e-Commerce Market Analytics

Fashion in Germany

The category Fashion consists of three subcategories: Apparel, Bags & Accessories, and Footwear.
Apparel includes the online trade of clothing articles for men, women, and children. Bags & Accessories range from hats and scarves to suitcases and purses. Footwear includes shoes and shoe-care items, such as cleaning products. Special clothing for outdoor activities or sports, as well as sport shoes and baby clothes, belong in other categories (see: Toys, Hobby & DIY).

In Germany, this segment generates a revenue of US$26 billion in 2021, which amounts to a 24% share of the entire German eCommerce market.

Fashion in Germany

Top online stores

With sales in the German Fashion market, zalando.de generated a revenue of US$2.6 billion in 2021, which means it is the leading online store in this segment. In second place is otto.de with a revenue of over US$1.7 billion, followed by hm.com with a revenue of US$1 billion. Altogether, the top three online stores account for a market share of about 57% within the given segment.

The Fashion 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 Fashion market is personalshop.com. The store achieved sales of around US$25 million in 2021. Its revenue growth amounts to 252% within the previous year.

Growth champions:
Editorial tips:

Top online Fashion stores in Germany by eCommerce net sales 2021 in million US$

# Store
1. zalando.de
2. otto.de
3. hm.com
4. aboutyou.de
5. bonprix.de

Fashion 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, Fashion 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 three subcategories of Fashion, Apparel is the largest. It accounts for 66% of the sales in the market. The subcategory Footware has a 22% share of the segment, and Bags & Accessories sales cover the remaining 12% of the market volume.

Fashion 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 Fashion market are shown in the table on the right.

In Germany, DHL is the most frequently offered shipping service provider in eCommerce in the Fashion market in 2021. Of those stores indicating which service they use to transport their goods, 75% cited DHL as one of their providers. Moreover, Self-collection / Click & collect and Hermes are among the top three shipping service companies offered by German online retailers in the Fashion segment, at rates of 16% and 11% 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 Fashion 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. Hermes