Spending on online products in Germany rose by 3.2 percent last year to 83.1 billion euros. This growth is significantly stronger than expected a year ago. Even stronger growth is expected this year. “Online retail is a rare bright spot in the German economy.”
This was stated by Gero Furchheim, president of the Bundesverband E-Commerce und Versandhandel Deutschland, abbreviated bevh. He was responding to new figures published by the industry association.
E-commerce is reviving in Germany
Online retailers in Germany have had a tough few years. Spending on online products surged during the coronavirus pandemic, but the following years were marked by a decline: spending fell by 8.8 percent in 2022 and 11.8 percent in 2023, marking the lowest point for German e-commerce. A modest increase of 1.1 percent followed in 2024, pushing total spending back above €80 billion.
Growth in every quarter for the first time since the pandemic
For the first time since the pandemic year 2021, spending on online products in Germany was higher in every quarter of 2025 than in the corresponding quarter a year earlier. For the full year, growth reached 3.2 percent, well above the 2.5 percent growth expected a year earlier. The strongest growth was in pharmaceutical products (6.0 percent), followed by food (5.5 percent) and pet supplies (5.0 percent).
Sales of services grew even faster, with bevh up 7.3 percent to 14.4 billion euros, according to the company. Combined online sales of products and digital services now amount to €97.5 billion. The 100 billion euro mark is within reach and will probably be surpassed this year.
Forecast
In a joint forecast, bevh and the EHI Retail Institute expect the sector to continue to outperform the market average in 2026, despite challenging conditions. They expect nominal sales growth of 3.8 percent in online product sales.
Growth outlook: 3.8 percent for online product sales
According to bevh president Ger Furchheim, e-commerce is a positive exception in Germany’s subdued economic climate. “Escalating geopolitical conflicts, domestic instability and the critical situation facing key German industries are limiting stronger growth. Overall, however, e-commerce will outperform traditional retail significantly.”
Marketplaces, especially Chinese platforms, benefit from a large share of the growth. Of the total growth in spending on online products last year – 2.6 billion euros – AliExpress, Shein, Temu and similar platforms accounted for about 30 percent.
Growth to 2030
Last month, IFH KÖLN predicted that e-commerce in Germany will continue to grow at an average annual growth rate of 4.2 percent until 2030. Food and health and wellness are expected to lead this growth. Germany’s largest online stores, led by Amazon, are expected to benefit the most.