TOP E-Commerce Companies in Germany (2023)

  • Published 19 Aug 2022
  • Language: English

Germany is the second largest market for e-commerce in Europe. With total sales of EUR 99.1B in 2021, it’s ahead of France and behind the United Kingdom. Majority of the largest e-commerce companies in Germany were founded locally and have expanded their operations to other European countries over time. One of such companies is Otto (GmbH & Co KG), commonly referred to as the Otto Group. The Otto Group has several subsidiaries that are part of the TOP 10 list of e-commerce companies in Germany - for example, ABOUT YOU Verwaltungs SE, bonprix Handelsges. mbH, OTTO, Josef Witt GmbH, Baur Versand (GmbH & Co KG).

All these subsidiaries were launched in Germany. The same is true for zooplus AG and Zalando SE, and MMS E-Commerce GmbH. Two exceptions are eBay GmbH, a US-based eBay subsidiary, and QVC Handel S.à r.l. & Co. KG, which is also a subsidiary of a US-based entity.

Data on German companies is part of the HitHorizons database. HitHorizons aggregates data on 80M+ businesses from 60 countries, including the whole of Europe. Data contains basic information about individual companies such as name, registered address, identification number, contact details, industry, SIC Code, sales performance, and the number of employees.

This analysis is based on data available at HitHorizons financial and credit reports, containing financial information and analysis, full company credit check, group structure, contacts and more.

Otto (GmbH & Co KG) leads with the highest sales among all German e-commerce companies

The largest company is Otto (GmbH & Co KG), where consolidated sales in the last three years grew from EUR 14.2B to EUR 16.1B. Otto Group's pre-tax profit reached EUR 1.8B in 2021. That is less than double compared to 2020 (EUR 1.1B). The company's net profit in 2021 was EUR 1.8B.

The subsidiary company OTTO has also been successful in recent years and increased its sales by 13.8% to EUR 5.1B in 2021. OTTO is the original company founded in 1949, which, at that time, sold shoes through catalogues. The assortment was later expanded to include other consumer goods and clothing, and it became possible to make orders over the phone. It is currently an e-shop. OTTO grew into Otto Group and today several subsidiaries are part of the conglomerate.

TOP German e-commerce companies' sales in EUR (2019 – 2021)

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Company Name 2019 2020 2021
Otto (GmbH & Co KG) € 14,258,462,000 € 14,897,307,000 € 16,182,023,000
OTTO € 3,500,000,000 € 4,500,000,000 € 5,124,000,000
Zalando SE € 6,482,500,000 € 7,982,000,000 € 10,354,000,000
MMS E-Commerce GmbH € 1,013,359,304 € 2,068,427,259 -
zooplus AG € 1,588,696,939 € 1,801,500,000 -
bonprix Handelsges. mbH € 1,740,000,000 € 1,760,000,000 -
eBay GmbH € 1,078,320,086 € 1,282,635,829 -
QVC Handel S.à r.l. & Co. KG € 890,000,000 € 978,000,000 € 1,027,000,000
ABOUT YOU Verwaltungs SE € 492,176,972 € 743,400,000 € 1,167,000,000
Josef Witt GmbH € 200-500 mil. € 856,000,000 € 1,092,000,000
Baur Versand (GmbH & Co KG) € 817,000,000 € 848,000,000 € 993,000,000

Among the companies that belong to Otto (GmbH & Co KG), the largest one is bonprix Handelsges.mbH with sales of EUR 1.7B (2020). Bonprix is focusing on online sales of clothing and textiles.

Next is ABOUT YOU Verwaltungs SE, which was founded in 2014 and currently sells clothes in more than 20 countries. ABOUT YOU had sales of EUR 1.1B in 2021, when it managed to cross the billion mark for the first time in its history. In the previous year, the company had sales of more than EUR 743M. Despite the favourable growth in sales, ABOUT YOU has not been able to turn it into profit and was at a loss in the three years we monitored for this analysis. The company's net profit was EUR -122.6M in 2021.

Josef Witt GmbH is next. Josef Witt Group used to be called Witt Weiden. It started as a clothes mail order company back in 1907, that is, earlier than its current parent company Otto Group. In 2021, it reached sales of more than EUR 1B.

