Fashion is a significant industry in Germany, especially in the realm of e-commerce. The fashion e-commerce market in this country is predicted to reach $28,982.1 million by 2024 and will represent 24.2% of Germany’s total e-commerce market. This article aims to update the rankings of the top clothing retailers in Germany, based on the latest data from 2023 and 2024.
German fashion market
The German online fashion market has shown a vibrant trajectory despite the fluctuations in recent years. In 2023, the market revenue was recorded at $28.3 billion, quite a big decrease from the pandemic peak in 2021 (which saw revenues hitting US$32.1 billion) and slightly more than in 2022. Despite this dip, the outlook remains optimistic, with predictions of continuous growth stretching to 2028. For example, e-commerce revenue in this sector is predicted to grow to $29.0 billion in 2024.
Zalando stands out as the frontrunner in this competitive landscape, with a notable online net sales. The Otto Group also plays a significant role in shaping the market dynamics. These platforms leverage big data and machine learning to meet customer needs even more.
Innovations in technology, such as augmented reality (AR) and virtual reality (VR), are revolutionizing how consumers interact with fashion online. These technologies allow shoppers to try on clothes virtually from the comfort of their homes and combine convenience with a personalized shopping experience.
5 top clothing retailers in 2023 in Germany
In 2023, the top three online stores in the German Fashion market were:
- zalando.de,
- otto.de,
- amazon.de.
The market was dominated by Zalando, which generated revenues of $2,497.6 billion in 2023. It was followed by Otto, which reported sales of $1,832.7 billion, and then by Amazon, which disclosed sales of US$1,126.5 billion. The top three online fashion stores account for 28.6% of the top 100 stores in the German Fashion market.
Source: https://ecommercedb.com/ranking/stores/de/fashion?page=1&pagesize=50&specialist=all
#1 Zalando
Zalando stands out as Germany’s top online fashion retailer. It achieved remarkable success due to its extensive range of products and a strong emphasis on customer experience. In 2023, Zalando led the market with a revenue of approximately $2.5 billion, which underscored its dominance in the German fashion scene. Zalando is particularly popular for its user-friendly platform that offers a wide array of clothing, shoes, and accessories across numerous brands. This platform not only provides an expansive product selection but also integrates advanced technologies like big data analytics to track website activity and enhance shopping experiences by predicting consumer preferences and managing inventory effectively.
Zalando was also the most popular fashion and apparel website in Germany in December 2023, based on share of visits.
#2 Otto
Otto, a longstanding leader in Germany’s online and stationary retail sectors, reported over $1.8 billion in revenues in 2023, which reflects its significant impact on the market. Celebrated for its diverse offerings that cater to various demographics, Otto provides a comprehensive shopping experience that includes fashionable and affordable apparel for men and women of all ages. Otto’s success is attributed to its ability to merge the convenience of online shopping with the reliability of traditional retail. It offers high-quality clothing and accessories from renowned global brands.
#3 Amazon
Amazon is usually associated with selling electronics and accessories, but it also offers opportunities to buy some pretty cool clothing available only in Germany. Amazon’s popularity in the fashion sector can be attributed to its vast selection, competitive pricing, and customer-friendly policies like free shipping and returns. It caters to a diverse consumer base with a wide range of brands and styles, and makes it a one-stop-shop for fashion needs.
#4 About You
About You is rapidly emerging as a trendsetter in the German online fashion industry with revenue of over $1.0 billion. It harnesses the power of digital technology to cater directly to the individual styles and preferences of its customers. It’s focusing on a tech-savvy, younger demographic that values customization and efficiency in their shopping experience. In 2023, About You continued to expand its reach and influence and leveraged its innovative platform, Scayle, to provide other businesses with powerful tech solutions.
#5 Bonprix
Bonprix operates under the Otto Group and is well-regarded for its diverse range of affordable fashion. It reported over $0.8 billion in revenues in 2023. It stands out in the German market for its commitment to providing value for money and offering a wide selection of fashion items that do not compromise on style or quality. Bonprix features collections that appeal to various age groups and style preferences. Thus, it’s a popular choice for family shopping. The brand’s strong online presence and effective use of digital marketing strategies have solidified its position as a top player in the German fashion e-commerce landscape.
