Germany has long been a leader in manufacturing, with industries ranging from automotive to pharmaceuticals.
Known for precision engineering and innovation, German manufacturers have traditionally focused on industrial production and global exports.
But the landscape is shifting.
As consumer expectations evolve and digital E-commerce expands, even the most established manufacturers are adapting their strategies to fit an online-driven economy:
Here’s how:
Top manufacturing companies in Germany
We’ve put a lot of effort into identifying the most influential manufacturing companies in Germany.
These businesses span various industries, from automotive and aerospace to chemicals and healthcare, playing a vital role in Germany’s economy and global supply chains.
Volkswagen Group
- Turnover: €337B
- Location: Wolfsburg
- Founded: 1937
Volkswagen is Germany’s largest manufacturer and one of the world’s leading automotive giants. It operates multiple brands, including Audi, Porsche, and Lamborghini. In 2023, the company sold 9.2 million vehicles worldwide, with electric models accounting for 20% of total sales. Its digital transformation strategy includes direct online sales and subscription-based mobility services.
Bayerische Motoren Werke (BMW Group)
- Turnover: €157B
- Location: Munich
- Founded: 1916
BMW continues to lead in premium automobiles and motorcycles. It has expanded into direct-to-consumer E-commerce, allowing customers to configure and purchase vehicles online. In 2023, it reported a nearly 10% increase in turnover, driven by its push toward electrification and digital sales platforms.
Mercedes-Benz Group
- Turnover: €155B
- Location: Stuttgart
- Founded: 1998
A pioneer in luxury automotive manufacturing, Mercedes-Benz has strengthened its online presence by expanding E-commerce channels for new and pre-owned vehicles. In 2023, it saw a 73% rise in all-electric vehicle sales, demonstrating its commitment to sustainable mobility.
Robert Bosch GmbH
- Turnover: €95.1B
- Location: Gerlingen
- Founded: 1917
Bosch is a global leader in technology and engineering, producing automotive components, industrial equipment, and household appliances. It has expanded its digital sales channels, integrating AI-driven E-commerce solutions for B2B and consumer markets.
BASF SE
- Turnover: €89.1B
- Location: Ludwigshafen
- Founded: 1865
BASF is the world’s largest chemical producer, supplying industries such as automotive, agriculture, and construction. Its E-commerce platform provides direct access to raw materials, polymers, and specialty chemicals, making procurement faster and more efficient.
Siemens AG
- Turnover: €78.3B
- Location: Munich
- Founded: 1847
Siemens specializes in industrial automation, energy, and medical technology. It has embraced digital transformation through cloud-based industrial solutions, offering smart manufacturing tools that integrate with E-commerce platforms.
Airbus Operations GmbH
- Turnover: €59.2B
- Location: Hamburg
- Founded: 1972
Airbus is a leading aerospace manufacturer with key production sites in Germany. It has digitized procurement and parts ordering, allowing airlines and suppliers to buy aircraft components online, improving supply chain efficiency.
Daimler Truck Holding AG
- Turnover: €56.6B
- Location: Leinfelden-Echterdingen
- Founded: 2021
Daimler Truck, formerly part of Daimler AG, is a global leader in commercial vehicle manufacturing. The company is investing in digital sales platforms for fleet management and direct truck sales.
Bayer AG
- Turnover: €49.5B
- Location: Leverkusen
- Founded: 1952
Bayer is a global pharmaceutical and agricultural leader. It has expanded its E-commerce presence by offering direct-to-consumer healthcare products and digital marketplaces for agricultural solutions.
ZF Friedrichshafen AG
- Turnover: €47.6B
- Location: Friedrichshafen
- Founded: 1915
ZF is a key player in driveline and chassis technology. The company has digitized its B2B sales channels, making it easier for automakers and industrial clients to purchase components online.
Check this out: Top 100 Companies in Germany in 2025
How German manufacturers are adapting to E-commerce – more insights
E-commerce is no longer an afterthought—it’s a priority. German manufacturers use digital channels to sell directly to consumers and optimize B2B transactions.
Here’s how:
#1 Direct-to-Consumer (DTC) strategies
Manufacturers that once relied on third-party distributors are now selling directly to customers. Volkswagen and BMW, for example, have introduced digital showrooms where buyers can configure, finance, and even purchase vehicles online.
#2 B2B digital transformation
Companies like Siemens and Bosch are moving their industrial sales online, making it easier for businesses to procure parts, machinery, and services through digital platforms. These brands are streamlining supply chains and automating procurement to improve efficiency.
#3 Marketplace expansion
Amazon, Alibaba, and industry-specific marketplaces have become key distribution channels. Bosch has expanded its product range on Amazon, while smaller manufacturers are leveraging B2B platforms to reach international clients without traditional sales teams.
#4 AI and automation in E-commerce
With vast product catalogs and complex supply chains, AI is playing a vital role. Automated recommendations, predictive analytics, and chatbots are helping manufacturers personalize the buying experience while optimizing logistics.
Check this out: AI and e-commerce: How they cooperate in Germany
Challenges & opportunities
The shift to E-commerce presents both obstacles and possibilities:
#1 Supply chain adjustments
Adapting logistics to support faster fulfillment and direct shipping.
- 87% of manufacturing companies have changed their sourcing strategy in response to supply chain disruptions
- 68% of manufacturing companies have increased their inventories to improve resilience.
- 65% of manufacturers have diversified their supply chains by adding new suppliers and sources.
#2 Consumer expectations
Competing with E-commerce-native brands on speed, convenience, and user experience.
- 50% of German consumers purchase clothing online, making it the most popular category, followed by shoes at 40%.
- Quality, price, and delivery conditions remain the top three factors for German consumers when shopping online.
- 23% of Germans shopped online multiple times a month in 2024, with 5% making purchases at least once weekly.
#3 Regulatory considerations
Navigating Europe’s strict digital E-commerce and data protection regulations.
- The German Federal Ministry of Economics and Technology (BMWK) has proposed an E-Commerce Action Plan to enforce EU laws and create a level playing field.
- The plan includes extending the powers of market surveillance authorities and ending the EUR 150 duty-free limit on imports.
- Environmental protection regulations like VerpackG impose obligations on manufacturers regarding packaging waste.
#4 Growth potential
The opportunity to reach global customers without reliance on traditional retail or dealership networks.
- Cross-border initiatives like JD Worldwide’s collaboration with German cities to create a Bayern Selectives Pavilion for Chinese consumers demonstrate global reach potential.
Check this out: Sage supports German manufacturing companies with cloud solution for more efficiency and growth
Final thoughts
Germany’s manufacturing giants aren’t just keeping up with digital trends—they’re reshaping them.
No matter if it’s through direct-to-consumer models, AI-driven E-commerce, or seamless B2B transactions, these companies are proving that even the most traditional industries can thrive in an online-first world.
The future of German manufacturing is digital, and those who adapt quickly will lead the next era of industrial success.
To stay on top of out E-commerce in Germany, check out E-commerce Germany News.
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