The German Retail Association (HDE) is increasing its forecast for ecommerce for this year. It predicts a four percent increase. The German ecommerce market is expected to reach a total value of 92.4 billion euros in sales by the end of this year.
The HDE recently published its Online Monitor 2025, in which the association analyzes the current state of ecommerce in Germany. In the same report last year, it was expected that ecommerce in the country would grow 3.4 percent in 2024, compared to 2023.
Online revenue of 88.8 billion euros in 2024
It seems that German online revenue increased stronger than expected last year. The market reached a turnover of 88.8 billion euros. This was an increase of 3.8 percent compared to 2023. In the same year, offline sales increased only 2 percent.
This indicates that online sales channels increased more strongly than offline did. The online share of all retail sales increased to 13.4 percent. In 2023, the share was still 13.2 percent. The online share was even higher in the sectors fashion and consumers electronics: both had an online share of approximately 43 percent.
‘Online retail is once again the growth engine for retail in Germany’
“After several weaker years, online retail is once again the clear growth engine for retail in Germany. Despite the overall unsatisfactory consumer sentiment, online retailers are managing to achieve significantly better sales than in the previous year”, said Stephan Tromp, Deputy Managing Director of the HDE.
Importance of online marketplaces
Online marketplaces have increased their share in online retail. In 2023, the share of online sales on marketplaces was still 54 percent of all online sales. Last year, that increased to 57 percent.
Additionally, around 10 percent of the online sales volume went to cross-border sellers. This comes down to around 8.9 billion euros. The research estimates that Temu and Shein alone accounted for between 2.7 and up to 3.3 billion euros.
Second-hand market increased over 7%
The report also looks into the recommerce market, meaning the online sales of second-hand goods. In 2024, this sector increased 7.2 percent. It reached a turnover of 9.9 billion euros. The categories fashion & accessories, books and electronics make up the majority of these sales. However, recommerce is also becoming more popular in other product segments.
