Germany: top 10 online stores 2018, by revenue

According to the study e-commerce Market Germany 2019, amazon.de, otto.de and zalando.de are among the leading online shops in Germany. In 2018, amazon.de generated e-commerce sales of around US$11.0 billion, leading the ranking of the 100 largest online shops in Germany. Otto.de and zalando.de 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.