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Amazon and
in Germany

Online marketplaces and Amazon in Germany

E-commerce in Germany has developed rapidly in recent years and has become an essential part of the retail sector. The digitalization of retail and the increasing convenience of online shopping have led to continued growth in this sector. According to Statista, the pioneer of B2C online stores in Germany is Amazon with e-commerce sales of 15.680 million euros in 2021. Otto.de follows in second place with sales of 5.124 million euros. 
German consumers particularly value the variety and availability of products as well as flexibility when shopping. This trend is further strengthened by advanced technologies and innovative business models that personalize and optimize the shopping experience.

Facts about e-commerce in Germany


In 2022, turnover in the German B2C e-commerce market amounted to around 84.5 to 90.4 billion euros. This represents a slight decrease compared to the previous year, with turnover falling by around 2.5% to 9%. Despite this decline, turnover in the e-commerce market in Germany remains at a high level.

Payment methods

In Germany, payment methods such as PayPal and purchase on account are particularly popular. Other popular payment methods are credit card, prepayment, instant bank transfer, Apple Pay and Google Pay.


Sales in German online retail could rise to up to 141 billion euros by 2024. This forecast comes from the Institute for Retail Research in Cologne. The German E-Commerce and Distance Selling Trade Association (bevh) is forecasting solid growth of 4.8% for the current year.


The population group that makes the most online purchases in Germany is 25 to 45-year-olds. In 2021, 82% of all internet users made digital purchases within three months. This is followed by 16 to 25-year-olds at 77%, 45 to 65-year-olds at 65% and 65 to 75-year-olds at 43.2%.

Facts about Amazon in Germany

Amazon is one of the largest online marketplaces in the world and also attracts several million customers in Germany every month. In Germany, Amazon makes millions of products available to its customers. For companies, especially small and medium-sized enterprises, Amazon offers an enormous reach and great potential to sell products and increase sales and profits. Amazon entered the German market in 1998 as one of the first international expansions and is still one of the largest Amazon markets worldwide alongside the US market.

Enormous reach

Amazon attracts millions of customers in Germany. Companies that sell on Amazon benefit from the platform's enormous visibility and reach. This makes it possible to make products available to a wide audience without having to invest in setting up their own e-commerce website. In principle, anyone can open a seller account and sell on Amazon.

Traditional Amazon events

Several times a year, Amazon hosts events such as Black Friday, Cyber Monday and Prime Day, where consumers can benefit from special discounts. Holidays such as Christmas and Easter also offer the opportunity to sell products effectively. Companies that sell on Amazon should not miss out on the traditional Amazon events.

Fulfilment by Amazon

By using the Fulfilment by Amazon program (FBA), companies can optimize their logistics processes and benefit from Amazon's efficient warehousing, packaging and shipping service. The automatic Prime certification of products ensures that delivery times are shortened, which potentially leads to greater customer confidence and higher sales figures.

Advertising opportunities PPC and DSP

Effective advertising that reaches the target group helps to acquire new customers and increase sales. Keyword-driven PPC (pay-per-click) campaigns such as Sponsored Brand, Display, Video and Product within Amazon and DSP (Demand Side Platform) campaigns on third-party sites are possible. The latter in particular can significantly increase the visibility of products.

E-commerce websites in Germany

The largest e-commerce platforms in Germany include Amazon, OTTO, Zalando and Media Markt. These online stores are characterized by a broad product range, user-friendly platforms and high customer traffic. They have firmly established themselves in the German e-commerce landscape and enjoy a high level of popularity among consumers.


From a strategic point of view, Germany is an excellent place for an e-commerce business: it is located in the heart of Europe and has one of the strongest economies in the world. Overall, the e-commerce market in Germany continues to grow and offers great opportunities for companies to offer their products and services online.

More about international Amazon marketplaces

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