Electronic commerce, or ecommerce, refers to commercial transactions conducted over the internet. This primarily encompasses the buying and selling of goods and services, but also extends to other areas of e-business, such as online banking, digital payment processing, and online customer service. If you’re looking to start an ecommerce business in Germany, you should have a thorough understanding of the market, customer expectations, and the legal and economic framework.

In this article, you’ll learn how the German ecommerce market is evolving, what factors are key to the success of online businesses, and what expectations customers have when it comes to payment processes and the shopping experience. You’ll also get an overview of the legal and tax requirements, as well as strategies for entering the market and growing your ecommerce business.

Key takeaways

• The German ecommerce market continues to grow and is among the largest online retail markets in Europe.
  
• Key success factors are user-friendly online stores, secure payment methods, and good customer service.
  
• A fast, straightforward checkout process reduces cart abandonment and improves the conversion rate.
  
• Certain legal requirements are mandatory for online retailers; these include the GDPR, information disclosure requirements for distance selling, mandatory legal notices under the German Digital Services Act (DDG), and consumer protection laws.
  
• Online marketplaces, omnichannel strategies, and modern payments infrastructures are unlocking new opportunities for growth.
  

The German ecommerce market at a glance: Trends and demand

The German ecommerce market is one of the largest and most economically significant online retail markets in Europe. Revenue has risen steadily in recent years.

• The German Retail Association (Handelsverband Deutschland, or HDE) estimates that online retail generated net revenue of €92.3 billion in 2025—an increase of €3.5 billion over the previous year.
  
• Net revenue of the 1,000 largest online stores in Germany rose from around €20 billion in 2009 to €80.4 billion in 2024.
  

Structural changes in the ecommerce market

While the German ecommerce market as a whole has grown, not everyone is benefiting equally. Large digital marketplaces and international platforms are reaping the greatest rewards. Many smaller online retailers are growing much more slowly or are struggling with declining sales.

• Digital platforms in Germany grew by 4.9% in 2025 and were responsible for 56% of all online retail.
  
• Chinese platforms grew their revenue by 27.2% in 2025 and accounted for about 30% of total market growth.
  
• The 10 largest online stores in Germany recorded an 8% increase in revenue in 2024, while the remaining 990 shops grew by just 1.3%.
  
• Marketplaces grew by 8.8% in 2024, while traditional online stores operated by individual brands saw a 5.4% decline in sales.
  

Popular products

Online retail in Germany demonstrates a clear tendency towards certain product categories that account for the majority of demand. While some sectors have maintained a strong presence for years, other product groups are becoming increasingly important in online shopping. The most commonly purchased products online are:

• Apparel
  
• Electronics and telecommunications
  
• Household goods and appliances
  
• Computers, games, accessories, and software
  
• Furniture, lighting, and decor
  
• Footwear
  
• Groceries
  
• Hobby and leisure products
  
• Drugstore items
  
• Books, ebooks, and audiobooks
  

Key success factors in ecommerce

Ecommerce businesses should meet certain basic requirements if they want to remain competitive. It’s about more than just selling products; it’s about creating a positive overall experience for customers. Technology, organisation, and communication are also key to long-term success in online retail. Success factors include, among others:

• User-friendly, mobile-optimised online stores
  
• Clear target audience strategy
  
• Multiple, secure payment methods
  
• Fast, reliable, and transparent shipping processes
  
• Strong customer focus and good service
  
• Effective online marketing
  
• Data-driven decisions based on user behaviour analysis
  
• Trust built through data protection, security, and transparent communication
  

Payment preferences and expectations for the checkout process

The payment process is one of the most pivotal stages in ecommerce. Even if the products are attractive and the prices are good, many customers abandon their carts if the ordering process is too complicated or their preferred payment methods are unavailable. Businesses should therefore place particular emphasis on a fast, transparent, and trustworthy payment process.

Preferred payment methods

Over the years, German ecommerce customers have established clear preferences for certain payment methods. Digital wallets, payment on invoice, direct debit, and card payments are particularly popular options. According to the EHI study Online Payment 2026, payment on invoice accounted for 26.1% of ecommerce revenue in 2025. Direct debit achieved a share of 14.4%, while credit and debit cards accounted for 13.7%. Instalment payments were used for 4.7% of transactions, while prepayment and payment upon pickup each achieved a share of 3.5%.

