DMSMatrix highlights the growing importance of Amazon in Germany’s e-commerce landscape and the need for sellers to build sustainable, multi-marketplace growth strategies.
GREATER NOIDA, INDIA — October 12, 2026 — Amazon and its third-party Marketplace accounted for 63% of Germany’s online retail spending in 2025, underlining the platform’s considerable influence on Europe’s largest e-commerce market. The figures highlight both the opportunities available to independent sellers on Amazon and the importance of diversifying sales channels to support long-term growth.
According to figures reported by IFH KÖLN, Amazon generated approximately €69.1 billion in German online retail volume in 2025. Crucially, this figure includes sales made by independent merchants through Amazon Marketplace, rather than representing sales generated exclusively by Amazon’s own retail business.
The reported breakdown attributes approximately 46.1 percentage points of Germany’s online retail market to third-party Marketplace sellers, compared with 17.2 percentage points to Amazon’s direct retail operations.
This distinction is significant for brands and retailers looking to expand in Germany. Independent merchants account for the larger share of the reported Amazon-related online retail volume, demonstrating the importance of marketplace infrastructure in connecting sellers with consumers.
Amazon’s Influence Extends Beyond Online Shopping
Amazon’s reach also extends into physical retail. The reported research indicates that the company directly or indirectly influences approximately 41% of consumer spending across the product categories studied.
Furthermore, almost all German online shoppers purchase from Amazon, reinforcing its position as a major channel for businesses seeking access to German consumers.
For international brands and sellers, Germany remains an important market for expansion. However, competing effectively requires more than simply opening a marketplace account. Sellers must manage product listings, inventory, order fulfilment, pricing, and customer expectations while adapting to the requirements of each sales channel.
Why Sellers Should Look Beyond a Single Marketplace
Although Amazon provides access to a substantial customer base, dependence on a single platform can expose businesses to changes in marketplace fees, advertising costs, policies, and competition.
A multi-marketplace strategy can help sellers reach additional customer segments, test new markets, and develop alternative sources of revenue.
For businesses entering Germany, this can mean combining Amazon with other relevant marketplaces and e-commerce channels, according to their product categories, operational capabilities, and growth objectives.
The challenge is coordinating these channels without creating unnecessary complexity in day-to-day operations.
DMSMatrix Supports Cross-Border E-Commerce Growth
DMSMatrix helps businesses manage and expand their cross-border e-commerce operations through a connected marketplace enablement platform.
Its services support marketplace expansion, seller onboarding, product listing management, inventory coordination, order management, shipping, and analytics. By helping businesses coordinate their marketplace activities, DMSMatrix aims to simplify international selling and support more efficient operations across multiple channels.
As competition intensifies in Germany and other European markets, sellers need to balance access to established platforms with a broader strategy for sustainable growth.
“Amazon’s position in Germany demonstrates the scale of opportunity available to marketplace sellers. However, successful international expansion is about more than accessing one large platform. Sellers need the right infrastructure to manage their operations efficiently, reach customers across relevant channels, and build a business that can grow across markets,” said DMSMatrix.
Building a Scalable Strategy for European E-Commerce
Germany’s online retail landscape offers significant opportunities for domestic and international sellers alike. Amazon’s substantial market presence makes it an important consideration for businesses entering the country, while the contribution of independent Marketplace sellers highlights the role third-party merchants play in the ecosystem.
For sellers seeking sustainable growth, the priority is to combine effective marketplace execution with operational efficiency and a well-planned expansion strategy.
DMSMatrix works with businesses looking to simplify cross-border e-commerce and manage their marketplace operations as they expand internationally.
To learn more about DMSMatrix’s marketplace enablement and cross-border e-commerce solutions, visit the DMSMatrix website.
About DMSMatrix
DMSMatrix is a global e-commerce enablement platform that helps businesses manage and expand their marketplace operations across international markets. Its services include seller onboarding, marketplace listings, inventory and order management, shipping coordination, and analytics, supporting businesses as they navigate the complexities of cross-border e-commerce.