Digital 100 serves as the authoritative ranking of the fastest growing websites in 10 major industry categories. Find out which brands are doing the best in 2020 in Germany. Discover the most visited sites with the highest engagement rates by category.
You can also learn more with the exclusive Digital 100 Insights Report, compiled by industry experts!
#1 Consumer electronics
Here are the fastest-growing websites in the consumer electronics retail segment, with a minimum of 100,000 online visitors from Germany.
- Expert.de
- Alternate.de
- Apple.com
- Mediamarkt.de
- Saturn.de
- Conrad.de
- Pearl.de
- Cyberport.de
- Mindfactory.de
- Notebooksbiller.de
This study looks at the fastest growing websites in the consumer electronics segment with at least 100,000 online visitors from Germany. The growth rate is determined by the annual traffic growth (in 2020 compared to 2019) for fixed and mobile traffic.
17.65% – this was the average growth of the top 10 pages.
4.24 million – this is the average monthly number of visitors to the top 10 sites.
Black Friday deals boosted traffic in Q4 2020. The consumer electronics industry saw the highest increase in visitor numbers by 29% in Q4 2020 due to Black Friday and Christmas. Market leaders Mediamarkt and Saturn together generate 70% of visitor traffic.
The demand for games is booming. Due to the constraints of recovery from the Covid-19 crisis, the gaming industry is experiencing growing demand. Demand for Gaming Products: Providers Expert and Alternate generate 8% and 9% of all gaming hardware searches in 2020, bringing them high visitor growth by 54% and 27%, respectively, in 2020.
#2 Fashion
Here are the fastest-growing websites in the fashion retail segment, with a minimum of 100,000 online visitors from Germany.
- Asos.com
- Breuninger.com
- Ladenzeile.de
- Hm.com
- Nike.com
- Deichmann.com
- Zalando.de
- C-and-a.com
- Deichamnn.com
- Bonprix.de
27.86% – this was the average gain of the top 10 pages
3.61 million monthly average number of visitors to the top 10 sites
ASOS invests in paid search and achieves the highest growth. The ASOS online store saw the most significant increase in visitors by 161% in 2020 compared to the previous year. Fashion houses Breuninger and Ladenzeile each have 31%.
According to the SimilarWeb keyword analysis, the general keywords were particularly competitive: shoes, clothes, jackets, sneakers and fabric masks. Zalando achieved 43% of search query share, and ASOS generated 16% of all industry traffic for the keyword ‘clothes’. This result is thanks to the young people and women that ASOS attracts: 68% of visitors are 18-34, and 59% are women.
#3 Digital news
Here are the fastest-growing websites in the news segment, with a minimum of 100,000 online visitors from Germany.
- Tagesschau.de
- N-tv.de
- Sueddeutsche.de
- Zeit.de
- Focus.de
- Welt.de
- T-online.de
- Spiegel.de
- Yahoo.de
- Bild.de
33.04% – this was the average gain of the top 10 pages.
18.89 million monthly average visitors to the top 10 sites.
Millions of people get more information. They use appropriate, credible brands of journalistic media uniquely. Tagesschau.de managed to attract 18.31 million visitors per month to its website in 2020 and generated a 120% increase in visitor numbers compared to the previous year. The coronavirus card with current case numbers was the most visited site in 2020.
Informational websites with above-average visitor growth in 2020 had a relatively high proportion of young audiences using digital technology. For example, Tagesschau, n-tv and Sueddeutsche attracted the highest percentage of readers aged 18-24 in 2020 and at the same time showed the highest overall annual traffic growth.
#4 Marketplace
Here are the fastest-growing websites in the marketplace, with a minimum of 100,000 online visitors from Germany.
- Etsy.com
- Wish.com
- Neckermann.de
- Baur.de
- Aliexpress.com
- Qvc.de
- Otto.de
- Ebay-kleinanzeigen.de
- Ebay.de
- Amazon.de
20.22% – this was the average increase of the top 10 pages.
15.44 million monthly average visitors to the top 10 sites.
Etsy is benefiting from high demand during the corona crisis and its business model. Masks were recommended as a health authority for the pandemic, while the need for face masks was high. As a result, the influx of visitors increased by a total of 39%.
eBay and Etsy are investing in paid search to increase their market share growth. As a result, the influx of visitors through Paid Search on eBay rose by 58% and on Etsy by 76%.
#5 Beauty
Here are the fastest-growing websites in the beauty retail segment, with a minimum of 100,000 online visitors from Germany.
- Rituals.com
- Notino.de
- Thebodyshop.com
- Lookfantastic.de
- Easycosmetic.de
- Beautybay.com
- Flaconi.de
- Sephora.de
- Hagel-shop.de
- Douglas.de
20.34% – this was the average increase of the top 10 pages.
754,000 monthly average visitors to the top 10 sites.
For Flaconi, the segment’s share in March is one-third of the total visitor flow. In November and December 2020, it rises to as much as 50%. For Notino, the share of traffic is 56%. Market leader Douglas shows an increasing share from 18% to 27% in the period April-December 2020.
