Numbers in German eCommerce

Let’s talk eCommerce statistics in Germany. Being on top of the developed countries list with a GDP of 3.677 trillion US dollars, it is no surprise that Germany expands its eCommerce presence at a rapid pace.

Access to the internet

It has come a long way since 1998 when only 10% of the German population had access to internet. Today, 61% of the population use eCommerce services. By 2023, it is expected that the number will increase to 94.5%. On average, every household in Germany consists of at least one person that frequents Amazon German brunch. In four years, it will be 9 out of 10 people.

eCommerce revenue

During this year, the market volume from online-based retailers in Germany amounts to 75,445 million US dollars. As more people get comfortable with shopping online, the expected annual growth rate of income is 6.3%. The projection for 2023 is that revenue will reach 96,28 million US dollars.


The average retail eCommerce revenue this year amounts to 1,014.98 US dollars per user. It might seem like a sizable number but that does not change the fact that an increase in it is predicted. Inflation and spending habits amount to a prediction of 1,230.3 US dollars spent by a person by 2023.

Age, just a number

In 2017 it was the 45-54 year olds that dominated the eCommerce customer base. This age group was a share of 26% in the buying market followed by 25-34 year olds (21.5%), 55-64 year olds (20.2%) and then by 35-44 year olds (19.9%).

The age of eCommerce users was relatively evenly spread in 2017. In fact, 18-24 year olds amounted for the lower percentage; 12.4%. The group that spends the most time online is not the one that purchases most. A logical conclusion as those who are employed and have stable incomes have access to spendable funds.

What do Germans buy the most?

The logical and actual answer is electronics and media. With technology and cyberspace advancing at a rapid pace, Germans are searching for ways to make their lives easier, more comfortable and well entertained. This year, media and electronics market revenue has amounted to 23,183 million US dollars. The prediction for 2023 is a staggering 44.7 million US dollars. Almost double to what it is today.

The best example.

Ecommerce giant Amazon made its debut in Germany 20 years ago. Since then it has become the biggest online retailer in the world. In 2016 alone, there were 17 million Prime members just in Germany. To put it in a perspective, the population of Germany is a little over 82 million. That would mean that every fifth person in the country has a Prime membership.

But it does not end there, Amazon Prime members make up only 40% of the total user base of the well-known web seller. That means that at least half of the whole population of Germany uses Amazon to make their daily purchases.


In 1998, Amazon employed under 100 people compared to the 16,000 employes of 2018. A growth that has been well justified as has become the second most profitable Amazon branch. The first being

Expanding the assortment

Just in one year, from January 2017 to December the same year, the web retailer increased its online selection by more than 22 million products. Since then, the number has only grown.

The future is bright

eCommerce is on its way to becoming the dominant way to shop in Germany and it seems impossible to slow it down at this point. Germany is embracing the online retail world and welcoming it with open hands.

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