Germany’s E-Commerce Continues to Grow Powered by the Top 10 Retailers

Germany’s e-commerce sector is witnessing impressive growth, largely driven by the country’s leading online retailers. According to the latest rankings from EHI and ECDB, Amazon remains the largest online retailer in Germany, followed by local giants Otto and Zalando.

The total revenue of the top 1,000 online stores in Germany reached €80.4 billion in 2024, reflecting a 3.8% increase compared to the previous year. Growth is particularly concentrated among the top 10 retailers, which saw an 8% increase in their revenue, while the remaining 990 stores grew by only 1%. This trend demonstrates the strengthening market share of the major players, with Amazon maintaining a clear lead in the marketplace.

Market Share and Growth Expectations for Germany’s E-Commerce

The top 10 retailers now account for 38.8% of the total revenue generated by Germany’s top 1,000 online stores. This figure has increased compared to previous years. The growing dominance of large e-commerce platforms is highlighted by ECDB CEO Friedrich Schwandt, who stated: “Large providers are growing faster and capturing an ever-greater market share.” In total, the top 100 stores generate 70.7% of the sector’s total revenue.

For 2025, the e-commerce outlook in Germany remains optimistic. EHI predicts a 5.3% increase in the total revenue of the top 1,000 stores, while the German Retail Association (HDE) anticipates a 4% growth in overall e-commerce. After a period of contraction, the e-commerce market in Germany is now set for further expansion in the coming years.

The Rise of Marketplaces

In addition to first-party sales, the rankings also emphasize the performance of the largest online marketplaces in Germany. Amazon continues to lead in this space, followed by eBay, Otto, Zalando, and Temu. Amazon’s position is further strengthened by its significant advertising revenue in Germany.

On the other hand, the Chinese platform Temu saw an extraordinary rise, nearly quadrupling its transaction volume in Germany, reaching €3.4 billion in 2024. Temu’s rapid growth reflects the increasingly competitive landscape of the e-commerce sector in Germany, as international players continue to make significant strides.

Germany’s E-Commerce Sector Prepares for Another Strong Growth Year

The latest data confirms that Germany’s e-commerce sector is rapidly evolving, with major players consolidating their market share. As the top 10 retailers continue to grow, the overall market is expected to follow, albeit at a slower pace. The continued dominance of platforms like Amazon and the rise of new competitors like Temu indicate that Germany’s e-commerce market is dynamic and highly competitive. With positive revenue projections for 2025, the sector is set for another year of robust growth.

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