Rituals Cosmetics achieves growth thanks to the experience of the Rituals brand. It has grown successfully in all areas, and thus the market share increased by 48% to 5.3%. In addition, organic search queries increased 91% compared to 2019, the most substantial growth in the beauty industry.
#6 Home & Garden
Here are the fastest-growing websites in the home&garden retail segment, with a minimum of 100,000 online visitors from Germany.
- Toom.de
- Globus.baumarkt.de
- Hoeffner.de
- Hornbach.de
- Wayfair.de
- Hagebau.de
- Bauhaus.de
- Obi.de
- Roller.de
- Ikea.com
46.04% – this was the average gain of the top 10 pages.
4.51 million monthly average visitors to the top 10 sites.
In 2020, the demand for DIY home and garden products from the top 10 online retailers increased by 46% compared to 2019. Toom achieved the most significant increase in traffic compared to the previous year by 78%, followed by Globus-Baumarkt (78%) and Hoeffner (72%).
According to the SimilarWeb keyword analysis, from April to June 2020, garden products were the most trendy and were among the 5 most popular keywords, accounting for 33% of the total number of desktop visitors.
#7 Delivery
Here are the fastest-growing websites in the delivery segment, with a minimum of 100,000 online visitors from Germany.
- Hellofresh.de
- Restablo.de
- Losteria.net
- Burgerme.de
- Sushi-for-you.de
- Mundfein.de
- Lieferando.de
- Bringbutler.de
- Pizzeria.de
- Call-a-pizza.de
64.17% – this is the average growth of the top 10 pages.
0.72 million monthly average visitors to the top 10 sites.
In 2020, 66% more visitors visited the provider’s website than in 2019. Over the past 24 months, Lieferando had steadily increased its market share to 92% in 2020. The aggressive growth of Lieferando ultimately leaves Deliveroo in the German market repressed.
30% of visitor traffic in the delivery services category in 2020 was generated through search queries. The 2 most common keywords in Germany are “Order food”, “Delivery service”.
#8 Online pharmacy
Here are the fastest-growing websites in the online pharmacy retail segment, with a minimum of 100,000 online visitors from Germany.
- Aponeo.de
- Shop-apotheke.com
- Sanicare.de
- Medikamente-per-klick.de
- Apotal.de
- Deutscheinternetapotheke.de
- Mycare.de
- Docmorris.de
- Apodiscounter.de
- Medpex.de
26.03% – this was the average gain of the top 10 pages.
1.55 million monthly average number of visitors to the top 10 sites.
At the beginning of the pandemic in March and April 2020, digital pharmacies saw a 46% increase in visitor numbers compared to the previous year. SimilarWeb keyword analysis shows that Shop-Apotheke generated 41% of all organic traffic, and Docmorris 37%, which also saw a 336% increase in referral traffic.
The price war over pharmaceuticals caused much social unrest, especially over “company pharmacies”. As a result, in October 2020, an act was adopted to strengthen the stationary trade-in pharmacies. In the future, the same price should apply for prescription drugs, and mail-order pharmacies are not allowed to grant discounts.
#9 Financial services
Here are the fastest-growing websites in the financial services retail segment, with a minimum of 100,000 online visitors from Germany.
- Openbank.de
- Bitwala.com
- Hanseaticbank.de
- Ing.de
- Comdirect.de
- Pay.google.com
- Visa.de
- Klarna.com
- Sparkasse.de
- Skrill.com
495.27% – this was the average gain of the top 10 pages.
1.25 million monthly average visitors to the top 10 sites.
Openbank will see a substantial increase in visitor numbers of 4,662% in 2020 compared to the previous year. Openbanks referral traffic increases by 717% in total. Payment provider Klarna records 81.8 million visitors in 2020 and a 10% increase in traffic. Blockchain Banking Service Bitwala also sees high traffic growth of 152%. Corona plays a role in the high demand for Bitcoin as there is a high level of uncertainty among investors about investing in classic forms of investment.
#10 Car exchanges
Here are the fastest-growing websites in the car exchanges retail segment, with a minimum of 100,000 online visitors from Germany.
- Wohnmobilpark.com
- Auto.de
- Autouncle.de
- Caraworld.de
- Carwow.de
- Kleinanzeige.focus.de
- Autoline.de
- Pkw.de
- Romoto.de
- Hey.car
40.56% – this was the average gain of the top 10 pages.
411.8 thousand top 10 site visitors on average per month.
Online car exchanges saw a combined traffic increase of 30% in 2020 – up to 41% on the top 10 sites. The online mobile home exchange Wohnmobilpark.com achieved the most significant increase in visitor numbers by 165% in 2020 compared to 2019. Provider Caraworld saw a 44% increase in traffic; An average of 125.9 thousand people was looking for a suitable motorhome. Both providers generated 78% of traffic in 2020.
To sum up
This is what the German’s market looks like. Of course, there were many surprises in 2020, but they were very positive for some in Germany. The pandemic has turned out to be a good time for some companies if such words can be used at all. Online sales, including sales in the pharmaceutical market, have proven to be of great help to many people and helped them survive the difficult period of COVID-19.
