Statista Racing Bar Animations: How Amazon Dominates the German Market

The fact that Amazon dominates German online retail is nothing new. But it is impressive to see how much the giant from the USA continues to outpace its competitors.

During the COVID 19 pandemic, online retail experienced a particularly strong growth boost. The dynamics of the entire retail landscape were fueled and, given the constraints of brick-and-mortar retail, many digitally driven companies benefited from high online sales. As a result of this boom, capacity limits were reached at times by retailers and service providers. Nevertheless, in the pandemic digital boom, both new customers and companies discovered the diversity and benefits of online retailing for themselves.

As a result, the total market of the top 1,000 online stores grew by 33.1 percent year-on-year to EUR 68.8 billion in 2020.
The market was highly concentrated in 2020, with the three major online stores amazon.de, otto.de and zalando.de again having the largest market shares, as in previous years, and thus also maintaining their top position. Their combined sales amounted to almost 30 percent of the total sales of the top 1,000 in fiscal 2020.

In fiscal 2020, amazon.de and otto.de each increased their sales in Germany by more than 30 percent, whereas in fiscal 2019, sales growth in Germany was lower at amazon.de (13 percent) and otto.de (5 percent). Overall, the trio has been in the top three positions since 2014.
You want to know how the ranking of the top online stores in Germany has developed in 2021 and whether amazon.de, otto.de and zalando.de continue to represent the top trio? Are you also interested in who will be leading the marketplaces in Germany in 2021? You'll find all this in our new study "E-Commerce-Markt Deutschland 2022," which you can already pre-order here: https://de.statista.com/page/51bf5d1ecca867b4d8b23e19778b240e

Information about the study:
“E-Commerce-Markt Deutschland 2022” (E-Commerce-Market Germany 2022), the 14th edition of our joint study with EHI Retail Institute, lists the 1,000 biggest German online stores and hybrid marketplaces selling physical goods (with a B2C focus), based on their 2021 online revenues. Additionally, the study, which will be published on 12.10., also includes the top 10 marketplaces, sorted by their 2021 gross merchandise volume (GMV) in Germany. Whether used as a basis for competitor and market analyses, or to acquire new customers - the report's deep insights into the German ecommerce market enables you to make fact-based decisions for your businesses.

Note: The report is only available in German.

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