Germany's online retail sector is experiencing renewed growth, with the German Retail Association (HDE) raising its 2025 forecast to a 4% year-on-year increase. According to the HDE Online Monitor 2025, this translates to expected sales of €92.4 billion, reinforcing e-commerce as the primary growth driver in an otherwise subdued consumer environment.
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Stephan Tromp, Deputy Managing Director of the HDE, stated that 'despite the overall unsatisfactory consumer sentiment, online retailers are managing to achieve significantly better sales than in the previous year.' Sectors such as food and drugstore items have led the growth, with online shares rising over 8% and 9% respectively in the last three years.
Online marketplaces now account for 57% of all e-commerce sales in Germany. A notable portion of this stems from international platforms, with foreign retailers estimated to generate €8.9 billion in sales for 2024, representing 10% of the market. Of this, fast-growing Chinese platforms Temu and Shein are believed to contribute between €2.7 billion and €3.3 billion.
Tromp called for stronger regulation, warning that the current landscape risks undermining local retailers and consumer safety. 'Anyone offering goods here must adhere to all our rules,' he said, urging both the new German government and the EU Commission to implement clear, fair measures for cross-border competition.
The HDE continues to advocate for stronger oversight, having recently filed an antitrust complaint against Temu and expressed support for the EU's Omnibus proposal aimed at regulatory simplification. While consumer sentiment showed a mild recovery in February, the broader retail climate remains cautious. Nonetheless, online trade stands out as a vital engine for growth in Germany's evolving retail market.
Source: www.moebelmarkt.de