Last updated on November 24, 2023
E-Commerce in Germany: Breaking Down the 11 Best Marketplaces for Your Business
Germany’s e-commerce landscape is a powerhouse within Europe, boasting one of the most robust digital markets on the continent. In 2023, Germany is expected to generate almost €90 billion in e-commerce sales, representing a significant portion of Europe’s total online retail turnover. With internet penetration reaching upwards of 93% of the population, and a strong infrastructure in place, Germany presents a fertile ground for e-commerce activities. The German consumer’s confidence in online shopping is reflected in the average annual online spending, which consistently ranks among the highest in Europe.
Choosing the right marketplace is crucial for e-commerce success in this competitive environment. Marketplaces like Amazon.de and eBay.de are not just popular; they’re ingrained in the consumer’s shopping habits, accounting for a substantial share of online purchases. Some wonder if Amazon is still a good opportunity to make money in 2024. However, niche marketplaces such as Avocadostore.de for eco-friendly products, or ManoMano.de for home improvement, are gaining traction. These specialised platforms can offer businesses access to targeted customer groups and less competition, leading to higher margins and customer loyalty.
Looking to the future, the German e-commerce market is poised for continued growth, with projections suggesting a steady increase in online sales. This growth is driven by technological advancements, increasing mobile commerce, and the expansion of international trade. For businesses, this means that while large marketplaces offer volume and visibility, niche marketplaces provide an opportunity to differentiate and capture specific segments of the market. In a mature e-commerce landscape like Germany’s, finding the right marketplace can be the key to unlocking a dedicated and valuable customer base.
Let’s break down some of the most popular marketplaces in Germany one by one:
Article Outline:
1) Amazon.de
Amazon.de is the colossus of e-commerce in Germany, a pivotal gateway for online shopping. With its vast array of products and services, it has become a household name synonymous with convenience and reliability. In 2023, Amazon’s German marketplace continues to thrive, offering an unparalleled reach to consumers and a sophisticated infrastructure for sellers, from its streamlined logistics to its expansive customer base.
What Type of Products Can You Sell?
Amazon’s catalogue spans virtually every category imaginable, from electronics, books, and apparel to groceries and personal care items. Its extensive assortment caters to a wide demographic, making it a one-stop shop for the German market’s diverse consumer needs.
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Pro’s & Con’s
Pros (+)
- Massive reach and customer trust
- Advanced fulfillment options through FBA
- Diverse customer base and product categories
Cons (-)
- High competition among sellers
- Fees can be substantial
- Stringent policies that may favor buyers
Strategic Approach to Succeed
Success on Amazon requires a keen understanding of competitive pricing, customer service excellence, and effective use of Amazon’s advertising tools. Sellers should leverage Amazon’s analytics to optimise listings and harness FBA to enhance customer satisfaction. Differentiating products through quality, niche targeting, and building a strong brand presence are key strategies to stand out in Amazon’s crowded marketplace.
2) eBay.de
eBay.de is a versatile player in the German e-commerce landscape, known for its auction-style sales and direct “Buy It Now” options. Its global gross merchandise volume (GMV) in 2022 was $73.9 billion. With a user base that appreciates both second-hand and new items, eBay Germany caters to a wide spectrum of consumers and sellers. It’s a platform that combines the thrill of bidding wars with the convenience of immediate purchases, making it a unique marketplace with a community feel.
What Type of Products Can You Sell?
The platform is renowned for its vast selection, from collectibles and vintage items to electronics and fashion. eBay.de is particularly favorable for unique items, rare finds, and niche products that benefit from the auction format.
Pro’s & Con’s
Pros (+)
- Lower barrier to entry for new sellers;
- Auction format can yield higher prices for rare items;
- Diverse user base looking for both new and used items.
Cons (-)
- Auctions may result in lower-than-expected sale prices;
- Can be time-consuming to manage auction listings;
- Fees for listings and sales can add up.
Strategic Approach to Succeed
Success on eBay.de hinges on understanding the nuances of the auction and fixed-price formats. Sellers should focus on building a strong seller reputation through excellent customer service and detailed, accurate product descriptions. High-quality photos and competitive pricing are essential. Additionally, sellers can take advantage of eBay’s promotional tools to highlight listings and tap into eBay’s international shipping program to reach buyers outside of Germany.
