HDE Online Monitor 2026 (Handelsverband Deutschland (HDE))

Summary

• Online retail in Germany is forecast to grow nominal sales by 4.3% in 2026 compared with the previous year.p.1
• Stationary retail is expected to grow only 1.6%, so online remains the growth driver of retail.p.1
• Online marketplaces accounted for 56.7% of online sales in Germany in 2025, up 5.9% from the previous year.p.1
• The online share in FMCG (food and drugstores) was only 4.9% in 2025.p.1
• The FMCG online segment grew by 10.4% in the past year.p.1

Key insights

1. Online marketplaces remain the most important channel, with around 57% of online sales running through them last year.p.1
2. Online shoppers are getting older and bringing their shopping habits from younger years with them.p.1
3. There is no longer any market segment in which online retail plays a minor role, except FMCG.p.1
4. Online sales growth continues despite weak consumer sentiment.p.1
5. Online growth in FMCG is immense despite a low online share.p.1