Fashion market in Germany

The German Fashion eCommerce market is predicted to reach US$26,648.7 million by 2024 and accounts for 24.1% 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 0.8%, resulting in a projected market volume of US$27,526.6 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Monthly revenues

Monthly eCommerce revenues in the German Fashion market

The monthly eCommerce revenue of the German Fashion market was US$1,956 million in August 2024. This refers to a growth of -6.7% compared to July 2024. Within the last 12 months, the monthly revenue share was the highest in November 2023 with 10.4% of the total 2023 revenue of the German Fashion market and the lowest in September 2023 with 7.1% of the total 2023 revenue.

Revenue Last Month

US$1,956.5m

The eCommerce revenue fell by 6.7% from July 2024 to August 2024.

08-2024-6.7%

Monthly revenue shares in the last 12 months

in %
0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)71.689.224.047.482.92.280.878.823.080.932.636.9

Market development

eCommerce revenue development in the Fashion market in Germany

The German Fashion eCommerce market is predicted to reach US$26,648.7 million by 2024 and accounts for 24.1% 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 0.8%, resulting in a projected market volume of US$27,526.6 million by 2028. 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 %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)82.14.176.381.767.925.076.973.0

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 30.7% and will increase by an average of 4.9% to 37.1% by 2028.

eCommerce online share of the total Fashion market in Germany

in %
20202021202220232024202520262027
Online share (in %)89.1%42.5%68.3%30.0%89.3%4.5%94.8%83.5%

Top stores

Top five Fashion online stores in Germany by net sales 2023

With sales in the German Fashion market, zalando.de generated a revenue of US$2,497.6 million in 2023, 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 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 Fashion market in Germany in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m8.3%
US$550.0m
12.0%
US$4,600.0m12.4%
US$470.0m
3.9%
US$1,190.0m33.6%
US$430.0m
20.6%
US$2,122.0m18.0%
US$370.0m
20.7%
US$1,814.0m12.6%

Payment Methods

Top 5 offered payment methods in the German Fashion market

The German Fashion eCommerce market in 2023 in terms of offered payment methods is fragmented and dominated by a few providers with PayPal (E-wallets) covering the largest share with 94.5% of all online stores checked. Other offered payment methods in the German Fashion eCommerce market in 2023 are VISA (Cards) with 87.1%, Mastercard (Cards) with 87.0%, and Bank transfer/cash in advance (Bank transfer) with 66.4%. With 53.8% 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 2023. DPD follows at a distant second, utilized by 16.1% of online retailers. Other shipping service providers, including UPS (United Parcel Service), Hermes, and Deutsche Post, are employed by a significantly smaller proportion of online retailers.

Top 5 offered shipping providers in the German Fashion market

in %

Shop Software Solutions

Top 5 used shop software solutions in the German Fashion market

Although Shopware holds a commanding lead with 18.3% of online stores using the shop software solution, the German Fashion eCommerce market in 2023 remains vibrant and competitive. This is due to the presence of several other shop software solutions, including Shopify, Magento, Salesforce Commerce Cloud, and OXID EShop, which collectively hold a significant share of the market.

Top 5 used shop software solutions 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)