HDE Online Monitor 2026 (Handelsverband Deutschland (HDE))

Summary

• Online retail in Germany grows 3.9%, or €3.5 billion, to €92.3 billion net in 2025, after 3.8% in the previous year.p.3
• Online sales have risen by €19.3 billion compared with 2020.p.3
• FMCG online grew 10.4%, more than 2.5 times the average growth.p.3
• Online growth (3.9%) is again above offline growth (2.9%).p.3
• The online share of the total market rises slightly to 13.5% (previous year: 13.4%), and in FMCG to 5.0% (previous year: 4.6%).p.3
• Temu and Shein reach a market share of 5.0%.p.3
• The online secondhand market grows to €10.5 billion (+5.3%) in 2025.p.3

Key insights

1. The two largest online sectors, consumer electronics and fashion, account for 44% of online sales in 2025, compared with more than 50% in 2017.p.3
2. Their share of online sales fell from 44.7% in 2024 to 44.2% in 2025.p.12
3. FMCG is the biggest share gainer, with 14.5% in 2025 versus 13.7% in 2024.p.12
4. More than one in five consumers already use AI for product research.p.3
5. Absolute online growth in 2025 was a sales increase of €3.5 billion.p.6