Care Products market in Germany

The German Care Products eCommerce market is predicted to reach US$9,946.0 million by 2025 and accounts for 8.5% 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 5.9%, resulting in a projected market volume of US$12,493.5 million by 2029. Within the Care Products market ECDB considers the following three sub-markets: Health Care, Personal Care, and Household Care.

Monthly revenues

Monthly eCommerce revenues in the German Household Care market

The monthly eCommerce revenue of the German Household Care market was US$107 million in April 2025. This refers to a growth of 3.7% compared to March 2025. Within the last 12 months, the monthly revenue share was the highest in October 2024 with 10.7% of the total 2024 revenue of the German Household Care market and the lowest in February 2025 with 7.3% of the total 2025 revenue.

Revenue Last Month

US$107.3m

The eCommerce revenue grew by 3.7% from March 2025 to April 2025.

04-2025+3.7%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20251-20252-20253-20254-20255-20256-20257-20258-20259-202510-202511-2025
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)33.634.969.455.931.819.954.864.240.684.679.846.3

Market development

eCommerce revenue development in the Household Care market in Germany

The German Household Care eCommerce market is predicted to reach US$1,405.6 million by 2025 and accounts for 14.1% of the Care Products 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 4.3%, resulting in a projected market volume of US$1,663.3 million by 2029. The Household Care eCommerce market is a sub-market of the Care Products market. Further categories within the Care Products market are: Health Care, and Personal Care.

eCommerce revenue development in the Household Care 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 Care 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 %)99.875.685.898.169.252.155.949.9

Online share

eCommerce online share of the total Household Care 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 Care retail market, the online share is 20.6% and will increase by an average of 6.3% to 26.3% by 2029.

eCommerce online share of the total Household Care market in Germany

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)64.1%87.9%33.7%61.7%35.6%33.8%78.0%37.1%

Top stores

Top five Household Care online stores in Germany by net sales 2024

With sales in the German Household Care market, amazon.de generated a revenue of US$211.1 million in 2024, which means it is the leading online store in this market. The Household Care ranking of Germany is based on all online stores that generated sales in this market in 2024. 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 Care market in Germany in 2024

in million US$

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, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Household Care Germany - Household Care Germany - All Categories

Market definition

Definition of the Household Care market within the Care Products market

Market definition: Care Products > Household Care The category Household Care comprises digital sales of detergents (e.g. dishwashing detergents, cleaning detergents, laundry detergents) and cleaning equipment (e.g. brooms, cleaning cloths, sponges). This category does not cover toilet paper, vacuum cleaners or cleaning services (e.g. launderette services, housekeeping services, window cleaning services). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Detergents (e.g. dishwashing detergents, cleaning detergents, laundry detergents)
  • Cleaning equipment (e.g. brooms, cleaning cloths, sponges)

Out-of-scope

  • Toilet Paper
  • Vacuum cleaners
  • Cleaning services (e.g. launderette services, housekeeping services, window cleaning services)