E-commerce market Germany 2020

Market report of the 1,000 highest revenue B2C online stores for physical goods.

E-commerce market Germany 2020 For the twelfth time, in cooperation with the EHI Retail Institute, the E-Commerce market Germany 2020 report lists the 1,000 biggest German online stores for physical goods (with a focus on the B2C market) by online revenue generated in 2019. It is supplemented through the 2020 E-Commerce Market Austria/Switzerland report. The report is ideal for the acquisition of new partners, competition and market analysis.

Note: The report is only available in German.



This report examines the German B2C E-commerce market from the supply side, through a detailed analysis of the biggest online stores by revenue in Germany in 2019. Services and rights of use (e.g. cell phone contracts), as well as shops selling only digital goods (e.g. Google Play) were not considered.

The ranking is based on a detailed analysis of over 1,000 German online stores, which we firstly surveyed about their revenue in the context of the analysis. Additionally, the data was enhanced by multiple secondary data sources from professional databases (EHI, Bundesanzeiger, Statista). Based on existing data, the drivers of E-commerce revenue were identified and their influencing factors were quantified through a regression analysis, which allowed missing data to be approximated.


The report consists of 2 professionally prepared documents: one PDF document and one Excel file with 1,000 data sets of online stores and around 180 columns.

The PDF document contains a detailed analysis of the data with diagrams and tables regarding the most important results.

The Excel file includes all examined criteria of the top 1,000 online stores in Germany, sorted by revenue. The excel file is in an easy-to-use format in part due to the convenient tables in which further analyses are possible by using the filter option. The following criteria are included:

• Ranking
• Company
• E-Commerce revenue
• Total revenue
• Address
• Contact person
• Legal form
• Product segments (core and additional segments)
• Sales channels
• Mobile optimisation and apps (iOS, Android)
• Store launch
• Traffic
• Shop systems
• E-Mail-Marketing
• Social Media (Facebook, Twitter, YouTube, GooglePlus, Pinterest, Instagram)
• Payment procedures
• Shipping methods

Publishing date: 06. October 2020

The following links redirect you to the studies in german language from prior years:

E-Commerce Market Germany 2019

E-Commerce Market Germany 2018

E-Commerce Market Germany 2017

E-Commerce Market Germany 2016

E-Commerce Market Germany 2015

E-Commerce Market Germany 2014

E-Commerce Market Germany 2013

E-Commerce Market Germany 2012

E-Commerce Market Germany 2011

E-Commerce Market Germany 2010

E-Commerce Market Germany 2009

  • Language: German
  • Released: October 2020
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