Germany’s leading e-commerce stores unveiled

Every second online shop sells via marketplaces


Germany’s leading e-commerce stores unveiled. Source:

According to Ecommerce News, e-commerce in Germany has grown significantly due to the coronacrisis last year. In fact, the major 1.000 online shops and marketplaces reached €70 billion in sales in 2020, which corresponds to a sales growth of over 30%. These figures are released in a study by EHI Retail Institute.

The figures show that is the industry leader with a net turnover of €13.9 billion. It has reached a turnover that’s thrice as large as Otto’s turnover of €4.5 billion. Zalando follows in third place with a turnover of €1.9 billion.


Meanwhile, saw the strongest growth in the top 20, with 86.2%. Ikea also grew strongly with 74.3%, and so did Saturn with 72.2%.

Still, German e-commerce remains quite concentrated because up to 40% of total online sales are attributable to the top 10.

Up to 31.9% are generated by online shops in ranks eleven to 100. The top 100 accounted for almost three quarters (71.9%) of the total turnover of the top 1000.

Interestingly, stores with a larger product range are more frequently found among the 1.000 online shops with the highest turnover. Their share in the top 1.000 is 33.1%, and together they reached a total turnover of €22.8 billion.

The study also shows that 44.8% of the shops that were examined have a shop on Amazon. Up to 36.3% are active on eBay, and 14.4% use Kaufland’s online marketplace.

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