Amazon continues to dominate the e-commerce landscape in Germany

According to a study by the German EHI Retail Institute German ecommerce has, like in most Eropean countries, grown exponentially last year during the pandemic. The 1.000 largest online shops and hybrid marketplaces have grown 33% and reached the mark of € 69 billion euros in sales in 2020.

The 10 largest online stores account for about 40% of that sales revenue with Amazon being the dominant shop by far with 13,9 billion euros in revenue. Amazon.de has made more revenue than the other 9 top-10 constituents combined and makes 3 times more revenue than the #2 in Germany Otto.de. It demonstrates the importance and dominance of Amazon in the German (online) economy.

Not only is Amazon the largest online store in general, it also is (by far) the largest marketplace in Germany in 2020. With 35,4 billion euros gross trade volume it outshines its nearest competitors Ebay (with 11,8 billion euro) and Otto.de (with 5,5 billion euro). 44,8% of the researched companies have an shop profile on Amazon, compared to 36,3% on Ebay and 14,4% on Kaufland’s online marketplace.

It goes to show that Amazon is a force to be reckoned with in the German online environment. And its importance is growing.

For more info:
– read article: https://www.ehi.org/de/pressemitteilungen/marktplaetze-die-umsatztreiber-des-onlinehandels
– and a cool public Tableau dashboard: https://public.tableau.com/app/profile/ehiretailinstitute/viz/E-Commerce-MarktDeutschland2021/Top-100-OnlineshopsListeausgewhlterMarktpltze