Germany annual online retail turnover by category and seller channel
Nominal gross sales including VAT from bevh's weekly survey of German residents aged 14 and over.
| Indicator | 2025 | 2024 | 2023 | 2022 | |
|---|---|---|---|---|---|
| Online and interactive retail market2 | |||||
| Goods and digital services in distance selling2 | 98,562 | 94,949 | 93,562 | 102,685 | |
| Digital services sold online | 14,440 | 13,456 | 12,678 | 11,254 | |
| Goods in all distance selling channels1 | 84,122 | 81,493 | 80,884 | 91,431 | |
| Goods sold online | 83,148 | 80,571 | 79,704 | 90,398 | |
| Online share of distance-sold goods | 98.8 | 98.9 | 98.5 | 98.9 | |
| Goods by broad category9 | |||||
| Clothing cluster2 | 19,211 | 18,559 | 18,517 | 21,346 | |
| Apparel | 15,127 | 14,621 | 14,610 | 16,796 | |
| Shoes | 4,084 | 3,937 | 3,907 | 4,550 | |
| Entertainment cluster4 | 24,910 | 24,552 | 24,828 | 29,096 | |
| Books and audiobooks | 3,196 | 3,182 | 3,232 | 3,922 | |
| Recorded media and downloads | 3,243 | 3,189 | 3,100 | 3,498 | |
| Electronics and telecommunications | 12,246 | 12,081 | 12,383 | 14,383 | |
| Computers, accessories, games and software | 6,225 | 6,100 | 6,114 | 7,293 | |
| Leisure cluster4 | 10,059 | 9,715 | 9,422 | 10,468 | |
| Hobby and leisure goods | 3,628 | 3,507 | 3,471 | 3,975 | |
| DIY and flowers | 3,042 | 2,901 | 2,767 | 2,977 | |
| Car and motorcycle accessories | 1,303 | 1,306 | 1,265 | 1,470 | |
| Toys | 2,087 | 2,002 | 1,919 | 2,045 | |
| Home furnishing cluster3 | 14,537 | 13,948 | 13,533 | 15,007 | |
| Home textiles | 1,742 | 1,665 | 1,611 | 1,765 | |
| Furniture, lamps and decoration | 5,597 | 5,417 | 5,353 | 5,904 | |
| Household goods and appliances | 7,198 | 6,867 | 6,568 | 7,338 | |
| Daily needs cluster3 | 9,590 | 9,128 | 8,832 | 9,499 | |
| Drugstore products | 3,499 | 3,345 | 3,348 | 3,664 | |
| Food | 4,121 | 3,907 | 3,703 | 3,976 | |
| Pet supplies | 1,971 | 1,877 | 1,780 | 1,859 | |
| Jewellery and watches | 1,174 | 1,148 | 1,145 | 1,354 | |
| Office supplies | 919 | 897 | 913 | 982 | |
| Medicines | 1,807 | 1,705 | 1,603 | 1,689 | |
| Other goods | 941 | 920 | 911 | 956 | |
| Goods by seller channel5 | |||||
| Multichannel retailers | 10,175 | 10,291 | 10,505 | 12,825 | |
| Online shops | 23,239 | 22,763 | 23,609 | 27,690 | |
| Online marketplaces | 46,208 | 44,034 | 42,044 | 45,925 | |
| Manufacturer direct sales | 2,850 | 2,816 | 2,882 | 3,243 | |
| Teleshopping | 578 | 554 | 571 | 593 |
Latest reading
Goods sold online stood at 83,148 Million euros in 2025. That is +3.2% from 2024. The series on this page is annual and runs from 2022 to 2025. Source: German E-Commerce and Distance Selling Trade Association (bevh).
- Latest
- 83,148 Million euros
- 2025
- vs previous period
- +3.2%
- 2024
About this data
Nominal gross sales including VAT from bevh's weekly survey of German residents aged 14 and over. Category clusters overlap detailed goods segments; seller channels are another classification of goods sales. The online share is a percent, all turnover rows are million euros. Annual figures are the final full-year survey results.