3) Zalando.de
Zalando.de stands out as Europe’s leading online platform for fashion and lifestyle, with Germany being its core market. Zalando’s stronghold in the German market was evident, with double-digit growth in customer base year-on-year. It’s a fashionista’s haven, offering a blend of high-street and designer brands. Zalando’s commitment to providing a seamless shopping experience, complete with free deliveries and returns, has positioned it as a top-tier destination for fashion-savvy consumers.
What Type of Products Can You Sell?
Zalando specialises in fashion, offering clothing, shoes, accessories, and beauty products. It’s a curated marketplace for the latest trends, catering to a wide demographic seeking quality and style.
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Pro’s & Con’s
Pros (+)
- Strong brand recognition and customer loyalty in the fashion sector
- User-friendly interface with a high emphasis on customer experience
- No listing fees, with a commission-based model
Cons (-)
- Concentrated competition in the fashion and lifestyle categories
- Strict quality and brand image standards for sellers
- Commission rates can be higher compared to other general marketplaces.
Strategic Approach to Succeed
Zalando is selective about who can sell on their platform. They typically partner with brands and retailers that align with their image and standards for quality and customer service. To succeed in this marketplace, sellers must ensure their product range is on-trend and aligns with Zalando’s quality standards. Effective inventory management and a keen eye for fashion trends are crucial. Sellers should leverage Zalando’s marketing campaigns and seasonal promotions to increase visibility. Building a strong brand story and engaging product presentation can also help to stand out in the crowded fashion marketplace. Additionally, offering exclusive items or limited-time offers can attract a dedicated following on the platform.
4) OTTO.de
Otto.de is one of Germany’s largest and most successful e-commerce platforms, second only to Amazon in terms of market share. Founded in 1949 and with a history that stretches back to mail-order catalogues, OTTO has seamlessly transitioned into the digital age. As of 2021, it boasted a customer base of millions, with a strong focus on fashion, furniture, and lifestyle products. OTTO’s commitment to sustainability and customer service excellence has made it a trusted name among German consumers.
What Type of Products Can You Sell?
OTTO’s product range is extensive, covering fashion, furniture, home electronics, and sports equipment. It is particularly known for its comprehensive selection of home goods and apparel.
Pro’s & Con’s
Pros (+)
- High brand trust and customer loyalty
- Wide product range with a focus on quality
- Strong logistics network and customer service
Cons (-)
- Competitive marketplace with many established sellers
- Commission fees for sellers
- May require a certain scale of operations to compete effectively
Strategic Approach to Succeed
Success on OTTO involves leveraging its reputation for quality and service. Sellers should focus on offering high-quality products with competitive pricing. Utilising OTTO’s advertising and partnership opportunities can increase brand visibility. It’s also important to align with OTTO’s sustainability values, as this is a significant part of their brand identity. Excellent customer service and a seamless return process are essential to maintain customer satisfaction and loyalty.
5) Kaufland.de
Kaufland.de, emerging from the acquisition and rebranding of Real.de, has quickly become a significant player in the German e-commerce market. It offers an expansive product range that caters to a broad consumer base. With its strong backing from the Kaufland retail giant, the platform benefits from a well-established brand presence and a vast network of physical stores, which enhances its online marketplace’s credibility and reach.
What Type of Products Can You Sell?
Kaufland.de hosts a wide array of products, including groceries, electronics, home and garden items, apparel, and toys. It’s a one-stop-shop for consumers seeking convenience and variety in their online shopping experience.
Pro’s & Con’s
Pros (+)
- Strong brand recognition and an existing customer base from Kaufland’s retail stores
- Wide product assortment appealing to a broad market
- Integration of online and offline shopping experiences
Cons (-)
- The marketplace is relatively new and still growing its online presence
- Competition with established e-commerce giants
- Sellers must adapt to Kaufland’s specific platform requirements.
Strategic Approach to Succeed
To be successful on Kaufland.de, sellers should capitalise on the platform’s growing online presence and leverage the cross-promotional opportunities with Kaufland’s physical stores. Offering competitive pricing, high-quality product images, and detailed descriptions can help products stand out. Additionally, maintaining high customer service standards and efficient logistics will be key to building a strong reputation on this platform.