The last Otto Group company on our list is Baur Versand (GmbH & Co KG), which was originally founded in 1925 as a mail order company selling shoes. Back in 1935, Baur Versand (GmbH & Co KG) became one of the first companies to introduce the right to return goods and gave its customers an option of paying in instalments. Today, the company primarily deals with online sales of clothing and electronics, as well as logistics services and marketing. Last year, Baur Versand (GmbH & Co KG) had almost one billion euros in sales.

Zalando SE has the third highest sales among TOP e-commerce companies in Germany

Among the remaining companies, the largest is Zalando SE. The company was founded in 2008 and currently sells fashion products on 17 European markets. Last year, it reached sales of EUR 10.3B (year-on-year growth of 29%).

MMS E-Commerce GmbH was founded in 1979 and focuses electronics. Today, MMS consists of two companies - MediaMarkt and Saturn - both of which are part of Ceconomy, which reached sales of more than EUR 21B in 2021. MMS E-Commerce GmbH alone had sales of more than EUR 2B in 2020.

The only company which sells goods that are vastly different from all the other companies on the TOP 10 list is Zooplus AG. The company, founded in 1999, sells pet products. Zooplus AG’s total sales reached EUR 1.8B in 2020. The year before sales were EUR 1.6B.

The last two companies on the TOP 10 list which are not part of the Otto Group are eBay GmbH and QVC Handel S.à r.l. & Co. KG. Both companies are subsidiaries of US-based entities. eBay GmbH is a branch of the US-based eBay Inc, which enables C2C and B2C sales through auctions. Germany's eBay had sales of EUR 1.2B in 2020; the year before it was 200 million less.

QVC Handel S.à r.l. & Co. KG focuses on selling clothes, jewellery, and other household items. A very unusual feature is that this company sells primarily through television while also having an e-shop. The company had sales of more than EUR 1B in 2021, with long-term annual sales ranging from 800 million to one billion euros.

Otto (GmbH & Co KG) had the highest before- and after-tax profit in 2021

When it comes to other financial results, complete financial data was not available for bonprix Handelsges. mbH, Josef Witt GmbH and Baur Versand (GmbH & Co KG).

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In terms of before- and after-tax financial results, Otto (GmbH & Co KG) is in the best position, with an after-tax profit of EUR 1.8B in 2021. That is a year-on-year increase of more than 86%. Here, however, it must be noted that this is a consolidated result of the entire group, i.e., it includes subsidiaries that we mentioned above.

Zalando SE is second with a net profit of EUR 234M in 2021. MMS E-Commerce GmbH is third with 554 thousand euros.

Profit before tax (EBT) in TOP German e-commerce companies in EUR (2019 – 2021)

Company Name 2019 2020 2021
Otto (GmbH & Co KG) - € 1,104,000,000 € 1,863,000,000
OTTO - - -
Zalando SE € 144,900,000 € 318,500,000 € 354,300,000
MMS E-Commerce GmbH € 557,709 € 598,306 -
zooplus AG € -15,900,000 € 30,300,000 -
bonprix Handelsges. mbH - - -
eBay GmbH € 22,452,981 € 15,149,503 -
QVC Handel S.à r.l. & Co. KG € 196,589,354 - -
ABOUT YOU Verwaltungs SE € -80,200,000 € -57,100,000 € -122,600,000
Josef Witt GmbH - - -
Baur Versand (GmbH & Co KG) - - -

Net profit (EAT) in TOP German e-commerce companies in EUR (2019 – 2021)

Company Name 2019 2020 2021
Otto (GmbH & Co KG) - € 971,000,000 € 1,814,000,000
OTTO - - -
Zalando SE € 99,700,000 € 226,100,000 € 234,500,000
MMS E-Commerce GmbH € 578,227 € 554,643 € 594,063
zooplus AG € -12,067,430 € 18,930,710 -
bonprix Handelsges. mbH - - -
eBay GmbH € 13,835,087 € 19,247,636 -
QVC Handel S.à r.l. & Co. KG € 183,910,194 - -
ABOUT YOU Verwaltungs SE € -79,800,000 € -59,900,000 € -124,400,000
Josef Witt GmbH - - -
Baur Versand (GmbH & Co KG) - - -

The only loss-making company for which 2021 results are available is ABOUT YOU Verwaltungs SE. For 2020, data is available for zooplus AG (18.9 million euros) and eBay GmbH (19.2 million euros).

