In 2025, the German e-commerce market is projected to reach €92.4 billion. It’s about 4% increase from the year before. And while there are many online shops in Germany, a few of them take the lead.
We’ve pulled fresh data from ECDB on revenue, growth, and category focus to show who’s in the first place, who’s rising fast, and where Germans are actually spending their money.
Let us get closer to the list of the 30 top online shops in Germany.
The most crucial insights
Germany’s e-commerce scene is a mix of global powerhouses and fast-moving local champions. While U.S. giants like Amazon and Apple still dominate revenue, local players like Otto, Zalando, and Shop-Apotheke are holding strong with a full country focus. Fashion and electronics lead the way, but care products, furniture, and even groceries are quickly growing. What really stands out? High revenue concentration, strong national loyalty, and rising niche players.
Let’s break it down.
Local loyalty still wins
Over 70% of the top 30 shops operate with 100% or near-total focus on Germany. That includes Otto, Zalando, About You, and REWE — all deeply rooted in German consumer behavior. Even stores like Shop-Apotheke and DocMorris see all their revenue from local shoppers.
Fashion is the heartbeat of German e-commerce
12 of the 30 shops focus on fashion, and some have incredible category share. Zalando (90.5%), About You (100%), and Bonprix (100%) show how deeply this segment connects with consumers. Even generalists like Lidl and QVC pull in major fashion revenue.
Electronics? Still massive — but losing pace
MediaMarkt, Saturn, Cyberport, and Notebooksbilliger are still driving strong numbers in the electronics category. But growth is stalling or slipping for most. Saturn is down -12.4%, and Cyberport dropped -3.5%.
Care products quietly booming
Pharma and personal care are having a moment. Shop-Apotheke (+29.2%), Douglas (+14.9%), and DocMorris are all climbing fast. Strong demand plus high local trust equals growth.
Amazon is even more unbeatable
Amazon.de alone accounts for US$16.2B, with 87% of that from Germany. That’s more than triple Otto, the second-largest. Still, local players are growing faster year-over-year.
German vs American
The data below shows that on the German market, it’s not just German brands making moves. Americans are also big players too. This proves how important the German market is for the global economy.
Giants like Amazon have been at the top of German e-commerce rankings for years. Importantly, they persist there because, first of all, they have a German-language website. Secondly, they have a well-recognized brand. And as a large company with a well-known name, they gain the trust of customers.
The list of 30 top online shops in Germany in 2025 (according to ECDB)
Here’s a snapshot of Germany’s e-commerce champions in 2025.
From global giants (like Amazon.de) to homegrown stars (like Otto and Zalando), these 30 top online shops in Germany shape the market today. We’ve listed where they’re based, how much they make online (net sales), and what each shops is all about — all in one easy-to-skim table. Perfect if you’re researching the market, tracking trends, or scouting competitors.
| Number | Main country/share | Online shop | Revenue (mln US $) | Shop description |
| 1 | Germany | amazon.de | 16,240.5 | The German storefront of Amazon, selling everything from electronics to home goods. |
| 2 | Germany | otto.de | 4,773.2 | A leading German marketplace offering fashion, electronics, and homeware. |
| 3 | Germany | zalando.de | 2,794.6 | Online fashion and lifestyle platform focused on shoes, clothing, and accessories. |
| 4 | Germany | mediamarkt.de | 2,290.0 | Electronics and household appliances retailer with both online and physical stores. |
| 5 | United States | apple.com | 1,851.1 | Official Apple store selling iPhones, Macs, and accessories. |
| 6 | United States | ikea.com | 1,552.1 | Swedish-origin home furnishing giant with localized German storefront. |
| 7 | United States | shein.com | 1,212.5 | Fast fashion online shop offering trendy clothing and accessories. |
| 8 | Germany | shop-apotheke.com | 1,135.2 | Online pharmacy selling medicines, supplements, and wellness products. |
| 9 | Germany | aboutyou.de | 884.1 | Fashion e-commerce site targeting younger audiences with clothing and accessories. |
| 10 | Germany | rewe.de | 780.8 | Online grocery shopping platform for one of Germany’s largest supermarket chains. |
