Online marketplaces in Germany: German e-commerce landscape

Drawing on our extensive experience launching clients onto Western European platforms, we have put together a list of the most popular marketplaces that serve as highly effective sales channels for both manufacturers and distributors. This guide is tailored for sellers looking to tap into new revenue streams and expand their operations across German sales platforms.

The German e-commerce market

The German e-commerce market is a true European heavyweight – dynamic, demanding, and full of limitless potential. In 2023, its value reached approximately €100 billion, with forecasts pointing towards continued growth. Over 80% of German internet users shop online regularly, placing the country firmly at the forefront of global online retail.

The popularity of the marketplace model is constantly growing, and German consumers show a strong preference for shopping on these unified platforms. For this reason, Germany is a critical milestone for ambitious brands looking to scale their operations internationally.

However, German e-commerce is also fiercely competitive, meaning that success here requires a carefully considered sales strategy. German consumers are highly demanding; they expect top-tier product quality, rapid delivery, and impeccable customer service. Therefore, adapting your listings to local preferences and ensuring airtight logistics and support are absolutely crucial when entering this market.

Top online marketplaces in Germany

Amazon DE

There was only ever going to be one marketplace to kick off our list: Amazon, the undisputed leader of German e-commerce, holding roughly a 52% share of the marketplace sector. For international brands looking to scale, Amazon DE is the absolute cornerstone of any serious European expansion strategy. It dominates the landscape, allowing retailers direct access to tens of millions of active German consumers. Thanks to its vast product catalogue, the highly sticky Prime programme, and world-class fulfilment network, Amazon DE has earned profound customer trust and comfortably holds the number one spot among e-commerce platforms in Germany.

Selling on the German Amazon storefront isn’t just about reaching local buyers; it is a gateway to the global market. The platform’s international reach gives retailers the opportunity to expand across continents without the need to invest in standalone online shops or local warehousing. Amazon operates across multiple territories, allowing you to seamlessly diversify your sales and boost revenue by reaching customers in Europe, the Americas, and Asia. The German market can serve as your perfect launchpad for global expansion.

One of the greatest advantages of the Amazon Marketplace is its logistics infrastructure, which takes the heavy lifting completely off your shoulders. The Fulfilment by Amazon (FBA) programme allows you to store your stock in Amazon’s fulfilment centres, where they handle the picking, packing, shipping, and customer returns. It is the ideal solution if you want to focus on scaling your business rather than packing boxes. With this support, you can offer the rapid, reliable delivery that meets the high expectations of German shoppers.

Amazon also actively supports sellers in promoting their listings. Advanced marketing tools, such as Amazon PPC, help increase your visibility and drive traffic to your storefront. Furthermore, secure payment processing ensures peace of mind for both buyers and sellers, while seller support helps resolve Account Health issues efficiently. All of this makes selling on Amazon DE a fantastic avenue for business growth in one of Europe’s most vital e-commerce hubs.

eBay DE

eBay DE is one of the largest and longest-standing marketplace platforms in Germany, capturing about a 20% market share. It offers an incredibly broad spectrum of items, ranging from brand-new goods to second-hand items, collectables, and unique vintage finds. The platform attracts millions of bargain hunters and consumers looking for specific items, making it a popular choice for both sole traders and established corporate sellers. On eBay, a highly competitive price often plays a deciding role in winning sales.

There are specific product categories that perform significantly better on eBay than on Amazon, making this platform highly lucrative for sellers in those niches. Automotive parts, car care products, and motoring accessories are prime examples of top-selling categories on eBay. The same applies to rare, unique items like collectable coins, stamps, antiques, and vintage goods – categories that see much less traction on Amazon. Furthermore, eBay’s auction format provides a distinct advantage over standard Amazon listings when selling used goods, such as electronics, clothing, or books. Because of this, eBay serves as an excellent supplementary sales channel for businesses offering niche items or products that don’t fit into mass distribution.

However, launching on eBay can come with initial hurdles, such as selling limits and the risk of account restrictions, which are common pain points for new sellers. When you first open an account, eBay caps the number and value of items you can list to protect buyers and verify your credibility. These allowances can be gradually increased, but it requires time, consistent sales volume, and positive feedback from your customers.

