If you want to sell to Germany, then there are only two sites that you should concentrate on and that’s eBay and Amazon, although you should also strongly consider eBay Classifieds as a third string to your bow. That’s according to the results from an Innofact survey of 3,000 German users for EY Parthenon.
Amazon has overtaken eBay and commands a 26% share of German consumer’s shopping time, although eBay closely follow with 25.8% of shopping time and when combined with the 16.1% share for eBay Classifieds easily trounces Amazon overall.
What’s disturbing is that the next contender, Wish on 2.2% of shoppers time is so far behind. Out of the top 50 German shopping sites none bar eBay and Amazon break the 3% share of shopping time mark and so are a long way behind. Sites that you should consider selling on such as Otto 2.1% and Zalando 1.1% are tiny in comparison but for the right retailer punch above their weight in success rates so shouldn’t be ruled out.
Taken together, eBay and Amazon rule with around 68% of the consumers time and with the exception of Wish and Otto none of the other top German shopping sites break 2%, with most under 1% share.
For merchants looking to capture maximum mindshare from German users, it’s clear that eBay and Amazon should be your first and top priority in this territory. If you can capture 68% of the audience from platforms you’re already selling on in the UK and are familiar with then it would be foolish to go elsewhere.
However, for merchants who are looking to specifically target certain sectors of the German market, the smaller marketplaces are very much worth considering as they’ll have tailored audiences and if your product meets their requirements then you could see significant boosts in sales.
The top 10 Shopping Sites German Users spend most time on
| Amazon eBay eBay Classifieds Wish Otto |
26% 25.80% 16.10% 2.20% 2.10% |
AliExpress Shpock Zalando Ikea Lidl |
1.30% 1.20% 1.10% 1% 0.90% |
