Toys, Hobby & DIY e-commerce revenue in Germany 2019-2027, by segment

Data provided by Statista Market Insights are estimates.

Definition:

The eCommerce Toys, Hobby & DIY market is a sector of online retailing that focuses on the sale of goods which people buy for their leisure activities. These include traditional toys and games for children and adults, video game consoles, various musical instruments and their accessories, equipment for indoor and outdoor sports activities, equipment for fishing, DIY and garden products (e.g., sports equipment, outdoor equipment, flowers, plants, tools, DIY products), as well as hobby and stationery articles (e.g., art/collectors’ items, car parts, and adult entertainment products).

The relevance of the eCommerce Toys, Hobby & DIY market lies in its ability to offer consumers a vast selection of unique and specialized products that may not be available in traditional brick-and-mortar stores. It also enables brands and retailers to connect with enthusiasts and hobbyists across different geographies and demographics, creating a community of passionate and engaged customers.

The eCommerce Toys, Hobby & DIY market has experienced steady growth in recent years, driven by factors such as the increasing popularity of board games and tabletop gaming, the rising trend of maker culture and DIY projects, and the COVID-19 pandemic, which has led to more time spent at home and a renewed interest in hobbies and creative pursuits.

Examples of successful eCommerce Toys, Hobby & DIY businesses include Etsy, which offers a wide range of handmade and vintage items, and Miniature Market, which specializes in board games, card games, and miniature wargaming supplies. Additionally, major sales channels in this market segment include internet retailers (e.g., amazon.com, walmart.com) and dedicated online stores (e.g., smythstoys.com, hamleys.com, and staples.com).

Structure:

The eCommerce market for Toys, Hobby & DIY consists of four different markets:

• The DIY, Garden & Pets market includes selling various types of DIY, gardening, and pet-related products through digital channels which covers power tools, hand tools, lawn and garden equipment, pet food and supplies, and home improvement materials.
• The Hobby & Stationary market contains selling various types of hobby and crafting supplies, as well as stationery products such as pens, notebooks, and planners, through digital channels which covers art supplies, scrapbooking materials, calligraphy tools, and organizational products.
• The Sports & Outdoor market comprises the sale of leisure products linked to sports and outdoor activities which covers shoes, as well as sports and outdoor equipment, e.g., hiking poles, backpacks, fitness equipment, hunting devices, sporting weapons, swimming accessories, and winter sports gear.
• The Toys & Baby market includes the sale of toys and products for infants (e.g., clothing, care products, baby food, bottles, nursing products, playpens, strollers, and car seats).

Additional Information:

Toys, Hobby & DIY comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues are including VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B and reCommerce is not included. Additional definions can be found on each respective market page.

Key players in the market are companies like JD, Amazon, Taobao, Walmart, and Tmall.

Market numbers for the total market sizes (online + offline) can also be found on the respective pages of the Consumer Market Insights.