Top 100 online shops by turnover in Germany [2026 update]
Germany’s 100 largest online shops ranked by turnover, with the latest EHI/ECDB revenue data, market shares, category shifts and marketplace GMV.
Last updated: August 2026 · Latest complete Top 100 ranking data: FY2024
Amazon.de remains Germany’s largest B2C online shop by a huge margin. It generated just over €15 billion in net ecommerce revenue in 2024, compared with €4.41 billion for Otto and €2.58 billion for Zalando. Together, those numbers say a lot about German ecommerce: the market is large, mature and still unusually concentrated at the top.
But the ranking below is more interesting for what has changed around those familiar leaders. Shein and Rewe have entered the Top 10. Online pharmacy has become a billion-euro category for individual retailers. Marketplaces keep taking a bigger role in product discovery and sales. And, after the post-pandemic slowdown, German ecommerce is growing again.
Looking for major stores rather than a turnover ranking?
See our separate guide to the Top 100 online stores in Germany.
For a shorter snapshot of the biggest players, see the Top 30 online shops in Germany.
German ecommerce in 2026: the numbers behind the ranking
The ranking itself uses the latest complete EHI/ECDB Top 100 dataset, which covers 2024. More recent market data tells us what happened next.
HDE estimates German online retail sales reached €92.3 billion in 2025, up 3.9% year over year. That is €19.3 billion more than in 2020. HDE expects the market to reach around €96.3 billion in 2026, which would mean another 4.3% increase.
The market recovery also appears in mid-2026 purchasing data. BEVH reported ecommerce revenue growth of 4.3% in the first half of 2026. Online marketplaces were growing faster, at 6.4%, while classic online shops grew 3.8%.
That gives us two useful views of the market: the EHI/ECDB ranking tells us who generates the most turnover, while HDE and BEVH show the direction German ecommerce is moving now.
| Metric | Latest figure |
| Largest B2C online shop | Amazon.de |
| Amazon net ecommerce revenue | €15.0bn |
| #2 online shop | Otto.de |
| #3 online shop | Zalando.de |
| Top 1,000 net ecommerce revenue, FY2024 | €80.4bn |
| Top 10 share of Top 1,000 revenue | 38.8% |
| Top 100 share of Top 1,000 revenue | 70.7% |
| German online retail revenue, 2025 – HDE methodology | €92.3bn |
| HDE 2026 forecast | €96.3bn |
| H1 2026 ecommerce growth – BEVH | +4.3% |
The figures do not all measure exactly the same universe. HDE, BEVH and EHI use different definitions and reporting methodologies, so they should be read as complementary market indicators rather than combined into one dataset.
Top 20 online shops in Germany by net ecommerce revenue
EHI and ECDB rank B2C online shops according to net ecommerce revenue generated in Germany. The metric excludes unrelated operating income and differs from marketplace GMV, which we explain further below.
| Rank | Online shop | Net ecommerce revenue 2024 | Main segment |
| 1 | amazon.de | €15,004.6m | General retail |
| 2 | otto.de | €4,410.0m | General retail |
| 3 | zalando.de | €2,581.9m | Fashion |
| 4 | mediamarkt.de | €2,115.7m | Consumer electronics |
| 5 | apple.com | €1,710.2m | Consumer electronics |
| 6 | ikea.com | €1,434.0m | Furniture |
| 7 | shein.com | €1,120.2m | Fashion |
| 8 | shop-apotheke.com | €1,048.8m | Health |
| 9 | rewe.de | €920.0m | Grocery |
| 10 | aboutyou.de | €816.8m | Fashion |
| 11 | breuninger.com | €716.0m | Fashion |
| 12 | lidl.de | €715.6m | General retail |
| 13 | bestsecret.com | €715.1m | Fashion |
| 14 | docmorris.de | €709.9m | Health |
| 15 | hm.com | €703.7m | Fashion |
| 16 | bonprix.de | €644.4m | Fashion |
| 17 | douglas.de | €629.1m | Beauty & personal care |
| 18 | saturn.de | €622.1m | Consumer electronics |
| 19 | cyberport.de | €599.7m | Consumer electronics |
| 20 | notebooksbilliger.de | €583.9m | Consumer electronics |
Source: EHI Retail Institute / ECDB, E-Commerce-Markt Deutschland 2025.
