Hold onto your hats!
By 2029, the German e-commerce market is expected to grow 8.45% each year to reach 136.80 billion euros.
You may ask: what does the German ecommerce market look like in detail? What do Germans buy online, and where do they shop most frequently?
We’ve got the answers!
Take a closer look at the details of Germany’s favorite online shopping categories as of March 2024 and discover the top marketplaces and brands that dominate e-commerce.
The top categories for online shopping in Germany first:
source: Statista
The research was conducted in March 2024 in Germany in the age group of 18-64 year-olds.
Now, let’s discuss each category one by one:
#1 Clothing
As the data shows, 50% of German buyers most frequently purchase clothes.
Moreover, the prediction is that the fashion e-commerce market in this country will reach $28,982.1 million at some point in 2024, which may make up 24.2% of Germany’s total e-commerce market.
Zalando.de is one of the most favorite online stores of Germans. Most of the places they love to shop for clothes online are marketplaces:
- Zalando.de – fashion and lifestyle products
- Amazon.de – general merchandise including clothing
- Bonprix.de – affordable fashion and home goods
- Aboutyou.de – trendy fashion
- H&M – affordable fashion for men, women, and children
- Shein.com – fast fashion and accessories
- Adidas – sportswear and athletic shoes
- Otto.de – general merchandise including fashion
- Breuninger – luxury fashion and lifestyle products
- Kik – budget clothing and household items
#2 Shoes
In recent years, the shoe market in Germany has faced many challenges, including increased costs and a competitive global market. Even so, there’s a clear trend towards sustainability and innovation among German shoemakers.
Inflation impacts the German footwear market, as consumers remain price-sensitive. With 64% waiting for sales, brand loyalty declines — over half prioritize price over brand. Still, the shoe category is one of the leading ones.
The top online shoe shopping options include:
- Amazon.de – plenty of shoe brands and styles
- eBay.de – thousands of new and second-hand shoes across all price ranges
- Engelbert-strauss.de – robust footwear including work boots and protective gear
- Baur.de – footwear from brands like Nike, Adidas, and s.Oliver
- Reno.de – quality shoes for all age groups and occasions
- Deichmann.de – affordable footwear for the whole family with a broad selection
- Mirapodo.de – specializes in shoes and accessories for men, women, and children
- Vinted.de – platform for buying and selling second-hand shoes and clothing
- Adidas – sports and lifestyle shoes
- Snipes.de – retailer of sneakers and streetwear from various brands
#3 Books, movies, music and games (excluding downloads)
The video game industry is predicted to reach a revenue of $5.36 billion by 2024. The growth is fast, with an expected increase of 9.05% each year from 2024 to 2027. Books and movies are also big parts of German culture – many people in Germany love to read and watch films.
Where do they access films, music, and books? Here’s a list of the most popular online platforms:
- Thalia.de – books, eBooks, and also stocks DVDs and Blu-rays
- Saturn.de – a variety of electronic products as well as video games, movies, and music CDs
- MediaMarkt.de – selection of video games, DVDs, and Blu-ray movies
- Amazon.de – books, e-books, DVDs, Blu-rays, CDs, and video games
- Otto.de – known for fashion and home goods, Otto also provides a range of media products like books and movies
- Jpc.de – CDs, vinyl, DVDs, and Blu-rays, collector’s items and limited editions
- Hugendubel.de – books, e-books, audiobooks
- Netflix – a streaming platform (277,650,000 subscribers)
- Disney+ – a streaming platform (153,600,000 subscribers)
- Paramount+ – a streaming platform (71,200,000 subscribers)
#4 Drugstore and health products
Germany is home to many online drugstores specializing in health and wellness products. You can find everything from prescription medications to natural health products online.
Where do Germans buy health products online? A quick list here:
- Medpex.de – online pharmacy and health products
- Shop-apotheke.com – pharmaceuticals and healthcare items
- Docmorris.de – pharmacy with a wide range of medicines and health products
- Apodiscounter.de – discount pharmacy offering medicines and health essentials
- German-drugstore.de – health and wellness products
- Apohealth.de – health products and pharmaceuticals
- Arzneiprivat.de – private pharmacy for medications and health care products
- Vicnic.com – health and wellness products, including natural and organic options
Pharmacies with the highest e-commerce sales in Germany in 2022:
source: Statista
#5 Cosmetics and body care
From 2024 to 2029, experts predict the market will hit 3.3 billion euros, an increase of nearly 38 percent. By the end of this period, the market is expected to hit a record high, reaching 12.02 billion euros in revenue.
As you explore some of the most popular online beauty stores in Germany, you’ll see how rich the options are.
