Whereas Amazon has been the largest market in Germany for years, different native platforms have lately elevated their market share. Retailers who wish to promote in Germany ought to be conscious that promoting on Amazon is just not the one option to attain clients, says world fulillment supplier fulfilmentcrowd. As marketplaces are growing their share within the ecommerce market, being energetic on a number of platforms might help on-line shops diversify their income.
Tough aggressive situations
Earlier analysis on ecommerce in Germany has indicated that for the reason that third quarter of 2023, the median on-line income within the nation has decreased 22 p.c. On the identical time, giant on-line shops (with a couple of million euros in annual income) noticed their median income enhance 7.6 p.c. The median on-line gross sales of the smallest on-line shops additionally decreased by 12.3 p.c.
‘Median on-line gross sales of the smallest on-line shops in Germany decreased by 12.3% since Q3 2023’
This means that since 2023, there was a powerful shift in direction of giant on-line shops in Germany. Because of this there are more durable aggressive situations for small on-line companies, particularly for the reason that rise of cross-border platforms like Temu, Shein and Amazon.
Becoming a member of a market to extend attain in Germany
German ecommerce, like in lots of different international locations, is now dominated by marketplaces. TikTok Store entered the German ecommerce market in March 2025. And only a yr later, analysis indicated that 15 p.c of German web shoppers have already positioned at the least one order on the Asian market.
Amazon Germany is presently the largest market in Germany. The native market Kaufland, desires to grow to be a European challenger of worldwide giants. It has been increasing throughout Europe. Otto, one other native platform, is presently the second-largest market within the nation. This platform has lately began permitting worldwide sellers as nicely.
If smaller on-line sellers wish to succeed available in the market, their finest probability is to affix a market. By doing that, they might enhance their on-line gross sales and attain. As proven above, there are a lot of platforms to select from.
‘Constructing a market combine for the precise stability’
A report from ChannelEngine in 2025 already indicated that almost all of on-line sellers (67 p.c) are energetic on at the least 4 marketplaces.
“Sellers are more and more recognizing the necessity for a broader market technique”, says a spokesperson for fulfilmentcrowd. “For retailers, the hot button is understanding the place their class performs finest and constructing a market combine that balances attain, buyer expectations and operational complexity.”
‘The secret is understanding the place classes carry out finest after which construct a market combine’
On the identical time, fulfilmentcrowd advises on-line sellers to not grow to be depending on marketplaces solely. “Market knowledge might help manufacturers perceive which merchandise, areas and buyer behaviors present the strongest potential. Sellers can then use these insights to spend money on their very own enterprise. The strongest strategy is to mix market attain with a broader success, localization and channel technique.”
