Germany online retail sales via online marketplaces
Germany online retail sales via online marketplaces stood at 46,208 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 marketplaces | 46,208 | 44,034 | 42,044 | 45,925 | |
| Manufacturer direct sales | 2,850 | 2,816 | 2,882 | 3,243 |
Understanding germany online retail sales via online marketplaces
Gross consumer expenditure on physical merchandise transacted across multi-vendor digital platforms forms the basis of this measure. It captures annual sales in million euros, evaluated at checkout prices that include value-added tax across merchandise categories such as apparel, home furnishings, electronics, and daily provisions. The metric consolidates both direct retail operations conducted by platform operators and third-party merchant trade executed through these centralized virtual marketplaces. By isolating shared platform environments, this row sets itself apart from independent web storefronts managed by pure-play digital merchants, direct manufacturer portals, multichannel store networks, and televised distance selling. Intangible digital services, including travel bookings and media subscriptions, are entirely omitted.
Because the figures capture full-year nominal turnover at end-consumer price points, annual comparisons reflect the combined influence of transaction volumes, general price inflation, and value-added tax rate adjustments rather than pure volume changes. Assessing annual aggregates eliminates the pronounced intra-year fluctuations and holiday shopping concentrations typical of monthly observations. Analysts evaluating this channel alongside wider retail statistics must take care not to confuse this gross merchandise turnover with the net fee and commission income retained by platform providers. In addition, standard national accounts and official retail indices report net receipts excluding indirect taxes, producing structural level differences when set beside this gross distance-selling series.
Frequently asked questions
- Does this series measure the total value of goods sold or only marketplace operator commissions?
- It measures the total gross merchandise value of physical goods purchased by consumers, including value-added tax, rather than the fee or commission revenue retained by the intermediary platform.
- How does this channel distinguish between first-party retail and third-party marketplace sellers?
- Both types of transactions are consolidated together under this row provided they are executed on multi-vendor marketplace platforms, separating them from standalone brand or retailer web shops.
- Are digital downloads and service bookings included in this marketplace figure?
- No, the series is restricted to tangible consumer goods, leaving digital services and intangible products to dedicated service categories.