Hobby & Leisure market in Germany

Market development

eCommerce revenue development in the Hobby & Leisure market in Germany

The German Hobby & Leisure eCommerce market is predicted to reach US$28,755.1 million by 2024 and accounts for 24.0% 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 2024-2028) will be 3.5%, resulting in a projected market volume of US$32,946.0 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Bullion & Precious Metal, Pet Supplies, Toys, Stationery, Crafts & Art Supplies, Camping & Adventure, Musical Instruments, Other Hobby & Leisure, Erotic & Adult, Flowers & Gifts, and Smoking Supplies.

eCommerce revenue development in the Hobby & Leisure market in Germany

in million US$

eCommerce revenue growth in the Hobby & Leisure market in Germany

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)32.196.817.33.699.542.465.929.0

Online share

eCommerce online share of the total Hobby & Leisure 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 Hobby & Leisure retail market, the online share is 14.7% and will increase by an average of 5.0% to 17.9% by 2028.

eCommerce online share of the total Hobby & Leisure market in Germany

in %
20202021202220232024202520262027
Online share (in %)8.6%84.0%13.0%72.1%33.6%46.7%85.9%55.7%

Top stores

Top five Hobby & Leisure online stores in Germany by net sales 2023

With sales in the German Hobby & Leisure market, amazon.de generated a revenue of US$5,496.0 million in 2023, which means it is the leading online store in this market. The Hobby & Leisure 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 Hobby & Leisure 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 Hobby & Leisure market

The German Hobby & Leisure eCommerce market in 2023 in terms of offered payment methods is fragmented and highly competitive with PayPal (E-wallets) covering the largest share with 89.4% of all online stores checked. Other offered payment methods in the German Hobby & Leisure eCommerce market in 2023 are VISA (Cards) with 79.2%, Mastercard (Cards) with 79.0%, and Bank transfer/cash in advance (Bank transfer) with 78.1%. With 52.4% Sofortüberweisung (Bank transfer) still has a considerable market share amongst the offered payment methods compared to PayPal (E-wallets).

Top 5 offered payment methods in the German Hobby & Leisure market

in %

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Shipping Service Provider

Top 5 offered shipping providers in the German Hobby & Leisure market

With 86.2% of all online retailers using DHL it is the dominating shipping service provider in the German Hobby & Leisure eCommerce market in 2023. DPD follows at a distant second, utilized by 22.8% of online retailers. Other shipping service providers, including Deutsche Post, UPS (United Parcel Service), and GLS, are employed by a significantly smaller proportion of online retailers.

Top 5 offered shipping providers in the German Hobby & Leisure market

in %

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Market definition

Definition of the Hobby & Leisure market

Market definition: Hobby & Leisure The category Hobby & Leisure includes the digital B2C sale of various products, such as media, pet supplies, sports equipment, and more. Not part of the category are DIY building materials, consumer electronics (e.g. game consoles, gaming laptops, gaming PCs) or personalized and customized items. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Media
  • Pet supplies
  • Toy and games
  • Sports equipment
  • Camping & adventure
  • Stationery, crafts & art supplies
  • Erotic & adult
  • Bullion & precious metal
  • Flowers & gifts
  • Musical instruments
  • Smoking supplies

Out-of-scope

  • DIY building materials
  • Consumer electronics (e.g. game consoles, gaming laptops, gaming PCs)
  • Personalized and customized items
  • Workshops and other services