A recent study by the EHI Retail Institute and ECDB indicates that while online retail in Germany is not yet experiencing the double-digit growth rates of the past, it has emerged from a period of declining sales. In 2023, the top 1,000 B2C online stores in Germany experienced only a minimal decline in sales of 0.2%, totaling €77.5 billion, a slight drop from the previous year. This follows a 2.8% decline in 2022, marking the end of a 15-year growth streak. Experts predict moderate nominal growth of 1.1% for the current year, returning to a trend that aligns with pre-pandemic levels. Major players in the market include Amazon, Otto, and Zalando, with Amazon also seeing growth in its marketplace operations. Foreign competitors like Shein and Aliexpress have made significant gains, with Aliexpress ranking among the top B2C marketplaces.
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