Amazon remains by far the largest online shop in Germany, ahead of local players Otto and Zalando. This is shown in a new top 1,000 ranking by retail institute EHI and ECDB. The combined revenue of the thousand top sellers was 3.8 percent higher last year compared to the year before. The top 10 grew the fastest. More growth is expected this year.
The total revenue of the thousand largest online retailers in Germany reached 80.4 billion euros in 2024, an increase of 2.9 billion euros or 3.8 percent compared to 77.5 billion euros in 2023. In real terms – adjusted for inflation – online consumer spending growth amounted to 3.0 percent. After a few years of contraction, ecommerce in Germany is clearly on the rise again.
Market concentration
Revenue growth was driven by the ten retailers with the highest turnover. They achieved an 8 percent increase last year, while the other 990 shops grew by just over 1 percent. The top 10 looks as follows:
“Large providers are growing faster and capturing an ever-greater market share”, said Friedrich Schwandt, CEO of ECDB. The market share of the top 10 reached 38.8 percent. And the top 100 generated 70.7 percent of the total revenue of the entire top 1,000.
The share of the top 10 is 38.8% and increasing
Growth outlook for 2025
EHI expects the combined revenue growth rate of the top 1,000 in Germany to be higher this year than in the past year. The institute foresees nominal growth of 5.3 percent. The chart below shows the (expected) development:
Already last spring, German retail association HDE raised its forecast for ecommerce this year. Since then, it predicts a four percent increase.
Largest marketplaces in Germany
In addition to the top 1,000 (first-party sales), EHI and ECDB also present a list of the five largest marketplaces in Germany. This is based on GMV, including third-party sales. Amazon also leads this ranking, far ahead of eBay, Otto, Zalando, and Temu. The Chinese platform nearly quadrupled its trading volume in Germany, reaching 3.4 billion euros last year. Thanks to its dominant position, Amazon now generates billions in advertising revenue in Germany.
