eCommerce: Store Rankings

German Online Marketplaces: Key Insights

• Unchanged First Spot:

  Amazon.de maintains its leading position in German eCommerce, surpassing a GMV of US$50 billion in 2023.

• Second and Third Ranks Fall Behind:

  eBay.de and otto.de follow Amazon in the top 3 ranking of online marketplaces in Germany, but the marketplace activity measured on these platforms does not nearly reach what Amazon generates.

Germany is the second largest market for eCommerce in Europe, with revenues of over US$113 billion in 2023. Who is taking the lead in German eCommerce? ECDB data has the answer.

GMV on Amazon.de Reached US$56 Billion in 2023

Amazon's outstanding position in most European markets is no different in Germany, where the eCommerce giant has been ranking first for years.

GMV, which measures the value of marketplace transactions in a given time frame, is US$56.3 billion for Amazon in Germany.

In comparison, the other stores in the top 3 lag:

Ebay.de and Otto.de Trail Behind 

With respective GMV of US$9.9 billion and US$7.9 billion, ebay.de and otto.de rank second and third. These figures are well behind marketplace activity on Amazon. While eBay's GMV declined by 1.5% since 2022, Otto's grew by 3.9%.

Considering Otto's presence in German eCommerce through its investor relations, this expectedly increases Otto's impact beyond the otto.de domain.

Top 3 Online Marketplaces in Germany: FAQ

What is an Online Marketplace? 

An online marketplace is a digital platform that allows sellers to promote and distribute their products, offering a virtual space for customers and brands to interact. By participating on marketplaces, brands can broaden their reach to a larger audience without necessarily having an own eCommerce website. 

Which German Online Marketplaces exist? 

There are numerous online marketplaces in Germany beyond the mentioned amazon.de, ebay.de, and otto.de. Other examples include zalando.de, aboutyou.de, and avocadostore.de. 

Which German Online Marketplaces have the highest GMV? 

Amazon.de generated the highest gross merchandise value (GMV) of any online marketplace in Germany in 2023, exceeding US$56 billion.