Germany B2C Ecommerce Market Size & Forecast by Value and Volume Across 80+ KPIs - Databook Q4 2025 Update

Key Trends and Drivers

Cross-border discount marketplaces reshape competitive intensity

• Germany’s online market is shifting from a mainly domestic, marketplace-driven structure (amazon.de, otto.de, zalando.de, mediamarkt.de, ikea.com) towards a mix that includes fast-growing Chinese platforms such as Temu and Shein. Shein and Temu have moved into the top tier of German online shops by GMV, using ultra-low prices and broad assortments, while Rewe and Shop Apotheke are climbing the rankings in groceries and pharmacy.
• Prolonged pressure on disposable incomes keeps German consumers highly price-sensitive; they are willing to trade delivery time and brand recognition for low prices and assortment depth. Trade associations highlight that online food and drugstore categories are now key growth engines after several weak years, while Chinese apps are explicitly pivoting towards Europe as the US becomes less attractive due to trade policy. At the same time, the EU Digital Services Act (DSA) enforcement is increasing scrutiny of non-EU marketplaces such as AliExpress and Temu over unsafe or non-compliant products, adding regulatory risk to their expansion.
• Competitive pressure on domestic retailers is likely to remain intense: Chinese platforms are still gaining share, while Amazon, Otto, and Zalando retain scale, data, and logistics advantages. Over the next 2-4 years, expect further polarization: low-price cross-border platforms at one end, and trusted domestic brands emphasising service quality, compliance, and returns handling at the other. EU enforcement under the DSA may constrain some practices (e.g., unsafe products, opaque recommendations), but is unlikely to reverse the underlying shift towards cross-border discount marketplaces.

Omnichannel grocery and quick commerce consolidate after a shake-out

• Online grocery in Germany is returning to growth after a post-pandemic correction, while the rapid-delivery segment is consolidating. Sector bodies report that online food sales grew faster than overall e-commerce in 2024, and that “goods of daily need” are now a primary driver of online growth. At the same time, ultrafast players are restructuring: Getir has exited Germany, effectively winding down Gorillas, while Berlin-based Flink has raised new capital to double down on its German and Dutch footprint, partly in partnership with supermarket group REWE.
• German consumers increasingly expect full-assortment grocers such as Rewe to offer flexible online options, including next-day delivery and time slots, while still being able to shop in stores. For pure quick-commerce players, higher wages, rent, and rider costs have made the original “10-minute delivery” promise difficult to sustain at scale, pushing the sector towards fewer, better-funded operators and closer ties with established supermarkets and marketplaces. Investors still see potential in online grocery, but now demand clearer paths to profitability and operational efficiency rather than pure footprint expansion.
• Over the next 2-4 years, German online grocery is likely to grow steadily but with more disciplined economics: fewer standalone dark-store players, more supermarket-integrated delivery and click-and-collect, and tighter regional coverage. Ultrafast delivery will remain in dense urban areas but shift from a growth-at-all-costs model to curated baskets, higher minimum order values, and shared logistics with retailers. For FMCG brands, this means greater reliance on a small number of omnichannel partners (Rewe, Edeka-linked platforms, discounters with online pilots) and a need to manage category visibility on their digital storefronts.

Payment diversification accelerates under tighter consumer-credit and platform rules

• German online shoppers continue to use a broad mix of payment instruments PayPal, purchase on account, SEPA direct debit, cards, and local pay-by-bank options, while Buy Now, Pay Later (BNPL) grows in checkout prominence. Recent analyses of Germany’s e-commerce payment mix emphasise that shoppers expect merchants to offer a wide range of payment methods, and that PayPal, invoice, and direct debit still account for a large share of transactions. At the same time, BNPL services from providers such as Klarna, PayPal, and Ratepay are expanding, particularly among younger consumers, prompting regulatory intervention.
• High inflation and cautious sentiment have made Germans more focused on budgeting and payment flexibility. Trade bodies note that e-commerce is back to modest growth after two weak years, supported by higher household savings but still subdued confidence, which encourages pay-later and invoicing options. In parallel, EU-level regulation (DSA for platforms, broader digital-finance and credit rules) and Germany’s draft implementation of the revised Consumer Credit Directive will require full creditworthiness checks for even small BNPL purchases, reflecting concerns over rising small-ticket credit volumes.
• In the next 2-4 years, payment choice at German checkouts will expand further (including account-to-account and wallet-based options), but BNPL will face stricter onboarding and underwriting requirements. For merchants, this means higher integration complexity but potentially lower fraud and default rates. Platforms designated as “very large” under the DSA will need to increase transparency around recommendation systems and advertising, including for financial services, which will push payment providers to standardise disclosures and dispute handling. Overall, payment remains a critical conversion lever; players that can combine flexibility with clear consumer protections are likely to gain share.

