Germany online retail sales of household goods, appliances
Germany online retail sales of household goods, appliances stood at 7,198 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 | |
|---|---|---|---|---|---|
| Home furnishing cluster | 14,537 | 13,948 | 13,533 | 15,007 | |
| Household goods and appliances | 7,198 | 6,867 | 6,568 | 7,338 | |
| Home textiles | 1,742 | 1,665 | 1,611 | 1,765 |
Understanding germany online retail sales of household goods, appliances
Domestic electrical appliances, kitchenware, culinary utensils, and household cleaning machinery purchased over the internet comprise this functional home equipment series. Scope includes major domestic appliances such as laundry machines and refrigeration units, small kitchen electricals like coffee makers and toasters, as well as non-electric tableware and cookware. It excludes furniture pieces, decorative lighting, and bed textiles, which occupy parallel rows within the home furnishing cluster. Furthermore, audiovisual electronics, personal computers, and communication devices are classified under entertainment and information technology rather than household goods.
As major appliance acquisitions are predominantly replacement-driven or tied to residential relocations, annual comparisons provide the most stable view of underlying demand, ironing out monthly and seasonal volatility. Figures are nominal, capturing end-consumer invoice amounts with value-added tax included. Users should not conflate this consumer retail series with commercial catering equipment purchases or trade-exclusive appliance distribution. Distinctions between smart domestic cleaning robots and computer hardware represent a technical boundary where occasional classification refinements occur across reporting periods.
Frequently asked questions
- Are both large white goods and small kitchen gadgets included in this measure?
- Yes, the series combines large major appliances like dishwashers and refrigerators with small culinary items such as kettles and food processors.
- How does this category treat television sets and home audio equipment?
- Entertainment devices and audio hardware are strictly excluded, belonging instead to consumer electronics and entertainment.
- Does this row count cleaning consumables like detergents alongside vacuum cleaners?
- No, cleaning machinery is included here, but consumable chemical detergents are assigned to the drugstore category within daily needs.