Other top fashion retailers
#6 Vinted
Vinted has become a popular choice for Germans looking for a sustainable way to shop for fashion. Vinted is used by 30% of second-hand apparel online shoppers in Germany. It is a platform where users buy, sell, or swap used clothing, which aligns with the growing consumer interest in sustainability. The site offers a wide range of fashion items from casual wear to luxury goods. Vinted’s user-friendly interface and community-centric approach creates a sense of trust and ease among its users.
#7 H&M
H&M is favored in Germany for its fast-fashion offerings that combine trendy styles with affordability. This retailer provides a vast selection of clothing, accessories, and footwear for all age groups. H&M is committed to sustainability, aiming to use only recycled or sustainably sourced materials by 2030. The stores are well-distributed throughout Germany, so fashion is accessible to everyone. The brand’s regular collaborations with high-end designers and celebrities also draw significant customer interest.
#8 C&A
C&A is well-regarded in Germany for offering family-friendly fashion that balances quality with economical pricing. This retailer specializes in apparel for men, women, and children, including a notable range of sustainable clothing under its “Bio Cotton” initiative. The brand’s commitment to ethical fashion and affordability makes it a popular choice among cost- and eco-conscious consumers.
#9 Breuninger
Breuninger.com is ranked #8 in the German Fashion market in 2023 with $500m. It’s recognized for its premium shopping experience that caters to a more upscale market. This store offers high-quality fashion items, including designer labels and exclusive beauty products. It differentiates itself with exceptional customer service and a luxurious in-store atmosphere. Breuninger also integrates online shopping with in-store services. The loyalty program, Breuninger Card, offers additional benefits and discounts.
#10 Nike
Consumers love Nike for its strong brand ethos that encourages athleticism and wellness. The company invests heavily in research and development, consistently introducing products with new technologies that improve athlete performance. Nike’s commitment to sustainability through its “Move to Zero” campaign resonates well with environmentally conscious buyers. The brand’s broad appeal across various demographics makes it a top choice for sports enthusiasts and fashion-forward consumers alike.
#11 Adidas
Despite the overall revenue for Adidas in 2023 falling 4.8 percent to 21.43 billion euros, the brand has a strong position in the German market. Known for its quality craftsmanship, innovative technology, and iconic designs, Adidas attracts both athletes and fashion enthusiasts. The brand offers an extensive range of products from high-performance sports gear to casual streetwear. Adidas is committed to sustainability, aiming to reduce plastic waste by using recycled materials across its product lines.
#12 Puma
Puma is celebrated for blending sports functionality with modern lifestyle fashion. It is popular among Germans who value both comfort and style. The brand offers a variety of sportswear and casual clothing that features the latest in fabric technology and design. The brand frequently collaborates with fashion icons and athletes, which enhances its visibility and appeal.
#13 TOM TAILOR
TOM TAILOR appeals to the everyday German consumer with its affordable, casual wear that does not compromise on style or quality. The brand is known for its contemporary designs that cater to both young adults and middle-aged consumers. TOM TAILOR’s frequent sales and promotions make it an attractive shopping destination.
#14 Shein
Shein has rapidly gained popularity in Germany, particularly among young consumers, for its extensive range of trendy and affordable fashion items. The brand’s success is largely driven by its agile business model, which allows it to quickly adapt to changing fashion trends and consumer preferences. However, Shein has also faced criticism regarding sustainability and labor practices, prompting discussions about the impacts of fast fashion.
#15 Stylight GmbH
Founded in 2008, Stylight has emerged as a leading aggregation platform for fashion and lifestyle products in Germany. It allows users to search, compare prices, and shop from over 1,500 online retailers and 50,000 brands globally. The platform is designed to provide inspiration, find the best deals, and enhance the shopping experience for its 120 million yearly users across 15 countries.
#16 Tchibo
Tchibo is unique in the German market for offering a weekly-changing range of products that include clothing, household items, and coffee. Known primarily for its coffee, Tchibo has successfully established a fashion line that focuses on functionality and durability. The company’s business model, which encourages regular visits to see new products, keeps the shopping experience dynamic and exciting.
#17 myToys
myToys is primarily focusing on children’s products but also offers a significant selection of women’s and men’s fashion. It is particularly popular among families for its wide range of toys, games, and clothing for children. The shop combines affordability with quality, providing frequent discounts and promotions which are highly valued by its customers.
