The German Amazon website, or amazon.de, was the most successful online shop in Germany, based on recent data. With over 9.2 billion euros of revenue generated, it far outstripped the runner up. German online retailer Otto achieved a revenue of 3.2 billion euros through its shop otto.de. In third place stood the German fashion retail success story zalando.de.
The big three
The success of Amazon among German e-commerce users also leads to questions about one of their leading ventures, the video and music streaming service Amazon Prime. During a survey on Amazon Prime membership among German consumers, 35 percent answered they had one. The Otto Group, with headquarters in the harbor city Hamburg, conducts its core business in multichannel online retail. It also owns companies internationally, including fashion retailer Bonprix. Meanwhile, Zalando’s revenue, while behind Amazon and Otto, has continued to grow in the last decade, reaching almost 5.4 billion euros in 2018. The company is based in the German capital, Berlin.
Everyone shops online
With an overwhelming majority of internet users not just surfing, but also shopping online, e-commerce retail in Germany is on a clear path leading to continuous, long-term success. Some of the most popular categories for buying products on the internet are clothing and shoes, as evidenced by Otto and Zalando’s leading positions in this ranking. Other categories such as event tickets and travel bookings also show steady customer numbers, which means growth potential for other online shops.
Revenue of the 100 most successful online shops in Germany in 2018
(in million euros)
All figures are based on voluntary disclosure of companies (EHI Retail Institure Survey), excluding:
* Statista modelling based on company figures (company report, press release, company website).
** Statista projection based on a regression analysis.
*** Company figures (company report, press release, company website).
The focal point of the investigation were B2C online shops for physical goods. In the case of a company running several online shops, each shop was analyzed separately. Definition of e-commerce sales: net sales in each online shop in 2016 in Germany, cleared of returns, excluding sales tax and coming only from purely business activities (without other internal earnings of the company).
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Statista. (September 9, 2019). Revenue of the 100 most successful online shops in Germany in 2018 (in million euros) [Graph]. In Statista. Retrieved February 17, 2020, from https://www.statista.com/statistics/450288/leading-100-online-shops-by-revenue-germany/
Statista. "Revenue of the 100 most successful online shops in Germany in 2018 (in million euros)." Chart. September 9, 2019. Statista. Accessed February 17, 2020. https://www.statista.com/statistics/450288/leading-100-online-shops-by-revenue-germany/
Statista. (2019). Revenue of the 100 most successful online shops in Germany in 2018 (in million euros). Statista. Statista Inc.. Accessed: February 17, 2020. https://www.statista.com/statistics/450288/leading-100-online-shops-by-revenue-germany/
Statista. "Revenue of The 100 Most Successful Online Shops in Germany in 2018 (in Million Euros)." Statista, Statista Inc., 9 Sep 2019, https://www.statista.com/statistics/450288/leading-100-online-shops-by-revenue-germany/
Statista, Revenue of the 100 most successful online shops in Germany in 2018 (in million euros) Statista, https://www.statista.com/statistics/450288/leading-100-online-shops-by-revenue-germany/ (last visited February 17, 2020)
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