In 2023, around 5.31 million people in Germany stated that they purchased groceries for their households on the internet or in an online grocery shop.
But the question is – where do they shop?
Rewe.de or Amazon.de are two of the three most common choices. However, there are many other stores you may not be familiar with yet.
What are they? Read the article to find out:
What makes German shoppers click?
German shoppers are picky in a market where convenience and quality often clash.
For many, the comfort of browsing from home is balanced by concerns about freshness and cost.
Even so, brands like Rewe and Edeka are working to address this by offering flexible delivery times and loyalty programs that make online grocery shopping more appealing.
With options for pre-planned meals and better price transparency, these stores are making strides to win over skeptics so that each delivery feels as reliable as a store visit.
You may also check out this article: Takeaways from the Digital Food Strategy Report
What are the leading online grocery stores in Germany?
Who is dominating the market right now when it comes to online grocery shopping in Germany?
Let’s check it out:
#1 Rewe.de
In 2023, Rewe.de held the top spot in Germany’s online grocery market, pulling in an impressive $657.8 million in sales.
Known for its familiar brand and extensive product range, Rewe.de commands around 80.6% of the grocery market’s share, making it a popular choice for German consumers who value convenience and variety.
With flexible delivery options and a user-friendly online platform, Rewe.de has carved out a loyal customer base that appreciates quality and accessibility.
#2 Flaschenpost.de
Next in line is Flaschenpost.de, a store with a unique focus on fast delivery, particularly for drinks and snacks.
With sales reaching $549.5 million in 2023, Flaschenpost.de has proven its strength in online grocery, providing shoppers with same-day delivery that’s hard to beat.
By delivering essentials at lightning speed, this store has won over customers looking to stock up without a trip to the store.
#3 Amazon.de
Amazon.de, another major player, ranks third with $332.9 million in grocery sales.
While Amazon’s dominance spans multiple categories, its grocery section has grown significantly in Germany. It offers a broad selection of items, from fresh produce to pantry staples.
Their seamless shopping experience, combined with its Prime membership perks, continues to attract German consumers who enjoy one-stop shopping and speedy delivery options.
Fact: these three stores together account for nearly half of the online grocery market in Germany!
#4 Bofrost.de
Specializing in frozen foods, Bofrost.de earned $154.1 million in sales in 2023, focusing on quality frozen meals and ingredients.
Its niche offering appeals to those who value convenience without sacrificing taste, making Bofrost a go-to for frozen groceries that suit busy lifestyles or quick meal prep.
#5 Hawesko.de
Hawesko.de recorded $123.3 million in sales in 2023 as Germany’s premier wine delivery service.
Known for its carefully curated selection of wines, Hawesko serves customers looking to enjoy high-quality wine at home.
Whether for celebrations or casual dinners, Hawesko’s specialized focus has won over wine enthusiasts nationwide.
#6 Knuspr (Bringmeister.de)
With $82.2 million in net sales, Knuspr is an online supermarket offering groceries and household essentials.
Known for its strong connection with Edeka, one of Germany’s major supermarket chains, it delivers fresh food and popular brands, making it a solid choice for traditional grocery shopping online.
#7 Lidl.de
Known for its budget-friendly offerings, Lidl.de made $65.1 million in online food and beverage sales.
While Lidl is primarily known for its brick-and-mortar stores, its online platform has gained traction. It caters to price-conscious shoppers who want groceries at competitive prices delivered directly to their doors.
#8 Korodrogerie.de
This health-focused online store, Korodrogerie.de, specializing in bulk goods and pantry staples, brought in $61.3 million.
It caters to health-conscious consumers, offering items like nuts, dried fruits, and organic products.
For those focused on nutrition and sustainability, Korodrogerie has become a popular choice.
#9 Worldofsweets.de
As the name suggests, Worldofsweets.de is a go-to for those with a sweet tooth, generating $43.3 million in sales.
Specializing in candies, chocolates, and snacks, this platform has carved out a niche for customers looking to explore treats they might not find in typical stores.
