A brand new evaluation exhibits that because the third quarter of 2023, the median on-line income in Germany has decreased by 22 p.c. On the identical time, on-line shops with greater than 1 million euros in annual income have grown 7.6 p.c. However smaller retailers, with revenues beneath 50,000 euros, have declined by 12.3 p.c.
This means an rising market consolidation in Germany, in keeping with Uptain’s latest E-Commerce Market Examine 2026. It’s based mostly on anonymized knowledge from greater than 3,000 on-line shops and greater than 30 million customers in Germany. The examine offers perception into ecommerce in Germany, notably within the variations between small and huge on-line shops.
The same report from July 2025 about ecommerce within the DACH area (Germany, Austria and Switzerland) confirmed related outcomes. On the time, the median on-line income of small shops had decreased 9 p.c. Evidently this course of has continued since then.
Median on-line gross sales elevated in 2025
The median on-line gross sales had been 10,247 euros within the first quarter of 2025. They rose to 11,305 euros within the fourth quarter of the yr. Nonetheless, the researchers say that this development can principally be attributed seasonal elements, like Black Friday and Christmas. And in comparison with the third quarter of 2023, there’s a clear downward development. The median has fallen 22 p.c, because the median on-line gross sales was 14,510 on the time.
In comparison with the third quarter in 2023, median on-line gross sales in Germany have fallen 22%
Market consolidation
When store dimension, the examine reveals a sample of market consolidation. As talked about earlier, retailers with revenues over 1 million euros per yr grew 7.6 p.c because the third quarter of 2023, whereas the smallest shops (with revenues underneath 50,000 euros), decreased 12.3 p.c.
Median on-line gross sales of shops with annual revenues underneath 50,000 euros decreased 12.3%
Within the mid-range income brackets, the image is blended. Shops with revenues between 50,000 and 100,000 euros grew 1.7 p.c. On the identical time, shops between 250,000 and 500,000 euros and people between 500,000 and 1 million euros had been virtually stagnant (respectively: -0.4 p.c and +0.8 p.c). The phase between 100,000 and 250,000 euros confirmed the strongest decline inside the mid-range brackets, with a lower of two.4 p.c.
The info exhibits that there’s a shift in direction of giant on-line shops, who’re additionally more and more cross-border operators like Temu, Shein and Amazon. Which means there are more durable aggressive circumstances for smaller on-line shops in Germany, which is mirrored in declining gross sales. Not too long ago, HDE indicated that these platforms value the German financial system as a lot as 2.4 billion euros.
Rising order values
Whereas on-line gross sales have decreased, the median order worth exhibits current development. Within the third quarter of 2023, the median order worth was 85 euros. Over the course of 2024, there was a decline to round 76 euros. However since then, it has been rising steadily, reaching 83 euros by the fourth quarter of 2025. This improve is more than likely resulting from inflation, which leads to larger product costs.