Circular commerce and regulatory pressure embed sustainability into online retail

• Re-commerce and second-hand sales are now a visible growth pocket in German e-commerce. The industry association Bevh reports that recommerce revenues grew faster than overall online product spending in 2024-25, and that used-goods sales via online channels have increased by more than a quarter year-on-year. Platforms such as Vinted, eBay/Kleinanzeigen, and fashion-focused recommerce services are expanding, while large fashion retailers like Zalando have launched dedicated pre-owned and circular initiatives.
• Cost-conscious consumers are actively seeking cheaper alternatives to new goods, and recommerce offers both price relief and growing environmental awareness. At the same time, EU rules, including the new Packaging and Packaging Waste Regulation (PPWR) and Germany’s VerpackG, are tightening obligations around packaging reduction, recyclability, and producer responsibility, with specific compliance requirements for online sellers and marketplaces.
• Digital product passports and upcoming rules on repairability and waste reporting are pushing brands and platforms to design for reuse, resale, and easier returns.
• Over the next 2-4 years, recommerce is likely to outpace overall e-commerce growth in Germany, particularly in fashion, consumer electronics, and home goods. For mainstream retailers, this will mean integrating trade-in, refurbishment, and resale flows directly into their online stores rather than leaving that volume to specialist platforms. Compliance costs for packaging and sustainability reporting will rise, but companies that adapt logistics (reusable packaging, consolidated returns, refurbished stock) can mitigate these costs and open new margin pools. The net effect is that “new versus used” will become an explicit part of assortment strategy and pricing architecture in Germany’s online retail.

Competitive Landscape

Current State of the Market

• Germany’s e-commerce market is characterised by strong marketplace dominance, continued price pressure, and rising regulatory scrutiny. Amazon remains the primary platform, while domestic players such as Otto, Zalando, MediaMarktSaturn, and Rewe anchor key verticals, including apparel, electronics, and grocery. Cross-border entrants, particularly Temu and Shein, have intensified competition by scaling rapidly through low-priced assortments and high-frequency app engagement.
• Trade bodies such as Bevh report that online spending in 2024-25 has stabilised after two weak years, with daily-need categories (food, drugstore, pharmacy) driving growth. Consumer sentiment remains cautious, reinforcing the shift towards discount-led platforms and value-focused behaviour.

Key Players and New Entrants

• Alongside Amazon’s scale advantages in logistics and Prime membership, Otto continues to invest in its platform model and retailer onboarding. Zalando maintains a strong apparel share while expanding pre-owned and partner-brand programmes. In grocery, Rewe leads with full-assortment delivery, while Picnic and HelloFresh serve niche and subscription-based models.
• The most notable new entrants are Temu, which has entered Germany’s top app rankings, and Shein, which has opened pop-ups and strengthened fulfilment links in Europe. Traditional retailers such as dm and Rossmann are also expanding their online assortments and integrating click-and-collect into their store networks.

Recent Launches, Mergers, and Acquisitions

• The biggest structural shift has been Getir's withdrawal from Germany in 2024, effectively dissolving Gorillas, its earlier acquisition. Flink, now the main surviving ultrafast player, secured new funding and expanded collaborations with supermarket groups to achieve more stable unit economics.
• Zalando has launched additional pre-owned and circular-commerce features. MediaMarktSaturn has continued upgrading its marketplace offering, onboarding more third-party brands. Cross-border platforms Temu and Shein have expanded their EU logistics, though both face heightened scrutiny under the EU’s Digital Services Act and product-safety directives.

Report Scope

Germany B2C Ecommerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Germany Social Commerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Germany Quick Commerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Germany B2C Ecommerce Market Segmentation by Ecommerce Vertical

• Retail Shopping
• Travel & Hospitality
• Online Food Service
• Media & Entertainment
• Healthcare & Wellness
• Technology Products & Services
• Other

Germany B2C Ecommerce Market Segmentation by Retail Shopping Category

• Clothing, Footwear & Accessories
• Health, Beauty & Personal Care
• Food & Beverage
• Appliances & Electronics
• Home Improvement
• Books, Music & Video
• Toys & Hobby
• Auto Parts & Accessories
• Other

Germany B2C Ecommerce Market Segmentation by Retail Shopping Sales Channel

• Platform-to-Consumer
• Direct-to-Consumer
• Consumer-to-Consumer

Germany B2C Ecommerce Market Segmentation by Travel & Hospitality Category

• Air Travel
• Train & Bus
• Taxi & Ride-Hailing
• Hotels & Resorts
• Other

Germany B2C Ecommerce Market Segmentation by Travel and Hospitality Sales Channel