6) About You
With over 12.5 million active shoppers, AboutYou.de has carved out a significant niche in the European fashion e-commerce market, with a strong emphasis on personalization and technology-driven shopping experiences. As a fashion and lifestyle brand, it targets the tech-savvy, fashion-forward demographic, particularly millennials and Gen Z consumers. With its mobile-first approach, About You has seen rapid growth, becoming one of the largest fashion e-tailers in Germany.
What Type of Products Can You Sell?
About You is focused on clothing, footwear, accessories, and beauty products. It offers a mix of well-known brands and up-and-coming designers, catering to a fashion-conscious audience.
Pro’s & Con’s
Pros (+)
- Strong appeal to younger demographics with a tech-savvy approach
- Personalised shopping experience with a focus on individual style
- Rapidly growing user base and brand recognition
Cons (-)
- The niche market limits product range to fashion and lifestyle
- High competition with other fashion-focused e-tailers
- Requires alignment with About You’s branding and customer experience standards
Strategic Approach to Succeed
About You is selective about its partnerships, typically collaborating with brands and retailers that align with its trendy and youthful image. The platform is known for its curated fashion experience, which means it often seeks partners that can contribute to this aesthetic. Success on About You demands a strong brand narrative that resonates with a younger audience. Sellers should focus on creating high-quality, visually appealing content and engaging storytelling. Staying ahead of fashion trends and offering exclusive products can set a brand apart. Additionally, leveraging About You’s data-driven tools to personalise the shopping experience can help in building customer loyalty and increasing sales.
7) Hood.de
Hood.de is a growing German online marketplace that offers a customer-centric and seller-friendly platform, often considered an alternative to the larger e-commerce giants. It provides a diverse range of products and a more personal shopping experience. With no listing fees and a lower commission structure, Hood.de attracts small to medium-sized businesses and independent sellers looking to reach a dedicated audience without the intense competition found on larger platforms like Amazon.
What Type of Products Can You Sell?
Hood.de hosts a variety of product categories including electronics, fashion, home and garden, collectibles, and more. It’s particularly appealing for niche products and those from smaller retailers or individual sellers.
Pro’s & Con’s
Pros (+)
- Lower fees and barriers to entry compared to larger marketplaces
- Less competition, offering a chance for sellers to stand out
- A loyal customer base that values a more personal shopping experience
Cons (-)
- Smaller reach compared to market leaders like Amazon and eBay
- Limited marketing and advertising tools
- May require more effort from sellers to drive traffic to their listings
Strategic Approach to Succeed
Achieving success on Hood.de involves crafting compelling and thorough product listings, complete with vivid images and comprehensive descriptions. Providing bespoke customer service and actively engaging with customers is key to fostering a dedicated following. Leveraging social media and various marketing tactics to attract visitors to their Hood.de storefronts can be advantageous for sellers. By setting competitive prices and presenting distinctive products, sellers can draw the interest of Hood.de’s expanding customer base.
8) Etsy
Etsy.com has established itself as the global go-to platform for handmade, vintage, and craft supply items, distinguishing itself with a focus on unique, often artisanal products. As of 2021, Etsy reported over 90 million active buyers, a testament to its strong market presence. In Germany, Etsy taps into a community that values craftsmanship and originality, aligning well with the country’s appreciation for quality and sustainability. Its marketplace model supports independent creators and small businesses, providing them with a vast audience seeking distinctive goods.
What Type of Products Can You Sell?
Etsy’s marketplace is ideal for handmade goods, vintage items at least 20 years old, and craft supplies. It’s a niche platform where individuality and creativity are the main selling points, attracting customers looking for something beyond mass-produced products.
Pro’s & Con’s
Pros (+)
- Access to a large, global customer base interested in unique, handmade, and vintage items
- Community-oriented platform with a strong support network for sellers
- Relatively low barrier to entry with straightforward listing processes.
Cons (-)
- Competition can be fierce within popular categories
- Sellers are responsible for their own marketing and brand-building
- Transaction fees and payment processing fees apply to each sale.
