Top 30 online shops in Germany 2026, ranked by revenue
Amazon, Otto or Zalando? Explore the leading online shops in the German market.
Last updated: May 2026
The German e-commerce market is projected to reach $134.4 billion in 2026. 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 and category focus to show who’s in the first place and where Germans are actually spending their money.
Let us get closer to the list of the 30 top online shops in Germany.
What you will learn
- Germany’s top online shop in 2026 is Amazon.de with $64.6B in revenue — more than the next five combined.
- eBay.de ($9.7B) and Otto.de ($8.5B) hold second and third place, followed by Temu and Zalando.
- Marketplace platforms now dominate the top 10, pushing traditional single-retailer shops down the ranking.
- Pharmacy, grocery and resale have all broken into the top 30 — online shopping in Germany is no longer just fashion and electronics.
The most crucial insights about best German online stores
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 from Berlin, Hamburg, Frankfurt, Munich etc., are holding strong with a full country focus.
But what really stands out for top shops in Germany?
Germany is turning into a marketplace-led e-commerce market
Marketplace logic is getting stronger. The leading German e-commerce retailers that offer huge choice, many sellers and easy comparison now shape more of the market than classic single-retailer stores. Amazon was already dominant, but the newer ranking makes the gap feel even wider. Ebay is back near the top, Kaufland is in and low-price global platforms are now impossible to ignore.
The middle of the market is under the most pressure
Germany is becoming tougher for shops that are solid but not distinctive enough. Very strong specialists stayed visible. Giant platforms stayed powerful. Trusted retail names with broad reach also held their place. The real pressure seems to fall on the middle layer of shops that do not own a clear niche or a strong value angle.
That helps explain why some 2025 names dropped out by 2026. It is not always a sign of collapse. Sometimes it simply means the market got more demanding and less forgiving.
Being useful beats being exciting
A lot of the shops that look strong are built around repeat use. Grocery, pharmacy, pet care, beauty and household-driven retail all look more embedded in everyday buying behavior now. That is a meaningful shift because it shows online shopping in Germany has become more routine.
Specialization still works – if it is sharp enough
The 2026 ranking reward giants and leaves room for focused players like Thomann, Zooplus, Douglas and Cyberport. These shops stay relevant because customers know exactly why they would go there.
That is an important signal for brands watching the market – Germany still rewards depth.
The market now rewards clear value from two opposite ends
Another useful insight is that two very different models are working at once. On one side, luxury fashion and premium names still hold real weight. On the other, low-price platforms are pushing hard. That leaves less space for vague positioning in the middle.
The list of 30 top online shops in Germany in 2025 – the list
Here’s a snapshot of Germany’s successful online shops.
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 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 | Filtered GMV share | Shop description |
| 1 | Germany 89.7% | amazon.de | US$64,614.4m | General online marketplace offering electronics, home goods, fashion, books, beauty products, groceries and many everyday essentials |
| 2 | Germany 90.9% | ebay.de | US$9,714.9m | Online marketplace for new and used products, including collectibles, electronics, fashion, car parts and home items |
| 3 | Germany 100.0% | otto.de | US$8,465.5m | Large online department store selling furniture, home décor, fashion, appliances, electronics and lifestyle products |
| 4 | United States 24.4% | temu.com | US$6,335.8m | Low-price online marketplace focused on budget shopping across fashion, gadgets, home items, beauty and small accessories |
| 5 | Germany 100.0% | zalando.de | US$5,099.7m | Online fashion retailer specializing in clothing, shoes, accessories and premium as well as mainstream fashion brands |
| 6 | South Korea 11.3% | aliexpress.com | US$3,729.3m | International marketplace known for low-cost products across electronics, accessories, home goods, beauty items and small gadgets |
| 7 | United States 31.1% | shein.com | US$3,556.8m | Fast-fashion online store selling trendy clothing, accessories, shoes and seasonal items at low prices |
| 8 | Germany 100.0% | mediamarkt.de | US$3,466.0m | Consumer electronics retailer offering phones, laptops, TVs, gaming products, appliances and tech accessories |
| 9 | United States 38.0% | apple.com | US$2,537.7m | Official brand store for Apple devices, including iPhones, MacBooks, iPads, wearables and related accessories |
| 10 | Germany 100.0% | shop-apotheke.com | US$2,116.2m | Online pharmacy selling medicines, supplements, personal care products, beauty items and health-related essentials |
| 11 | Germany 100.0% | kaufland.de | US$1,758.0m | Online marketplace with a broad offer across home products, electronics, garden goods, toys, fashion and household basics |
| 12 | Germany 100.0% | rewe.de | US$1,384.8m | Online supermarket focused on groceries, beverages, household essentials and convenient food delivery |