Kaufland DE

In Central Europe, Kaufland is primarily associated with its chain of hypermarkets, acting as a retail market leader. However, in Germany, Kaufland is not just a brick-and-mortar giant; it is a rapidly growing online marketplace that allows third-party sellers to list their products. Kaufland DE has emerged as a serious competitor to major players like Amazon and eBay. It offers an excellent opportunity to reach a vast customer base, hosting products across more than 5,000 different categories.

The defining characteristic of Kaufland DE is its sheer variety of product categories, spanning everything from consumer electronics and homeware to groceries. The platform is particularly friendly towards small and medium-sized enterprises (SMEs), offering transparent terms and lower seller fees compared to the industry titans. Kaufland also places a heavy emphasis on customer service, swift delivery, and listing transparency, making it a go-to platform for everyday shopping. For sellers, it represents a brilliant opportunity to build brand awareness among German consumers.

Notably, Kaufland DE operates with a smaller pool of active sellers than Amazon or eBay. This less saturated environment makes it highly attractive for businesses seeking a marketplace where it is easier to achieve product visibility. With fewer competing offers, you can reach customers without having to engage in aggressive price wars or spend heavily on PPC campaigns.

Currently holding around a 2-3% market share, Kaufland should be viewed as a powerful supplementary channel to Amazon rather than a standalone alternative. It works perfectly as a diversification tool, mitigating the risk of relying solely on one platform. While Kaufland is growing at an impressive rate, it still lags behind Amazon in terms of sheer sales volume potential and advanced seller tools.

Otto DE

Otto DE is one of Germany’s premier e-commerce platforms, holding an approximate 4% market share and offering a vast array of products, from high fashion to home appliances. The platform collaborates with over 6,000 retail partners, granting them access to more than 11 million active customers.

To start selling on Otto, businesses must meet stringent criteria. These currently include having a registered business entity in Germany, holding a German VAT number, providing native-level German customer service, and dispatching orders from warehouses located within Germany.

Onboarding onto Otto requires a formal application and approval process, as the platform exclusively partners with thoroughly vetted, high-quality sellers. The registration process is notably more complex than on other marketplaces, and sellers are held to extremely high standards regarding product quality and customer experience.

While the barriers to entry are undeniably high, those who make the cut reap the rewards of significantly lower competition compared to more open platforms. Excitingly, OTTO Market plans to open its doors to international sellers from 2025, which presents a massive, untapped opportunity for European businesses planning their German expansion.

XXXLutz

XXXLutz is a niche marketplace that stands out due to its highly specialised focus on furniture, home decor, and interior styling. While primarily known for its extensive network of physical stores, XXXLutz has successfully translated its retail expertise into the e-commerce space. It is incredibly popular with German and Austrian shoppers, praised for its rapid delivery times and high-quality product ranges. If you operate in the home and living sector, XXXLutz is a prime avenue for tapping into one of e-commerce’s fastest-growing demographics.

To become a verified retail partner on XXXLutz, your business must meet specific requirements, such as having a registered office and warehouse within the European Union, holding a German VAT number (or being registered for the OSS scheme), and providing German-speaking customer service. Sellers can integrate their catalogues via multiple methods, including manual uploads, CSV bulk files, or automated API connections.

For furniture and decor brands eyeing the German market, establishing a presence on XXXLutz is a highly strategic move to boost sales and build prestige among discerning consumers.

Why you should sell on German online marketplaces

• Access to a massive market: Germany is Europe’s largest e-commerce market, generating over €85 billion annually. Marketplaces attract millions of highly active buyers, offering enormous sales volume potential.
• Ready-made infrastructure: German marketplaces provide an end-to-end ecosystem – from inventory management tools and secure payment gateways to seamless logistics integration.
• Streamlined logistics: Almost every major German platform offers its own fulfilment network, allowing you to leverage their warehousing to ensure rapid, reliable delivery to the end customer.
• Consumer trust: German shoppers heavily favour established platforms that guarantee secure transactions and exceptional customer service.
• Global reach: Selling on German platforms often opens doors to cross-border trade, allowing you to reach buyers across the EU and beyond.
• Low barriers to entry: Marketplaces allow you to launch your brand internationally without the massive capital required to build a localised, standalone website or establish your own warehouse network.
• Tech and analytics support: You gain access to robust seller support and detailed analytics, giving you the data you need to optimise your sales strategy.