Strategic Approach to Succeed
To thrive on Etsy, sellers should focus on building a strong brand identity and telling their product’s story to connect with customers. High-quality photography and SEO-optimised product descriptions are crucial. Engaging with the Etsy community and utilising Etsy’s promotional tools can increase visibility. Sellers should also consider extending their reach through social media and content marketing. Offering exceptional customer service and cultivating positive reviews will contribute significantly to a seller’s success on the platform.
9) Avocadostore.de
Avocadostore.de champions the eco-friendly and sustainable segment of e-commerce in Germany, aligning with the growing consumer consciousness about environmental impact and ethical consumption. As a marketplace, it curates a selection of products that meet stringent sustainability criteria, offering an alternative to the conventional mass-market platforms. Avocadostore.de has become a hub for consumers who prioritise green products, from organic clothing to eco-friendly home goods, reflecting a broader trend towards sustainable living.
What Type of Products Can You Sell?
The platform specialises in sustainable and eco-friendly products across various categories, including fashion, home and living, beauty, and food. Each product is vetted to ensure it adheres to environmental and ethical standards.
Pro’s & Con’s
Pros (+)
- Niche market with a dedicated customer base looking for sustainable options
- Less competition compared to larger, generalist e-commerce sites
- Strong community ethos and brand loyalty.
Cons (-)
- Limited market size due to niche focus
- Potentially higher costs associated with stocking sustainable goods
- Stringent criteria for seller participation and product listings.
Strategic Approach to Succeed
To succeed on Avocadostore.de, sellers should emphasise the sustainability and ethical aspects of their products, with transparent sourcing and production practices. Building a brand that resonates with eco-conscious values is key. Engaging storytelling and educational content that highlights the benefits of sustainable living can attract and retain customers. Additionally, sellers should focus on community engagement and customer feedback to foster trust and loyalty within the Avocadostore.de marketplace.
10) ManoMano
ManoMano has carved out a niche in the European e-commerce landscape as a specialised marketplace for DIY, home improvement, and gardening products. With a keen focus on this sector, ManoMano caters to both amateur DIY enthusiasts and professional tradespeople. In Germany, where do-it-yourself projects are popular, ManoMano offers a platform that not only sells products but also provides advice and a community for exchange. Its growth reflects the increasing trend towards home personalization and the rise of the “maker movement” in the country.
What Type of Products Can You Sell?
ManoMano’s product offerings are tailored to home improvement, gardening, and DIY projects, ranging from tools and materials to fixtures and fittings. It’s a go-to destination for those looking to renovate, decorate, or create.
Pro’s & Con’s
Pros (+)
- Targeted customer base with specific needs, reducing competition scope
- Growing market with increased interest in home improvement
- Supportive community and expert advice enhance customer trust.
Cons (-)
- Niche focus limits the potential customer base
- Requires expertise in the DIY and home improvement sector
- Strong competition from established home improvement retailers.
Strategic Approach to Succeed
Building a successful business on ManoMano requires a deep understanding of the DIY and home improvement market. Sellers should offer comprehensive product information, DIY tips, and how-to guides to add value beyond the sale. Establishing a reputation for expertise and quality is crucial. Engaging with the community through workshops or advice columns can also build credibility. Additionally, staying abreast of home trends and offering the latest products can help sellers stay competitive on this platform.
11) Metro
Metro’s online marketplace is an extension of the well-established Metro Cash & Carry model, tailored to meet the demands of both business customers and consumers in the digital space. It’s a B2B e-commerce platform that leverages Metro’s strong wholesale background to offer a vast range of products. In Germany, where Metro has a significant presence, the marketplace serves as a bridge between traditional wholesale and online retail, catering to the needs of small businesses, restaurants, and professional customers.
What Type of Products Can You Sell?
The platform specialises in wholesale products for businesses, including food and beverages, restaurant supplies, electronics, and office equipment. It’s designed for bulk purchases and professional-grade items.
Pro’s & Con’s
Pros (+)
- Access to Metro’s extensive network of business customers
- Ideal for bulk sales and B2B transactions
- Backed by Metro’s strong reputation in the wholesale sector.
Cons (-)
- Primarily serves professional customers, limiting B2C opportunities
- A competitive environment with other wholesale and B2B sellers
- May require a larger inventory and logistical capabilities.
