The DACH Hobby & Leisure market is the e-commerce category to watch in this region. No longer a side niche, it’s where people actually spend – and spend often.
However, it’s not only what people buy, but the why.
This category runs on joy, self-expression, and lifestyle upgrades. People invest in what they love, whether that’s playing guitar, hiking, breeding parrots, or painting miniatures.
And with that kind of emotional connection, shoppers expect more than a basic store.
In DACH, the top online shops know exactly how to meet that demand. They build community and turn product pages into passion hubs. Let’s break down who’s winning, what they’re doing right, and how you can steal a few smart moves for your own store.
DACH Hobby & Leisure market in 2025
In Germany alone, the Hobby & Leisure sector is on track for roughly $28,125.8 billion in 2025, making up 24.1% of total e‑commerce there. Yes, it’s almost ¼ of the whole German e-commerce. The market’s still growing too, with a steady +3.3% CAGR through 2029.
In Switzerland, Hobby & Leisure covers 15% of all e‑commerce and is expected to hit around $2,582.8 billion this year, with steady growth ahead. And in Austria, it’s even better. This sector has 18.7% of the total e-commerce market, with $2,235.0 million.
These numbers tell a story: The DACH Hobby & Leisure market is a mainstream, reliable shopping category in DACH.
What makes this market so interesting is that it’s consistent. Sure, December spikes with holiday gifting. Summer sees a boost in outdoor and sports gear. But even month to month, Hobby & Leisure keeps moving. That’s gold for brands that like stability over unpredictable highs and lows.
What’s trending now?
The DACH Hobby & Leisure market in 2025 is all about connection, identity, and practicality. People buy products, but they’re also buying into passions.
Here’s what’s fueling the growth:
- Shoppers want passion-first stores. One-size-fits-all marketplaces feel cold. People prefer stores that speak their language, share tutorials, and actually care about the hobby they’re in.
- Personalization, community, and niche content. Product recommendations based on style, skill level, or interest area? Yes, please. Add in forums, content hubs, and curated bundles – and now it’s a full experience.
- Gen Z & Boomers are both shopping – but for very different reasons. Gen Z loves gaming, crafting, and expressive tools. Boomers lean toward traditional hobbies, collectibles, and wellness. Both groups drive strong order volumes, and want very different things from their buyer journey.
Also, some key opportunities you can’t ignore are:
- Rise in solo hobbies – from gaming to DIY crafts and music practice sessions in tiny apartments.
- Sustainability – which matters a lot, but not at any price. While eco-conscious is cool, value still rules.
So, you want to take part in this market? Start by respecting what makes these shoppers tick: purpose-driven purchases, community vibes, and quality that matches price.
What do top Hobby & Leisure stores in DACH have in common?
What separates the top Hobby & Leisure stores in DACH from the rest? It’s smart, experience-led retail that understands passion and logistics in equal measure. If you’re in the DACH Hobby & Leisure market, here’s your blueprint. These stores win because they know their niche, care about their audience, and make buying feel effortless.
Let’s look at what they’re doing right:
They speak the right language
Top Hobby & Leisure stores in DACH go deep and specific. Whether it’s tabletop gaming, model building, musical instruments, or pet gear — they speak like insiders.
Their tone is personal. Their categories are refined. Their copy reflects the passion of the buyer.
Example? A high-performing German bike retailer can break down its assortment by terrain, rider level, brand philosophy, and even highlight products used by local cycling clubs.
Same with pet stores in Austria: they can guide users on breed-specific diets, offer quizzes, and publish care articles that build trust.
Their product pages do more than sell
Yes, specs matter. But in the top online shops in Germany and the DACH region overall, product pages go way beyond that.
You’ll find:
- Expert videos
- “How it feels” descriptions
- Size & skill level guides
- Reviews with real photos
- Side-by-side comparisons
For musical gear, it’s not just “strings for violin.” It’s “warm tone, best for chamber orchestras,” with audio samples and reviews from pro players. That’s what helps shoppers commit—not just click around.
This is crucial in Hobby & Leisure, where many shoppers are new to their interest or upgrading after years. Great stores guide, not push.
Loyalty isn’t bought — it’s built
Discounts are easy. Real loyalty takes work. The top Hobby & Leisure stores in DACH know how to build it.
They create programs that reward behavior, not just transactions:
- Points for reviews
- Birthday surprises
- First dibs on new collections
- Members-only gear or pet boxes
- Local meetups or online events
For example, a Swiss outdoor brand can let customers log their hikes and earn trail badges — with rewards tied to real-world activity. That’s meaningful.
