Three quarters of 2023 behind us - what next?
6 Oct 2023
E-commerce in Germany is developing at a dynamic pace
E-commerce in Germany generates increasing revenues year on year. For Polish sellers, having a presence on Amazon.de is a huge opportunity, although inflation and fluctuations in the złoty exchange rate present real challenges. Let’s take a look at the key trends, best-selling categories, and Amazon's position in this market.
Main trend in online sales
In 2022, the B2C e-commerce sector in Germany generated €84.5 billion,
Forecasts for 2023 predict a growth to €89.4 billion.
The steady market growth demonstrates that Germany is one of the most promising markets for e-sellers.
Top 5 online sales categories
Electronics and technology
Smartphones, laptops, home appliances, televisions, software, and games.
Fashion and clothing
Clothing, shoes, jewellery, watches, sports, and premium accessories.
Home and garden
Furniture, decorations, gardening tools, lighting, and household chemicals.
Cosmetics and personal care
Perfumes, makeup, hair care, and natural cosmetics.
Sports and recreation
Sports equipment, clothing, training shoes, and bicycles.
Amazon in Germany
61% market share – Amazon.de absolutely dominates online sales.
8% decline in revenue in 2022 – despite its leading position.
Competition far behind – otto.de (€4.5 billion) and zalando.de (€2.6 billion).
Forecasts for 2024
Increased competition – more sellers will be competing for market share.
Innovations and AI – personalised shopping experiences.
Sustainable consumption – growing importance of ecology and wellness.
Adjustment of offers – emphasis on ecological and health products.
Happy Selling
Amata Borys-Chudek
Go2Market Crew