The Top 1000 online shops account for almost 88 percent of total e-commerce sales in Germany. Amazon, Otto and Zalando lead the list by far, according to a study by the trade research institute EHI.

In 2017, Amazon alone achieved a turnover of 8.8 billion euros in Germany, 3 billion for Otto and 1.3 billion for Zalando. In 17th place followed myToys, an online retailer from the children’s goods segment. In total, the Top 1000 online shops generated 42.8 billion euros last year. This is an increase of 8.1 percent. This means that the market continues to grow, but at a much slower pace. Because in 2016 the plus was still 11.4 percent. According to EHI, it was above all the major players that were the main drivers of sales growth. At 17.2 billion euros (previous year: 15.7 billion euros), the top 10 shops alone accounted for more than 40 percent of sales. 31 percent were accounted for by those in places 11 to 100 in the ranking. The ranks 101 to 500 still achieved a share of just under 20 percent and the remaining shops in places 501 to 1,000, with 3.7 billion euros, accounted for a sales share of just under nine percent.

Growth of the Top 1000 online shops is mainly driven by the large ones

This continues a trend. It has already become clear in recent years that smaller online retailers have a harder time in the highly competitive e-business market. Although sales in e-commerce are increasing, the industry is concentrating increasingly on the upside. “Market growth is being driven disproportionately by the top-selling retailers,” says Christoph Langenberg, Data Analyst & Project Manager E-Commerce Research at EHI. The expert also found out that more companies are again using marketplaces as an additional sales channel. 43 percent of the Top 1000 online shops also sell on Amazon, which is seven percentage points more than in the previous year. 35 percent are also active on Ebay. “More and more large online retailers operate their own marketplaces, which in turn are increasingly used by others to benefit from the greater reach,” explains Langenberg.

Facebook loses, Instagram wins

He also took a close look at the social media presence of the shops. According to him, Instagram has won particularly clearly. 70.4 percent of the Top 1000 online shops can be found here. The use of Facebook is still leading, but has declined significantly. While 95.1 percent of leading online shops were still active on Facebook in 2016, the distribution dropped to 91.6 percent in 2017.


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Link: The trade research institute EHI has graphically displayed the turnover of the 100 largest online shops in Germany.

Image: Otto