HDE Online Monitor 2025 (Handelsverband Deutschland (HDE))

Summary

• Online sales in Germany grew 3.8% or 3.3 billion euros to 88.8 billion euros (net) in 2024.p.3
• FMCG stood out with +7.3% growth, more than twice the sector average.p.3
• All marketplaces together reach a 57 percent share of online trade (previous year 54%).p.3
• Foreign online providers account for 10 percent of online volume, with Temu and Shein the largest share.p.3
• The second-hand market online grew to 9.9 billion euros (+7.2%).p.3

Key insights

1. Fashion & Accessories and CE/Electronics together reach a 44.7% share of online sales, with Fashion at 23.2% (20.6 billion euros).p.11
2. FMCG is the biggest share gainer at 13.7% of online volume (2023: 13.3%), or 12.2 billion euros.p.11
3. Temu and Shein sales are estimated at roughly 2.7-3.3 billion euros.p.30
4. 45 percent of respondents who bought from Temu or know it would advise others against ordering there.p.3
5. 66 percent of online sales are made via smartphones and tablets.p.35
6. 40 percent of stationary retailers sold goods over the internet in 2024.p.26
7. Average spending per online order is 51.9 euros, with 35.1 orders per year.p.27
8. Amazon.de's share of online trade has reached 63 percent.p.25