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Top 100 online shops by turnover in Germany

Due to the rapid growth of the e-commerce market in Germany, rankings are changing fast as well. This time, we will provide you with Statista’s report of the top-selling B2C online shops and hybrid marketplaces for physical goods. Additionally, we will show you selected marketplaces according to Gross Merchandise Volume (GMV) in Germany’s sales generated in 2020. Are you ready?

The top 100 online shops and hybrid marketplaces are based on the study “E-Commerce Market Germany 2021″, carried out by the EHI Retail Institute and Statista.

Extraordinary growth

At first, let’s take a look at the ten best e-commerce shops in Germany in 2020. The top free is for Amazon, Otto, and Zalando. These companies are the real power in Germany if we’re talking about e-commerce in this country.

Germany’s top ten e-commerce shops for 2020

source: https://spaces.statista.com/f359c3be3cac49b6b48ee7eb539a6aee.pdf

There is nothing new if we say e-commerce in the world is on the rise. So, of course, Germany isn’t an exception – this country also has an impact on these results. 

From 2006 to 2019, we can see stable sales growth in ecommerce – which is happening under control. But suddenly, from 2019, when the Pandemic forced us to stay at home and start shopping online instead of going to stationery stores, we can see some serious changes. In 2019, the top 100 online shops saw uncommon growth in this country’s total ecommerce sales. From more than 37 million euros to almost 50 million euros – that’s how 2019 looked in numbers. So it isn’t a small change, right?

Sales of the Top 100 German companies in e-commerce over time

source: https://spaces.statista.com/f359c3be3cac49b6b48ee7eb539a6aee.pdf

2020 brings the best e-commerce companies more than just a profit. So how will be 2021 look? Taking into account the graph above, we can expect even more income.

Main segments

As always, some segments have a much bigger impact on e-commerce sales than others. In this case, the most important place was taken by general stores – as much as 44,4%. Next is time for Entertainment Electronics – 16,3%. Third place belongs to Clothing – 15%. In fourth place are other industries (including DIY, Garden & Pet Supplies, Sports, Food, Toys & Babies, Books, Films, Music & Games, Household Appliances, Bags & Accessories, Shoes). Then is Drugstore and Health – 5,3%. The sixth place stands for Hobby and Stationery – 4,2% and the last are Furniture and housewares with 4,1%.

E-commerce sales shares of the leading segments in the top 100 ranking

source: https://spaces.statista.com/f359c3be3cac49b6b48ee7eb539a6aee.pdf

The best of the bests

Here you can find out companies’ e-commerce sales in 2020 by placement in the top 100 Ranking. Companies were divided into five groups, and the results show their sales of 2020 in a million euros. E-commerce sales of companies in 1st to 5th place amounted to 23.265 million euros which are 47,0% of the total. Companies from 6th to 20th place reached 9.976 million euros which are 20.2%, from 21st to 40th place 6.788 million euros – 13.7%, from 41st to 70th place 5,943 million euros – 12.0%, and from 71st to 100th place 3.511 million euros 7.1%.

E-commerce sales by placement in the top 100 ranking in Germany. Sales 2020 in a million euros

source: https://spaces.statista.com/f359c3be3cac49b6b48ee7eb539a6aee.pdf

Top three

Out of all segments, let’s take a closer look at three the most important: General Stores, Consumer Electronics, and Clothing. 

As we see on the chart below, Amazon is in the prime with almost 14 million euros. After amazon.de is otto.de, and lidl.de with appropriately 4.500,0 and 1.015,9 million euros. Pioneer in Consumer Electronics is mediamrkt.de (1.842,0 mln euros), then saturn.de, and apple.com. On the other hand, in the first place in Clothing is zalando.com (1.943,5 mln euros), in the second – hm.com/de, and in the third – bonprix.de.

E-commerce sales 2020 in million euros

source: https://spaces.statista.com/f359c3be3cac49b6b48ee7eb539a6aee.pdf

Selected e-commerce marketplaces by Gross Merchandise Volume (GMV) in Germany 2020

Gross Merchandise Volume (GMV) is generally a measure of the volume of goods sold on a marketplace by own companies and by third parties companies.

It’s important to know what the GMV is as the importance of marketplaces continues to grow. More and more online retailers prefer to sell their products on other marketplaces such as Amazon instead of in their own shops.

GMV can be counted in different ways. That’s why we want to discuss three cases when various factors influent GMV.

At first, we want to describe the GMV of amazon.de as it’s the more prominent player in the General Stores segment. Additionally to all gross first and third-party sales, Gross Merchandise Value includes marketplace commissions and other subscription costs and services generated by the amazon.de domain in Germany. The calculation does not include revenues from stationery shops, marketplace-independent services, or membership fees (for example, Prime memberships), as well as purchases made outside of Germany.

In Germany, it’s also worth mentioning ebay.de. It includes gross sales of first and third goods, sales from marketplaces commissions, service fees (e.g., shipping costs), and sales value regardless of returns or whether a transaction has been finished. Unfortunately, it doesn’t contain purchases made outside of Germany.

In the end, we want to focus on otto.de too. GMV includes all gross sales of first and third goods as well as sales generated through marketplace commissions.

The top e-commerce marketplaces in Germany by Gross Merchandise Volume (GMV) in 2020

source: https://spaces.statista.com/f359c3be3cac49b6b48ee7eb539a6aee.pdf

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