Amazon’s lead deserves some context. Its €15 billion figure is not Amazon’s total German company revenue. EHI removes service and subscription revenues, marketplace commissions, purchases attributable to other Amazon properties and sales outside the defined German shop market. That makes the figure much more useful for comparing Amazon.de with conventional ecommerce stores.
For a wider look at the company’s position, traffic and investments, see our 2026 overview of Amazon in Germany.
The full Top 100 online shops by turnover
The publicly accessible EHI ranking provides exact revenue figures for the Top 20. EHI’s Handelsdaten database also confirms the full order of the Top 100, although most exact revenue values below #20 are available to subscribers rather than displayed openly.
That distinction is important: the stores below are not an editorial selection. Their order follows the EHI/ECDB turnover ranking.
| Rank | Online shop | Main segment |
| 21 | tchibo.de | General retail |
| 22 | alternate.de | Consumer electronics |
| 23 | flaschenpost.de | Beverages |
| 24 | thomann.de | Musical instruments |
| 25 | qvc.de | General retail |
| 26 | bauhaus.info | DIY & building materials |
| 27 | zooplus.de | Pet supplies |
| 28 | zalando-lounge.de | Fashion |
| 29 | baur.de | General retail |
| 30 | galaxus.de | General retail |
| 31 | limango.de | Fashion |
| 32 | flaconi.de | Beauty & personal care |
| 33 | degussa-goldhandel.de | Precious metals |
| 34 | goldsilbershop.de | Precious metals |
| 35 | thalia.de | Media |
| 36 | mindfactory.de | Consumer electronics |
| 37 | zara.com | Fashion |
| 38 | anlagegold24.de | Precious metals |
| 39 | nike.com | Fashion |
| 40 | edelmetall-handel.de | Precious metals |
| 41 | hornbach.de | DIY & building materials |
| 42 | dm.de | Health / drugstore |
| 43 | auragentum.de | Precious metals |
| 44 | xxxlutz.de | Furniture |
| 45 | fressnapf.de | Pet supplies |
| 46 | samsung.com | Consumer electronics |
| 47 | kaufland.de | General retail |
| 48 | euronics.de | Consumer electronics |
| 49 | canyon.com | Sports equipment |
| 50 | medimops.de | Media / recommerce |
| 51 | megabad.com | DIY & building materials |
| 52 | hse.de | Fashion |
| 53 | medikamente-per-klick.de | Health |
| 54 | jacob.de | Consumer electronics |
| 55 | songmics.de | Furniture |
| 56 | adidas.de | Footwear |
| 57 | reuter.de | DIY & building materials |
| 58 | soliver.de | Fashion |
| 59 | home24.de | Furniture |
| 60 | coolblue.de | General retail |
| 61 | rebuy.de | Consumer electronics / recommerce |
| 62 | expert.de | Consumer electronics |
| 63 | decathlon.de | Fashion / sports |
| 64 | westwing.de | Furniture |
| 65 | trendyol.com | General retail |
| 66 | autodoc.de | Auto parts |
| 67 | bader.de | Fashion |
| 68 | amazon.com | General retail |
| 69 | obi.de | DIY & building materials |
| 70 | eis.de | Adult retail |
| 71 | c-and-a.com | Fashion |
| 72 | knuspr.de | Grocery |
| 73 | medion.com | Consumer electronics |
| 74 | apodiscounter.de | Health |
| 75 | asos.com | Fashion |
| 76 | wayfair.de | Home & DIY |
| 77 | voelkner.de | DIY & building materials |
| 78 | witt-weiden.de | Fashion |
| 79 | deichmann.com | Footwear |
| 80 | heizungsdiscount24.de | DIY & building materials |
| 81 | emma-matratze.de | Furniture |
| 82 | rosebikes.de | Sports equipment |
| 83 | weltbild.de | Media |
| 84 | peek-cloppenburg.de | Fashion |
| 85 | ernstings-family.de | Fashion |
| 86 | teufel.de | Consumer electronics |
| 87 | medpex.de | Health |
| 88 | office-partner.de | Consumer electronics |
| 89 | netto-online.de | General retail |
| 90 | bofrost.de | Grocery |
| 91 | kfzteile24.de | Auto parts |
| 92 | galeria.de | General retail |
| 93 | christ.de | Accessories |
| 94 | dell.com | Consumer electronics |
| 95 | hawesko.de | Beverages |
| 96 | only.com | Fashion |
| 97 | bandel-online.de | Auto parts |
| 98 | campingwagner.de | Camping & outdoor |
| 99 | bergfreunde.de | Fashion / outdoor |
| 100 | 11teamsports.com | Footwear / sports |
The full ranking also exposes something a shorter Top 10 cannot: German ecommerce is not simply Amazon, fashion and electronics. Precious metals, pet supplies, DIY, auto parts, furniture, pharmacies and specialist sports retailers all support businesses large enough to reach the country’s Top 100.