Strategic Approach to Succeed
To succeed on Metro Marktplatz, sellers should focus on offering competitive wholesale pricing and bulk options. Building a strong B2B brand that emphasises quality and reliability is key. Sellers can benefit from Metro’s logistics and distribution expertise, ensuring efficient delivery and customer satisfaction. Additionally, understanding the needs of professional customers and offering tailored solutions can help in establishing a loyal customer base on the platform.
Boosting Sales: Your Website’s Role Beyond Marketplaces
While leveraging the customer base of established German e-commerce marketplaces is beneficial, having your own website is crucial for greater control over your brand’s online presence. Marketplaces often restrict the ability to run direct advertisements, making it challenging to employ strategies like Google Ads to drive traffic to your products.
By maintaining a dedicated website, you gain the freedom to implement targeted advertising campaigns, collect valuable customer data, and build direct relationships with your audience. This autonomy is essential for a tailored marketing approach that can complement your marketplace sales, giving you the best of both worlds in the digital ecosystem. Discover how to amplify your store sales with Google Ads by exploring our detailed guide, How to increase your store sales with Google Ads.
Getting Started in Germany
When setting up shop on one of these German e-commerce marketplaces, it’s crucial to understand the specific audience and rules of each platform. Tailor your product offerings to match the marketplace’s niche—whether it’s fashion, sustainability, or DIY. Ensure compliance with the platform’s standards for listing, shipping, and returns. Consider the fee structure and competitive pricing strategies to maintain profitability. Invest in high-quality product imagery and descriptions to stand out. Additionally, focus on building a strong seller profile with excellent customer service to foster trust and encourage repeat business. Lastly, stay informed about local holidays, e-commerce regulations and tax obligations.
Read more about expanding in Europe as a retailer or webshop.
Conclusion: Navigating the German E-commerce Market
In conclusion, navigating the diverse landscape of German e-commerce marketplaces requires a strategic and informed approach. Each platform, from the expansive reach of Amazon.de to the niche focus of Avocadostore.de, presents unique opportunities and challenges. Sellers must carefully select the marketplace that aligns with their product range, brand ethos, and business goals. Understanding the demographic, leveraging the marketplace’s strengths, and adhering to its operational standards are key to establishing a successful online presence.
As the e-commerce sector in Germany continues to grow, staying adaptable, customer-centric, and technologically savvy will be crucial. By prioritising customer experience, embracing the digital nuances of each platform, and fostering a reputation for quality and reliability, businesses can thrive in this vibrant online economy. The future of e-commerce is bright, and for those willing to invest the effort, the German market offers a gateway to significant growth and success.
As you navigate the complexities of German e-commerce marketplaces, remember that the right tools and expertise can make all the difference. At Producthero, we specialize in boosting your shopping ads on Google, helping you find the right product for the best price, and giving your business the superpowers it needs to excel. Interested in taking your online presence to the next level? Contact us at Producthero to see how we can support your digital strategy and help you stand out in a crowded marketplace.
FAQ about German e-commerce
Can international sellers operate on German e-commerce marketplaces?
Yes, international sellers can list products on German e-commerce platforms, but they must comply with local tax laws, and consumer protection regulations, and often need a local returns address.
Are there language requirements for listing products on German marketplaces?
Listings on German marketplaces should be in German to ensure clear communication with customers and adherence to consumer rights laws.
What is the most popular e-commerce marketplace in Germany?
Amazon is the most popular e-commerce marketplace in Germany, offering a wide range of products and dominating the market in terms of traffic and sales.
Do I need a German bank account to sell on these marketplaces?
While not always mandatory, having a German bank account can simplify transactions and accounting for sales on German marketplaces.
How important is sustainability for German e-commerce consumers?
Sustainability is increasingly important for German consumers, with marketplaces like Avocadostore.de thriving due to the growing demand for eco-friendly and ethical products.
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Written by Florian Schneider
About the Author:
Florian is an entrepreneur with a passion for e-commerce and digital marketing. He specializes in establishing and growing brands on Amazon and offers strategic consulting for digital startups. On his blog, he provides insightful content on topics related to online entrepreneurship, e-commerce, and digital marketing.