Germany online retail sales by channel
Germany online retail sales by channel, goods category and digital services.
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| 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
The series on this page is annual and runs from 2022 to 2025.
About this data
Germany online retail sales by channel, goods category and digital services. Published by the German E-Commerce and Distance Selling Trade Association (bevh), this annual table presents the final full-year survey results of distance selling turnover. Nominal gross sales in million euros include VAT for clusters such as clothing, entertainment, leisure, home furnishing and daily needs. Data covering the online share of goods and interactive retail market sales is available since 2022.
Frequently asked questions
- What is the latest figure for Germany online retail sales by channel?
- Goods sold online stood at 83,148 million euros in 2025. That is +3.2% from 2024.
- How far back does the Germany online retail sales by channel data go?
- The series on this page is annual and runs from 2022 to 2025. Every series in the table can be charted over its full history and downloaded as CSV or Excel.
- What do the Germany online retail sales by channel measure?
- The Germany online retail sales by channel statistics measure the annual nominal gross turnover of goods and digital services in the interactive retail market. The figures capture sales including VAT across all distance selling channels.
- What product clusters appear in the German online retail sales?
- The German online retail sales data breaks down goods into broad categories such as the clothing, entertainment, leisure, home furnishing and daily needs clusters. Detailed segments range from books and electronics to DIY, furniture and food.
- How does the online share feature in the German distance selling statistics?
- The German distance selling statistics present the online share of distance-sold goods as a percent. This indicates the proportion of total interactive retail market goods turnover that was generated specifically through online channels.