After two consecutive years of decline, German ecommerce is back on track, with online product spending reaching €80.6 billion in 2024. This marks a modest increase of 1.1 percent compared to the previous year, signaling a potential turnaround for the sector. Expectations for stronger growth in 2025 are already taking shape.
The data comes from the Bundesverband E-Commerce und Versandhandel Deutschland (bevh), which monitors ecommerce trends in Germany. The recovery follows significant declines in 2022 and 2023, where online spending fell by 8.8 percent and 11.8 percent, respectively. The €79.9 billion recorded in 2023 represented a historic low for the sector, reflecting the challenges of sustaining pandemic-driven growth rates.
Categories Driving Recovery
Certain product categories played a crucial role in the recovery. Medications, groceries, and pet supplies saw growth of over 5 percent, reflecting changing consumer habits and a growing reliance on online platforms for everyday essentials.
Online fashion spending remained stable, suggesting that demand in this category has reached a plateau. However, online electronics sales saw a decline, even with Germany hosting the European Football Championship in 2024—a traditionally strong driver of electronics purchases.
Marketplaces Gaining Ground
Marketplaces have further solidified their position in the German ecommerce landscape. Their share of online spending increased from 53 percent to 55 percent, with platforms like Amazon continuing to dominate. Chinese platforms, including Temu and Shein, have also made notable inroads, now accounting for 6 percent of all orders in Germany. Temu and Shein have identified Germany as their top European market, underscoring the growing influence of cross-border ecommerce.
The modest growth in 2024 marks a positive shift for German ecommerce, which faced significant challenges following the pandemic boom. With consumer confidence slowly returning and categories like groceries and pet supplies leading the charge, the industry is poised for further growth in 2025.
The continued rise of marketplaces and the increasing presence of international platforms signal a competitive landscape for both local and global players. As German consumers increasingly turn to online shopping for convenience, ecommerce businesses have new opportunities to innovate and capture market share.
Germany’s ecommerce recovery not only highlights the resilience of the sector but also sets the stage for continued evolution in how consumers shop and interact with online platforms.