Hobby & Leisure market in Germany

The German Hobby & Leisure eCommerce market is predicted to reach US$26,815.5 million by 2024 and accounts for 24.2% 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 3.6%, resulting in a projected market volume of US$30,923.1 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.

Monthly revenues

Monthly eCommerce revenues in the German Toys market

The monthly eCommerce revenue of the German Toys market was US$251 million in November 2024. This refers to a growth of 11.4% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in December 2023 with 11.4% of the total 2023 revenue of the German Toys market and the lowest in September 2024 with 6.9% of the total 2024 revenue.

Revenue Last Month

US$251.5m

The eCommerce revenue grew by 11.4% from October 2024 to November 2024.

11-2024+11.4%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)45.238.878.75.185.856.436.963.873.818.523.088.4

Market development

eCommerce revenue development in the Toys market in Germany

The German Toys eCommerce market is predicted to reach US$2,265.0 million by 2024 and accounts for 8.4% of the Hobby & Leisure 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 2.2%, resulting in a projected market volume of US$2,475.5 million by 2028. The Toys eCommerce market is a sub-market of the Hobby & Leisure market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Erotic & Adult, Flowers & Gifts, Media, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, and Stationery, Crafts & Art Supplies.

eCommerce revenue development in the Toys 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 Toys 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 %)40.860.087.786.619.10.450.767.0

Online share

eCommerce online share of the total Toys 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 Toys retail market, the online share is 13.6% and will increase by an average of 4.9% to 16.5% by 2028.

eCommerce online share of the total Toys market in Germany

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)83.7%68.9%80.5%46.9%95.8%9.0%53.4%75.2%

Top stores

Top five Toys online stores in Germany by net sales 2023

With sales in the German Toys market, amazon.de generated a revenue of US$507.3 million in 2023, which means it is the leading online store in this market. The Toys 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 Toys market in Germany in 2023

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 - Toys Germany - Toys Germany - All Categories

Market definition

Definition of the Toys market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Toys In the category Toys digital channels are used to sell a variety of products, including baby and toddler toys (e.g. cuddly toys, rattles) and games (e.g. board games, card games). Not part of the category are video games and collectibles. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Baby and toddler toys (e.g. cuddly toys, rattles)
  • Games (e.g. board games, card games)

Out-of-scope

  • Video Games
  • Collectibles