e-Commerce Market Analytics

Toys, Hobby & DIY in Germany

The category Toys, Hobby & DIY consists of four subcategories: Toys & Baby, Sports & Outdoor, Hobby & Stationery, and DIY, Garden & Pets. While it includes the sale of most baby-related products (e.g., baby food, clothing, and toys), baby furniture is not included (see: Furniture & Appliances). Products for sports and outdoor activities and DIY and gardening supplies are part of this category. DIY products range from hobby and stationery articles, including art and collectors’ items, to automotive parts and adult entertainment.

In Germany, this segment generates a revenue of US$24 billion in 2021, which amounts to a 22% share of the entire German eCommerce market.

Toys, Hobby & DIY in Germany

Top online stores

With sales in the German Toys, Hobby & DIY market, amazon.de generated a revenue of about US$4 billion in 2021, which means it is the leading online store in this segment. In second place is zooplus.de with a revenue of over US$0.6 billion, followed by hornbach.de with a revenue of US$0.5 billion. Altogether, the top three online stores account for a market share of 21% within the given segment.

The Toys, Hobby & DIY ranking of Germany is based on all online stores that generated sales in this segment in 2021. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The ranking shows a filtered revenue. It only includes national sales within the segment.

One of the fastest growing stores in the German Toys, Hobby & DIY market is toom.de. The store achieved sales of around US$101 million in 2021. Its revenue growth amounts to 52% within the previous year.

Growth champions:
Editorial tips:

Top online Toys, Hobby & DIY stores in Germany by eCommerce net sales 2021 in million US$

# Store
1. amazon.de
2. otto.de
3. zooplus.de
4. obi.de
5. mediamarkt.de

Toys, Hobby & DIY in Germany

Market size and growth rate

Revenue in 2021
CAGR 2021-2025
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

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Of the five categories considered by ecommerceDB, Toys, Hobby & DIY is the third largest segment in Germany, as indicated by the Statista Digital Market Outlook. Over the last year, the revenue of this market has grown by 12%. The predicted compound annual growth rate (CAGR 21-25) for the next four years is 5%. The declining growth rate suggests a moderately flooded market.

Looking at the four subcategories of Toys, Hobby & DIY, DIY, Garden & Pets is the largest. It accounts for 39% of the sales in the market. The subcategory Hobby & Stationery has a 27% share of the segment, Sports & Outdoor make up 20% and Toys & Baby sales cover the remaining 14% of the market volume.

Toys, Hobby & DIY in Germany

Top shipping service providers

Depending on which kind of product is shipped and which country a parcel is shipped to, a company chooses to use different shipping service providers. The top three providers in the German Toys, Hobby & DIY market are shown in the table on the right.

In Germany, DHL is the most frequently offered shipping service provider in eCommerce in the Toys, Hobby & DIY market in 2021. Of those stores indicating which service they use to transport their goods, 68% cited DHL as one of their providers. Moreover, DPD and Self-collection / Click & collect are among the top three shipping service companies offered by German online retailers in the Toys, Hobby & DIY segment, at rates of 26% and 16% respectively.

Shipping information is based on orders from the store’s main country, which is defined as the one where the store generates most of its online revenue. In this case, it is Germany. To have a category-specific evaluation, only stores with a focus on the Toys, Hobby & DIY category are included. Only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Germany

# Shipping service provider
1. DHL
2. DPD
3. Self-collection / Click & collect