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Online retailers in Germany - Statistics & Facts

Online retailers offer modern consumers numerous convenient shopping options. These include being able to browse online selections and purchase items independently of opening hours, compared to a brick-and-mortar store, as well as, usually, the choice between several payment methods and delivery options. Consumers can also vary between shopping at home or on the go, thanks to mobile devices.

The majority of German internet users are online shoppers. Based on surveys, the largest share of online customers in Germany were aged 25 to 44 years old. These are internet users who had purchased or ordered products online within the last three months at the time of the evaluation. About a third of German consumers shopped online at least once a month.

When looking at the revenue of the 100 leading online shops in Germany, Amazon tops the list. Otto, in second place, is headquartered in Hamburg, selling fashion items, furniture and consumer electronics online. Their revenue has grown steadily in recent years. Zalando is another established player among German online shoppers. The fashion retailer, which was founded in Germany, has also generated increasing revenue year after year.

These days seemingly everything can be bought online and then delivered to the customer’s front door or picked up when convenient within a certain time frame. Certain product groups enjoy particular popularity among German online shoppers. The leading three are clothing and apparel, consumer electronics and computers. When it comes to online shopping, Germany has the highest share of returned online purchases in Europe.

The leading online retail payment methods include by invoice, with PayPal or by direct debit. Some shops also offer payment by installments.

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Online retailers in Germany

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Leading online retailers


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