Why you might NOT want to sell on German marketplaces

• Fierce competition: The German marketplace landscape is heavily saturated. You will be going head-to-head with thousands of other sellers, including corporate giants and beloved local brands.
• Platform fees: All marketplaces take their cut. Referral fees and commission rates can range from a few percent to double digits, and additional costs like FBA or storage fees can squeeze your profit margins.
• Strict legal and tax compliance: You must adhere to rigid German regulations, including VAT registration, product certification standards, and environmental laws like the Packaging Act (Verpackungsgesetz). This adds administrative overhead and costs.
• High consumer expectations: German buyers are famously demanding. They expect premium product quality, lightning-fast shipping, and flawless customer support. Failing to meet these standards will result in negative reviews and lost Buy Box privileges.
• Platform dependency: Building your business purely on marketplaces means you are at the mercy of their algorithms and policy updates. Sudden changes to commission structures or search ranking rules can impact your bottom line overnight.
• Risk of account suspension: Even minor infractions – such as a spike in late dispatch rates or unresolved customer complaints – can severely damage your Account Health and lead to temporary or permanent account suspension, resulting in frozen funds and lost revenue.

While German marketplaces offer incredible scaling opportunities, it is vital to weigh these challenges carefully to determine if they align with your business model.

Which German marketplace should you choose to start with?

If the benefits outweigh the risks for your business, the next step is deciding which platform aligns best with your product portfolio and growth strategy.

In the vast majority of cases, Amazon DE should be your primary beachhead for German expansion. Amazon’s role in Germany is virtually identical to the dominance of major local platforms in other European countries; it is the default search engine for online shoppers. You need a very compelling, strategic reason to launch anywhere else first. Unless your products fall into highly specific niches that struggle on Amazon (like second-hand car parts, which thrive on eBay), Amazon’s unparalleled reach makes it the safest and most profitable starting point.

If your inventory is highly niche, vintage, or you deal heavily in refurbished and used goods, eBay DE may yield better results.

Otto DE is an outstanding choice if you are dealing in premium goods and want to position your brand on a platform synonymous with trust and quality. If your business can meet their rigorous onboarding criteria, you will immediately bypass the massive crowds of low-quality sellers found on open platforms, gaining exclusive access to a highly loyal customer base.

The rapidly growing Kaufland DE serves as a brilliant supplementary channel. Given its aggressive expansion and rising popularity, getting a foothold here early is a smart play. As Kaufland continues to invest heavily in its infrastructure and seller tools, early adopters stand to gain a significant competitive edge in the coming years.

Finally, XXXLutz is a no-brainer if your catalogue consists of furniture and home accessories, allowing you to tap directly into a highly targeted audience.

Every platform has its unique strengths. The key is to thoroughly analyse your product category and match it to the marketplace where it naturally belongs.

Summary

German marketplaces present both an incredible opportunity and a complex challenge. Entering one of Europe’s most dynamic e-commerce landscapes requires a bold strategy, thorough preparation, and a willingness to adapt. Amazon, eBay, Otto, and Kaufland are more than just digital shopfronts; they are highly competitive arenas where sellers battle for the attention of millions. The secret to winning lies in understanding the unique DNA of each platform, mastering the expectations of the German consumer, and tailoring your listings to meet those exact needs. For those who approach this expansion with professionalism and a solid strategy, the reward is not just a spike in sales, but a durable, long-term foothold in a highly lucrative market. The German consumer is waiting – are you ready to scale?

If you are still unsure which German marketplace is the right fit for your brand, book a free consultation with us. We guarantee an honest, transparent assessment of your business needs. We don’t sugar-coat the reality; we will clearly outline the true sales potential and the potential pitfalls of each platform. Our experts will pinpoint the exact sales channels where your products will thrive, ensuring you achieve the best possible return on your investment as quickly as possible.