Grocery market in Germany

The German Grocery eCommerce market is predicted to reach US$8,129.3 million by 2024 and accounts for 6.8% 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 17.0%, resulting in a projected market volume of US$15,240.8 million by 2028. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.

Market development

eCommerce revenue development in the Grocery market in Germany

The German Grocery eCommerce market is predicted to reach US$8,129.3 million by 2024 and accounts for 6.8% 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 17.0%, resulting in a projected market volume of US$15,240.8 million by 2028. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.

eCommerce revenue development in the Grocery market in Germany

in million US$

eCommerce revenue growth in the Grocery 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 %) 2.4 52.6 19.7 92.7 56.4 26.7 83.5 10.4

Online share

eCommerce online share of the total Grocery 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 Grocery retail market, the online share is 3.7% and will increase by an average of 16.9% to 6.9% by 2028.

eCommerce online share of the total Grocery market in Germany

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 70.0% 83.1% 14.8% 42.4% 20.8% 3.0% 55.1% 12.0%

Top stores

Top five Grocery online stores in Germany by net sales 2023

With sales in the German Grocery market, rewe.de generated a revenue of US$585.8 million in 2023, which means it is the leading online store in this market. The Grocery 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 Grocery 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 Grocery market

The German Grocery 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 92.5% of all online stores checked. Other offered payment methods in the German Grocery eCommerce market in 2023 are VISA (Cards) with 79.9%, Mastercard (Cards) with 79.3%, and Bank transfer/cash in advance (Bank transfer) with 71.3%. With 50.0% Sofortüberweisung (Bank transfer) has already a significantly smaller coverage compared to PayPal (E-wallets).

Top 5 offered payment methods in the German Grocery market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the German Grocery market

With 88.6% of all online retailers using DHL it is the dominating shipping service provider in the German Grocery eCommerce market in 2023. DPD follows at a distant second, utilized by 18.0% of online retailers. Other shipping service providers, including UPS (United Parcel Service), Deutsche Post, and GLS, are employed by a significantly smaller proportion of online retailers.

Top 5 offered shipping providers in the German Grocery market

in %

Market definition

Definition of the Grocery market

Market definition: Grocery The category Grocery contains the online trade of food (e.g. fruits, vegetables, dairy products, ice creams, cereals, sweets) and beverages (e.g. juices, water, coffee, wine, liquor, beer). The following products and services are not part of this category: ready-to-eat meal delivery, restaurant or bar pick-up or food supplements. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Food (e.g. fruits, vegetables, dairy products, ice creams, cereals, sweets)
  • Beverages (e.g. juices, water, coffee, wines, liquors, beers)

Out-of-scope

  • Ready-to-eat meal delivery
  • Restaurant or bar pick-up
  • Food supplements
  • Pet food