Germany eCommerce Market Shares |2022 Statistics

Updated as of Jul 10, 2022


Germany is Europe's second-largest eCommerce market with B2C physical goods of USD 172B. eCommerce accounts for 11% of Germany's total retail market. Though online shopping is very popular in Germany, cross-border online shopping is only 35% of web sales, below Europe's average of 46%. This is mostly because of the popularity of its domestic brands. The country also has the highest number of product returns in Europe.


Germany Physical Goods eCommerce Market Share by Number of Companies

Germany's eCommerce market is long-tail heavy. PipeCandy estimates that 80% of the merchants generate annual online sales of less than USD 1M. Less than 1% of the companies generate more than USD 50M in annual online sales


#Web Sales RangeeCommerce companiesMarket Share
1 <1M 57,775 79.58%
2 1M-50M 14,189 19.54%
3 50M-100M 336 0.46%
4 100M-500M 258 0.36%
5 500M-1B 31 0.04%
6 >1B 9 0.01%

There are 335,935 eCommerce companies in Germany in 2022
The aggregate online sales of physical goods eCommerce companies in European Union was USD 172B in 2021
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Germany eCommerce Market Share by Traffic Rank

32% of eCommerce websites in the European Union have very low traffic. 61 Germany eCommerce websites are in the top 10,000 highest ranked websites globally


#Traffic RankNumber of CompaniesMarket Share
1 < 10K 194 0.06%
2 10K - 100K 967 0.29%
3 100K - 500K 2,134 0.64%
4 500K - 1M 3,324 1.00%
5 1M - 3M 41,564 12.56%
6 3M - 10M 128,329 38.78%
7 10M+ 154,423 46.66%

Germany has a market share of 3% of eCommerce merchants globally in 2022
The Germany has a market share of 9% of aggregate global eCommerce GMV generated in 2021
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Germany eCommerce Market Share by Product Category

28% of B2C Physical Goods eCommerce companies in Germany are Fashion and Apparel companies. Fashion and Apparel companies generated 23% and Grocery and Home Supplies category generated 21% of physical goods eCommerce sales in Germany


#Product CategoryNumber of CompaniesMarket Share
1 Fashion and Apparel 20,515 28.12%
2 Food and Beverages 7,937 10.88%
3 Arts and Entertainment 6,701 9.19%
4 Consumer Electronics 5,331 7.31%
5 Sporting and Outdoor 4,901 6.72%
6 Health and Fitness 4,434 6.08%
7 Grocery and Home Supplies 3,652 5.01%
8 Home and Garden 3,413 4.68%
9 Hobbies and Interests 3,021 4.14%
10 Automotive and Vehicles 2,845 3.90%

The aggregate GMV of Fashion and Apparel in Germany is USD 40B
The aggregate GMV of Consumer Electronics in Germany is USD 15B
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