Appliances (e.g. refrigerators, washing machines, vacuum cleaners, coffee machines, hair dryers, electric toothbrushes)

Out-of-scope

  • Mobile contracts and tariffs
  • Set-up and installation services
  • Software
  • Car electronics (e.g. navigation systems, car entertainment systems, dashcams)
  • Power tools