Whereas Amazon has been the most important market in Germany for years, different native platforms have not too long ago elevated their market share. Retailers who need to promote in Germany ought to be conscious that promoting on Amazon will not be the one option to attain clients, says international fulillment supplier fulfilmentcrowd. As marketplaces are growing their share within the ecommerce market, being lively on a number of platforms can assist on-line shops diversify their income.
Troublesome aggressive situations
Earlier analysis on ecommerce in Germany has indicated that because the third quarter of 2023, the median on-line income within the nation has decreased 22 %. On the similar time, giant on-line shops (with multiple million euros in annual income) noticed their median income improve 7.6 %. The median on-line gross sales of the smallest on-line shops additionally decreased by 12.3 %.
‘Median on-line gross sales of the smallest on-line shops in Germany decreased by 12.3% since Q3 2023’
This means that since 2023, there was a powerful shift in the direction of giant on-line shops in Germany. Which means there are harder aggressive situations for small on-line companies, particularly because the rise of cross-border platforms like Temu, Shein and Amazon.
Becoming a member of a market to extend attain in Germany
German ecommerce, like in lots of different international locations, is now dominated by marketplaces. TikTok Store entered the German ecommerce market in March 2025. And only a 12 months later, analysis indicated that 15 % of German web shoppers have already positioned at the very least one order on the Asian market.
Amazon Germany is at present the most important market in Germany. The native market Kaufland, desires to turn out to be a European challenger of world giants. It has been increasing throughout Europe. Otto, one other native platform, is at present the second-largest market within the nation. This platform has not too long ago began permitting worldwide sellers as effectively.
If smaller on-line sellers need to succeed available in the market, their finest probability is to hitch a market. By doing that, they may improve their on-line gross sales and attain. As proven above, there are lots of platforms to select from.
‘Constructing a market combine for the fitting steadiness’
A report from ChannelEngine in 2025 already indicated that almost all of on-line sellers (67 %) are lively on at the very least 4 marketplaces.
“Sellers are more and more recognizing the necessity for a broader market technique”, says a spokesperson for fulfilmentcrowd. “For retailers, the secret is understanding the place their class performs finest and constructing a market combine that balances attain, buyer expectations and operational complexity.”
‘The secret is understanding the place classes carry out finest after which construct a market combine’
On the similar time, fulfilmentcrowd advises on-line sellers to not turn out to be depending on marketplaces solely. “Market knowledge can assist manufacturers perceive which merchandise, areas and buyer behaviors present the strongest potential. Sellers can then use these insights to spend money on their very own enterprise. The strongest method is to mix market attain with a broader achievement, localization and channel technique.”
