Own an online store in Germany or sell on a marketplace? One does not exclude the other, but this time we will analyze German marketplaces.
Marketplace allows you to reach a large audience of potential B2C customers without having to build your own online store infrastructure. This is one of the main advantages of this solution. It is worth considering using it in the German market, known for its high quality products and informed consumers.
Marketplaces in Germany by traffic share (July-September 2024):
- amazon.de 51.73%
- ebay.de 20.12%
- ago.com 4.53%
- otto.de 3.97%
- aliexpress.com 3.32%
Source: Similarweb
In Germany, as in many other countries, the popularity of platforms is constantly changing. We'll take a look at the most popular platforms in Germany - Amazon.de, eBay.de, Temu.com, Otto.de and Aliexpress.com - in terms of assortment and what sets them apart.
1. amazon.de
Where do German residents shop online?
In the German e-commerce market, Amazon.de is the clear leader in terms of both sales and user visits.
Amazon generates the largest sales not only in Germany, but also in Europe.
W 2023 net sales amounted to $37.6 billion. This compares with 395.64 billion in the United States and 81.97 billion in all other countries worldwide combined.
Amazon offers two sales plans billed monthly, to which an additional fee or commission must be added:
- Individual (€0.99)
- Professional for sellers of more than 40 products (€39)
What is worth knowing about Amazon.de?
Fulfillment by Amazon (FBA)
FBA improves operational efficiency because it allows you to delegate logistics and manage assortment.
Global expansion
Amazon Global Selling allows you to globalize your business more easily, because it offers access to international markets with a single sales management panel.
Marketing tools
With Amazon Ads, sellers can take advantage of diverse promotional options. The ads will help increase product visibility and promote the brand. Amazon Ads can also be used by companies that do not sell products on the site.
Amazon Prime
A subscription service where customers enjoy fast and free delivery.
Assortment
Products from multiple categories are an opportunity to reach customers who will appreciate the availability of a wide range of products on a single platform.
Among the myriad of categories we have such as:
- Books
- Electronics and computers
- Clothing, footwear, accessories
- Articles for children
- Automotive
- Hobbies
2. eBay.de
eBay.de is the German version of the globally popular e-commerce platform that allows the sale of both new and used products.
Vendors can choose from 4 store packages ranging from basic (Basis) to more advanced solutions (Top, Premium, Platin).
What is worth knowing about eBay in Germany?
Auction model
eBay allows products to be sold in both auction and "Buy Now" formats.
New and used products
The platform supports a wide range of products, including both new and second-hand. This attracts different types of users to it, from collectors to everyday consumers.
User reviews
High quality service through the ability to rate sellers and give feedback can be an effective image-building tool. This is important because German consumers check reviews before buying online.
Promotional and analytical tools
eBay offers tools to help sellers optimize their listings, manage prices and analyze sales performance.
eBay plus
This benefits customers in the form of free returns, discounts on popular products and from new brands.
Assortment
Selected product categories on German eBay:
- Electronics
- Clothing and accessories
- Car parts
- Home and garden
- Local categories (Berlin, Munich. Hamburg)
- Hobbies and leisure
3. temu.com
Temu is a global platform that debuted in 2022. However, its impact on the German e-commerce market cannot be overlooked, as evidenced, for example, by the traffic this marketplace generates. Temu is owned by PDD Holdings, as is Chinese platform Pinduoduo.
What is worth knowing about Temu.com?
Competing on price
Temu will work well for companies that want to compete on price and operate internationally.
Wide range of products
The platform offers a huge variety of goods, allowing manufacturers and suppliers to reach groups of German customers.
Growing user base
Temu, as a new and rapidly growing service, is attracting the attention of customers who are looking for bargain prices.
Global logistics
Temu provides shipment of products through a network of logistics companies with which it cooperates.
Free delivery
Regardless of the value of the order, shipping is free.
Assortment
Selected product categories on Temu's website:
- Home and kitchen
- Women's/Men's Clothing
- Sports Accessories
- Beauty
- Automotive
- HOME APPLIANCES
- Books
4. otto.de
Otto.de is Germany's largest e-commerce platform. It enables sellers to reach a large, trusted market with quality and sustainability standards. This, in turn, requires a well-tuned offering and marketing strategy.
Otto.de does not work with all companies.
If you want to sell on this platform, among other things, you must have a German VAT number, serve German-speaking customers and ship goods from warehouses in Germany.
What is worth seeing about Otto.de?
Strong local brand
Otto is one of the most recognized and trusted retailers in Germany, with a loyal customer base.
Multi-million dollar customer base
The store reports that in April the service was actively used by 11.9 million customers.
Investments in sustainable development
The company is committed to sustainable business practices (e.g., closed-loop economy, recyclable packaging), which attracts environmentally conscious consumers.
Excellent customer service and additional services
Otto is known for its high standard of customer service. Customers can take advantage of telephone support 24 hours a day. The store also offers additional services, such as sending free fabric samples or assembling household appliances and furniture.
Assortment
Marketplace Otto.de combines its own offerings with products from third-party sellers. The store's assortment includes 18 million products in categories such as:
- Women's/Men's Fashion
- Household
- Home textiles
- Sports
- Furniture
5. Zalando.de
Zalando is a major e-commerce platform in Germany that specializes in fashion and clothing. The service was founded in 2003 in Berlin.
It is one of the most important players not only in the German, but also in the European online fashion market. The platform offers products from thousands of brands, both luxury and more affordable.
What is worth knowing about Zalando?
Shipping and returns policy
Zalando is known for its free shipping and returns policy, which makes the shopping process much easier for consumers and increases their confidence.
Marketing and logistics
Retailers can work with Zalando through a partner program and benefit from marketing and logistics services - fulfillment and return centers in 23 markets in Europe.
Investments in sustainable development
The platform actively promotes sustainable fashion and green business practices, as demonstrated, for example, by the following. 82% of the materials for packaging were recycled, and 99% could be recycled.
Personalization and technology
Zalando is using advanced technologies to personalize the shopping experience, including one being tested in the DACH countries (Germany, Austria, Switzerland) virtual fitting room. This option is based on body measurement technology.
Assortment
Among the product categories are such as:
- Clothing
- Footwear
- Sports
- Accessories
- Care
- Designers
- Pre-owned
Marketplace in Germany - summary
Marketplaces in Germany, such as Amazon, eBay, Temu, Otto and Zalando, offer sellers the ability to reach a wide range of customers without having to build their own infrastructure. They provide marketing and analytical tools as well as customer service, allowing sellers to effectively manage their listings.
However, it's worth noting that expanding into the German market through marketplaces requires a well-thought-out SEO strategy.
As is the case with the positioning of a store in Germany, it is worth using here as well marketplace SEO. In this approach, it will be important first of all to understand the market, optimize the listings within the existing structure of the marketplace and adapt the content to the German language and specific key phrases.