Another in Germany can run “Maker of the Month” contests for DIY creators. Winners could get store credit, but more importantly: recognition.
It matters because in a sector built on passion, belonging keeps people coming back.
They nail fulfillment — especially for bulky, custom, or seasonal goods
When you’re dealing with telescopes, custom fishing rods, or limited-edition board games, bad logistics = lost trust.
Top DACH Hobby & Leisure retailers focus on:
- Fast, flexible delivery (especially in rural Austria or Switzerland)
- Accurate stock info across seasons (think summer sports, winter crafting)
- Clear returns with no hidden traps
- Packaging that protects but doesn’t overdo it (sustainability still counts)
Example: a top electronics hobby store in Germany can show live stock levels per warehouse, offer click & collect, and let you pre-book high-demand items.
That kind of clarity is expected.
Top Hobby & Leisure stores in DACH: ECDB ranking 2025
Now you will see a mix of powerhouses, specialists, and surprise niche champions in the DACH Hobby & Leisure market — all making real money by focusing on what their shoppers care about.
Let’s start with Germany:
Germany
Amazon.de
Amazon.de sits comfortably at the top, pulling in $5,440.6 million in filtered Hobby & Leisure revenue. It sells pretty much everything, but in this context — loads of Hobby & Leisure gear from puzzles to pool floats.
Speed, scale, and Prime perks make them stand out. Their massive third-party network means nearly every hobby has a home here.
Otto.de
It’s 100% focused on the German market, with fashion and home categories overlapping into leisure section — sports, home gym, and hobby tools. What sets Otto apart is its long-standing reputation and deep roots in German retail culture.
Why do people love buying there? Because of clean UX, deep filters, and Klarna-powered checkout ease.
Zooplus.de
Zooplus.de generated $454.2 million in revenue from German pet lovers, accounting for 92.8% of its total income. But 2025 hasn’t been kind: revenue dropped by 9.6%, signaling either stronger competition or market saturation.
You will find here pet food, toys, accessories, aquariums, and small pet supplies. Zooplus goes deep into categories with real care. And subscription feeding plans, bundles, and loyalty rewards win hearts.
Thomann.de
Thomann.de earned $409.1 million in filtered Hobby & Leisure revenue this year, with Germany making up 38.2% of that figure. Despite serving a global music community, it remains deeply connected to German musicians and creators. Who are they for? Musicians, audio pros, music learners — from beginners to touring artists.
Thalia.de
Books still sell—especially on thalia.de, which reached $379.8 million in filtered revenue from Germany. An impressive 98.8% of that came from local shoppers, and the brand grew by 14.6% this year.
Their 2025 vibe? Brick-and-click done right. Strong, warm, and community-minded.
Mediamarkt.de
With $375.6 million in filtered revenue and 100% of that coming from Germany, mediamarkt.de grew by 2.6% in 2025. It may be more electronics than hobbies, but the two often overlap, especially with gaming, music, and smart home setups.
What makes Mediamarkt a top player? Trusted brand, click & collect options, tech-heavy upsells.
Degussa-goldhandel.de
Degussa sells precious metals — gold, silver, collector bars, and coins. 100% of their e-commerce is Hobby & Leisure, and they treat every collector like a VIP.
The platform grew fast, with a 22.4% jump, thanks to rising interest in precious metals. Their target audience is serious collectors, financial hobbyists, and new buyers hedging their bets.
Goldsilbershop.de
This store made $367.9 million in filtered revenue in 2025, with Germany accounting for 94.1% of that. With 100% of its sales in the Hobby & Leisure category, it mirrors Degussa in audience but takes a slightly broader approach with starter kits and investment tips.
Their 2025 approach: Steady and solid — and growing fast thanks to rising interest in personal finance hobbies.
Anlagegold24.de
Anlagegold24 sells rare coins, gold pieces, and special edition mints. What makes them stand out is their ultra-niche positioning and deep collector trust. Whether it’s bars, coins, or collector’s editions, this store keeps its offerings tight and its messaging clear: wealth protection as a passion.
Edelmetall-handel.de
Interested in collectible coins, bullion, medals, and storage? Then pay attention to edelmetall-handel.de. With 100% Hobby & Leisure alignment and 19.6% annual growth, the brand shows how well the coin and metal niche continues to perform. It’s not flashy, but it’s solid
Who they’re for: Buyers who want expert help without the financial jargon.
