Germany: toys & baby number of users 2018-2027

The number of users in the 'Toys & Baby' segment of the e-commerce market in Germany was forecast to continuously increase between 2023 and 2027 by in total 4.8 million users (+26.62 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 22.86 million users and therefore a new peak in 2027. Notably, the number of users of the 'Toys & Baby' segment of the e-commerce market was continuously increasing over the past years.

Find other key market indicators concerning the revenue and revenue growth.

Number of users of toys & baby in Germany 2018-2027 (in millions)

Characteristic	Users in millions
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Release date

July 2023

More information

Region

Germany

Survey time period

2018 to 2027

Supplementary notes

Data provided by Statista Market Insights are estimates.

Definition:

The eCommerce Toys & Baby market is a sector of online retailing that focuses on the sale of toys and products for infants (e.g., clothing, care products, baby food, bottles, nursing products, playpens, strollers, and car seats).

The relevance of the eCommerce Toys & Baby market lies in its ability to offer parents and caregivers a vast selection of products at competitive prices, with the added convenience of home delivery. It also enables brands and retailers to reach customers across different geographies and demographics, expanding their customer base and sales potential.

The eCommerce Toys & Baby market has experienced significant growth in recent years, driven by factors such as the increasing popularity of online shopping, the rise of direct-to-consumer brands, and the growing emphasis on early childhood development and education.

Examples of successful eCommerce Toys & Baby businesses include The Honest Company, which offers a variety of eco-friendly and safe baby products, and Melissa & Doug, which specializes in educational toys and games for children. Additionally, online marketplaces like Amazon and Target have expanded their toys and baby offerings, providing consumers with more options for ordering their favorite products online.

Structure:

The eCommerce market for Toys & Baby consists of three different markets:

The Baby market includes the digital sale of products for infants (e.g., clothing, care products, baby food, bottles, nursing products, playpens, strollers, and car seats).
The Toys market contains the digital sale of toys for infants.
The Other Toys & Baby market comprises of all products that are not covered by the above mentioned. This includes costume accessories, masks, sports toys, beach and sand toys, riding toys, remote control toys, flying toys, pretend play, active toys, educational toys, toy vehicles, toy weapons, drawing toys, outdoor play equipment like swings, and sand boxes.

Additional Information:

Toys & Baby 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, Tmall, Homedepot and Target.

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

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