Otto (GmbH & Co KG) had the highest profit margin in 2021

In terms of profit margin (share of net profit in sales), the company Otto (GmbH & Co KG) is in the best position - it was able to collect a net profit of more than 11 cents from each 1 euro of sales. Zalando SE was able to collect 2 cents from 1 euro of sales, and it has been at this level for the past three years. The worst is ABOUT YOU Verwaltungs SE, which had a negative profit margin in recent years.

Profit margin of TOP German e-commerce companies (2019 – 2021; %)

Company Name 2019 2020 2021
Otto (GmbH & Co KG) - 6.52% 11.21%
OTTO - - -
Zalando SE 1.54% 2.83% 2.26%
MMS E-Commerce GmbH 0.06% 0.03% -
zooplus AG -0.76% 1.05% -
bonprix Handelsges. mbH - - -
eBay GmbH 1.28% 1.5% -
QVC Handel S.à r.l. & Co. KG 20.66% - -
ABOUT YOU Verwaltungs SE -10.73% -5.13% -7.18%
Josef Witt GmbH - - -
Baur Versand (GmbH & Co KG) - - -
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Otto (GmbH & Co KG) has had the highest number of employees over the years, but that numbers is gradually decreasing

Otto (GmbH & Co KG), which employed more than 43,000 people in 2021, is a clear leader. If we consider the company's consolidated data, OTTO alone employed more than 6,200 people last year. Baur Versand (GmbH & Co KG) with more than 5,000 employees was second and Zalando was third with more than 4,900 employees.

Headcount of TOP German e-commerce companies (2019 – 2021)

Company Name 2019 2020 2021
Otto (GmbH & Co KG) 52,558 49,895 43,249
OTTO Approx. 6000 Approx. 6000 Approx. 6000
Zalando SE 4,531 4,992 4,992
MMS E-Commerce GmbH 141 50 to 99 -
zooplus AG 713 768 -
bonprix Handelsges. mbH 3,700 3,700 3,700
eBay GmbH 50 to 99 50 to 99 -
QVC Handel S.à r.l. & Co. KG 200 to 499 3,000 -
ABOUT YOU Verwaltungs SE 1000 and above 1000 and above 1000 and above
Josef Witt GmbH 3,100 3,500 3,700
Baur Versand (GmbH & Co KG) 4,320 4,639 5,047

Otto (GmbH & Co KG) is the largest e-commerce company in Germany with the highest sales, the highest after-tax profit, and the highest number of employees on the list of TOP 10 e-commerce companies in Germany. In terms of sales, Zalando SE is second while Otto's subsidiary OTTO (GmbH & Co KG) is third.

If you want to do a more detailed analysis of European companies, you can use HitHorizons Financial Reports. Financial Reports allows users to search in the European database of company reports, and the results can be downloaded as PDFs or JSON files for further processing in any software.

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Which e-commerce is best in Germany? › is the industry leader in Germany, with e-commerce net sales of US$ 16,836 million expected in 2022 with estimated monthly traffic of 434.5 million visits.

Who are the 5 largest e-commerce companies in the world? ›

Largest e-commerce companies by market cap
1Amazon 1AMZN$98.49 2.28%
2Alibaba 2BABA$71.33 0.79%
3Meituan 33690.HK$21.26 6.33%
4Pinduoduo 4PDD$65.39 0.32%
56 more rows

Which is no 1 ecommerce company? ›

1) Amazon eCommerce Company In India

% Since its inception in India in 2010, the ecommerce site has grown to an estimated 322.54 million monthly visitors, making it by far the most popular online business website in India's ecommerce space.

What is the 10 example of e-commerce? ›

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What are the Big 4 countries in ecommerce? ›

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  • United States. ...
  • United Kingdom. ...
  • Japan. ...
  • Germany. ...
  • France. ...
  • South Korea. ...
  • Canada.