Switzerland
Switzerland’s Hobby & Leisure market might be smaller in size than Germany’s, but it punches way above its weight. Here’s who’s winning in 2025 — and how they’re doing it:
Galaxus.ch
Galaxus.ch pulled in $259.7 million in Hobby & Leisure revenue, which accounts for 24.1% of its e-commerce in Switzerland. It’s run by Digitec Galaxus AG and grew by 6.3% in 2025. Galaxus speaks fluent category: are you after ski gear, espresso machines, or board games? You’ll get detailed specs, witty copy, and an active community.
It’s a retailer built by Swiss shoppers, for Swiss shoppers. No wonder it tops the list.
Amazon.de
In Switzerland, amazon.de generated $211.2 million from the Hobby & Leisure categories. That’s only 1.1% of its total, but it’s still the second-biggest player here. Growth was 2.4% in 2025. People shop here for selection and speed. From LEGO kits to language books, it remains the catch-all, even if local brands handle service better.
Amazon’s advantage? Familiarity and one-cart convenience.
Degussa-goldhandel.ch
This pureplay gold seller made $142.9 million in revenue from Switzerland, all of it Hobby & Leisure. It’s a 100% focused category player with a 33.6% growth rate — one of the strongest in the entire Swiss list. The experience is tailored for collectors, with premium packaging, clear pricing, and loyalty options.
Think of it as the luxury boutique of the investment hobby scene.
Exlibris.ch
Ex Libris pulled in $120.9 million, all from Hobby & Leisure and all from Switzerland. It grew by 2.8% last year and thrives as a book-led lifestyle destination. Beyond books, you’ll find movies, games, audiobooks, and reader gear. The site mixes clean UX with promotions and a loyal club structure that encourages repeat buyers.
Brack.ch
Brack.ch brought in $104.7 million in Hobby & Leisure (17% of its filtered revenue), with 100% coming from Swiss shoppers. It’s officially classified under electronics (35% share), but the cross-category spread includes drones, outdoor gear, musical instruments, and crafting tools.
It’s the kind of store that hobbyists trust for more technical purchases, thanks to real specs and shipping reliability.
Interdiscount.ch
This Coop Genossenschaft brand earned $92.4 million from Switzerland, with 55.5% of it going to Electronics. The 2025 growth was modest at 1.3%, but Interdiscount plays the long game: click & collect, in-store service, and seasonal deals keep it sticky. You’ll find game consoles, sound systems, and smart home kits under the leisure label.
Orellfuessli.ch
Orell Füssli reached $88.1 million in Hobby & Leisure revenue – 96.1% of that from Switzerland. Growth this year was slow (0.3%), but the brand is a staple for bookworms and parents. It mixes retail credibility with online discovery: curated lists, reading tools, toys, and a local-first tone that feels personal, not pushy.
Zooplus.ch
This pet specialist made $83.8 million in 2025, but saw a -3.7% dip in growth, making it the only brand on the Swiss list with negative momentum. Still, with 100% category focus and 100% Swiss revenue share, it holds its niche well. Expect bundles, feeders, aquariums, and a loyal buyer base, especially in urban areas with smaller pets and subscription habits.
Amazon.fr
The French version of Amazon took in $53.3 million from Swiss Hobby & Leisure shoppers – around 0.7% of its global revenue. That’s modest, but enough to put it in the top 10. It grew 6.1% in 2025.
People who live closer to the French border, or shop in French, often use it to access niche products or shipping deals unavailable through amazon.de.
Coop.ch
This grocery-led store made $37.4 million in Hobby & Leisure, about 10% of its filtered revenue. With a solid 7.5% growth rate, it’s moving beyond food. Think gardening kits, toys, wellness products, and household hobbies. As a Swiss brand, Coop enjoys high trust, and shoppers often throw in a leisure item during their regular grocery runs.
Austria
Austria’s Hobby & Leisure scene is a mix of books, coins, collectibles — and a few cross-border stars. Not the biggest market, but definitely one of the quirkiest. Let’s meet the top players:
Amazon.de
Amazon.de leads in Austria’s Hobby & Leisure space with $442.9 million in filtered revenue. That’s 2.4% of its total, and 87% of that comes from Germany. Growth in 2025? A steady 2.4%. Austrian shoppers go to Amazon for its sheer range — from board games to art kits — and for delivery consistency.
But unlike in Germany, local players here are catching up fast.
Thalia.at
Thalia Bücher GmbH earned $67.3 million in Austria, and 100% of that was Hobby & Leisure. The brand saw a healthy 4.6% growth in 2025. It’s more than books: games, puzzles, stationery, and creative sets fill out the shelves. Strong physical roots and smart online UX make Thalia.at a go-to for thoughtful leisure products and last-minute gifts.