| 13 | United States 14.6% | ikea.com | US$1,350.6m | Home furnishing retailer selling furniture, storage, kitchenware, décor, textiles and other home improvement essentials |
| 14 | Germany 100.0% | lidl.de | US$1,062.0m | Discount retail shop with groceries, household items, small appliances, fashion basics and seasonal products |
| 15 | Germany 100.0% | bestsecret.com | US$1,049.8m | Members-only shopping platform focused on discounted designer fashion, premium clothing and shoes |
| 16 | Germany 100.0% | docmorris.de | US$1,042.7m | Online pharmacy focused on prescription services, over-the-counter medicine and personal care |
| 17 | Germany 15.6% | hm.com | US$959.3m | Fashion retailer offering affordable clothing and seasonal collections for women, men and children |
| 18 | Germany 100.0% | douglas.de | US$950.8m | Beauty retailer specializing in skincare, makeup, fragrance, haircare and premium beauty brands |
| 19 | Germany 99.0% | vinted.de | US$939.8m | Second-hand marketplace mainly for pre-owned clothing, shoes, bags and accessories sold between users |
| 20 | Germany 78.7% | breuninger.com | US$923.1m | Premium department store focused on designer fashion, luxury accessories, beauty products and upscale home items |
| 21 | Germany 100.0% | aboutyou.de | US$852.3m | Online fashion platform selling clothing, shoes, accessories and personalized style selections for different age groups |
| 22 | Germany 100.0% | saturn.de | US$848.1m | Electronics retailer offering smartphones, computers, TVs, gaming gear, household appliances and tech accessories |
| 23 | Germany 70.5% | thomann.de | US$829.7m | Specialist retailer for musical instruments, studio equipment, DJ gear, live sound systems and professional audio tools |
| 24 | Germany 100.0% | bonprix.de | US$821.4m | Value-focused retailer selling fashion, basics, lingerie, home textiles and selected home living products |
| 25 | Germany 100.0% | zooplus.de | US$814.4m | Pet supply retailer offering food, toys, grooming items, accessories and healthcare products for pets |
| 26 | Germany 96.2% | cyberport.de | US$802.8m | Electronics and IT retailer focused on laptops, PCs, smartphones, gaming gear, smart home products and office tech |
| 27 | Germany 93.5% | notebooksbilliger.de | US$790.7m | Electronics retailer best known for laptops, computers, hardware, office tech and consumer electronics |
| 28 | Germany 100.0% | tchibo.de | US$768.5m | Retailer combining coffee products with home goods, clothing, kitchen items, décor and weekly special offers |
| 29 | United States 96.7% | amazon.com | US$730.7m | Global online marketplace with a huge range of products across nearly every major consumer category |
| 30 | Germany 100.0% | alternate.de | US$725.5m | Specialist store for PC hardware, gaming components, laptops, monitors, smart devices and consumer electronics |
Source. View date: 04.23.2026
Changes over time: early 2020s vs now
In six short years, the entire landscape has shifted in numbers and how and where people shop.
What needs updating now is the scale. Breuninger is no longer sitting around $764 million. In the current ranking, it is at roughly $923 million in filtered GMV share.
BestSecret has moved beyond the $1 billion mark.
Douglas is now close to $951 million, About You is above $852 million, Rewe has reached about $1.38 billion and Shop Apotheke has climbed past $2.1 billion.
Shein also looks much bigger now at roughly $3.56 billion, while Apple stands at around $2.54 billion.
So the old takeaway still works: staying relevant is just as important as starting strong. But the numbers are clearly larger in 2026.
And the category shift is even easier to see now.
Fashion still matters a lot, but pharmacy, grocery, beauty and resale have become much more central to the German e-commerce story. Rewe, Shop Apotheke, DocMorris, Douglas and Vinted all show that shoppers are using online retail for everyday needs as well as style purchases. That makes the market feel broader and more routine than it did in 2022.
Another major update is the stronger role of international value platforms.
Chinese platforms has become impossible to ignore – for example, AliExpress sits high in the ranking. Shein kept pushing upward too, which matches broader reporting from the German market over the last year.
At the same time, names like MyToys, Esprit, HelloFresh, H&M, Klingel or other boutique stores are still absent from the current top 30. That says a lot about how fast German e-commerce rewards relevance, price clarity and convenience—and how quickly it moves on from brands that lose momentum.
The top 3 online shops in Germany
Amazon, eBay and Otto top the list of top online shops in 2026 — no surprises there.
They lead for different reasons, but all three solve one big thing for shoppers: they make buying feel easy, familiar and low risk.
Amazon.de stays far ahead of everyone else because it covers almost every need of German consumer in one place. People go there for electronics, books, beauty, toys, pet products, home items, high-quality offerings and daily basics. Fast delivery helps a lot, but that is only part of the story. Amazon also wins because shoppers already trust the platform, know how it works and can compare thousands of options in minutes. Reviews, wide choice or simple returns keep people coming back.
Read also: What stands behind Amazon.de success in Germany?
