Germany’s online shopping scene is prospering despite many economic and social difficulties. Millions of people are turning to the web for everything from clothing to electronics, travel, leisure, furniture, automotive, and more. But what are the leaders in the online market? To help you navigate this dynamic online environment, we’ve compiled a list of the top online stores in Germany.
This curated selection covers a variety of industries, so there’s a lot going on here.
Interested? So find out more details below.
Basics about the German market
If you’re planning to sell online in Germany, here’s the good news: people are still buying. A lot.
Germany has one of Europe’s most dynamic e-commerce landscapes. In 2025, the German online retail market is projected to grow by 4%, reaching €92.4 billion in revenue. This growth is quite notable, especially considering the modest 1.1% overall retail growth in 2024. Online retail, particularly in food and drugstore goods, is identified as a primary growth driver after several weak years.
What’s more? Marketplaces – they continue to play a significant role. To be specific, they account for 57% of online sales in this country, up from 54% the previous year. Amazon is the big one, of course, but newer platforms like Shein are also rising fast, especially among younger shoppers. If you’re selling online in Germany and not using at least one marketplace to get discovered, you might be missing a low-effort win.
Speaking of brands like Shein – yes, cross-border sellers are making a dent. In fact, about €8.9 billion in online sales came from non-German platforms last year. That’s around 10% of the total e-commerce market. Those numbers aren’t going down anytime soon.
We should also mention the recommerce market, focusing on second-hand goods. It has seen a 7.2% increase, reaching a turnover of €9.9 billion in 2024. Electronics, books, and fashion lead the way. More shoppers are hunting for bargains, but also choosing pre-loved items for sustainability reasons. If your brand can tap into resale, repair, or upcycled goods, this is an area worth exploring.
Now let’s talk about habits. Why do German online shoppers choose online channels to shop? There are 3 main reasons:
- They want reliable home delivery
- They like the convenience of 24/7 shopping
- They say convenience matters more than price
That means your store setup (your shipping promise, your checkout flow, your support) matters as much as your products.
But it’s not all opportunity. There are some real threads to watch in 2025.
Returns are still high. Some categories see rates over 30%. That puts pressure on margins, especially for small shops. Consumer trust is also something you have to earn here. Shoppers expect solid product info, local reviews, and familiar payment methods like PayPal, Klarna, and SEPA transfers.
Inflation also changed buying behavior. Shoppers are pickier. Many now compare prices before buying even more, and across multiple sites. Plus, loyalty is weaker than it used to be. One bad experience and clients are gone. This means brand experience and customer service aren’t just nice to have. They’re dealbreakers.
That said, if you can deliver well, the market is wide open. German consumers are digitally fluent, but still value straightforwardness. They want clean product pages, transparent pricing, no fuss with shipping or taxes. If you can offer that (whether on a marketplace or your own site) you’ve got a fair shot.
So what does all this mean for your business?
You don’t have to be the biggest player. But you do need to get the basics right – payment, delivery, returns, and trust signals. Once you’re in, keep optimizing, and someday you will reach the list of top online stores in Germany.
The list of top online stores in Germany
Aftership has compiled a list of “Top 100 Online Stores in Germany 2025”, and you can find these best brands below, along with their respective revenue and category.
| Rank | Store | Revenue (in Million) | Category |
| 1 | Chefkoch | 51M–100M | Food & Recipes |
| 2 | DER SPIEGEL | 31M–50M | News & Media |
| 3 | HUGO BOSS | 21M–30M | Men’s Clothing |
| 4 | BMW | 1M–10M | Automotive / Parts & Services |
| 5 | GetYourGuide | 21M–30M | Travel & Experiences |
| 6 | OTTO | 31M–50M | General Retail |
| 7 | Paperlike | 1M–10M | Electronics Accessories |
| 8 | Volkswagen News | 1M–10M | Automotive |
| 9 | Impericon | 1M–10M | Alternative Fashion & Merch |
| 10 | CANYON US | 11M–20M | Sports & Outdoor Gear |
| 11 | Elgato | 1M–10M | Streaming Equipment |
| 12 | Mouser Electronics | 1M–10M | Electronics & Components |
| 13 | Mytheresa | 51M–100M | Women’s Clothing |
| 14 | Official Carhartt | 1M–10M | Workwear / Streetwear |
