Ecommerce in Germany

Information about ecommerce in GermanyGermany is one of Europe’s strongest economies. With its large population and high internet penetration, it is also one of Europe’s strongest ecommerce markets. As of 2021 it is estimated 83.2 million people live in Germany, of which 91.4 percent use the internet. Here’s what you need to know about ecommerce in Germany:

Population 83.2 million people
– % internet users 91.4 %
Online sales €101.7 billion (2022)
Online stores worth mentioning: Otto, Zalando, Mediamarkt


Ecommerce events in Germany

Every year there are several ecommerce events being organized in Germany. We have a handy ecommerce events calendar, where you can find all the major online retail events in Europe.

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Ecommerce customers in Germany

PAYMENT METHODS – Traditionally, online shoppers in Germany are keen on using invoice, for years this was their preferred online payment method. But a study from 2020 showed that, among consumers who have a preferred payment method, e-wallets were the most popular choice. PayPal is indeed very popular among Germans. Other popular methods are invoice, credit card, and direct debit.

Preferred payment methods in Germany (source: Nets)
Preferred payment methods in Germany (source: Nets)

PRODUCT CATEGORIES – Online fashion is the most popular product category in Germany, followed by consumer media and electronics. Especially in the categories ‘consumer electronics & computers’ and ‘media’ (books, music, movies, video games) German consumers are keener on shopping online instead of shopping offline. According to a study from RetailX, 85 percent of German citizens have shopped online during 2020. And 95 percent of the population has been online that year.

RETURNS – Germany is known for its high return percentage. Some reports claim that 50% of all orders are sent back. This is important to know if you want to do business in Germany.

The German ecommerce market

In April 2019, Handelsverband Deutschland shared some interesting statistics about ecommerce in Germany. The market was worth 53.3 billion euros in 2018 and is expected to reach 57.8 billion euros in 2019. Another study, by Bevh, shows that ecommerce (services excluded) in Germany was worth 83.3 billion euros in 2020.

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And according to a study from Deutsche Card Services, the east-west difference in German online retailing has vanished. In terms of purchasing activity nowadays there is virtually no disparity between the western and eastern parts of Germany any more.

Development of ecommerce in Germany (2013-2020)
The development of ecommerce in Germany (2013-2020).

Big online stores in Germany

Ecommerce in Germany seems all about two big players: American retailer Amazon and German-founded Otto. They own almost half of the online market, so it’s pretty clear that it is quite hard for smaller merchants to make a difference. The current top 10 online stores in Germany are: Amazon (€15.68 billion), Otto (€5.12 billion), MediaMarkt (€2.54 billion), Zalando (€2.52 billion), Ikea (€1.75 billion), Saturn (€1.34 billion), Apple (€1.19 billion), Lidl (€1.02 billion), H&M (€900.2 million), and DocMorris (€783.3 million).

Read all our articles about ecommerce in Germany.

Last update: January 2023