Leading 100 online shops ranked by revenue in Germany 2021

The German Amazon website, or amazon.de, was the most successful online shop in Germany, based on recent data. With almost 15 billion euros of revenue generated, it far outstripped the runner up. German online retailer Otto achieved a revenue of 5.1 billion euros through its shop otto.de. German consumer electronics store Media Markt's website came in third place.

The big three

German e-commerce users also have the option to sign up for Amazon Prime, which includes free postal delivery of certain goods, as well as a video and music streaming service. The Otto Group, with headquarters in the harbor city Hamburg, conducts its core business in multichannel online retail. It also owns companies internationally, including fashion retailer Bonprix. Meanwhile, Zalando’s revenue, while behind Amazon and Otto, has continued to grow in the last decade, reaching over 10 billion euros in 2021. The company is based in the German capital, Berlin.

Everyone shops online

With an overwhelming majority of internet users not just surfing, but also shopping online, e-commerce retail in Germany is on a clear path leading to continuous, long-term success. Some of the most popular categories for buying products on the internet are clothing and shoes, as evidenced by Otto and Zalando’s leading positions in this ranking. Other categories such as event tickets and travel bookings also show steady customer numbers, which means growth potential for other online shops.