#18 Primark
Primark, known for its extremely low prices and fast-fashion offerings, also has a strong presence in Germany. It attracts a large volume of customers looking for the latest trends without the high price tag. Despite being predominantly a brick-and-mortar retailer, Primark’s minimal online presence in Germany does not deter its popularity, thanks to its vast range of styles and sizes that cater to a broad audience.
#19 Zara
Zara is a staple in the German fashion market, renowned for its quick turnover of fashion-forward styles. Already has as many as 65 stores in Germany. The brand’s ability to rapidly bring runway trends to stores resonates well with style-conscious consumers looking for modern fashion at accessible prices. Zara’s commitment to sustainability is also growing, with initiatives aimed at reducing waste and increasing the use of recycled materials in its collections.
#20 Kik
Kik is another budget-friendly fashion retailer in Germany. It offers a variety of clothing, accessories, and home goods at low prices. In March 2024, kik.de, generated revenue of $2,920,757. This store appeals to cost-conscious shoppers looking for deals on everyday items. Its extensive network of stores across Germany ensures easy accessibility for its customers, complementing its growing online presence.
Changes in 2023-2024 compared to years 2021-2022
- In 2021-2022, the e-commerce revenue development in the German fashion market experienced a decline. However, from 2023 to 2024 and beyond, there is a notable resurgence, with e-commerce sales showing a positive trajectory once again. There is no doubt that this shift reflects changing consumer behaviors and increased reliance on online shopping platforms.
- H&M, a prominent player in the fashion industry, experienced a decline in its ranking. In 2022, it held the 3rd position, but by 2023-2024, it dropped from this spot. This decline could be attributed to various factors such as increased competition or strategic missteps by the company.
- Fast fashion brands, exemplified by companies like Shein, have been reshaping the landscape of e-commerce in the fashion industry. These brands, known for their rapid production cycles and trendy offerings at affordable prices, have been gaining traction in the online space.
- The competitive struggle within the German fashion market has intensified over the years. With the rise of e-commerce, the entry of fast fashion brands, and evolving consumer preferences, traditional retailers face mounting pressure to differentiate themselves, innovate, and stay relevant.
- Sustainability is becoming a key focus in the German fashion industry. The rise of second-hand and C2C platforms like Vinted highlights a shift towards more sustainable consumption habits among German consumers. Reecommerce is supported by increasing environmental awareness and the desire for cost-effective shopping options. All of this aligns with the broader industry move towards sustainability.
- A notable trend gaining traction in the German fashion retail sector is adopting circular economy principles. With growing awareness of environmental issues and ethical concerns surrounding fast fashion, consumers increasingly prioritize eco-friendly and ethically sourced products. This has prompted retailers to embrace circular business models, including initiatives such as clothing rental and resale platforms. Circular fashion is currently dominated by Europe, with Germany and the U.K. leading the way.
To wrap up
Below, you can find a tab that presents the top 20 brands in Germany.
| Brand | Website address | Country |
| Zalando | zalando.de | Germany |
| Otto | otto.de | Germany |
| Amazon | amazon.de | United States |
| About You | aboutyou.de | Germany |
| Bonprix | bonprix.de | Germany |
| Vinted | vinted.de | Lithuania |
| H&M | hm.com/de | Sweden |
| C&A | c-and-a.com/de/de/shop | Belgium |
| Breuninger | breuninger.com | Germany |
| Nike | nike.com/de | United States |
| Adidas | adidas.de | Germany |
| Puma | puma.com/de | Germany |
| TOM TAILOR | tom-tailor.de | Germany |
| Shein | shein.de | China |
| Stylight GmbH | stylight.de | Germany |
| myToys | mytoys.de | Germany |
| Tchibo | tchibo.de | Germany |
| Primark | primark.com/de | Ireland |
| Zara | zara.com/de | Spain |
| Kik | kik.de | Germany |
The Road Ahead
The German online fashion market is set on a path of steady growth, driven by technological advancements, a shift towards sustainable practices, and evolving consumer preferences. Established brands like Zalando will need to innovate and evolve to stay relevant in this ever-changing landscape.
Germans are demanding consumers who rarely make purchases based on emotions. The store chosen by the client should also offer a stable quality product at a price that is in line with it, in addition to providing a German-language website. For a long time, Germans will remain loyal to a brand if it meets their expectations.
International success for German brands only confirms the German ideals of high quality and fair pricing.
