Germany: Top 5 account for 47% of top 100 revenue

Amazon, Otto, Zalando, Media Markt, and Notebooksbilliger generate half of the top 100 revenue

The German eCommerce market is highly concentrated. A substantial share of the revenue generated by the 1,000 biggest online stores is accounted for by the top 100. Within this group, the top 5 are responsible for €17.5 billion or a share of 47%, as becomes clear in the chart from “E-Commerce Markt Deutschland” (E-Commerce Market Germany), a study published for the 12th time this October by Statista and EHI Retail Institute. The top 5 are (€10.5 billion)1, Otto (€3.4 billion), Zalando (€1.6 billion), Media Markt (€1.2 billion), and Notebooksbilliger (€0.9 billion). Who else is in the top 10 can be found in another chart from the study.

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1: According to the annual report, total revenue in Germany amounted to €22.2 billion. This includes service and subscription revenues (AWS, prime memberships,, etc.) and all exports of Service revenues, exports, and all revenues coming from other Amazon offers were not included in the revenue calculation for Germany for

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