Top 10 online stores in Germany

With total first-party net sales of €13.9 billion generated in Germany in 2020, Amazon is by far Germany’s biggest online store. Considering its first-party business, the German Amazon store generates more than three times the net sales amount of second-placed generalist Otto.

Zalando follows in rank three

Otto for its part leads again by a great margin over the number three in the ranking, the fashion store Zalando. With 2020 net sales of €4.5 billion, Otto generated a net sales amount more than twice as high as Zalando.

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The electronics retailer MediaMarkt follows in rank four, with a tiny net sales gap of around €100 million behind third-placed Zalando. Ranks five to ten are close together with 2020 total net sales between €713 million and €1.1 billion.

The top four remain unchanged

When comparing the current top ten with last year’s leading stores, there are similarities and differences. The first fact to note is that the top four remain unchanged and still lead by quite a margin over ranks five to ten. However, MediaMarkt was able to close the gap on Zalando. In the 2020 ranking, Zalando still lead by almost €500 million in net sales over MediaMarkt, a gap which shrank to around €100 million in the current ranking.

Ikea and H&M join the top ten in 2021

Notebooksbilliger.de – which was still in rank five in the 2020 ranking – lost four places and is currently in rank nine with 2020 net sales of €818 million. Saturn – a direct competitor to notebooksbilliger.de – moved up to settle in rank five. Moreover, Ikea and H&M are new to the German top ten. They are currently in ranks eight and ten, respectively, pushing Bonprix and Cyberport out of the top ten.