The most popular beauty brands among German online shoppers:
- Dm.de – beauty products, personal care items, and health essentials
- Douglas.de – makeup, skincare, and fragrances from top international brands
- Flaconi.de – perfumes, skin care products, and cosmetics
- Rossmann.de – beauty products, household items, and health-related goods
- Notino.de – niche perfumes and luxury skincare
- Kosmetik4less.de – affordable makeup and skincare products and is known for a wide range of cosmetic brands
- Rituals.com – luxury bath, body, and home products
- Easycosmetic.de – perfumes and cosmetics at discounted prices
- Nivea.de – skincare products for face, body, and all skin types
- Sephora.de – cosmetics, skincare, and beauty tools
#6 Consumer electronics (e.g., TV, smartphones)
When looking at the top brands and online marketplaces, it seems that shoppers enjoy stores that provide everything: the latest gadgets, smart home devices, specialized tech equipment, and more.
Big names like Amazon and eBay are popular for their huge selection of products and simple shopping process. Local favorites such as MediaMarkt and Saturn are also top choices, but also:
- Mediamarkt.de – appliances, computers, and entertainment electronics
- Apple – iPhones, iPads, Macs, and related software and services
- Saturn.de – latest gadgets, home appliances, phones, TVs, and more
- Otto.de – one of Germany’s largest online shopping sites, including electronics
- Cyberport.de – various technology and electronics goods
- Amazon.de – a vast selection of electronics
- eBay.de – many electronic products
- Galaxus.de – electronics, home goods, and more
- Notebooksbilliger.de – laptops, desktop computers, and other electronics
- Conrad.de – many electronic products, and components for engineering projects
#7 Pet products
According to Statista, Zooplus.de is the market leader in the German pet supply market. In 2023, it generated 423.7 million dollars in e-commerce net sales, followed by Fressnapf.de, with 183.9 million.
There are more online pet shops and brands Germans choose from:
- Zooplus.de – pet supplies and accessories
- Fressnapf.de – pet food and products for various animals
- Zooroyal.de – pet food, toys, and accessories
- Bitiba.de – discounted pet supplies and accessories
- Otto.de – general merchandise, including pet products
- Zoostore.de – pet toys, supplies, and accessories
- Amazon.de – a broad range of products, including pet accessories
- Royal Canin – nutritional solutions for cats and dogs
- Animonda – wet and dry pet food for cats and dogs
- Biokat’s – cat litter products
Top online pet stores in German e-commerce net sales in 2023:
source: Statista
#8 Household appliances
MediaMarkt and Saturn are the two biggest electronic retailers, and both have a broad selection of appliances. That’s why Germans may tend to choose these websites for their online shopping.
Besides, there are a few more brands homeowners prefer:
- Mediamarkt.de – kitchen appliances, cleaning devices, and personal care products
- Saturn.de – washing machines, refrigerators, and coffee machines, and more
- Otto.de – large kitchen appliances, vacuum cleaners, and more
- Ikea.com – smaller household appliances and kitchen electronics
- Kleinanzeigen.de – users can buy and sell used household appliances, among other items
- Medimax.de – electronics and household appliances like microwaves, dishwashers, and dryers
- Braun – mall household appliances particularly in the beauty and kitchen categories like blenders and hair dryers
- Russell Hobbs – small kitchen appliances including toasters, kettles, and coffee machines
- Bosch – a broad range of high-quality household appliances, from dishwashers and ovens to washers and dryers.
- Philips – home appliances focusing on kitchen gadgets, personal care products, and home care like air purifiers and vacuum cleaners
#9 Food & beverages (excluding restaurant delivery)
Hungry or thirsty? Germany has a lot to offer. The food market there is expected to reach $294.00 billion in 2029.
These are the brands and platforms German consumers use and buy most often:
- Flaschenpost.de – specializes in beverage delivery services
- Amazon.de – sells a broad assortment of food and beverage products
- Nestlé – a global food and beverage company known for its coffee, dairy products, infant nutrition, and a wide range of packaged foods
- EDEKA Zentrale – one of the largest supermarket chains in Germany, offering a comprehensive range of food products, including own-brand items.
- Aldi – a leading global discount supermarket with grocery items, including food and beverages
- Oetker Group – baking goods, frozen pizzas, yogurts, and desserts
- Müller – dairy products, like yogurts and milk-based desserts
- Haribo – gummy candies
- Südzucker – one of the leading producers of sugar in Europe, also involved in the production of other food ingredients like starch and fruit preparations
- Kinder/Ferrero – candy bars and chocolates
#10 Furniture and household goods
Where Germans shop online for decor and furniture most often? At Amazon.de. You can find everything from basic home furnishings to luxury decor.
