eCommerce
Germany has one of the largest e-commerce markets in Europe. The number of e-commerce consumers, internet penetration and average amount spent per year is above the European average. In 2024, total revenue was estimated at USD 100.6 billion, which translates to 3.8 percent growth compared to 2023. It is expected that the number of users of eCommerce in Germany will increase from 47.68 million in 2025 to 51.77 million by 2029. In 2025, e-commerce had a penetration rate of around 66 percent in Germany. In a 2023 survey, key reasons for consumers to shop online included home delivery (67 percent), cheaper prices (58 percent), and all-day access (55 percent). German consumers are rather risk-averse and expect high quality products. Websites and online stores are expected to be in German language. Smartphone penetration in Germany lies at 97 percent, with a social media penetration of 82.9 percent. The role of social media platforms such as Facebook, YouTube or Instagram continues to be of high importance.
Challenges
Most laws related to ecommerce and the digital economy are set at the EU level. The Digital Economy Chapter of our Country Commercial Guide for the European Union provides a more comprehensive overview.
In Germany data privacy is taken very seriously and overseen both at the state and federal level. Each state has its own data protection agency, which has jurisdiction over companies and public authorities within the state. At the national level, the Federal Commissioner for Data Protection and Freedom of Information oversees federal public authorities and the telecommunications and postal sector. Overall, EU data privacy is regulated by the EU’s General Data Protection Regulation (GDPR).
Popular e-Commerce Sites
In 2024, the most popular online retailers in Germany by net sales were amazon.de (USD 15.76 billion), otto.de (USD 4.54 billion), zalando.de (USD 2.71 billion), mediamarkt.de (USD 1.89 billion), and ikea.com (USD 1.50 billion).
Product Categories
As of June 2024, the most popular products purchased online include clothing (64 percent of online shoppers), shoes (51 percent), drugstore & healthcare products (43 percent), and books, movies and music (37 percent). German consumers, faced with higher inflation, have begun to shift their preferences towards essential items, such as groceries, home care and beverages. They have made the biggest cuts in apparel, home appliances, and luxury fashion, which make up larger shares of e-commerce business. Despite this, the German e-commerce market is expected grow 7,13% annually from 2025-29, reaching a market volume of USD 142 billion by 2029.
Online Payment
When it comes to payment, the most common methods are purchase on invoice, PayPal, mobile wallets like Apple Pay and Google Pay, direct debit and credit cards. Many websites accept bank transfers or invoice/buy now, pay later. Online customers have the right to cancel orders and return goods or services within 14 days, for any reason and with no justification. As a result, Germany is known for its high return rate, particularly in the fashion industry, where it is estimated that 15.3 percent of products purchased were returned in 2023.
Mobile e-Commerce
The strong e-commerce market in Germany can be attributed to the considerable proportion of the population who owns smartphones (97 percent). In 2023, 64 percent of online purchases were made via smartphone. This growth is likely to continue as retailers improve their mobile websites and provide more convenient ways of shopping on mobile devices.