| 15 | VisitBerlin | 1M–10M | Travel & Tourism |
| 16 | BRABUS | 1M–10M | Luxury Automotive |
| 17 | ZWILLING J.A. Henckels | 1M–10M | Kitchen & Dining |
| 18 | MPB | 1M–10M | Photography Equipment |
| 19 | Volkswagen Group | 1M–10M | Automotive Corporate |
| 20 | Adidas | 301M–500M | Sportswear & Footwear |
| 21 | Liebherr | 1M–10M | Home Appliances |
| 22 | TASCHEN | 1M–10M | Books & Publishing |
| 23 | be quiet! | 1M–10M | Computer Hardware |
| 24 | LIQUI MOLY | 1M–10M | Parts & Services |
| 25 | Nürburgring | 1M–10M | Motorsports / Entertainment |
| 26 | Asphaltgold | 501K–1M | Footwear |
| 27 | Miele | 1M–10M | Home Appliances |
| 28 | QIAGEN | 1M–10M | Pharmaceuticals & Biotech |
| 29 | LILLYDOO GmbH | 501K–1M | Baby & Personal Care |
| 30 | C&A | 1M–20M | Women’s Clothing |
| 31 | Eppendorf US | 501K–1M | Biotech Equipment |
| 32 | Bayerische Zugspitzbahn | 1M–10M | Travel & Transport |
| 33 | CHERRY | 501K–1M | Computer Hardware |
| 34 | Thalia | 1M–20M | Books & Media |
| 35 | Womanizer US Store | 1M–10M | Personal Care |
| 36 | InterRail Europe GmbH | 1M–10M | Bus & Rail |
| 37 | WAGO | 1M–10M | Electronics & Engineering |
| 38 | HORNBACH | 1M–10M | Home Improvement |
| 39 | Musikhaus Thomann | 1M–10M | Musical Instruments |
| 40 | Leica Camera US | 1M–10M | Camera & Photo Equipment |
| 41 | YT Industries | 1M–10M | Individual Sports / Sporting Goods |
| 42 | heise online | 1M–10M | Tech News & Media |
| 43 | House Plans | 1M–10M | Visual Art & Design / Construction |
| 44 | Crypto-news | 1M–10M | Investing |
| 45 | Braun US | 1M–10M | Consumer Electronics |
| 46 | deuter Sport GmbH | 1M–10M | Outdoor & Travel Gear |
| 47 | THOMAS SABO | 1M–10M | Clothing Accessories |
| 48 | Sartorius | 501K–1M | Pharmaceuticals & Biotech |
| 49 | STABILO | 1M–10M | Business Services / Stationery |
| 50 | 1und1 | 1M–10M | Telecommunications |
| 51 | DE PURELEI | 1M–10M | Clothing Accessories |
| 52 | MÜLLER | 1M–10M | Face & Body Care |
| 53 | STERN | 11M–20M | News & Media |
| 54 | Ticketmaster Deutschland | 1M–10M | Events & Ticketing |
| 55 | Tropical Islands Berlin | 1M–10M | Tourism & Leisure |
| 56 | LAMY | 1M–10M | Business Services / Writing Tools |
| 57 | Uhrenfabrik Junghans | 501K–1M | Watches & Accessories |
| 58 | GALERIA | 1M–10M | General Retail |
| 59 | SV Werder Bremen | 1M–10M | Sports Club / Merchandise |
| 60 | SNIPES Onlineshop | 1M–10M | Footwear & Streetwear |
| 61 | Maskworld | 501K–1M | Costumes / Party Supplies |
| 62 | KiK Onlineshop | 1M–10M | Discount Fashion |
| 63 | Thunderbike Harley-Davidson | 1M–10M | Motor Vehicles / Parts & Services |
| 64 | Autodoc | 1M–10M | Automotive |
| 65 | Peek & Cloppenburg | 1M–10M | Footwear |
| 66 | toom Baumarkt | 1M–10M | Home Improvement |
| 67 | Einhell | 1M–10M | Tools & Equipment |
| 68 | Boker USA | 1M–10M | Kitchen & Dining |
| 69 | BREUNINGER | 1M–10M | Luxury Fashion |
| 70 | Baur | 1M–10M | General Retail |
| 71 | REBELLE | 51M–100M | Second-hand Fashion |
| 72 | Lidl | 11M–20M | Grocery & General Merchandise |
| 73 | Deichmann | 1M–10M | Footwear |
| 74 | Jochen Schweizer | 101M–200M | Experiences & Events |
| 75 | Discount | 1M–10M | Individual Sports / Sporting Goods |
| 76 | o2 | 1M–10M | Mobile & Wireless |
| 77 | LabyMod for Minecraft | 31M–50M | Gaming Mods / Add-ons |
| 78 | Bauerfeind | 1M–10M | Health Conditions / Medical Supplies |
| 79 | Schwalbe Fahrradreifen | 501K–1M | Individual Sports / Sporting Goods |
| 80 | Medimops | 201M–300M | Books & Media |
| 81 | Toyota DE | 201M–300M | Automotive |
| 82 | ZooRoyal | 201M–300M | Pet Food & Supplies |
| 83 | Bergzeit Outdoor | 101M–200M | Outdoor Gear |
| 84 | Structurae | 31M–50M | Engineering & Technology |
| 85 | Carl Roth | 501K–1M | Scientific Equipment |
| 86 | GERRY WEBER | 1M–10M | Fashion |
| 87 | VERIVOX | 1M–10M | Utilities & Price Comparison |
| 88 | mydays | 101M–200M | Experiences & Gifts |
| 89 | Avantgarde | 11M–20M | Creative Agency / Retail |
| 90 | Bayerische Landeszentrale | 1M–10M | Education & Government |
| 91 | Shop Uhrzeit.org | 501K–1M | Watches |
| 92 | Engelbert Strauss | 1M–10M | Workwear |
| 93 | Wempe Online Shop | 51M–100M | Clothing Accessories |
| 94 | Ernsting’s family | 301M–500M | Family & Kids Clothing |
| 95 | WhiteWall | 51M–100M | Photography & Prints |
| 96 | bonprix | 501M–1B | Fashion & Home |
| 97 | VAUDE | 1M–10M | Sporting Goods |
| 98 | Fahrrad | 1M–10M | Individual Sports / Sporting Goods |
| 99 | Wildling Shoes | 501K–1M | Footwear |
| 100 | BIKE24 | 501K–1M | Individual Sports / Sporting Goods |
Source (view date: 04 June 2025)
Sales development of the top online stores in Germany
Sales growth across Germany’s top 100 online stores in 2025 reflects a market that’s diverse and layered.