If modern and affordable is your style, Ikea.com has you covered with trendy furniture and home accessories, but the list is much longer:
- Amazon.de – furniture and household items, including everything from basic home furnishings to luxury decor
- Ikea.com – modern and affordable furniture and home accessories
- Otto.de – a diverse selection of home furnishings
- Home24.de – home furnishings and decor
- xxxlutz.de – furniture, home accessories, and lighting
- Lidl.de/Ernesto – primarily a grocery store, but also offers affordable furniture and household goods
- Breuninger.com – high-end home decor and accessories
- Hülsta – high-end furniture for living rooms, bedrooms, and dining areas
- Dedon – luxury outdoor furniture
- Wiemann – bedroom furniture
Top Furniture online stores in Germany according to Statista:
source: Statista
#11 Sports and outdoor products
Germany sets the pace in the sports and outdoor product market. Expected to hit $5,076.7 million in 2024, this sector makes up 17.7% of Germany’s hobby and leisure sector.
Amazon has now outpaced traditional sports and outdoor specialists, becoming the go-to place for German consumers looking for sports gear. See which sports brands and selling channels are topping the German e-commerce market:
- Amazon.de – sports equipment, outdoor gear, and athletic clothing from numerous brands
- Adidas – sports apparel, footwear, and accessories
- Nike – sports footwear, apparel, and equipment
- Gymshark – fitness wear and accessories
- Puma – sports gear and lifestyle athletic clothing
- Jack Wolfskin – outdoor wear and equipment
- Burton – snowboarding gear and related apparel
- Mammut – outdoor clothing and gear
- The North Face – outdoor and adventure gear
- GoPro – action cameras and accessories that are popular among sports and outdoor enthusiasts
#12 DIY and garden products
Gardening and do-it-yourself (DIY) projects are popular hobbies in Germany and are also a part of a thriving economic sector that ranks among the country’s top shopping categories.
The sector shows how German consumers continue to invest heavily in their homes and gardens. The market demand is brisk, and there’s an ongoing enthusiasm for DIY and gardening.
These are the DIY and garden brands and marketplaces Germans enjoy:
- Obi – tools, materials, and garden furniture
- Bauhaus – home improvement, gardening, and workshop supplies
- Hornbach – building materials, garden supplies, and home improvement products
- Dehner.de – garden products, plants, garden tools, and pet supplies
- Poetschke.de – garden plants, supplies, and garden furniture
- Garten-und-freizeit.de – garden and outdoor furniture
- Kärcher – pressure washers, vacuums, and cleaning equipment
- Einhell – power tools and garden equipment
- toom – building materials, tools, and garden products
- B1 – DIY supplies and garden products
source: ECDB
#13 Toys and baby products
Did you know the baby diapers market will be worth $56.90 billion in 2024? Pampers is one of the top brands, not just in Germany but around the world.
The go-to online platforms for buying baby products and toys are Amazon, Otto, and Ikea. Check out more top brands and marketplaces in Germany:
- Amazon.de – toys and baby products from numerous brands
- Little Live Pets – interactive and lifelike pet toys
- Hot Wheels – toy cars, racetracks, and play sets
- Bitzee – educational toys focused on STEM learning
- LEGO – interlocking plastic bricks
- Weleda – baby care products
- Philips – baby monitors, bottle warmers, sterilizers, and toddler feeding accessories
- Beurer – health and wellness products, like baby scales, baby food warmers, and night lights
- Pampers – diapers, wipes, and training pants
- NUK – pacifiers, baby bottles, teething rings, and breast pumps
- Julius Zöllner – children’s bedding, mattresses, and accessories
The top e-commerce net sales of toys and baby products in Germany by 2023:
Source: Statista
Predictions and forecasts on German e-commerce
We can’t see the future, but we can read the signs. Take a peek at what might be next for German e-commerce.
New AI tools brighten the future of Germany’s fashion industry
In Germany, the future of the fashion industry looks promising, with new AI tools on the horizon. Many Germans find online shopping overwhelming, but 27% are excited about using virtual AI sizing tools to make shopping for style and size easier.
Germans look forward to easier online shopping with AI
As online shopping gets smarter, stores are also starting to use more technology like automated returns and check-outs. It’s a great change – shopping is faster, and staff spends more time connecting with customers in person.
The German shoe industry takes cautious steps into the future
The shoe sector in Germany is a bit more careful about the future. The industry needs an economic boost to get back on its feet in preparation for tackling new market demands and focusing on sustainability.
E-commerce in Germany will grow
The entire e-commerce market in Germany is also set to grow, with a predicted increase of 8.23% from 2024 to 2029. A market volume will reach $146.00 billion by 2029.
Wrap up
Clothing (50%), shoes (39%), and entertainment (26%) make up the majority of German online purchases.
Amazon and Otto are clearly the frontrunners. These marketplaces are at the top of the list and are preferred online shopping destinations for most products — clothing, electronics, household items, and more.