| 11 | Germany | lidl.de | 774.5 | Discount supermarket chain offering fashion, groceries, and household products online. |
| 12 | Germany | bestsecret.com | 774.0 | Members-only fashion platform offering designer items at reduced prices. |
| 13 | Germany | docmorris.de | 768.4 | Major online pharmacy providing prescription and non-prescription products. |
| 14 | Germany | breuninger.com | 764.0 | Premium department store with high-end fashion and beauty products. |
| 15 | Germany | bonprix.de | 762.2 | Affordable fashion retailer focusing on everyday wear for men and women. |
| 16 | Germany | hm.com | 756.2 | Global fashion retailer with strong German presence; sells trendy clothes and accessories. |
| 17 | Germany | douglas.de | 681.0 | Beauty and cosmetics e-retailer selling perfumes, skincare, and makeup. |
| 18 | Germany | saturn.de | 673.3 | Electronics retailer offering tech gadgets, appliances, and entertainment systems. |
| 19 | Germany | cyberport.de | 649.1 | Tech-focused e-tailer selling laptops, tablets, and digital accessories. |
| 20 | Germany | tchibo.de | 636.4 | Coffee retailer with wide assortment of home, fashion, and electronics products. |
| 21 | Germany | notebooksbilliger.de | 632.0 | Specialist electronics store focused on laptops and IT hardware. |
| 22 | Germany | alternate.de | 571.5 | Tech and electronics shop with broad product categories for digital consumers. |
| 23 | Germany | flaschenpost.de | 555.1 | Online beverage delivery service specializing in drinks and groceries. |
| 24 | Germany | thomann.de | 549.9 | Europe’s largest music retailer selling instruments, gear, and audio equipment. |
| 25 | Germany | qvc.de | 478.5 | Multichannel retailer offering fashion, beauty, and household items via TV and the web. |
| 26 | Germany | bauhaus.info | 460.3 | DIY and home improvement store with online ordering for tools, decor, and more. |
| 27 | Germany | baur.de | 456.5 | Online mail-order retailer with fashion, electronics, and household items. |
| 28 | Germany | zooplus.de | 454.2 | Pet supplies e-retailer offering food, accessories, and pet care items. |
| 29 | Germany | zalando-lounge.de | 415.4 | Members-only outlet for discounted fashion from Zalando. |
| 30 | United States | nike.com | 399.6 | Nike’s official store selling sportswear, shoes, and athletic gear. |
source: ECDB, Top eCommerce Stores in Germany
Changes over time: 2020 vs 2025
Online retail in Germany has grown a lot since 2020. In five short years, the entire landscape has shifted in numbers and how and where people shop.
In 2020, the biggest online players were already strong, but they weren’t this fast. For example, Breuninger went from $301 million to $764 million. BestSecret nearly tripled its revenue. Douglas, H&M, About You, Apple, Rewe, Shein, or Shop Apotheke also climbed at a steady pace, proving that strong niche markets and smart targeting still win.
Meanwhile, some players dropped off.
We saw MyToys, Esprit, HelloFresh, and Klingel in 2020, but they didn’t make the list of the 30 top online shops in Germany in 2025. It’s a reminder that staying relevant is just as important as starting strong. Tech shops like Mediamarkt and Cyberport stayed in the game, but with slower growth than their fashion or care product peers.
Categories also shifted. Fashion still rules, but care products and grocery moved up, showing that German shoppers now turn to the internet for more of life’s everyday basics, not just clothes and gadgets.
The top 3 online shops in Germany
Amazon, Otto, and Zalando still top the list of top online shops in Germany in 2025 — no surprises there. What changed is how they got there.
- Amazon stayed stable, growing modestly from $13.7B to $16.2B.
- Otto added nearly $900 million in new revenue, riding the wave of lifestyle and home categories.
- But Zalando made a big move: from $1.7B to almost $2.8B. That’s a leap, especially in a market already flooded with fashion options.
What do all three have in common?
A massive reach across Germany, strong mobile experiences, and a steady flow of returning customers. They’re not trying to do everything — but what they do, they scale brilliantly.
Rising stars
About You grew from $593 million to $884 million — a strong lift for a brand that speaks directly to Gen Z and younger Millennials. Shop Apotheke jumped from $474 million to $1.1 billion, turning healthcare and personal care into one of the fastest-growing segments in German e-commerce.