What changed since our original ranking?
When we first covered Germany’s largest online shops using 2020 data, ecommerce was experiencing a very different market cycle. The pandemic had pushed huge amounts of spending online almost overnight.
Some things have barely moved. Amazon, Otto and Zalando still occupy the first three positions.
The interesting changes happened below them.
Shein went from disruptor to Top 10 retailer
Shein generated around €1.12 billion in German net ecommerce revenue in 2024, taking seventh place. EHI identified it as one of the strongest upward movers in the ranking.
Its rise is part of a much larger change in fashion ecommerce. Traditional brands are now competing simultaneously with Zalando-style platforms, marketplaces and ultra-fast cross-border retailers.
The category deserves its own lens, which is why we maintain a separate ranking of the top clothing retailers in Germany.
Rewe entering the Top 10 matters more than it may look
Rewe recorded €920 million in net ecommerce revenue and grew 33.5% year over year, the fastest relative increase reported among the leading shops. It entered the Top 10 at number nine.
That is a structural change.
Online grocery spent years being treated as a category that was permanently “about to take off.” It now has a retailer among Germany’s ten largest ecommerce stores.
The trend has continued. BEVH reported 8.9% year-on-year growth in online food sales in Q2 2026, while the broader daily-needs cluster grew 10.1%.
For the offline and online grocery landscape behind Rewe, Edeka, Lidl and Aldi, see our ranking of Germany’s supermarket chains.
Online pharmacy became mainstream ecommerce
Shop Apotheke is now eighth with just over €1.0 billion in net ecommerce revenue. DocMorris is #14 with €709.9 million.
EHI reported 29.1% growth for Shop Apotheke and linked the category’s momentum partly to changing purchasing habits and Germany’s e-prescription rollout.
The most recent data strengthens that argument. BEVH recorded 13.9% growth in online medicine sales in Q2 2026, the strongest result since the introduction of the e-prescription.
We cover this category separately in our guide to German online pharmacies.
German ecommerce is highly concentrated
The Top 100 ranking becomes more useful when we stop looking at individual positions and look at how much of the market they control.
Germany’s Top 1,000 B2C online shops generated €80.4 billion in net ecommerce revenue in FY2024, up 3.8% from €77.5 billion. The Top 10 alone accounted for 38.8% of that revenue. The Top 100 generated 70.7%.
That puts the Top 100 at roughly €56.8 billion in combined net ecommerce revenue.
More importantly, the biggest companies are growing faster. EHI reports that Top 10 revenues grew 8%, while the remaining 990 shops grew only 1.3%.
This creates an increasingly difficult middle market.
A specialist can still carve out a defensible position. Thomann can own musical instruments. Zooplus can concentrate on pet supplies. Bergfreunde can build around outdoor customers.
At the other end, Amazon can compete on almost everything at once.
Retailers in between need a much clearer answer to why a customer should choose them rather than a marketplace or specialist.
That is also why the German online marketplace landscape matters even to retailers that prefer selling through their own ecommerce stores.
Which categories generate the most online turnover?
The composition of German ecommerce is changing more gradually than the names in the Top 100.
HDE data for 2025 puts Fashion & Accessories at 22.9% of German online retail sales, worth €21.2 billion. Consumer electronics and electrical goods contribute another 21.3%, or €19.7 billion. Together, the two categories still represent 44.2% of online retail.
But their combined share is falling. It stood at 44.7% a year earlier.
FMCG is moving the other way. Its share increased from 13.7% to 14.5%, making it the clearest share gainer in HDE’s 2025 category data.
| Category | Share of German online retail 2025 | Online revenue |
| Fashion & Accessories | 22.9% | €21.2bn |
| Consumer Electronics / Electrical | 21.3% | €19.7bn |
| Leisure & Hobby | 15.3% | €14.1bn |
| FMCG | 14.5% | €13.4bn |
| Home & Living | 8.8% | €8.1bn |
| Health & Wellness | 6.6% | €6.1bn |
| DIY & Garden | 3.6% | €3.3bn |
| Jewellery & Watches | 1.6% | €1.4bn |
| Office & Stationery | 1.5% | €1.4bn |
| Other | 3.9% | €3.6bn |
Fashion remains the single biggest category, but the strongest growth signals are increasingly coming from everyday purchases. HDE recorded 10.4% online growth for FMCG in 2025, more than twice the overall market rate.
