Dive into Germany’s e-commerce revolution, where a staggering €98.31 billion changed hands in 2024 alone. From Amazon’s vast empire to Zalando’s fashion frontier, the top German marketplaces are reshaping retail at breakneck speed.
With projections soaring to €145.96 billion by 2029, these digital titans aren’t just dominating—they’re defining the future of shopping.
But in this bustling online bazaar, which platforms truly stand out?
Get ready to uncover the secrets of 10 of Germany’s top online marketplaces in Germany according to their online traffic studied by Channelengine, where over 300 million Europeans shop.
German Online Marketplaces Landscape – Top 10
- Amazon.de
- Otto
- Zalando
- eBay.de
- Temu
- H&M
- MediaMarkt
- ASOS
- About You
- IKEA
Key Features of Top Online Marketplaces in Germany
Amazon.de
Amazon.de is like the German branch of the huge online store. It offers tons of stuff to buy, fast Prime delivery, and really useful seller tools. People like Amazon.de because they put customers first, and their shipping is super efficient.
- Vast product selection
- Prime delivery service
- Advanced fulfilment options (FBA)
- Robust seller tools and analytics
- A+ Content for brand storytelling
Otto.de is one of Germany’s largest e-commerce companies. Started as a mail-order business. Focuses on fashion, lifestyle, and home products. Strong brand recognition among German consumers.
- Strong focus on fashion and home goods
- Established brand trust among Germans
- Multichannel retail approach
- Sustainable product options
- Customer-friendly return policy
Zalando
Zalando is Europe’s leading online retail fashion and lifestyle platform. It offers clothing, shoes, and accessories from various brands and is known for its user-friendly interface and free shipping/returns policy.
- Specialized in fashion and accessories
- Free shipping and returns
- Zalando Lounge for exclusive deals
- Partner program for brands
- Sustainability initiatives
eBay.de
eBay.de is the German version of the popular auction and fixed-price marketplace. It offers a wide range of new and used items and attracts both individual sellers and businesses. The platform is particularly strong in collectables and unique items.
- Auction and fixed-price listings
- Diverse product categories
- eBay Plus subscription service
- Global selling opportunities
- Strong in secondhand and unique items
Temu
Temu is a relatively new entrant to the online retailing market in Germany. It offers low-priced products across various categories. Known for aggressive marketing and deep discounts, it is rapidly gaining popularity.
- Ultra-low pricing strategy
- Wide range of product categories
- Gamified shopping experience
- Aggressive marketing campaigns
- Rapid delivery options
H&M
H&M is a fashion retailer’s online platform. Focuses on affordable, trendy clothing and accessories. It offers both H&M-branded items and collaborations with designers.
- Fast-fashion focus
- H&M Club loyalty program
- Sustainable clothing lines
- Regular designer collaborations
- Integrated online and offline experience
MediaMarkt
MediaMarkt is a Major electronics retailer in Germany. The online platform offers a wide range of consumer electronics, appliances, and related services. Known for competitive pricing and tech expertise.
- Specialized in electronics and appliances
- Price matching policy
- In-store pickup options
- Extended warranty services
- Tech advice and support
ASOS
ASOS is a UK-based fashion and cosmetic retailer popular in Germany. It targets young adults with trendy, affordable clothing and offers a mix of own-brand and multi-brand products.
- Trendy fashion for young adults
- ASOS Design own-brand products
- “Try before you buy” option
- AI-powered fit assistant
- Inclusive sizing range
About You
About You is a German fashion e-commerce platform. Focuses on personalized shopping experiences. Offers a wide range of brands and styles, catering to diverse fashion preferences.
- Personalized shopping experience
- Mix of established and emerging brands
- Style advice and outfit suggestions
- Influencer collaborations
- Mobile-first approach
IKEA
IKEA is the Swedish furniture giant’s online store. It offers its signature furniture and home accessories. IKEA is known for its affordable, functional design and growing online presence in Germany.
