Germany e-commerce sales by category
Germany e-commerce sales by category, digital services and seller channel.
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| Indicator | Q2-2026 | Q1-2026 | Q3-2025 | Q2-2025 | Q1-2025 | Q3-2024 | |
|---|---|---|---|---|---|---|---|
| Online and interactive retail market2 | |||||||
| Goods and digital services in distance selling2 | 25,519 | 23,672 | 21,787 | 24,175 | 22,808 | 21,003 | |
| Digital services sold online | 4,213 | 3,020 | 3,621 | 3,893 | 2,828 | 3,351 | |
| Goods in all distance selling channels1 | 21,306 | 20,652 | 18,166 | 20,282 | 19,980 | 17,652 | |
| Goods sold online | 21,193 | 20,374 | 17,960 | 20,163 | 19,671 | 17,475 | |
| Online share of distance-sold goods | 99.5 | 98.7 | 98.9 | 99.4 | 98.7 | 99 | |
| Goods by broad category9 | |||||||
| Clothing cluster2 | 4,908 | 4,525 | 4,188 | 4,700 | 4,367 | 4,077 | |
| Apparel | 3,770 | 3,573 | 3,314 | 3,599 | 3,449 | 3,238 | |
| Shoes | 1,139 | 953 | 874 | 1,101 | 918 | 839 | |
| Entertainment cluster4 | 5,823 | 6,118 | 5,029 | 5,670 | 6,037 | 5,042 | |
| Books and audiobooks | 711 | 798 | 653 | 682 | 797 | 650 | |
| Recorded media and downloads | 809 | 837 | 770 | 810 | 831 | 762 | |
| Electronics and telecommunications | 2,598 | 2,784 | 2,389 | 2,535 | 2,733 | 2,312 | |
| Computers, accessories, games and software | 1,705 | 1,698 | 1,217 | 1,643 | 1,676 | 1,318 | |
| Leisure cluster4 | 3,001 | 2,276 | 2,174 | 2,765 | 2,176 | 2,122 | |
| Hobby and leisure goods | 1,051 | 828 | 788 | 977 | 780 | 805 | |
| DIY and flowers | 1,176 | 742 | 729 | 1,060 | 706 | 687 | |
| Car and motorcycle accessories | 389 | 323 | 348 | 362 | 315 | 332 | |
| Toys | 385 | 383 | 309 | 366 | 374 | 297 | |
| Home furnishing cluster3 | 3,482 | 3,664 | 3,280 | 3,389 | 3,579 | 3,151 | |
| Home textiles | 433 | 474 | 362 | 412 | 465 | 356 | |
| Furniture, lamps and decoration | 1,366 | 1,459 | 1,116 | 1,395 | 1,412 | 1,088 | |
| Household goods and appliances | 1,683 | 1,731 | 1,802 | 1,581 | 1,702 | 1,707 | |
| Daily needs cluster3 | 2,770 | 2,622 | 2,196 | 2,515 | 2,401 | 2,032 | |
| Drugstore products | 974 | 962 | 761 | 872 | 874 | 684 | |
| Food | 1,155 | 1,088 | 853 | 1,060 | 969 | 795 | |
| Pet supplies | 641 | 572 | 582 | 583 | 558 | 553 | |
| Jewellery and watches | 223 | 228 | 233 | 217 | 224 | 230 | |
| Office supplies | 205 | 224 | 200 | 202 | 220 | 206 | |
| Medicines | 547 | 465 | 474 | 480 | 423 | 437 | |
| Other goods | 234 | 252 | 185 | 224 | 244 | 180 | |
| Goods by seller channel5 | |||||||
| Multichannel retailers | 2,736 | 2,525 | 2,241 | 2,670 | 2,430 | 2,116 | |
| Online shops | 6,064 | 5,666 | 4,992 | 5,839 | 5,633 | 5,033 | |
| Online marketplaces | 11,522 | 11,441 | 9,785 | 10,832 | 10,876 | 9,337 | |
| Manufacturer direct sales | 742 | 600 | 705 | 698 | 595 | 766 | |
| Teleshopping | 115 | 124 | 207 | 103 | 108 | 200 |
Latest reading
The series on this page is quarterly and runs from Q3 2024 to Q2 2026.
About this data
Germany e-commerce sales by category, digital services and seller channel. This quarterly table from the German E-Commerce and Distance Selling Trade Association (bevh) covers nominal gross sales of goods including VAT. Breakdowns feature clothing, entertainment, leisure, home furnishing and daily needs clusters. The online share of distance-sold goods and total turnover are available since 2024.
Frequently asked questions
- What is the latest figure for Germany e-commerce sales by category?
- Goods sold online stood at 21,193 million euros in Q2 2026. That is +4.0% from Q1 2026 and +5.1% from a year earlier.
- How far back does the Germany e-commerce sales by category data go?
- The series on this page is quarterly and runs from Q3 2024 to Q2 2026. Every series in the table can be charted over its full history and downloaded as CSV or Excel.
- What do the Germany e-commerce sales by category show?
- The Germany e-commerce sales by category statistics measure the nominal gross turnover, including VAT, of goods and digital services sold online. They cover the interactive retail market and distance selling channels.
- Which goods categories are included in the German e-commerce turnover data?
- The German e-commerce turnover data breaks down sales into clusters for clothing, entertainment, leisure, home furnishing and daily needs. Specific segments include apparel, electronics, toys, furniture, drugstore products and food.
- How do seller channels differ from categories in the Germany e-commerce sales?
- In the Germany e-commerce sales statistics, seller channels offer a different classification of goods turnover compared to broad product categories. Seller channels divide the total online and interactive retail market by the type of merchant.