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E-commerce trends in Germany 2025
Kai Lemmetty••11 min read
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The German market is vast: It has the highest population in the EU with over 83 million inhabitants and presents an opportunity for e-commerce brands to acquire new customers with high purchasing power. Read on to learn the latest e-commerce trends in Germany.
User penetration in the e-commerce market in Germany is set to rise by 2.3 percentage points between 2023 and 2027. This is a reflection of how essential e-commerce has become in the daily lives of Germans and how its importance will continue to grow in the upcoming years.
However, Germany is still a tricky market to master for e-commerce. In 2023, e-commerce had a pentration rate of around 60 percent in Germany while it was at 78 percent in the Uk and even 81 percent in the US. If you want to succeed in the competitive German e-commerce market, you have to know where the trends are going.
Here are the German e-commerce trends that you need to be aware of for 2025:
After a massive shift to online shopping since the pandemic, it's necessary for all businesses to have an online presence. But consumer behaviour still favours convenience, and that's why marketplaces are preferred over single-brand e-commerce stores.
To conquer the German market, you can't brush aside the marketplaces because these platforms offer straightforward purchasing solutions and deliver within the shortest time to their customers.
**Germans prefer to shop on online marketplaces. Amazon.de is by far the most visited retail website in Germany, followed by ebay.de and idealo.de.
After the pandemic, e-commerce revenue had dipped slightly. This is likely because people could return to physical stores after the pandemic, making them less dependent on online shopping. But the revenue numbers appear to have recovered again in 2024 and are now even above pandemic results.
The most frequented online store in Germany is by far amazon.de. With its wide range of products and competitive prices it is seen as a one-stop shop by consumers. Similar to the overall trend, Amazon.de experienced a dip in revenue between 2021 and 2023 in Germany which went against the worldwrite trend of consistent increase.
If you're running an e-commerce store and don't have the infrastructure to compete with top marketplaces, you may fail to cope with the pressure of traffic and the fulfillment and shipping expectations from new customers. But marketplaces like eBay and Amazon provide the necessary infrastructure and can easily meet such customer expectations.
While marketplaces are good for business, you don't own your client data** which may limit your brand’s future growth. If you're planning to open a new e-commerce store, or your brand doesn't have the recognition and prominence (yet) that it needs to stand on its own, start by selling your products or services at the top industry marketplaces. **You’ll benefit from high traffic, less organizational burden caused by logistics and shipping, and you can gather marketing experience with a large pool of local customers. If you are interested in finding out how to drive sales and gain data with your own online marketing, contact us and let's find your digital marketing strategy together.
In 2021 businesses had to accelerate the innovation and implementation of digital transformation. Part of the notable changes was the emergence of the direct-to-consumer model for B2C brands in e-commerce.
Here, the selling process includes businesses selling their services or products to the end-user directly without intermediaries. The trend picked up because consumers had no alternative but to turn to e-commerce to get everything they needed. An action that prompted offline stores to open online stores.
Suddenly, consumers could buy gadgets, clothes, groceries, furniture, electronics, and vehicle parts delivered to their homes. Even with things going back to normal, e-commerce brands can profit if the buying experience they offer is so positive that new online customers prefer to continue to buy online in the future as well.
Whether your sales were coming from retail, specialized re-sellers or other intermediaries before: If your products could be available online, they should be. All you have to do is make it convenient for your customers to get them.
Mobile devices play a significant role in e-commerce. A report from Global Insights shows that 46% of all e-commerce purchases in Germany in 2024 are done using a tablet or mobile device. This is part of a larger global pattern where younger demographics increasingly use smartphones or tablets for shopping.
This means that in 2025 there is no way around having a shopping experience that is first and foremost optimized for the mobile user. E-commerce platforms have to be mobile-friendly and feel seamless when used on a tablet or smartphone.
Social commerce is also growing: in 2023 the market generated USD 19.7 million in revenue and is expected to reach USD 84.9 million by 2030. The integration of shopping experiences into social media platforms is fueled by the purchasing power of young consumers. Innovative retailers are also building social communities to promote their products and services.
For example, in 2020, the mobile app of popular shopping platform "KleiderKreisel", a second-hand online fashion store with a highly engaged community of users, received more downloads than the mobile apps of e-commerce giants eBay and Amazon. Generally, the German market relies on mobile channels when buying gifts or making local recurring purchases.
Social media consumption is expected to grow beyond 2025 as brands are becoming innovative in advertising their products. Emergent, content-rich social networks like TikTok, provide new opportunities and less competition when advertising to consumers. Take advantage of this trend by publishing videos and tutorials explaining the benefits of your products, how to use them, and where to buy them.
In 2020, KleiderKreisel received more downloads than e-commerce giants like ebay or Amazon. The company has since been bought by Vinted.
German consumers are always looking for ways to shop conveniently. Retailers are now building personalized services based on customer requirements and information to cover this demographic and preference.