- Iconic furniture and home accessories
- Online planning tools
- Click and collect services
- Augmented reality app for visualization
- Expanding online presence
Choosing the Right Online Store for Your Business in 2024
In 2024, selecting the optimal online marketplace is crucial for business success.
- Target Audience: Align with platforms your customers frequent.
- Product Fit: Ensure your offerings match the marketplace’s focus.
- Fees: Compare commission structures and listing costs.
- Fulfillment Options: Evaluate shipping and logistics support.
- Competition: Analyze rival presence and saturation levels.
Future Trends in the German Ecommerce Market
The industry is still growing, even though the restrictions on physical stores have been eased.
The revenue of the e-commerce market in Germany from 2021 to 2024 increased by 7.8 percent, from 91.16 to 98.31 billion dollars. It’s predicted that e-commerce could make over 145.96 billion dollars in 2029, according to Statista.
As for the popularity of marketplaces, the CEO of bevh, Christoph Wenk-Fischer, says:
“Marketplace platforms make it easier for retailers to enter the digital market and give them a high reach. For many of these retailers, these platforms are therefore not just a lifeline, but currently the necessary way to continue to participate in e-commerce alongside the increasing expense of brick-and-mortar business during the pandemic.”
Importance of ecommerce in Germany
First off, there are more and more similar options out there. Plus, a study by gominga and ecom consulting found that about 29% of the marketplaces in the D-A-CH region, like Amazon, also run their own retail business on their platforms.
There are over 50 players who compete with their connected manufacturers and dealers in the marketplace itself. Five years ago, this figure was only 19 percent, corresponding to a share increase of over 50 percent.
Secondly, there is little point in betting everything on one card. A seller account may be suddenly blocked, and if you don’t diversify and use an alternative platform, your business will be paralyzed quickly.
Using multiple marketplaces in the German market gives you more flexibility in case something goes wrong. Moreover, you can test the other platforms and find out which is the best sales platform for your products.
Thirdly, selling your products on other marketplaces will make them available to a larger audience. That being said, you could save money or find a better platform for your ideal customers by trying different platforms. You could get better customer and supplier support, more shipping options, lower fees, and alternative payment methods compared to Amazon.
As the number of marketplaces and retailers increases, various tools have become available to make it easier to enter e-commerce and establish a strong market presence. Managing aspects like fulfilment, taxes, pricing, and stock can become quite challenging, especially if you’re following a multi-channel strategy by selling on multiple platforms.
While expertise in each area is crucial for scaling up, it’s important to first centralize all management on a single platform before being able to optimize.
ChannelEngine connects your systems to international marketplaces and sales channels while optimizing sales, minimizing time, and maximizing profit and reach with a single powerful integration.
Consumer Reviews on Ecommerce Marketplaces
According to Splendid Research’s study on the Customer Journey 2021, customer reviews on marketplaces other than Amazon and Google are gaining relevance.
Naturally, reviews on online marketplaces like Amazon and Google remain decisive in research and information procurement during the customer journey. The study makes it particularly clear that customer reviews on marketplaces are the most important source of information in the information phase.
Reviews influence online shopping and offline shopping since most consumers research online before shopping offline.
Therefore, brand manufacturers should especially analyse customer feedback through reviews to improve their products.
gominga’s Amazon Product Review Management Software allows businesses to manage all of these tasks. Additionally, our complete guide on Amazon reviews and product questions: this is how you do it (right)!
Conclusion: Navigating the Top German Marketplaces
Germany’s e-commerce sector is thriving, with diverse marketplaces like Amazon.de, Otto, and Zalando leading the way in top German marketplaces and rising online marketplaces like Kaufland.
The industry grew 7.8% from 2021 to 2024, reaching €98.31 billion, with projections of €145.96 billion by 2029.
These platforms offer retailers easier market entry, though competition is intensifying.
Sellers should diversify across multiple marketplaces to mitigate risks and reach broader audiences.
Consumer reviews are increasingly influential in both online and offline purchasing decisions.
When selecting platforms, businesses should consider the target audience, product fit, fees, fulfilment options, and competition to optimize their e-commerce strategy in this dynamic digital landscape.