Germany: top 10 online stores 2018, by revenue

According to the study e-commerce Market Germany 2019,, and are among the leading online shops in Germany. In 2018, generated e-commerce sales of around US$11.0 billion, leading the ranking of the 100 largest online shops in Germany. and followed by a wide margin: the two German stores generated sales of around US$3.8 and US$1.7 billion, respectively.

The e-commerce market in Germany

Over the past few years, turnover in the German B2C e-commerce market has risen steadily, most recently amounting to around US$66.3 billion. In 2018, the electronics & media and fashion sectors were among the segments with the highest revenues in the e-commerce market in Germany. Both together electronics & media and fashion accounted for about the 50% of the B2C e-commerce market in Germany. Regarding the market concentration, the ten top-selling dealers together generated 40.3 percent of total sales and the top 100 achieve 71.3 percent of the total.

A sucess story

Back in 2008/09, Zalando was only focused on selling shoes online in two different countries: Germany and Austria. Shortly after, clothes and bags were added to the product range and so were other regions in Europe. Zalando is now an online platform for clothing, shoes and accessories and is one of the top-selling online shops in Germany. In 2018, Zalando's turnover amounted to around EUR5.4 billion. In the same year, the company reported a profit of EUR51.2 million. The number of active Zalando customers was around 26.4 million. A total of 116 million orders were placed in 2018, with an average shopping basket value of 61 euros.

Most popular online stores in Germany in 2018, by e-commerce net sales

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Release date

December 2019



Survey time period


Supplementary notes

The e-commerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. 

The following are not included in the e-commerce market: digitally distributed services (e.g. travel tickets), online stores dedicated to digital media downloads or streams as well as online stores dedicated to B2B markets nor sales between private persons (C2C). Market volume, market growth and all monetary figures at store level refer to the annual e-commerce net sales after the deduction of returns.

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