Leading ecommerce European markets – Germany



Germany’s ecommerce market is prominent and fast-growing. Withan annual growth rate (CAGR 2024-2029) of 8.22%, ecommerce in Germany is projected to reach a market volume of US$149.90bn by 2029. 

Ecommerce key players in Germany


Amazon.de is at the forefront of online retail, still unmet in its customer-centric and technological approach.


Otto, the multichannel retailer, is among top contenders and will continue strategic investment in logistics and digital transformation.


Zalando, the multi-brand giant, is among Germany’s top players and continues to grow. Its plans are to keep on targeting young buyers and to encourage brands to use the platform to penetrate in more complex European markets.

Most popular payment methods in Germany

In 2023, PayPal was definitely the most popular payment choice in Germany, with about 57% of German consumers preferring it over other payment options. This underscores the widespread adoption of digital wallets over traditional ones, like cash or cards. 

German logistics

Ecommerce has widely contributed to the expansion of the domestic CEP (Courier, Express, and Parcel) sector. If we had to use one adjective to describe the German ecommerce logistics system, that would be efficient. In fact, it has a very high first-attempt success ratio of 94.8% and a 95% delivery on-time ratio. Parcel management in Germany follows a strategic approach, with 7.41% of parcels directed to collection points, where 50.2% of these are collected within the first 24 hours.

Most popular categories in German e-commerce market

  1. Fashion and Apparel: total revenues of US$28.3 billion in 2023
  2. Hobby and leisure: total revenues of  US$27.5 billion in 2023
  3. Electronics: total revenues of  US$24.3 billion in 2023
  4. Furniture and homeware: total revenues of US$11.2 billion in 2023
  5. Beauty and care products: total revenues of US$9.4 billion in 2023
  6. Grocery: total revenues of US$6.9 billion in 2023
  7. DIY: total revenues of US$:5.9 billion in 2023

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