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 Range | eCommerce companies | Market 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% |
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Global eCommerce market size
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 Rank | Number of Companies | Market 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% |
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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 Category | Number of Companies | Market 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% |
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