Electronics nevertheless remains one of the deepest ecommerce categories in Germany. MediaMarkt, Apple, Saturn, Cyberport and Notebooksbilliger all appear in the Top 20. Our analysis of why electronics performs so well in German ecommerce looks more closely at the buying behaviour behind that strength.
Turnover and GMV are not the same thing
This distinction is where ecommerce rankings often become messy.
Net ecommerce revenue measures revenue attributable to an online shop’s own B2C business.
GMV, or Gross Merchandise Volume, measures the total value of products sold through a marketplace. For hybrid marketplaces, that includes products sold by third-party merchants as well as merchandise sold by the marketplace operator itself. EHI’s GMV figures also include VAT.
Amazon demonstrates why the difference matters.
| Platform | Net ecommerce revenue 2024 | Marketplace GMV 2024 |
| Amazon.de | €15.0bn | €52.0bn |
| Otto.de | €4.41bn | €7.09bn |
| eBay.de | Not directly comparable as own-shop revenue | €8.71bn |
Amazon, eBay and Otto were EHI’s three largest B2C marketplaces by GMV in the 2024 dataset.
If a ranking puts Amazon’s €52 billion marketplace GMV next to a conventional retailer’s net ecommerce revenue, it is comparing two different things.
For “Which online shop generates the highest turnover?”, shop revenue is the useful metric.
For “Which marketplace handles the greatest value of merchandise?”, GMV is the better metric.
Marketplaces now shape more than half of German online retail
HDE provides another perspective on marketplace power using its own market methodology.
For 2025, HDE estimates Amazon’s direct retail business accounted for 17.2% of German online retail, while Amazon Marketplace accounted for 46.1%. Other marketplaces represented another 10.8%. On that basis, marketplaces collectively touched 56.7% of the market.
HDE’s definitions differ from the EHI/ECDB shop ranking, so those percentages should not be used to recalculate the EHI figures. They are useful for a different reason: they show just how central marketplace infrastructure has become to ecommerce transactions.
The current trend also points in the same direction. BEVH found that online marketplaces grew 6.4% in the first half of 2026, faster than the overall ecommerce market.
Temu shows how quickly the competitive set can change. EHI says its German marketplace GMV reached €3.4 billion in 2024, up 285%, pushing the platform into the marketplace Top 5.
The Top 100 is becoming more diverse
One of the clearest differences between the old German ecommerce ranking and the current one is how many different purchasing habits now produce serious online revenue.
Fashion and electronics remain dominant, but the Top 100 contains far more than those two categories.
Rewe, Knuspr and Bofrost represent food. Shop Apotheke, DocMorris, Medpex and Medikamente-per-Klick represent health. Zooplus and Fressnapf represent pet products. Rebuy and Medimops show the importance of recommerce. Bauhaus, Hornbach, OBI, Reuter and other specialists make DIY a substantial ecommerce sector.
Even precious metals have a visible cluster in the ranking.
That diversity is also visible on mobile. Germany’s top shopping apps now span marketplaces, grocery, drugstores, recommerce, fashion, loyalty and price comparison rather than simply mirroring a list of major web shops.
What should retailers take from the ranking?
The first lesson is not “be more like Amazon”.
Very few retailers have any reason to try.
What the Top 100 shows instead is that scale can be built in different ways. Otto has breadth and local trust. Zalando owns fashion discovery. Thomann has extraordinary category depth. Rewe benefits from repeat grocery behaviour. Shop Apotheke combines repeat purchase with a structural shift toward digital prescriptions.
The common thread is clarity.
Successful retailers tend to give customers a clear reason to come back, rather than simply offering another catalogue of products available somewhere else.
Execution matters too. German customers are accustomed to familiar payment options, precise delivery information and predictable returns. Our guides to payment methods used in German ecommerce and online returns in Germany cover those expectations in more detail.
The underlying market is still attractive. HDE’s 2026 forecast points to continued online growth, while BEVH’s first-half results suggest ecommerce is currently outperforming Germany’s broader weak consumer environment.
But being in a growing market does not mean every retailer grows equally.
The widening gap between the Top 10 and the rest of the EHI Top 1,000 makes that particularly clear.
