e-Commerce Market Analytics

Electronics & Media in Germany

The category Electronics & Media consists of two subcategories: Consumer Electronics and Books, Movies, Music & Games. Consumer Electronics includes all electronics for private use, such as televisions and DVD players, as well as communications devices, such as laptops and smartphones. Books, Movies, Music & Games are part of this category if they are sold as physical goods. When sold as non-physical goods, they are considered digital media and therefore not within the product range of eCommerceDB. While games for teenagers and adults count among this category, toys and games for toddlers belong to another category (see: Toys, Hobby & DIY).

In Germany, this segment generates a revenue of US$30 billion in 2021, which amounts to a 27% share of the entire German eCommerce market.

Electronics & Media in Germany

Top online stores

With sales in the German Electronics & Media market, amazon.de generated a revenue of about US$9.9 billion in 2021, which means it is the leading online store in this segment. In second place is mediamarkt.de with a revenue of over US$1.2 billion, followed by otto.de with a revenue of US$1 billion. Altogether, the top three online stores account for a market share of 40% within the given segment.

The Electronics & Media ranking of Germany is based on all online stores that generated sales in this segment in 2021. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The ranking shows a filtered revenue. It only includes national sales within the segment.

One of the fastest growing stores in the German Electronics & Media market is berrybase.de. The store achieved sales of around US$7 million in 2021. Its revenue growth amounts to 72% within the previous year.

Growth champions:
Editorial tips:

Top online Electronics & Media stores in Germany by eCommerce net sales 2021 in million US$

# Store
1. amazon.de
2. mediamarkt.de
3. apple.com
4. otto.de
5. saturn.de

Electronics & Media in Germany

Market size and growth rate

Revenue in 2021
CAGR 2021-2025
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

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Of the five categories considered by ecommerceDB, Electronics & Media is the second largest segment in Germany, as indicated by the Statista Digital Market Outlook. Over the last year, the revenue of this market has grown by 14%. The predicted compound annual growth rate (CAGR 21-25) for the next four years is 4%. The declining growth rate suggests a moderately flooded market.

Looking at the two subcategories of Electronics & Media, Consumer Electronics is the largest. It accounts for 73% of the sales in the market. The subcategory Books, Movies, Music & Games has a 27% share of the segment.

Electronics & Media in Germany

Top shipping service providers

Depending on which kind of product is shipped and which country a parcel is shipped to, a company chooses to use different shipping service providers. The top three providers in the German Electronics & Media market are shown in the table on the right.

In Germany, DHL is the most frequently offered shipping service provider in eCommerce in the Electronics & Media market in 2021. Of those stores indicating which service they use to transport their goods, 74% cited DHL as one of their providers. Moreover, Self-collection / Click & collect and UPS (United Parcel Service) are among the top three shipping service companies offered by German online retailers in the Electronics & Media segment, at rates of 21% and 15% respectively.

Shipping information is based on orders from the store’s main country, which is defined as the one where the store generates most of its online revenue. In this case, it is Germany. To have a category-specific evaluation, only stores with a focus on the Electronics & Media category are included. Only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Germany

# Shipping service provider
1. DHL
2. Self-collection / Click & collect
3. UPS (United Parcel Service)