Germany online retail sales by online shops
Germany online retail sales by online shops stood at 23,239 million euros in 2025. It is one of the indicators in the Annual e-commerce turnover by category and seller channel table (Value · Annual), with a complete series running from 2022 to 2025. The complete series with an interactive chart, free to download.
This indicator in the Annual e-commerce turnover by category and seller channel table
| Indicator | 2025 | 2024 | 2023 | 2022 | |
|---|---|---|---|---|---|
| Goods by seller channel | |||||
| Online shops | 23,239 | 22,763 | 23,609 | 27,690 | |
| Online marketplaces | 46,208 | 44,034 | 42,044 | 45,925 |
Understanding germany online retail sales by online shops
Turnover generated by pure-play digital merchants and distance-selling specialists operating without physical storefront networks is tracked in this online shops series. The series encompasses direct remote sales executed through the proprietary websites and mobile applications of internet-first retailers and traditional distance-selling mail-order businesses. It excludes hybrid multichannel retailers that maintain physical branch networks, as well as the independent third-party merchant turnover flowing across digital platform marketplaces. By isolating pure digital merchants, this channel metric differentiates internet-native storefronts from physical retail estates expanding into digital sales.
Relying on full-year totals provides the most dependable view of structural commerce shifts, absorbing seasonal holiday volume swings and promotional cyber shopping campaigns that distort quarterly assessments. Nominal figures include value-added tax and customer-paid shipping charges. Analysts should be cautious when comparing this series with marketplace volumes, as this row captures direct merchandise sales where the online shop acts as the principal merchant of record, rather than third-party platform brokerage fees. Corporate mergers, acquisitions, or the opening of permanent physical flagship showrooms by previously pure-play web merchants can trigger reclassification from this row into multichannel categories.
Frequently asked questions
- Does this series include third-party merchant sales on major digital marketplace platforms?
- No, this series focuses on direct first-party retail sales through proprietary online shops rather than third-party marketplace intermediary transactions.
- How are retailers with both websites and physical brick-and-mortar stores classified?
- Retailers with physical branch networks are assigned to multichannel retailers, leaving this category strictly for pure-play remote merchants.
- Are shipping and delivery charges paid by consumers included in this turnover metric?
- Yes, nominal sales figures reflect the total gross checkout value paid by the consumer, including statutory taxes and invoiced delivery fees.