Top 100 online shops in Germany 2018

Ecommerce in Germany increased significantly in 2017. The top 100 of online retailers in Germany generated sales with a total value of 30.5 billion euros. Compared to what they sold one year before, this is an increase of 11.3 percent. The number one is still Amazon, with a turnover of 8.8 billion euros.

This is the result of the study “E-Commerce Market Germany 2018”, conducted by the EHI Retail Institute. It ranked online retailers in Germany based on their annual online turnover. Amazon ranked first, followed by Otto, with 3 billion euros worth of sales, and Zalando, which generated sales with a total value of 1.3 billion euros last year.

Top 3 accounts for 43% of top 100’s sales

Together, these three major ecommerce companies achieved sales of 13.1 billion euros. This accounts to 43 percent of the total value generated by the complete top 100 of online retailers.

“The absolute trend in retail is to operate one or more stores both online and offline”, says Christoph Langenberg, ecommerce expert at EHI. “But obviously, more often retailers make the step from stationary retail to online, than the other way around.”

68 percent are omnichannel retailers

Overall, 68 percent of the top 100 online retailers in Germany are also active with physical stores. Most (57) of these omnichannel retailers have their roots in the brick-and-mortar retail industry or started as mail order companies. Only eleven of them are former online pure players. And among these eleven, only three have more than five physical stores: Mister Spex, Cyberport and MyToys.

Ranking of the B2C online retailers (selling physical goods) with the highest revenues in 2017 in Germany (excl. TAX, returns, market places):

Full list of top 100 online retailers of Germany

The full list, with the top 100 online retailers of Germany, can be downloaded as a poster through the website of Internetworld.