Otto Group: €7.5 Billion Revenue Driven by Marketplace Growth and AI Focus
ABSTRACT: The Otto Marketplace AI Strategy 2026
The new Otto Marketplace AI Strategy is driving sales to 7.5 billion euros in the 2025/26 financial year. The Hamburg-based online retailer is increasingly focusing on AI-powered shopping experiences and the international expansion of its product range. Despite this growth, the company plans cost reductions and the elimination of 460 positions by 2027/28.
Key Facts of the Otto Marketplace AI Strategy
- Growth: Platform sales increased by 6% to 7.5 billion euros.
- Retail Media: Otto Advertising grew massively by 49%.
- AI Consulting: A new AI assistant utilizes data from 19 million articles.
- International: Marketplace opening for NL, PL, AT, FR, and ES starting in Spring 2026.
- Logistics: Next-day delivery rate for packages is targeted to reach 50%.
The new Otto AI strategy drives marketplace growth in 2026. (Image source: Pixabay)
Key Performance Indicators
| Key Metric | Value |
|---|---|
| Platform Sales (GMV) | 7.5 Bn € |
| Marketplace Partners | ~ 6,100 |
| Active Shoppers | 12.6 Million |
| Retail Media | +49% |
Strategic Quote
“We are at the beginning of a new era in retail.”
Conclusion for E-Commerce Practice
The Otto Group is targeting a long-term platform turnover of 10 billion euros by 2028. Artificial Intelligence plays a central role in this, providing personalized shopping experiences and digital consulting that is designed to be more discoverable in external systems as well.
Read the full technical article from the Otto Group.