#10 Tchibo.de
Rounding out the top 10, Tchibo.de earned $42 million by selling grocery items, household goods, and clothing.
Tchibo’s unique approach offers customers a bit of everything, including coffee.
All in all, it’s a solid choice for shoppers who want more than just groceries.
Check this out: most popular categories for online shopping in Germany
Bonus: top food delivery apps in Germany in Q1, 2024
Germany’s food delivery app market saw some exciting shifts in early 2024, with competition heating up as more consumers turned to digital platforms for their meals.
Based on Sensor Tower’s data, let’s see the top five apps’ performance during the first quarter:
#1 Too Good To Go
Aimed at reducing food waste, Too Good To Go connects users with local restaurants, bakeries, and grocery stores offering surplus food at a discount. This service is perfect for eco-conscious consumers looking to save food and money.
It started the year strong, drawing attention with a surge of 61.3K downloads in the first week of January, peaking at 87.6K in the second week.
Although downloads slowed to 52K by March, the app retained a loyal user base. It started with 1.5M weekly active users, spiked to 1.8M in February, and wrapped up the quarter at a solid 1.65 M.
This steady engagement reflects a consistent interest in reducing food waste among German consumers.
#2 Lieferando.de
A trusted choice for traditional food delivery, Lieferando.de partners with local restaurants to deliver various cuisines directly to your door. This service is ideal for those seeking convenient, familiar meal options.
This popular choice for traditional food delivery showed stability throughout Q1. Starting with 60.7K downloads in January, it saw a gradual decline, ending with 41.2K downloads by March’s close.
Regarding weekly active users, Lieferando started at 1.06M, peaked at 964.9K in February, and ended at 892.9K, marking it as a reliable option for those seeking familiar delivery options.
#3 Picnic Online Supermarket
This app specializes in on-demand grocery delivery, bringing fresh produce and everyday essentials to your doorstep. Picnic is designed for users who want a convenient and hassle-free way to shop for groceries online.
It’s a grocery delivery newcomer who saw varied download activity. It rose from 29.1K downloads in January to a peak of 43.7K in early March before settling back to 27.6 K.
However, weekly active users remained more stable, starting at 210.5K, peaking at 243.2K in January, and holding steady at around 211.4K as the quarter ended, showing steady interest in on-demand grocery shopping.
#4 Wolt Delivery
Wolt offers food and grocery delivery from various local stores and eateries. Known for versatility, it’s great for those looking to explore new dining options or shop for groceries from their favorite local spots.
This one maintained a consistent presence, beginning the year with 30.6K downloads, peaking at 35.3K in mid-January, and closing March at 33.3K.
Its weekly active user count grew from 67.1K in early January to 72.6K in March, finally settling at 70.4K. This steady growth hints at Wolt’s appeal as a versatile choice for both food and grocery delivery.
#5 Uber Eats
Uber Eats delivers meals from popular restaurants quickly and reliably. With a broad selection, it’s perfect for users who enjoy browsing diverse menu options and appreciate Uber’s efficiency in meal delivery.
It remained stable in downloads, with 34.8K in early January, a peak at 33.7K in February, and 27.6K downloads at the end of the quarter.
Weekly active users also held steady, beginning at 74.8K and closing the quarter slightly lower at 72.8K, demonstrating Uber Eats’ resilience in a competitive market.
This data highlights the dynamic nature of Germany’s food delivery app landscape in Q1 2024, with each app catering to different needs and preferences. Whether it’s reducing food waste, traditional meal delivery, or on-demand groceries, Germans have various options to match their lifestyle.
Check this out: top supermarket chains in Germany 2021-2026
Trends to watch in 2024 and beyond
As the market expands, several trends are emerging that could reshape the future of online grocery shopping in Germany.
Brands are increasingly targeting higher-income households, tapping into their preference for convenience over cost.
Meanwhile, innovative loyalty schemes, AI-driven meal planning, and sustainable packaging play a big role.
These trends hint at a future where online grocery shopping isn’t just a fallback but an essential part of German consumers’ routines, with a growing focus on quality and personalization.
