Around 49 million people shop online in Germany, and the trend is rising. We will show you which providers Germans prefer to spend their money with.
Ranking of the most popular online shops in Germany 2022
The following data is from the Statista Global Consumer Surveythe survey period was between April 2021 and March 2022. The question was asked: “From which of these online shops have you bought something in the last 12 months?”.
1st place: Amazon
No big surprise: 81 percent of Germans have recently ordered from the IT giant from Seattle (USA). Amazon. Founder Jeff Bezos started out shipping books, but now you can get almost anything on Amazon and the integrated marketplace. Bezos relinquished his post as CEO to Andy Jassy in the summer of 2021.
2nd place: Otto
Otto is a veteran in the German retail landscape, meanwhile also Germany’s largest online retailer for furniture and living. The company took its first step into the field of e-commerce back in 1995.
The Otto Group also includes brands such as Manufactum, Bonprix and the shipping service provider Hermes. According to the survey, 26 percent have recently shopped at Otto.
3rd place: Zalando
Zalando every fashion fan should be familiar with it for a long time. If you don’t know it yet: Zalando Lounge is Zalando’s shopping club, where branded products are offered at much lower prices.
4th place: MediaMarkt
Media-Saturn-Holding GmbH probably knows everyone in Germany. With hundreds of branches, Saturn and MediaMarkt are easy to reach throughout Germany.
The stationary business is flanked by online shops. The appearance of MediaMarkt 20 percent of Germans have recently used for shopping.
5th place: Lidl
A German discount giant comes from Neckarsulm (Baden-Württemberg), which is located between vineyards.
In addition to its dense branch network Lidl also an extremely successful online shop – always filled with offers, also from the world of technology.
6th place: Bonprix
The fashion provider Bonprix is a subsidiary of the Otto Group.
Incidentally, the French “bon prix” means “good price” in German.
7th place: Ikea
Seventh place among the most popular German online shops goes to the Swedish furniture giant IKEA. Technology fans are probably familiar with the Trådfri smart home lighting system or Ikea Livboj, the wireless charger for cell phones.
How do Germans prefer to pay online?
The market shares of payment methods in online trade in Germany were distributed in 2021 (Source: Statista / EHI) as follows: The most popular was the Purchase on invoice with 28.3 percent.
This is followed by PayPal (28.2 percent), direct debit/direct debit (17.4 percent) and credit cards (11.4 percent). Installment purchase and financing was only used by 2 percent.
Online trading (B2C e-commerce) is a gigantic business. In 2021, sales in this area in Germany amounted to 86.7 billion euros (and rising), a key growth driver was and is the corona pandemic.