Most of the businesses in this list fall into the 1M–10M revenue range, with 62 out of 100 stores reporting sales within that band. These are stable, mid-sized e-commerce brands – many of them in fashion, electronics, home, and lifestyle. Think Paperlike, MÜLLER, HORNBACH, and ZWILLING.
At the upper end, only a handful of players exceed 100 million in online revenue. These include:
- Bonprix (501M-1B)
- adidas (301M–500M)
- Ernsting’s family (301M–500M)
- medimops (201M–300M)
- Toyota DE (201M–300M)
- ZooRoyal (201M–300M)
- Jochen Schweizer, Bergzeit Outdoor, and mydays (both 101M–200M)
Together, these high-performing companies account for 8% of the list, but likely contribute a much larger share of total revenue volume.
Another trend? Growth in second-hand, sustainable, and experience-driven commerce.
Platforms like REBELLE (second-hand fashion) and WhiteWall (photo prints) are reaching the 50M+ tier, while experience-based retailers like GetYourGuide, Jochen Schweizer, and mydays are gaining traction post-pandemic.
There’s also a strong showing from niche brands. Companies like Impericon, Labymod, and BIKE24 are proof that specialized products with loyal audiences can perform consistently well, even without mass-market volume. So while the market is top-heavy in revenue, the middle tier is wide and competitive.
Top online stores in Germany by leading revenue sectors
When you look at the top 100 online stores in Germany, a few sectors clearly pull ahead in revenue. Let’s break it down by category and highlight who leads the pack.
Fashion & Apparel
This area dominates in volume, but only a few break into the higher revenue brackets. Top 3 by estimated annual revenue:
- Bonprix – 501M-1B
- adidas – 301M–500M
- Ernsting’s family – 301M–500M
These brands combine wide reach with strong brand recognition and serve everyone from trend-focused buyers to families.
Experiences & Events
Post-pandemic demand for memorable activities is booming. Here, the top 3 experience platforms are:
- Jochen Schweizer – 101M–200M
- mydays – 101M–200M
- GetYourGuide – 21M–30M
All three are rooted in selling moments, not products—and clearly, it’s working.
Automotive
The German auto sector is always present, both in content and commerce. Top 3:
- Toyota DE – 201M–300M
- Volkswagen Group – 1M–10M
- BRABUS – 1M–10M
Toyota stands out for scale, while niche players like BRABUS carve out luxury and specialty demand.
General retail
Retailers with wide product ranges continue to do well:
- OTTO – 31M–50M
- GALERIA – 1M–10M
- Baur – 1M–10M
OTTO remains a pillar of the German online shopping landscape, while GALERIA and Baur keep competitive with their multichannel presence.
Books & Media
Even in a digital world, media and books still sell. Top 3 in this space:
- medimops – 201M–300M
- Thalia – 1M–20M
- DER SPIEGEL – 31M–50M
medimops is especially interesting. It’s a second-hand giant.
Revenue shares of sectors
So as we can see, fashion still holds the largest share of revenue among Germany’s top 100 online shops. Clothing, footwear, and accessories combined account for roughly 27% of the estimated total revenue, driven by both high-end and everyday brands.
Next in line is the experience economy, including travel, tourism, and event platforms. This category represents around 19% of total revenue. It shows that Germans are keen on spending money on memorable moments, not just physical products.
The automotive sector, including parts, services, and vehicle-related content, follows with approximately 14%. It’s a stable performer. It reflects both traditional car culture and growing digital engagement.
General retail and department stores make up about 11% of revenue, still competitive thanks to wide product selection and loyal customers.
Meanwhile, categories like books and media, home improvement, and consumer electronics each contribute between 5–8%. Niche markets such as pharma/biotech, scientific equipment, and education/government hold smaller shares. They together add up to under 10%.
Last words
This is the end of our list of the top online stores in Germany! If you’re a curious shopper looking for new shopping destinations, a businessman who wants to learn about the German online market, or an online store owner who wants to stand out from the competition, you may find this list useful and informative.
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