Kinga Edwards, author and e-commerce analyst, projects that German online retail will exceed €100 billion in 2026 as marketplaces evolve into the primary discovery engines for shoppers. Marketplaces now account for more than 55% of all online sales in Germany. This concentration of market power makes platform presence a requirement for brands and affiliate partners seeking market penetration.
Shifting Hierarchies in the German Market
Amazon.de remains the market leader, followed by Otto and Zalando. Kaufland and eBay round out the top five, leveraging logistical networks and established buyer trust.
However, newer entrants expanded their footprint in 2024 and 2025. Temu ascended to become the fourth-largest marketplace by Gross Merchandise Volume (GMV). This rise underscores a growing appetite for direct-from-manufacturer models that challenge traditional price points.
Electronics and Recommerce Gains
The electronics and second-hand sectors show significant momentum. MediaMarktSaturn attracts 65 million monthly visits across its platforms. Meanwhile, the recommerce sector is growing. Vinted reported 36% revenue growth in 2024, reflecting a consumer trend toward sustainability and circular economy participation.
Marketplace APIs Drive Conversions
The dominance of these marketplaces necessitates a change in performance marketing strategy. Price comparison platforms (VGP) bridge the gap between discovery and conversion. When customers find deals on comparison sites, the ability to buy through a marketplace API often determines the final sale.
Retailers increase brand visibility by diversifying across multiple platforms. As the market approaches the €100 billion milestone in 2026, the marketplace logistics and payment infrastructure provides the engine for this growth.
Affilitizer Editorial Team
This article was created with AI assistance and editorially reviewed.
