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Otto, Germany (Clothing and Footwear) Shoppers Profile, Market Share and Competitive Positioning

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  • 20 Pages
  • November 2022
  • Region: Germany
  • GlobalData
  • ID: 5714528
Profile of retailer's shopper base, key performance indicators, sales and market shares

Otto is one of Germany's largest online fashion retailers, with 11.5m active users in February 2022, and appeals the most to female shoppers, who account for 59.7% of its customer base. Otto is popular among low- to middle-income consumers, with 62.9% of its shopper base having an annual household income of up to EUR34,999, thanks to its frequent discounting. Otto grew its market share in the German apparel market by 0.9ppts in 2020 and a further 0.4ppts to 3.4% in 2021.


  • Otto's diverse product portfolio makes it especially popular among middle-aged female consumers, Otto maintained strong growth in 2021 by attracting more retailers and customers to its online platform, Otto's sustainability credentials allows it to attract a growing number of eco-conscious consumers

Reasons to Buy

  • Gain a comprehensive knowledge on Otto business and develop a competitive advantage
  • Investigate current trends in the clothing &footwear market to identify the best opportunities to exploit
  • Analysis of key players in the clothing &footwear market segment in Germany

Table of Contents

Executive Summary
  • Otto Retail Shopper Profile
  • Germany clothing & footwear shopper profile
  • Where German consumers buy clothing & footwear
  • Retailers used for other categories
  • Otto Overview
  • Snapshot of proposition
  • Key performance indicators
  • Global retail sales
  • Sales And Market Shares
  • Apparel market
  • Otto's market share
  • Top 10 retailers' market share
  • Otto's share of shoppers
  • Top 10 retailers' market positioning map
  • Contacts

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

  • Amazon
  • Deichmann
  • C&A
  • H&M
  • Zalando
  • Otto
  • Galeria Karstadt Kaufhof
  • KiK
  • Bonprix
  • Bonprix