For a wider set of market indicators, consumer figures and channel data, see our collection of 100+ ecommerce statistics for Germany.
Methodology: how the ranking works
The primary ranking comes from the E-Commerce-Markt Deutschland 2025 study by EHI Retail Institute and ECDB. It ranks Germany’s largest B2C online shops according to net ecommerce revenue generated through websites or apps during the relevant 2024 financial period.
EHI uses several source types, including its own company surveys, company disclosures, annual reports, press releases, secondary sources, ECDB analysis and, where necessary, ECDB estimates.
The study focuses on B2C ecommerce involving physical goods. Marketplaces are analysed separately through GMV. Hybrid businesses such as Amazon and Otto can therefore appear in both datasets because they sell their own merchandise while also facilitating third-party transactions.
The article was updated in August 2026, but the latest complete EHI/ECDB Top 100 ranking available at the time covers FY2024. We supplement it with HDE market data for 2025 and BEVH data from the first half of 2026 rather than presenting modelled 2026 shop revenues as if they were reported turnover.
That distinction makes the ranking slightly less flashy, but considerably more useful.
For companies looking beyond Germany, our 2026 guide to the DACH ecommerce market compares Germany with Austria and Switzerland.
The bottom line
Germany’s ecommerce leaderboard looks surprisingly stable at first glance. Amazon, Otto and Zalando are still the three names at the top.
Look a little further down and the market is changing much faster.
Shein is in the Top 10. Rewe is in the Top 10. Shop Apotheke has passed €1 billion in net ecommerce revenue. Temu has raced into Germany’s leading marketplace group. Grocery, health, recommerce and everyday products are taking a bigger share of online spending.
At the same time, revenue is concentrating around the largest operators. Germany’s Top 10 shops are growing considerably faster than the long tail of the market.
For retailers, that makes the German ecommerce opportunity both attractive and unforgiving. There is still room to grow, but increasingly little room to be generic.
FAQ
What is the largest online shop in Germany by turnover?
Amazon.de is Germany’s largest B2C online shop by net ecommerce revenue. EHI and ECDB estimate that it generated approximately €15.0 billion in Germany in 2024. Otto.de ranked second at €4.41 billion and Zalando.de third at €2.58 billion. (EHI Retail Institute)
What are the 10 largest online shops in Germany?
The latest complete EHI/ECDB ranking places Amazon, Otto, Zalando, MediaMarkt, Apple, IKEA, Shein, Shop Apotheke, Rewe and About You in Germany’s Top 10 by net ecommerce revenue.
How much turnover do Germany’s Top 100 online shops generate?
The Top 100 account for 70.7% of the net ecommerce revenue generated by Germany’s Top 1,000 B2C online shops. With the Top 1,000 generating €80.4 billion in FY2024, that puts the Top 100 at approximately €56.8 billion.
How concentrated is German ecommerce?
Very concentrated. The Top 10 B2C online shops account for 38.8% of revenue generated by EHI’s Top 1,000. The Top 100 account for 70.7%. The concentration is also increasing because the Top 10 grew 8% in the latest study, compared with 1.3% across the remaining 990 shops.
What is the difference between ecommerce turnover and GMV?
Ecommerce turnover or net ecommerce revenue measures sales generated by an individual online shop. GMV measures the total value of merchandise transacted through a marketplace, including sales made by third-party sellers. The metrics should not be compared as if they describe the same thing.
What is Germany’s largest online marketplace?
Amazon.de is Germany’s largest B2C marketplace by a wide margin. EHI/ECDB estimates its 2024 GMV at approximately €52.0 billion, compared with €8.7 billion for eBay and €7.1 billion for Otto.
Which ecommerce categories are biggest in Germany?
Fashion & Accessories was Germany’s largest online retail category in 2025 with 22.9% of revenue, followed by consumer electronics and electrical goods at 21.3%. Leisure & Hobby represented 15.3% and FMCG 14.5%.
Which ecommerce categories are growing fastest in Germany in 2026?
Recent BEVH data points particularly strongly toward everyday products. In Q2 2026, online sales of drugstore products grew 11.7%, medicines 13.9%, DIY and flowers 10.9%, pet supplies 9.8% and food 8.9% year over year.
Is German ecommerce still growing in 2026?
Yes. HDE expects German online retail revenue to increase from €92.3 billion in 2025 to approximately €96.3 billion in 2026. BEVH separately reported 4.3% ecommerce growth during the first half of 2026.