Muenzeoesterreich.at
Münze Österreich AG brought in $65.2 million this year, 100% in the Hobby & Leisure category, with 74.1% of that from Austria. The brand’s revenue dropped by -8.8% in 2025 — a rare dip. Still, this mint-backed store is a heavyweight in coin collecting.
Serious buyers come here for investment-grade gold and rare coins. Prestige, not pace, is what drives it.
Mediamarkt.at
Mediamarkt pulled $28.5 million in filtered revenue, 100% from Austria. But it took a hit this year, with a -5.7% drop. Though it’s classed under Electronics (78.8%), plenty of Hobby & Leisure overlaps — think gaming, VR gear, and smart toys. The mix of online shop and local store network still holds strong appeal, especially during seasonal promos.
Zooplus.at
Zooplus made $27.4 million in Austria, entirely in Hobby & Leisure. But the pet-focused brand is facing a slowdown: 2025 saw a -3.3% decline. Still, it’s one of the few that offers deep filtering by pet type, needs, and preferences. Loyal users like the convenience, bundles, and auto-ship options for everyday supplies.
Thomann.de
Thomann GmbH earned $23.6 million in Austria this year, part of its global $1.44 billion. Only 1.6% of revenue comes from Austria, but it’s enough to land them on the list. Hobby & Leisure makes up 74.4% of their business, mostly from music gear. Their sweet spot? Serious musicians and hobbyists who want expert descriptions and reliable gear.
Medimops.de
Based in Germany but pulling in $19.3 million from Austria, medimops.de is growing fast — up 11.3% in 2025. 100% of that comes from Hobby & Leisure. It’s a circular economy gem: secondhand books, games, DVDs, and media gadgets for bargain hunters and eco-minded shoppers. People love the price filters, condition ratings, and surprise finds.
IKEA.com
Ikea made $18.7 million in Hobby & Leisure in Austria, although that’s just 0.2% of its global revenue. Still, furniture and homeware often blend into hobbies—home office setups, storage for collections, or cozy reading corners. The store grew 2.5% in 2025 and keeps pulling in leisure-driven buyers who treat interior design as their pastime.
Oegussa.at
Österreichische Gold- und Silber-Scheideanstalt GmbH generated $18.3 million in filtered revenue, all from Austria and all from Hobby & Leisure. It’s another precious metal specialist with a strong 3.8% growth in 2025. Less flashy than Münze Österreich, but appreciated for its expertise, discrete shipping, and serious investor vibe.
Tonies.com
Tonies.com rounds out the top 10 with $16.3 million from Austrian shoppers, 100% in the Hobby & Leisure category. But here’s the kicker: it grew 30.3% in a single year. That’s huge. Their Toniebox audio system and collectable figurines for kids have hit a sweet spot between entertainment, education, and screen-free fun.
Parents love it, and kids don’t get bored.
How smaller shops can learn from the best
Big players in the DACH Hobby & Leisure market set the tone — but smaller brands can absolutely join the conversation. How?
Build deep product content for trust. Look at how Thomann or Zooplus go beyond specs. Add fit guides, how-to videos, FAQs, or even customer photos. It helps buyers feel sure before clicking “buy.”
Create loyalty or referral rewards. You don’t need a custom backend. Many tools plug right in — and even a simple points-for-purchase setup can get people coming back.
Work with influencers or real users. Start small. A birdwatcher with 5,000 loyal followers can sell more binoculars than a general influencer with 500k.
Offer payment methods that fit the region. Klarna, Sofort, Twint, Rechnung — give people what they already trust. Especially in Germany and Switzerland, familiar payment options make or break a sale.
Localize your marketing. DE, AT, and CH shoppers aren’t the same. Swap generic slogans for region-specific copy, show local holidays, or tailor newsletters by language.
It’s not about scale, but about knowing your crowd — and meeting them where they are.
Final thoughts
The DACH Hobby & Leisure market is a daily habit, a weekend plan, a personal passion. And the top online shops in Germany, Austria, and Switzerland are tuned in. They speak their customers’ language, build trust through detail, and make buying feel like belonging.
But you don’t need millions in revenue to make that work. Whether you sell gear, games, crafts, or collectibles — the lesson is the same: know your people, show up consistently, and make the experience feel like it was built just for them.
The future of e-commerce in this space? It’s personal, flexible, and surprisingly local.
Now go build something your audience will love.
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