Germany’s ecommerce sector is showing steady growth, according to a new report from the German Retail Association (HDE). The organization has updated its forecast, now expecting online retail sales in the country to increase by 4% in 2025. This growth would bring total ecommerce revenue to around €92.4 billion by the end of the year.

The new figures were released in HDE’s “Online Monitor 2025,” an annual publication that reviews how digital retail is performing across Germany. The latest data suggests that ecommerce is continuing to expand at a consistent pace, following a solid performance in 2024.

Last year, online shopping brought in €88.8 billion in sales — a 3.8% rise compared to 2023. This was slightly higher than HDE’s earlier estimate of 3.4% for the year. By comparison, offline retail grew by just 2%, showing that more German shoppers are choosing to buy goods online.

In terms of market share, online sales now make up 13.4% of all retail transactions in Germany. That’s a small but notable increase from 13.2% in 2023. While the overall share is still modest, some sectors are far more digital than others. Fashion and consumer electronics, in particular, are leading the way — with around 43% of their total sales happening online.

This continued shift toward ecommerce isn’t surprising, especially given how consumer habits have changed in recent years. Convenience, wider selection, and competitive pricing are still major reasons why people turn to online stores. And with steady improvements in delivery services and return policies, it’s likely the trend will continue.

At DMSMatrix, we’re closely watching how these changes affect not just online sellers, but also manufacturers and logistics providers. The growth in ecommerce also signals greater demand for smarter digital tools, smoother order fulfillment, and better integration between systems.

As 2025 progresses, it will be important for online retailers to stay responsive to customer needs, invest in simple yet effective digital solutions, and prepare for another busy year. Germany’s ecommerce story is far from over — and it’s one worth following closely.

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