OTTO is the second biggest online retail destination in Germany and claims to be the biggest online retailer there for fashion and lifestyle products. Long established as an offline brand, now 90% of its goods are sold online and it also hosts a marketplace. OTTO sells goods itself and competes but is increasingly focused on third party sellers.

The company has 9 million active customers who are predominantly aged 25-55. 62% are reportedly married women with above average income. The Otto Group reaches 45% of all German households. For marketplace sellers, OTTO represents the biggest ecommerce opportunity in Germany after Amazon.

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