German consumers certainly love shopping online and there are several reasons for this. The wider choice of products and lower prices are just a couple of advantages of shopping online according to German consumers. The most frequented online store among German online buyers, with by far the highest revenue was amazon.de, even though revenue for Amazon in Germany decreased between 2021 and 2022, going against the worldwide trend. In the rankings, amazon.de was followed by otto.de, which sells fashion, furniture, and consumer electronics. The German fashion retailer zalando.de concluded the top three.
It is clear that there is a preference for certain products when shopping online. The most popular category when it comes to buying items on the internet in Germany is electronics. Furthermore, the frequency of people purchasing online is quite high with over a fifth of Germans doing so several times a month. Forecasts on revenue development in German e-commerce broken down by segment suggests that online shopping is here to stay with the revenue of categories such as fashion and electronics expected to grow significantly.
