E-Commerce Gains Strength in Germany
Digital shopping is on the rise again in Germany. In the second quarter of 2025, the German e-commerce market recorded a 3.8% increase. This rate indicates that the recovery is gaining momentum.
The data on Germany’s e-commerce ecosystem is promising! In the first six months of 2024, spending on purchasing products online reached €39.84 billion. This figure represents a 3.5% increase compared to the same period in 2023.
The e-commerce sector in Germany experienced a major boom after the pandemic. In the following two years, the market contracted by 8.8% and 11.8%, respectively. However, the latest data shows that this downward trend has ended. The sector is back on a growth path. In 2023, there was a slight recovery of 1.1%. Then 2024 stands out as a “clear year of growth.”
Both Product and Service Spending Increased
In Germany’s e-commerce market, in addition to product sales, online service expenditures also showed a significant rise. This segment, which reached €3.9 billion with a 4.4% increase, reveals the diversification in the digital economy. Although these figures are not adjusted for inflation, which is estimated to be around 2%, they are still viewed positively.
“Shopping Behavior in Germany is Returning to Old Patterns”
Martin Groß-Albenhausen, Deputy Managing Director of the German E-Commerce and Mail Order Association (bevh), stated that shopping behavior in the country is starting to return to previous patterns. Groß-Albenhausen said, “This recovery benefits the e-commerce platforms most influential in digital channels. Through social media, mobile apps, and AI-supported suggestions, online retail reaches consumers in the most direct and effective way.”
Marketplace Sales Grew by 5.9%
According to Germany’s e-commerce data, sales on marketplaces operating in the country grew by 5.9%. Platforms like Amazon are among the biggest beneficiaries of this increase. However, this is not the case for every seller. Groß-Albenhausen emphasizes that this growth is mostly concentrated around large-scale sellers and platforms, while small businesses are not showing the same performance.
Concerns Continue Among Small E-Commerce Sellers
The data published by bevh confirms the 4% e-commerce growth forecast by the German Retail Association (HDE) for 2024. However, a study by Uptain paints a different picture. Small and medium-sized online businesses across Germany, Austria, and Switzerland are not benefiting from the increased spending. In fact, many small sellers are experiencing a decline in revenue.