• Air Travel- Aggregator App
• Air Travel- Direct-to-Consumer
• Train & Bus- Aggregator App
• Train & Bus- Direct-to-Consumer
• Taxi & Ride-Hailing- Aggregator App
• Taxi & Ride-Hailing- Direct-to-Consumer
• Hotels & Resorts- Aggregator App
• Hotels & Resorts- Direct-to-Consumer
• Other- Aggregator App
• Other- Direct-to-Consumer

Germany B2C Ecommerce Market Segmentation by Online Food Service Sales Channel

• Aggregator App
• Direct-to-Consumer

Germany B2C Ecommerce Market Segmentation by Media & Entertainment Sales Channel

• Streaming Services
• Movies & Events
• Theme Parks & Gaming
• Other

Germany B2C Ecommerce Market Segmentation by Engagement Model

• Website-Based
• Live Streaming

Germany B2C Ecommerce Market Segmentation by Location

• Cross-Border
• Domestic

Germany B2C Ecommerce Market Segmentation by Device

• Mobile
• Desktop

Germany B2C Ecommerce Market Segmentation by Operating System

• iOS / macOS
• Android
• Other Operating Systems

Germany B2C Ecommerce Market Segmentation by City Tier

• Tier 1
• Tier 2
• Tier 3

Germany B2C Ecommerce Market Segmentation by Payment Instrument

• Credit Card
• Debit Card
• Bank Transfer
• Prepaid Card
• Digital & Mobile Wallet
• Other Digital Payment
• Cash

Germany B2C Ecommerce Consumer Demographics & Behaviour

• Market Share by Age Group
• Market Share by Income Level
• Market Share by Gender

Germany B2C Ecommerce User Statistics & Ratios

• Internet Users
• Ecommerce Users
• Social Media Users
• Smartphone Penetration
• Banked Population
• Ecommerce Per Capita
• GDP Per Capita
• Ecommerce as % of GDP
• Cart Abandonment Rate
• Product Retun Rate

Germany B2C Ecommerce Operational Metrics by Ecommerce Segment

• Gross Merchandise Value by Segment

Germany B2C Ecommerce Operational Metrics by Retail Shopping Category

• Gross Merchandise Value by Category

Germany B2C Ecommerce Operational Metrics by Sales Channel

• Gross Merchandise Value by Channel

Germany B2C Ecommerce Operational Metrics by Location

• Gross Merchandise Value by Location

Germany B2C Ecommerce Operational Metrics by Device

• Gross Merchandise Value by Device

Germany B2C Ecommerce Operational Metrics by Operating System

• Gross Merchandise Value by Operating System

Germany B2C Ecommerce Operational Metrics by City Tier

• Gross Merchandise Value by City Tier

Germany B2C Ecommerce Operational Metrics by Payment Instrument

• Gross Merchandise Value by Payment Instrument

Reasons to Buy

• Comprehensive Market Intelligence: Develop a complete understanding of the B2C ecommerce landscape in Germany with fundamental ecommerce metrics such as gross merchandise value, gross merchandise volume, and average value per transaction across all major ecommerce segments.
• Granular Segmentation and Cross-Analysis: Analyse the online retail ecosystem through detailed segmentation covering ecommerce segments, retail product categories, travel and hospitality verticals, media and entertainment services, sales channels, devices, operating systems, cities, and payment instruments, enabling deep insight into evolving consumer shopping patterns.
• Operational and Performance Benchmarking: Benchmark marketplaces, direct-to-consumer platforms, aggregators, and category-focused players using KPIs such as GMV share, category-level performance, channel efficiency, device contribution, and payment mode penetration, supporting comparative assessment of platform strengths and competitive positioning.
• Consumer Behavior and Ecosystem Readiness: Understand how demographics, income groups, gender mix, device usage, and payment preferences shape online purchasing decisions, influencing category demand, cart abandonment behavior, product return tendencies, and the shift toward digital-first commerce.
• Data-Driven Forecasts and KPI Tracking: Access a structured dataset of 80+ ecommerce KPIs with historical and forecast values up to 2029, providing clarity on growth drivers, category expansion, sales-channel transitions, and payment-instrument evolution across the B2C ecommerce value chain.
• Decision-Ready Databook Format: Delivered in a standardized, analytics-friendly databook format aligned with financial modeling requirements, enabling ecommerce companies, consumer brands, payment providers, technology firms, and investors to conduct evidence-based market assessment and strategic planning.