Fashion market in Germany
The German Fashion eCommerce market is predicted to reach US$28,220.5 million by 2024 and accounts for 25.5% of the total eCommerce market in Germany. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 2.0%, resulting in a projected market volume of US$30,587.7 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.
Monthly revenues
Monthly eCommerce revenues in the German Fashion market
The monthly eCommerce revenue of the German Fashion market was US$2,815 million in November 2024. This refers to a growth of 3.8% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in November 2024 with 10.0% of the total 2024 revenue of the German Fashion market and the lowest in September 2024 with 7.0% of the total 2024 revenue.
Revenue Last Month
US$2,815.4m
The eCommerce revenue grew by 3.8% from October 2024 to November 2024.
Monthly revenue shares in the last 12 months
0-2024 | 1-2024 | 2-2024 | 3-2024 | 4-2024 | 5-2024 | 6-2024 | 7-2024 | 8-2024 | 9-2024 | 10-2024 | 11-2024 | |
---|---|---|---|---|---|---|---|---|---|---|---|---|
Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
Monthly revenue share (in %) | 81.0 | 66.3 | 82.2 | 93.0 | 34.5 | 15.3 | 35.9 | 33.2 | 34.1 | 41.1 | 36.1 | 31.8 |
Market development
eCommerce revenue development in the Fashion market in Germany
The German Fashion eCommerce market is predicted to reach US$28,220.5 million by 2024 and accounts for 25.5% of the total eCommerce market in Germany. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 2.0%, resulting in a projected market volume of US$30,587.7 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.
eCommerce revenue development in the Fashion market in Germany
eCommerce revenue growth in the Fashion market in Germany
Net eCommerce revenue split by sub-category
2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
---|---|---|---|---|---|---|---|---|
Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
Growth (in %) | 97.2 | 95.1 | 12.8 | 96.7 | 93.3 | 5.9 | 93.3 | 61.3 |
Top stores
Top five Fashion online stores in Germany by net sales 2023
With sales in the German Fashion market, zalando.de generated a revenue of US$2,497.6 million in 2023, which means it is the leading online store in this market. The Fashion ranking of Germany is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.
eCommerce net sales generated in the Fashion market in Germany in 2023
Filtered revenue / share eCommerce net sales refer to the year 2023 | Global revenue eCommerce net sales refer to the year 2023 | Growth eCommerce net sales growth refers to 2023/2022 | |
---|---|---|---|
US$900.0m 20.7% | US$8,300.0m | 8.3% | |
US$550.0m 12.0% | US$4,600.0m | 12.4% | |
US$470.0m 3.9% | US$1,190.0m | 33.6% | |
US$430.0m 20.6% | US$2,122.0m | 18.0% | |
US$370.0m 20.7% | US$1,814.0m | 12.6% |
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Payment Methods
Top 5 offered payment methods in the German Fashion market
The German Fashion eCommerce market in 2023 in terms of offered payment methods is fragmented and dominated by a few providers with PayPal (E-wallets) covering the largest share with 94.5% of all online stores checked. Other offered payment methods in the German Fashion eCommerce market in 2023 are VISA (Cards) with 87.0%, Mastercard (Cards) with 86.9%, and Bank transfer/cash in advance (Bank transfer) with 66.3%. With 53.8% Sofortüberweisung (Bank transfer) has already a significantly smaller coverage compared to PayPal (E-wallets).
Top 5 offered payment methods in the German Fashion market
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Shipping Service Provider
Top 5 offered shipping providers in the German Fashion market
With 88.8% of all online retailers using DHL it is the dominating shipping service provider in the German Fashion eCommerce market in 2023. DPD follows at a distant second, utilized by 15.9% of online retailers. Other shipping service providers, including UPS (United Parcel Service), Hermes, and Deutsche Post, are employed by a significantly smaller proportion of online retailers.
Top 5 offered shipping providers in the German Fashion market
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Shop Software Solutions
Top 5 used shop software solutions in the German Fashion market
Although Shopware holds a commanding lead with 18.0% of online stores using the shop software solution, the German Fashion eCommerce market in 2023 remains vibrant and competitive. This is due to the presence of several other shop software solutions, including Shopify, Magento, Salesforce Commerce Cloud, and OXID EShop, which collectively hold a significant share of the market.
Top 5 used shop software solutions in the German Fashion market
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Market definition
Definition of the Fashion market
Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (e.g. jackets, t-shirts, joggers, underwear), footwear (e.g. sneakers, boots, sandals), bags (e.g. handbags, backpacks, suitcases), and accessories (e.g. hats, sunglasses, jewelry, watches) via digital channels. Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits), eye care (e.g. glasses and sunglasses with prescriptions) or beauty care (e.g. make-up, fragrances) are not included in this segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Apparel (e.g. jackets, t-shirts, joggers, underwear)
- Footwear (e.g. sneakers, boots, sandals)
- Bags (e.g. handbags, backpacks, suitcases)
- Accessories (e.g. hats, sunglasses, jewelry, watches)
Out-of-scope
- Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits)
- Eye care (e.g. glasses and sunglasses with prescriptions)
- Beauty care (e.g. make-up, fragrances)
Select sub-category