Furniture & Appliances market in Germany
The German Furniture & Appliances eCommerce market is predicted to reach US$22,729.9 million by 2023 and accounts for 18.1% 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 2023-2027) will be 8.0%, resulting in a projected market volume of US$30,901.9 million by 2027. Within the Furniture & Appliances market ecommerceDB considers the following two sub-markets: Furniture & Homeware and Household Appliances.
Market development
eCommerce revenue development in the Household Appliances market in Germany
The German Household Appliances eCommerce market is predicted to reach US$7,878.7 million by 2023 and accounts for 34.7% of the Furniture & 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 2023-2027) will be 5.9%, resulting in a projected market volume of US$9,908.2 million by 2027. The Household Appliances eCommerce market is a sub-market of the Furniture & Appliances market. Further categories within the Furniture & Appliances market are: Furniture & Homeware.
eCommerce revenue development in the Household Appliances market in Germany
Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war
Source: Statista Market Insights, ecommerceDB
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 65.6 | 69.2 | 24.1 | 54.6 | 90.2 | 5.9 | 76.7 | 32.0 |
| AOV (in US$) | 94.3 | 25.9 | 86.5 | 48.3 | 97.8 | 6.0 | 3.0 | 74.4 |
| CVR (in %) | 65.6 | 69.2 | 24.1 | 54.6 | 90.2 | 5.9 | 76.7 | 32.0 |
Top stores
Top five Household Appliances online stores in Germany by net sales 2021
With sales in the German Household Appliances market, amazon.de generated a revenue of US$1,855.6 million in 2021, which means it is the leading online store in this market. In second place is otto.de with a revenue of over US$1,091.5 million, followed by mediamarkt.de with a revenue of US$711.0 million. Altogether, the top three online stores account for a market share of about 60.7% within the top 100 stores of the given market. The Household Appliances ranking of Germany is based on all online stores that generated sales in this market in 2021. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.
eCommerce net sales generated in the Household Appliances market in Germany in 2021
Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed
Source: Annual report, secondary sources, ecommerceDB analysis
| no-access-0 | no-access-1 | no-access-2 | no-access-3 | no-access-4 | |
|---|---|---|---|---|---|
| Filtered revenue (in mUS$) | 900.0 | 550.0 | 470.0 | 430.0 | 370.0 |
| Share of global revenue (in %) | 20.7 | 12.0 | 3.9 | 20.6 | 20.7 |
| Global revenue (in mUS$) | 8,300.0 | 4,600.0 | 1,190.0 | 2,122.0 | 1,814.0 |
| Growth global revenue (in %) | 8.3 | 12.4 | 33.6 | 18.0 | 12.6 |
Market definition
Definition of the Household Appliances market within the Furniture & Appliances market
Market definition: Furniture & Appliances > Household Appliances The category Household Appliances covers the online sale of long-lasting home appliances that are usually used in private households. These household appliances can be further divided into major appliances (e.g., washing machines, dishwashers, refrigerators) and small appliances (e.g., coffee machines, microwaves, ovens, electric kettles, vacuum cleaners, irons). Other Household Appliances includes, among others, floor steamers, garbage disposals, pasta makers, and curling irons. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Major and small appliances
- Refrigerators and freezers
- Dishwashing machines and washing machines
- Stoves, ovens, coffee machines, and small kitchen appliances
- Vacuum cleaners and irons
Out-of-scope
- Consumer electronics
- Fans, fan heaters, and air conditioners
- Lamps and lights
Select sub-market