Ebay.de holds on to second place because it plays a different game very well. It gives shoppers access to both new and used goods, rare finds, refurbished products and cheaper alternatives to full-price retail. That matters in a market where value and careful spending are important. Ebay also works for people who like to compare sellers instead of buying from one fixed store. In that sense, it stays relevant by giving buyers more flexibility and more control over price.
Read also: Selling on eBay Germany in 2025: What’s changed and what still works
Otto.de rounds out the top three as Germany’s strong local retail giant. It doesn’t try to be everything in the same way Amazon does. Instead, it performs well in categories where German shoppers want confidence and a reliable brand name, especially in home, furniture, fashion and appliances. Otto feels established and familiar, which matters in Germany. It also benefits from understanding local expectations around payment options and customer service.
Read also: Top fashion apps in Germany: Zalando, About You and Otto lead the market
Together, these three shops sit at the top because they match three core shopping habits in Germany: convenience, price awareness, trust. One wins through scale, one through variety and resale value and one through strong local positioning.
Rising stars
Shein is a good example here. It already sat high in 2025 at number seven, but one year later, it still holds a top spot and now carries far more weight – it rose from $1,212.5 to $3,556.8m.
Shop Apotheke is another standout. It moved from a strong position in 2025 ($1,135.2) into an even bigger one in 2026 ($2,116.2m), showing that health products have become a routine online purchase.
BestSecret, Douglas and Rewe also look stronger now. BestSecret keeps proving that a focused members-only fashion model can work very well in Germany. Douglas shows how beauty continues to grow online when the brand mix is strong and the shopping experience feels easy. Rewe confirms that groceries are no longer a side category in e-commerce.
Then there are players like Zooplus and Thomann. They may not dominate headlines like Amazon or Zalando, but both gained ground and stayed relevant through specialization.
So the bigger pattern is quite simple.
The rising stars in Germany are the shops that either own a clear niche or make everyday buying feel convenient enough to become a habit.
New entrants
The 2026 list also shows a fresh group of names that were not in the 2025 top 30. That is where the market starts to feel different.
The biggest surprise is ebay.de appearing #2.
Its return matters because it points to something very real in German shopping behavior: people still care a lot about price and the option to buy used or refurbished goods. Ebay fits that mood very well.
AliExpress also enter the ranking, which tells a similar story from another angle. Value-first marketplaces have become far more visible and their scale is now too big to treat as marginal.
Kaufland.de is another important entrant. Unlike the cross-border discount platforms, Kaufland grows from a familiar retail base and gives shoppers a broad marketplace wrapped in a brand they already know. That combination of trust and variety works well in Germany. Vinted also joins the list, which says a lot about the strength of second-hand shopping. Resale is no longer a niche habit for bargain hunters. It is part of mainstream online buying now, especially in fashion.
Amazon.com also appears in the 2026 ranking, even if much lower down than amazon.de. Its presence hints at how borderless online shopping has become for some categories and buyer groups.
The tip 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.
Bonus: 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 German stores, e-commerce, or just curious about best places to shop.
The sweet spot? Trusted brands + 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 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 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 and loyalty perks. Lidl and REWE 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 6.93%, 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 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.
FAQ
What are the most popular stores in Germany?
Amazon.de, eBay.de and Otto.de are the three most popular online stores in Germany by revenue in 2026. Amazon leads by a wide margin at over $64 billion in GMV. Beyond the top three, Zalando, MediaMarkt and Shop-Apotheke all rank among the most visited and highest-earning platforms in the country.
What is famous to shop in Germany?
Germany is known for electronics, fashion and home goods online. Shops like MediaMarkt, Zalando and Otto reflect that. But pharmacy and grocery have grown fast — Shop-Apotheke, DocMorris and Rewe all now rank in the top 30, showing that everyday essentials have become a core part of German e-commerce.
What are the top 10 German brands in e-commerce?
The top German-based online shops by revenue in 2026 are Otto, Zalando, MediaMarkt, Shop-Apotheke, Kaufland, Rewe, Lidl, BestSecret, Douglas and Vinted. Each of them dominates a specific category — from fashion and electronics to pharmacy.
What is the 10pm rule in Germany?
The 10pm rule refers to informal social norms around noise and disturbance in German residential buildings after 10pm — not an e-commerce regulation. It has no direct effect on online shopping hours or delivery times, though some courier services do restrict late-evening deliveries in dense urban areas as a courtesy to residents.
Key takeaways
- Amazon.de remains the undisputed leader in German e-commerce generating 64.6 billion in revenue which exceeds the combined earnings of the next five largest competitors
- Traditional single-retailer models are being overshadowed by marketplace-led platforms like eBay and Otto that offer greater product variety and price comparison tools
- Online shopping is no longer limited to fashion and tech as categories like pharmacy and grocery have become routine habits for German consumers
- The entry of platforms like AliExpress and Vinted into the top ranking highlights a growing demand for budget-friendly options and sustainable second-hand shopping
- Focused specialists continue to thrive by owning clear niches while middle-market retailers with vague positioning face increasing pressure to remain relevant
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 and keep adapting.
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