Which country is best for ecommerce? ›

10 Best Countries for Opening an E-Commerce Business
  • China.
  • Japan.
  • Singapore.
  • South Korea.
  • Hong Kong.
  • United States.
  • Canada.
  • United Kingdom.
6 Jan 2022

What is the biggest ecommerce platform? ›

Today, Amazon is by far the largest e-commerce company in the world by revenue.

Who is the largest online seller? › is leading the global e-commerce market, with a revenue of US$131,019 million in 2021 worldwide, followed by with US$118,515 million.

What are the 3 types of e-commerce? ›

There are three main types of e-commerce: business-to-business (websites such as Shopify), business-to-consumer (websites such as Amazon), and consumer-to-consumer (websites such as eBay).

What are the 4 types of websites? ›

5 types of websites and how to create & design them
  • Ecommerce websites. Ecommerce websites allow users to shop for and purchase products or services online. ...
  • Personal websites. ...
  • Portfolio websites. ...
  • Small business websites. ...
  • Blog websites.
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Is Netflix an ecommerce? ›

Netflix shop website

The e-commerce website that is launched by Netflix was developed and launched with Shopify.

What do Germans buy most online? ›

In 2022, 42 percent of German consumers mainly bought clothing online instead of offline, making it one of the leading product categories for online shopping. Other leading categories included shoes, books, films, music and games, and consumer electronics.

Which job pays highest salary in Germany? ›

Top 10 Highest Paid Professions in Germany 2022 - 23
  • Researchers in Biotechnology and Neuroscience. ...
  • Surgeons and doctors. ...
  • Judges. ...
  • Bank managers. ...
  • Director of Finance. ...
  • Tourism and hospitality professionals. ...
  • Engineering professions. ...
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3 Aug 2022

What is a high salary in Germany? ›

60.000 euros a year in Germany is considered a good gross salary as it is well above the average salary of 47.700 euros a year for the whole country. Most Germans who earn 60.000 euros or more are very happy with their salary.

Which jobs are in shortage in Germany? ›

According to a survey, skilled workers in construction and skilled trades, with a total of 349,275 jobs available and technical specialists (282,941 jobs), are in demand in the German labour market. In the previous years, these two groups represented 36.6 per cent of the published and evaluated job offers in July 2022.

Which 3 countries spend the most on e-commerce? ›

Who spends the most online?
RankCountryEcommerce Spend Per Capita
#1United Kingdom$4,201
#2United States$3,428
#3South Korea$2,591
6 more rows
7 Sept 2021

Where ecommerce is growing fastest? ›

In 2022, e-commerce sales were forecast to show the highest growth in Asia, Australia, and the Americas. Singapore and Indonesia would lead the way, with online sales increasing by more than 36 and 34 percent respectively.

What is the most popular type of ecommerce? ›

B2C e-commerce is the transaction between a merchant or retailer and an end customer on an e-commerce platform. It's the most common type of e-commerce today.

Which E commerce is best in Europe? ›

Top 100 eCommerce Retailers in Europe
Top E-Commerce Retailers Europe 2020
2Otto GroupGermany
13 more rows

Which country has the largest e commerce industry? ›

Ecommerce Sales by Country in 2022
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Who is the biggest retailer in Europe? ›


Which country uses most Shopify? ›

United States

What is the fastest e commerce market in the world? ›

Singapore was the second-fastest, with a 71.1% increase in eCommerce sales.
Which Markets Saw the Most Growth?
RankCountrySales Growth YoY (2020)
6 more rows
9 Sept 2021

Who are leaders in ecommerce? ›

Meet the 2022 honorees
  • Diana Haussling. VP — GM, Digital Commerce.
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What is the number 1 selling platform? ›

Amazon. With over 6 million marketplace sellers and more than 214 million U.S. shoppers per month, Amazon is the largest ecommerce marketplace in the United States and one of the top-selling sites for vendors of every stripe.

What are the 2 biggest online retailers? ›

U.S.: Top 10 online stores is leading the U.S. e-commerce market, with e-commerce net sales of US$125,844 million in 2021 generated in the U.S., followed by with US$46,446 million. Third place is taken by with revenues of US$25,862 million.

