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Online product spending in Germany grew by 3.2 percent last year, reaching 83.1 billion euros. This growth is significantly stronger than had been forecast a year earlier. Even stronger growth is expected for the current year. “Online retail is a rare bright spot in the German economy.”
This was stated by Gero Furchheim, president of the Bundesverband E-Commerce und Versandhandel Deutschland, or bevh for short. He was responding to new figures released by the industry association.
Ecommerce rebounds in Germany
Online retailers in Germany have had a couple of difficult years. During the coronavirus pandemic online product spending surged, but the following years were marked by contraction: spending fell by 8.8 percent in 2022 and by 11.8 percent in 2023, marking a low point for German ecommerce. In 2024, a modest increase of 1.1 percent followed, pushing total spending back above 80 billion euros.
Growth in every quarter for the first time since pandemic
For the first time since the pandemic year 2021, online product spending in Germany was higher in every quarter of 2025 than in the corresponding quarter a year earlier. Over the year as a whole, growth reached 3.2 percent, well above the 2.5 percent growth bevh had forecast a year earlier. Growth was strongest in pharmaceutical products (6.0 percent), followed by groceries (5.5 percent) and pet supplies (5.0 percent).
Sales of services grew even faster, rising by 7.3 percent to 14.4 billion euros, according to bevh. Combined, online product sales and digital services now account for 97.5 billion euros. The 100-billion-euro mark is within reach and is likely to be surpassed this year.
Forecast
In a joint forecast, bevh and the EHI Retail Institute expect the sector to continue to outperform the average market in 2026, despite challenging conditions. They project nominal revenue growth of 3.8 percent in online product sales.
Growth outlook: 3.8 percent for online product sales
According to bevh president Gero Furchheim, ecommerce is a positive exception in Germany’s subdued economic climate. “The escalation of geopolitical conflicts, domestic instability, and the critical situation facing key German industries are limiting stronger growth. Overall, however, ecommerce will perform significantly better than traditional retail.”
A large share of the growth is benefiting marketplaces, particularly Chinese platforms. Of the total growth in online product spending last year – 2.6 billion euros – around 30 percent went to AliExpress, Shein, Temu, and similar platforms.
Growth through 2030
Last month, IFH KÖLN predicted that ecommerce in Germany will continue to increase through 2030, with an average annual growth rate of 4.2 percent. Food and health & wellness are expected to lead this growth. The largest online stores in Germany, with Amazon at the forefront, are expected to benefit the most.