Three quarters of 2023 behind us - what next?
6 Oct 2023
E-commerce in Germany is developing at a dynamic pace, generating increasingly higher revenues year on year. For Polish sellers offering their products on Amazon.de, this is certainly promising, but in the face of high inflation and fluctuations in the złoty exchange rate, there are also concerns about the future of domestic enterprises in foreign markets. Let’s examine the main trends in the e-commerce market in Germany, the best-selling categories, and how the global giant is faring in this country.
The main trend in online sales in Germany
In 2022, the B2C e-commerce sector in Germany generated around 84.5 billion euros in revenue. The forecasts for 2023 predict an amount of 89.4 billion euros. As can be seen, these figures are systematically increasing year on year, proving the dynamic growth of this sector.
Top 5 best-selling categories
There are many online stores operating in Germany, but only a few hold leadership positions. Here are the main product categories that are the most popular in the German e-commerce market:
Electronics and technology
- Smartphones, laptops, and tablets
- Home appliances
- Televisions and accessories
- Entertainment electronics
- Software and computer games
Fashion and clothing
- Men's, women's, and children's clothing
- Footwear and fashion accessories
- Jewelry and watches
- Sportswear
- Branded products and accessories
Home and garden
- Furniture and interior design
- Gardening tools
- Household appliances
- Decorations and lighting
- Household chemicals and cleaning products
Beauty and personal care
- Skincare and body care cosmetics
- Perfumes and fragrances
- Makeup and accessories
- Hair care products
- Natural and organic cosmetics
Sports and recreation
- Sports equipment
- Sports clothing
- Running and training shoes
- Fitness accessories
- Bicycles and bicycle accessories
How is Amazon performing in Germany?
The e-commerce giant - Amazon dominates all other online stores in the German market. Here are some facts about its position and achievements in 2022:
- Dominance: Amazon.de occupies the top spot in revenue in Germany with a total market share of 61% in the overall segment.
- Revenue decline: Despite its leading position, the platform lost 8% of its revenue compared to the previous year.
- Competition lagging behind: The stores otto.de and zalando.de, ranking second and third, trail far behind, generating 4.5 billion euros and 2.6 billion euros in revenue respectively in 2022.
What can we expect in 2024?
Undoubtedly, the e-commerce market in Germany continues to grow and change, but in some sectors, the effects of inflation and the onset of stagnation are visible. Here are some forecasts for 2024:
- Increased competition: We will witness a rise in competition as more sellers strive to gain market share in the German online sales market.
- Innovations and technology: The development of technologies such as AI and advanced data analytics will contribute to a more personalized shopping experience.
- Evolution of consumer preferences: Customers may expect a greater emphasis on sustainable consumption, which could influence the assortment and marketing strategies of companies.
- Adapting to trends: Sellers should keep track of trends, such as eco-friendly products, health and wellness, and the growing popularity of online shopping, to tailor their offerings to the expectations of German customers.
Happy Selling
Amata Borys-Chudek
Go2Market Crew