Germany 2025: Marketplaces as the Driving Force Behind Growth

Monday, April 21, 2025

After two consecutive years of declining revenue, the German e-commerce sector has finally turned a corner in 2024. According to the German E-Commerce and Distance Selling Trade Association (bevh), online retail sales of goods rose by 1.1% year-over-year, reaching a total of €80.6 billion. This modest but significant upswing signals a renewed momentum in the sector, largely fueled by the growing dominance of online marketplaces, shifting consumer behavior, and emerging trends such as social commerce and re-commerce.

This blog post explores the main findings of bevh’s recent report and examines what the current trends mean for the future of e-commerce in Germany.

Marketplaces Continue Their Rise

One of the standout developments in 2024 has been the continued rise of online marketplaces as the dominant force in digital commerce. With a revenue increase of 4.7%, online marketplaces generated €44 billion in sales, boosting their share of the e-commerce market from 53% in 2023 to 55% this year.

These platforms—ranging from global giants like Amazon to rising players such as Temu and Shein—are increasingly shaping how German consumers shop online. Their strength lies in convenience, product variety, and competitive pricing. Moreover, the marketplace model offers smaller sellers and international brands an accessible gateway to the German market.

However, the growing influence of foreign—especially Chinese—marketplaces is not without challenges. Approximately 6% of all online orders in 2024 came from Chinese platforms, prompting concerns around product safety, fair taxation, and regulatory compliance. The bevh has called on EU policymakers to enforce existing standards more rigorously to ensure fair competition and protect consumers.

The Shifting Landscape of E-Commerce Players

While marketplaces are thriving, other e-commerce models faced headwinds in 2024. Pure online retailers, multichannel vendors, and direct-to-consumer (D2C) brands all recorded negative growth rates:

Pure players: -3.6%
Multichannel retailers: -2.0%
D2C brands: -2.3%

This divergence highlights how marketplaces have absorbed much of the sector’s growth and underlines the importance for traditional and smaller digital retailers to adapt their strategies. Integrating marketplace distribution, improving user experience, and investing in digital branding could be key to survival and long-term success.

Social Commerce: From Trend to Mainstream

Social commerce—the integration of shopping experiences directly within social media platforms—has evolved into a powerful driver of online sales. In 2024, it became evident that especially younger generations are influenced by social media when making purchasing decisions.

According to a bevh special survey:

64.1% of 14- to 29-year-olds have made a purchase based on social media content.
Even among those aged 60 and over, 20.1% reported doing the same.

With platforms like Instagram, TikTok, and YouTube increasingly embedding shopping features, brands and retailers are expected to ramp up investments in influencer marketing, video commerce, and interactive shopping formats.

Re-Commerce: A Sustainable Shift in Marketplaces

Another rising trend is re-commerce, or the online trade of second-hand and refurbished goods. Driven by sustainability concerns and cost-conscious consumers, re-commerce is reshaping how people buy and sell products online.

Early insights from a forthcoming bevh study show that:

55% of respondents bought second-hand items online within the last year.
52.4% sold used goods through online platforms.

This development has implications far beyond individual purchases. Platforms such as Vinted, eBay, and refurbished electronics stores are tapping into a broader cultural shift toward circular economy models. Retailers who integrate re-commerce options could not only boost revenues but also strengthen brand credibility among environmentally conscious shoppers.

Customer Satisfaction Remains High

Despite economic uncertainty and rising living costs, German consumers continue to show strong satisfaction with their online shopping experiences. In 2024, customer satisfaction levels held steady at 96.0%, just a fraction below the previous year’s 96.3%.

Additionally, the share of people intending to increase their e-commerce spending rose by over one percentage point to 7.5%. In the final quarter of the year, this figure even reached 11.3%—suggesting growing consumer confidence and a renewed appetite for digital shopping.

Outlook: A Cautious Optimism for 2025

Looking ahead, bevh and the EHI Retail Institute forecast nominal e-commerce growth of 2.5% for 2025. Several factors will contribute to this projected growth, including:

Ongoing digital innovation
Increased adoption of AI-driven shopping experiences
The expansion of sustainable and circular business models
Greater personalization in customer engagement

However, risks remain. Political uncertainty tied to the upcoming Bundestag elections, supply chain instability, and potential global conflicts could dampen growth.

Still, the long-term outlook for Germany’s e-commerce sector is optimistic—especially for companies that embrace flexibility, prioritize customer-centric strategies, and tap into emerging digital trends.

Conclusion

Germany’s e-commerce industry has entered a new chapter in 2024. With marketplaces leading the charge, and trends like social commerce and re-commerce gaining traction, the sector is poised for continued growth. High customer satisfaction and an uptick in spending signal strong consumer trust in digital retail. As 2025 approaches, businesses that innovate, adapt, and respond to changing expectations will be best positioned to thrive.