Amazon remains by far the most important platform in German eCommerce, accounting for around 63% of online retail, according to a new study from IFH Köln and data analysts General Evidence. Including its marketplace, Amazon's German trading volume reached roughly €69.1 billion, and 97% of German online shoppers buy from it.
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But the competitive picture is shifting. While Amazon grew sales by about €3.2 billion year on year, Otto and Zalando together added €1.4 billion, and Asian platforms Temu and SHEIN jointly gained around €1 billion. One in eight shoppers says they are moving some purchases to the likes of Temu, SHEIN or AliExpress, though Amazon still leads on range, convenience and delivery speed.
The study also stresses Amazon's wider influence: 41% of the sales analysed were directly or indirectly linked to it, via its marketplace, product search or price orientation. Groceries and FMCG are flagged as the next growth frontier, with online penetration at just 4.9% of a near-€300 billion market.
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