Electronics market in Germany

The German Electronics eCommerce market is predicted to reach US$24,906.1 million by 2025 and accounts for 21.4% 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 2025-2029) will be 4.6%, resulting in a projected market volume of US$29,827.4 million by 2029. Within the Electronics market ECDB considers the following two sub-markets: Consumer Electronics and Electrical Appliances.

Market development

eCommerce revenue development in the Household Appliances market in Germany

The German Household Appliances eCommerce market is predicted to reach US$7,421.6 million by 2025 and accounts for 85.2% of the Electrical Appliances 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 2025-2029) will be 4.7%, resulting in a projected market volume of US$8,911.2 million by 2029. The Household Appliances eCommerce market is a sub-market of the Electrical Appliances market. Further categories within the Electrical Appliances market are: Personal Care Appliances.

eCommerce revenue development in the Household Appliances market in Germany

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Household Appliances market in Germany

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)46.898.664.241.944.066.740.953.1

Online share

eCommerce online share of the total Household Appliances 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 Household Appliances retail market, the online share is 47.4% and will increase by an average of 4.1% to 55.7% by 2029.

eCommerce online share of the total Household Appliances market in Germany

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)86.4%86.7%79.3%60.1%28.1%42.7%40.0%28.0%

Market definition

Definition of the Household Appliances market within the Electronics market

Market definition: Electronics > Electrical Appliances > Household Appliances The category Household Appliances includes the online trade of kitchen appliances, laundry appliances, cleaning appliances, and more. This category does not cover consumer electronics and personal care appliances. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Kitchen appliances
  • Laundry appliances
  • Cleaning appliances
  • Heating and cooling appliances
  • Small appliances
  • Smart home appliances

Out-of-scope

  • Consumer electronics
  • Personal care appliances

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