Omnichannel marketing means delivering seamless customer experiences across different online and offline platforms - including social media or brick-and-mortar stores - and across different devices when the customer switches between their phone or computer. In 2024, e-commerce traders thrived and managed to satisfy their German customers exceptionally well on omnichannel platforms.
We can already see this trend by observing the way digital players are developing their tools:
Amazon Pinpoint** enables brands to capitalize on customer communication and improve their customer experience across multiple channels. eCommerce brands can integrate touchpoints like SMS, push notifications, or in-app messaging.
Google made its event-based Google Analytics 4 the default version for new installations, replacing the session- and page-view-based Universal Analytics. It is now easier than ever to gather user data from non-Google products, aggregate it with your website and app data, and analyse the data for deeper insights.
Conduct customer research touncover the things that matter to your customerby following them into their various frequently visited channels. German ecommerce customers are looking for a cohesive platform that offers a seamless buying experience across multiple channels. It's tempting to want to be everywhere the customer visits, but it's best to focus on the channels they frequent and sell to them there.
Trends indicate that most e-commerce brands have a problem creating content that can scale their marketing efforts. An emerging trend is brands looking to partner with influencers for content creation, and the German e-commerce market is no exception.
As a brand, you can offer influencers free products and services, or financial compensation to gain access to their audiences.
Tap into the vast audience of influencers and grow leverage for your ecommerce store. Start by building a relationship with influencers in your space. You can get creative when it comes to the terms of your partnership. Often you can offer value to influencers by helping them grow their audience, offering free merchandise, or providing them the platform to create content freely.
User-generated content (UGC) and video content have significantly transformed the landscape of social media marketing, ushering in a new era of interactive and dynamic online experiences. Here’s a brief look at how these elements have reshaped the way brands connect with their audiences.
User-generated content refers to any content—text, reviews, pictures, videos—created by people rather than brands. UGC has become a cornerstone of social media marketing strategies, as it offers authenticity and builds trust among consumers. People tend to trust content created by their peers more than branded content, making UGC a powerful tool for brands to enhance their credibility and strengthen their online presence. It allows brands to foster community engagement, encourage brand loyalty, and provide social proof, which can significantly impact purchasing decisions.
The advent of video content has revolutionized social media platforms, making them more engaging and visually driven. Video content is compelling and easily consumable, allowing brands to convey their messages more effectively and connect with their audiences on a deeper level. It offers a dynamic way to present information, tell stories, and showcase products or services, making it a preferred content type for both brands and consumers. The rise of short-form videos on platforms like TikTok and Instagram Reels has further emphasized the importance of video content in capturing audience attention and driving user interaction
When UGC and video content converge, they create a potent combination that can elevate a brand’s social media presence. User-generated videos provide authentic and relatable content that resonates with audiences, enhancing brand image and fostering community building. Brands leveraging user-generated video content can create more impactful and user-centric campaigns, encouraging more organic interactions and engagements
Finding the right influencers to create User-Generated Content (UGC) can significantly amplify your brand’s reach and credibility. A practical tip for locating such influencers is to explore platforms like influee.co.** Influee.co and similar platforms serve as a bridge between brands and influencers**, providing a space where businesses can connect with content creators who align with their brand values and objectives. These platforms offer a curated selection of influencers from various niches, making it easier for brands to find the perfect match. By utilizing influee.co, brands can streamline the process of identifying, vetting, and collaborating with influencers capable of generating authentic and engaging UGC, thereby enhancing their social media presence and reinforcing their brand message.
What if you can try on a dress without ever having to go to a shop? The fashion industry has long embraced options for shoppers to "try on" dresses by uploading images of themselves online. Virtual Reality is taking this to a new level: Virtual showrooms enable customers to visit virtual storefronts online and try on clothes without ever having to enter a real store. Virtual try-on and size advice widgets help customers find the right sizes and decrease product returns.
But even outside the fashion industry, VR and AR are gaining more attention. Ikea has been a pioneer in this technology using Augmented Reality with its app for years now. Their customers can visualize products in a real-world context making it easier to make informed decisions. Companies that offer furniture, home improvement, or clothing are the most likely to benefit from this tech by providing an interactive and engaging shopping experience.
Ikea's Augmented Reality Tool shows customers how a piece of furniture fits into their home.
Choices, choices, choices: When shopping online customers often encounter an overwhelming number of items. While offering a vast selection of items can be beneficial for e-commerce, customers are now craving a more personalized approach.
Customers want to find products that feel made for them and are tailored to their needs. GenAI-powered shopping assistants can help your users get better search results and provide personalized recommendations.
The times of old-school chatbots who can only do Q&A and email follow-ups are over. Your generative AI shopping bot can offer personalized product suggestions and behavior-based discounts, share product reviews from previous customers, or give real-time updates on stock. You can save on customer support costs and increase conversions when you offer a GenAI shopping bot.
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