E-Commerce in Germany 2025

Key Trends, Challenges & Opportunities for Online Retailers

After a period of consumer restraint, e-commerce in Germany is gaining momentum again. In 2024, the market grew by 3.8% to €88.8 billion, and the outlook for the rest of 2025 remains positive.

We've taken a close look at the most important insights from the HDE Online Monitor 2025, with a particular focus on fulfillment, marketplaces, mobile commerce, and sustainability and what they mean for merchants with a presence or focus in the German market.

Growth Returns… But Not Equally Across All Segments

The e-commerce market is back on track, though growth is becoming more differentiated. While all sectors posted gains in 2024, the pace varies widely:

• FMCG (Fast Moving Consumer Goods) led the way with +7.3% growth. Online shopping for groceries, personal care items, and cosmetics is becoming routine. Success drivers: temperature-controlled fulfillment, fast delivery, and certified warehousing.
  
  
• Health & Wellness remains the revenue leader at €20+ billion, though growth was moderate at +3.1%. Key differentiators: returns management and customer experience.
  
  
• Fashion & Accessories continues to grow steadily at +3.1%, still holding the largest market share with over €20 billion. That’s around 23.2% of total online sales.
  
  
• Consumer Electronics remained nearly flat, but still commands a 21.5% market share. Challenges include hazardous goods regulations, serial number tracking, and repairability.

What this means for your strategy:

• In high-margin segments like fashion, service quality, speed, and returns handling are decisive.
  
  
• In electronics, you’ll need to handle serial tracking and dangerous goods compliance.
  
  
• For FMCG and wellness, professional fulfillment, lot tracking, eco-friendly shipping, and bio-certified storage are game changers.

Marketplaces as Growth Engines: Amazon Dominates, but New Players Emerge

Online marketplaces remain the strongest sales channels: 57% of German e-commerce revenue flows through major platforms in Germany like Amazon, Zalando, and Otto. The trend is rising.

• Amazon.de holds a massive 46% market share (including marketplace and retail) and continues to grow faster than the rest of the market.
  
  
• Platforms like Temu and Shein gained rapid ground in 2024, though concerns about quality and production standards persist.

What this means for your strategy:

• Selling on marketplaces requires robust logistics. Think automated warehousing, tight integrations with all major platforms, ERPs, and shop systems.

•  With a fulfillment partner like byrd, you can deliver fast and integrate reliably across Amazon, Zalando & co. All while staying flexible and preserving your brand identity through custom packaging, shipping, and returns options.

Fulfillment: From Cost Driver to Competitive Advantage

Fulfillment now directly influences conversion rates, repeat purchases, and customer loyalty. In fact, 41% of online shoppers avoid stores that charge for returns. At the same time, they expect speed, transparency, and convenience.

Looking ahead to 2025, many retailers are betting on AI-powered fulfillment:

• 47.3% are already using forecasting tools, smart warehousing, and automated picking.
• Another 36% plan to implement these technologies soon.

Scalability is key. Merchants that can flexibly scale their fulfillment across channels and countries will have a clear edge. That means:

• Multichannel capabilities
• Automated processes
• International shipping options

With the right partner, your logistics can support Amazon, D2C, and B2B orders, all from one fulfillment setup.

Mobile & Social Commerce: Mobile-First is the New Normal

In 2024, 66% of online sales in Germany happened on mobile devices, with nearly half of them via apps. Especially among younger audiences, mobile-first shopping is the standard.

Social media also plays a growing role in the path to purchase. Platforms like Instagram, TikTok, and YouTube are gaining traction across nearly all age groups.

For brands, this opens new doors: Integrating shops directly into social platforms enables seamless experiences, stronger engagement, and higher conversion rates.

What this means for your strategy:

Make sure your logistics are ready for the TikTok generation. Shoppers who discover a product today via social expect lightning-fast, often eco-friendly delivery, and a smooth returns process tomorrow.

Mach Deine Logistik „TikTok-fähig“. Online Shopper, die heute über Social entdecken, erwarten morgen perfekte (und oft klimafreundliche) Zustellung und einen reibungslosen Retourenprozess.

Sustainability & Second-Hand: From Trend to Expectation

Sustainability is no longer just a buzzword. In 2024, Germany's online second-hand market grew to €9.9 billion, especially in fashion, books, and electronics.

At byrd, we proudly support sustainable leaders like Vinted and Refurbed with fulfillment tailored to their needs.

What this means for your strategy:

Sustainability expectations now extend to logistics:

• CO₂-neutral shipping
• Eco-friendly packaging
• Transparent returns workflows

Younger shoppers in particular (e.g. Gen Z and Millennials) care deeply about reusability, recyclability, and product longevity.

Conclusion: Fulfillment, Marketplace Strategy & Sustainability Will Shape 2025

The data tells a clear story: E-commerce in Germany is growing, but not evenly across the board. To stay ahead, merchants must go beyond simply being “online.” What’s needed:

• The right channels (e.g. marketplaces + D2C)
• Smart, scalable fulfillment (with a partner that fits your business)
• Data-driven decisions (e.g. via AI-based forecasting)
• A clear brand promise (sustainability, convenience, reliability)

Merchants who invest in fulfillment, platform strategy, and sustainability today will set the stage for sustainable growth in 2025 and beyond.