Germany’s large population loves shopping online. Because of an active lifestyle with little time for shopping, people here love the ease and speed of shopping online. It’s also usually easy to have packages delivered to their places of work, to have neighbours keep their packages until they get home or to use one of the many packstations. At any rate, e-commerce showed massive increased in 2017.

German flag with e-commerce
© xtock /

Ranking online retailers in Germany based on their annual online turnover, the EHI Retail Institute has released their “E-Commerce Market Germany 2018” Study. In an article by, Amazon ranked first, followed by Otto, with €3 billion worth of sales and Zalando, which generated sales with a total value of €1.3 billion last year.

Top 3 Achievements

The top 3 major e-commerce companies achieved sales of €13.1 billion. That’s 43% of the total value generated by the top 100 online retailers!

Christoph Langenberg, e-commerce expert at EHI said the following: “The absolute trend in retail is to operate one or more stores both online and offline. But obviously, more often retailers make the step from stationary retail to online, than the other way around.”


68% of the top 100 online retailers in Germany say they are also active with physical stores. Most of these (57%) omnichannel retailers have their roots in the brick-and-mortar retail industry or got their start as small mail-order companies. Only 11 of the top 100 are former online pure players. And of these 11, only 3 have more than 5 physical stores; Mister Spex, Cyberport and MyToys.

Here is the top 10:

Top 100 online retailers Germany©
The full list with the entire top 100 online retailers in Germany can be downloaded as a poster through the Internetworld website. If you just want to see the list without downloading the poster, here is a convenient and informative list at EHI Retail Institute.