Fashion market in Germany

The German Fashion eCommerce market is predicted to reach US$28,671.8 million by 2023 and accounts for 25.0% 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 2023-2027) will be 1.8%, resulting in a projected market volume of US$30,745.5 million by 2027. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Fashion market in Germany

The German Fashion eCommerce market is predicted to reach US$28,671.8 million by 2023 and accounts for 25.0% 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 2023-2027) will be 1.8%, resulting in a projected market volume of US$30,745.5 million by 2027. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

eCommerce revenue development in the Fashion market in Germany

in million US$

eCommerce revenue growth in the Fashion 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 %) 99.7 77.6 66.4 41.3 64.9 97.8 14.6 35.7

Online share

eCommerce online share of the total Fashion 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 Fashion retail market, the online share is 28.6% and will increase by an average of 5.8% to 35.8% by 2027.

eCommerce online share of the total Fashion market in Germany

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 19.9% 5.5% 34.8% 34.7% 57.4% 39.8% 92.5% 77.2%

Top stores

Top five Fashion online stores in Germany by net sales 2022

With sales in the German Fashion market, zalando.de generated a revenue of US$2,684.9 million in 2022, which means it is the leading online store in this market. The Fashion ranking of Germany is based on all online stores that generated sales in this market in 2022. 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 Fashion market in Germany in 2022

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 Fashion market

The German Fashion eCommerce market in 2022 in terms of offered payment methods is fragmented and dominated by a few providers with PayPal (E-wallets) covering the largest share with 94.6% of all online stores checked. Other offered payment methods in the German Fashion eCommerce market in 2022 are VISA (Cards) with 87.5%, Mastercard (Cards) with 87.4%, and Bank transfer/cash in advance (Bank transfer) with 66.3%. With 52.7% Sofortüberweisung (Bank transfer) has already a significantly smaller coverage compared to PayPal (E-wallets).

Top 5 offered payment methods in the German Fashion market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the German Fashion market

With 88.5% of all online retailers using DHL it is the dominating shipping service provider in the German Fashion eCommerce market in 2022. DPD follows at a distant second, utilized by 15.9% of online retailers. Other shipping service providers, including UPS (United Parcel Service), Deutsche Post, and Hermes, are employed by a significantly smaller proportion of online retailers.

Top 5 offered shipping providers in the German Fashion market

in %

Market definition

Definition of the Fashion market

Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (e.g. jackets, t-shirts, joggers, underwear), footwear (e.g. sneakers, boots, sandals), bags (e.g. handbags, backpacks, suitcases), and accessories (e.g. hats, sunglasses, jewelry, watches) via digital channels. Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits), eye care (e.g. glasses and sunglasses with prescriptions) or beauty care (e.g. make-up, fragrances) are not included in this segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Apparel (e.g. jackets, t-shirts, joggers, underwear)
  • Footwear (e.g. sneakers, boots, sandals)
  • Bags (e.g. handbags, backpacks, suitcases)
  • Accessories (e.g. hats, sunglasses, jewelry, watches)

Out-of-scope

  • Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits)
  • Eye care (e.g. glasses and sunglasses with prescriptions)
  • Beauty care (e.g. make-up, fragrances)