What sells the most online in 2022? ›

  • The best products to sell online in 2022.
  • Consumer electronics and accessories.
  • Baby and child care.
  • Pets and animal care.
  • Travel accessories.
  • Jewelry and fashion accessories.
  • Health and beauty.
  • Smartphone accessories.
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What are the 7 features of e-commerce? ›

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  • Mobile-Friendly Features. ...
  • Multiple Payment Options. ...
  • 24/7 Customer Service. ...
  • User Reviews. ...
  • User Features and Discounts. ...
  • Extensive Product Information.
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I am going to look at a simple sales funnel that involves 4 main points: Attract, Convert, Close, and Retain. The E-Commerce Sales Funnel (Simplified).

Which type of website is best for earning? ›

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Is Nike an ecommerce? ›

The retailer's ecommerce sales represented 24% of brand revenue in fiscal year 2022 excluding that from Jordan and Converse brands. Friend said Nike's digital revenue has tripled since fiscal year 2019 to exceed $10 billion in fiscal year 2022. Nike Inc.

Does Amazon use ecommerce? ›

And with over 564 million products sold in the U.S. alone, Amazon is the uncontested ecommerce leader and continues to grow and innovate. This success took years to achieve and is due in part to Amazon's strategic approach to growth.

Is Mcdonalds an ecommerce? ›

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Which e-commerce is best in Europe? ›

Top 100 eCommerce Retailers in Europe
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2Otto GroupGermany
13 more rows

Which e-commerce type is the most successful? ›

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Which field is in demand in Germany? ›

Some engineering fields offer good career prospects, such as mechanical engineering, structural engineering, computer science engineering, electrical engineering, automotive engineering, and telecommunications.

Which field is best for future in Germany? ›

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What are the Big 4 countries in eCommerce? ›

10 eCommerce Destinations for Merchants to Sell Into for 2022
  • China. China is the biggest and top eCommerce market in the world, with annual online sales of $672 billion. ...
  • United States. ...
  • United Kingdom. ...
  • Japan. ...
  • Germany. ...
  • France. ...
  • South Korea. ...
  • Canada.

Who is the richest e-commerce? ›

List of Largest eCommerce Companies in the World in 2022
RankCompanyRevenue ($B)
26 more rows
2 Jun 2022

Which country is best for eCommerce? ›

10 Best Countries for Opening an E-Commerce Business
  • China.
  • Japan.
  • Singapore.
  • South Korea.
  • Hong Kong.
  • United States.
  • Canada.
  • United Kingdom.
6 Jan 2022

What is the fastest growing e-commerce? ›

U.S. e-commerce annual sales growth 2022, by product category. Automobile and auto parts was the e-commerce category with the highest expected year-over-year growth between 2021 and 2022.

Which ecommerce software is best? ›

The best ecommerce software for 2022
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  • Wix.
  • BigCommerce.
  • Adobe Commerce.
  • WooCommerce.
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7 Apr 2022

What salary is good in Germany? ›

What is a good average salary in Germany in 2023? A good annual average salary in Germany is between €64,000 to €81,000. This gross salary (salary before taxes or social contributions) depends on your profession, industry, and education.

What is highest salary in Germany? ›

The highest paid Germany are Executive Management & Change professionals at $106,000 annually. The lowest paid Germany are Services, Tourism & Hospitality professionals at $24,000.

Which is the cheapest city to live in Germany? ›

Despite being the capital, Berlin is one of Germany's cheapest cities. Rental prices vary massively, but as a rule of thumb, the west remains much more expensive than the east. You can rent a one-bed flat in Berlin for €00 upwards.

Which company pays highest salary in Germany? ›

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Siemens (industrial) - €80,720. BASF (industrial) - €76,684. Robert Bosch (industrial) - €75,675. Bayer AG (industrial) - €70,630.

Which city pays the most in Germany? ›

Berlin - one of the economic hubs of the world

The living costs in Berlin are higher than in other cities, however, the average salary is also significantly higher than in most German cities. Most companies in Berlin provide various employment benefits as well which helps to make life easier.


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