Douglas also made waves. Once known mostly for brick-and-mortar perfume shops, it doubled down on online beauty and grew from $322 million to $681 million.
These three brands share one thing: they nailed strategies, content, and curation. Shopping on their platforms feels less like a task, more like browsing a magazine built around you.
New entrants
The 2025 list features names that weren’t even in the top 30 back in 2020.
- Shein climbed fast thanks to low prices, constant drops, and massive TikTok buzz. Its presence signals how global, mobile-first shopping is reshaping the fashion scene.
- REWE broke into the list as more Germans turned to online grocery shopping — especially after the pandemic pushed everyday essentials online.
- Flaschenpost joined the club by delivering beverages and groceries in record time. Its promise? Drinks at your door in under two hours.
- Bauhaus.info shows how DIY and home improvement went digital, with strong interest from homeowners and hobbyists alike.
- Zalando Lounge secured a spot with its member-only flash sales, appealing to deal hunters who love big brands at low prices.
- Nike.com made its way in with strong DTC (direct-to-consumer) growth, driven by apps, exclusive drops, and brand loyalty among Gen Z and millennials.
The takeaway for you?
You don’t need to launch as #1. You just need to spot what shoppers actually want — and get it to them faster than anyone else.
Extra takeaways: What top online shops in Germany reveal
Beyond rankings and revenue, this list gives us a peek into what’s changing fast. Here are a few extra insights worth knowing if you’re in retail, e-commerce, or just curious about the market.
The sweet spot? Trusted brands and fast delivery
Germans still love reliability. Most top online shops — Amazon, Zalando, Otto — are names people know and trust. But speed matters too. Flaschenpost and REWE show that “fast and fresh” is winning, especially in food and beverages.
Grocery is finally digital — and it’s serious business
REWE and Flaschenpost climbing into the top 30 shows that German grocery e-commerce has broken through. After years of slow adoption, more shoppers turn to online for essentials, particularly with fast delivery, subscriptions, and flexible time slots.
Pure-play online can sometimes beat omnichannel
Shops like About You, Best Secret, and Zalando-Lounge thrive without physical locations. It suggests that German shoppers are comfortable shopping exclusively online, especially when returns are easy and the branding feels premium.
Multi-category platforms are gaining traction again
Retailers like Tchibo and Amazon prove that Germans still appreciate one-stop shops — if they’re well-organized. Curated deals, surprise product drops, and lifestyle storytelling seem to be helping them stand out in a sea of specialized stores.
Loyalty and private labels are rising quietly
You won’t see it in the revenue alone, but many top shops are pushing exclusive products, app rewards, and loyalty perks. Lidl, REWE, and Zalando are quietly building ecosystems that keep shoppers inside their own branded world.
Forecasts for online shops in Germany in 2030
According to Mordor Intelligence, the market is expected to grow at an annual growth rate of 11.21%, driven by faster mobile shopping, more flexible payments, and big shifts in what people buy online.
What used to be a fashion-and-tech-dominated space is broadening fast. In the future, groceries, beauty, and personal care categories will climb the charts even more. More Germans are buying everyday essentials online. And the pandemic-era habits haven’t faded – they’ve turned into expectations now.
In addition, the best-positioned shops in 2030 will be those that blend convenience, trust, and mobile-first experiences. Many of the top online shops in Germany are already heading that way, like our top three.
We will also see more international players entering the space. Shein is one clear example, rising fast with aggressive mobile campaigns and fast delivery promises.
Lastly, expect big moves in payments. With Buy Now, Pay Later and digital wallets becoming the norm, the top online shops in Germany are likely to lean even more into flexible checkout and seamless returns.
That’s what younger customers want. And that’s what the market will reward.
Get prepared for the future!
So, what have we learned?
The list of the top online shops in Germany keeps evolving. The market’s expanding, the players are changing, customers are spending more, and their habits keep pushing retailers in new directions.
Amazon is everywhere, but it doesn’t mean the others will stand still. New names are joining the list, and some older ones are sliding down. It’s a dynamic mix.
Maybe you’re building an online store in this country, or just tracking the top online shops in Germany to follow what’s next in retail. Either way, this ranking shows you where the action is.
Fast-forward a few years, and the list might look totally different again. Thus, stay curious, stay sharp, and keep adapting.
***