For online retailers, this means that customers in Germany expect a wide range of payment options. Businesses offering only a limited selection risk cart abandonment and the loss of potential buyers just before orders are finalised.

Expectations for the ordering process

Customers expect more from ecommerce businesses than just a wide choice of payment options. A seamless checkout process is also a major success factor in online retail. Even minor obstacles during checkout can prompt potential customers to abandon their carts.

Cart abandonment reached a new high in the German ecommerce sector in 2024. In the second half of the year, more than 72% of all online purchases that were started were not completed. At the same time, the average time customers spent shopping in an online store before abandoning their cart dropped from 4 minutes, 55 seconds to 4 minutes, 31 seconds. This shows how quickly customers today react to complicated or confusing processes.

Among other things, customers expect the following from modern online stores:

• A clear, fast checkout process
  
• Mobile optimisation for smartphones and tablets
  
• Minimal checkout steps
  
• Transparent information on shipping costs and delivery times
  
• The option to check out as a guest, without having to create an account
  
• Clear information on data protection and security
  
• Reliable, error-free payment processing
  

Security and customer experience as success factors

Trust is among the key prerequisites for success in ecommerce. Unlike in brick-and-mortar retail, customers can’t physically inspect products before purchasing. Therefore, security, transparency, and a positive user experience play a major role in shoppers’ purchase decisions.

Customers look for trust-building factors, particularly when dealing with new or lesser-known online shops. Important factors include, among other things, secure payment methods, transparent information on shipping and returns, and a professional, user-friendly website. Even minor uncertainties can prompt potential customers to abandon the purchase process.

Data protection and technical security

Ecommerce businesses process large volumes of personal data, such as names, addresses, payment information, and purchase histories. Consequently, secure technical systems and compliance with legal data protection requirements—such as the General Data Protection Regulation (GDPR)—are of paramount importance.

In order to ensure legal compliance, online stores must, at a minimum, provide:

• Accurate product descriptions
  
• Complete delivery and payment information
  
• Transparent privacy policies
  
• Encrypted data transmission
  
• Secure payment processing
  
• Regular security updates
  
• Protection against fraud and cyberattacks
  

Customer experience as a competitive advantage

Customers expect not only a functional technical infrastructure, but also a shopping experience that’s as convenient and consistent as possible across all devices. Creating a positive customer experience is about providing:

• Intuitive navigation and clear page structures
  
• Fast loading times
  
• High-quality product images and clear product descriptions
  
• Easy contact options and fast customer service
  
• Personalised offers and relevant product recommendations
  
• A consistent shopping experience across smartphone, tablet, and desktop
  

For ecommerce businesses, this means that security and the customer experience should not be viewed in isolation from one another. Both factors have a significant impact on customer satisfaction, conversion rates, and long-term customer loyalty.

Legal and tax requirements for ecommerce businesses

Running an ecommerce business in Germany entails compliance with a multitude of legal regulations designed to ensure both consumer protection and fair competition. The German Civil Code (BGB) provides the legal framework, particularly the provisions on distance sales contracts in Section 312c et seqq. BGB. Among other things, these provisions mandate comprehensive information disclosure requirements and a right of withdrawal.

In addition, ecommerce businesses are obligated under the Digital Services Act (DDG) to provide clear and complete information in their legal notice. The Price Indication Ordinance (PAngV) furthermore stipulates that prices must be displayed fully and unambiguously, including all applicable taxes and shipping costs.

Another key aspect is consumer protection. According to the German Act Against Unfair Competition, consumers must not be misled by deceptive or unclear information. This applies, in particular, to product descriptions, advertising claims, and discount promotions. For operators of online stores, this means that clarity and transparency are necessary at every stage of the sales process.

Tax aspects in ecommerce

In addition to the legal requirements, tax treatment also plays a key role in running an ecommerce business. The primary basis for this is the German Value-Added Tax (VAT) Act, which governs when sales are subject to tax and how they must be correctly reported. As a general rule, domestic sales are subject to German VAT, which must be properly shown on invoices.

Cross-border sales within the European Union fall under separate regulations, in particular the One Stop Shop (OSS) system, which allows businesses to report and remit VAT to a single, central body, rather than having to register separately in each EU country. This makes international commerce significantly easier, especially for growing online businesses.

Ecommerce businesses must also fully document their earnings and report these correctly on their income tax or corporate tax returns. Proper accounting is therefore required to meet tax obligations and avoid legal risks.

Strategies for market entry and growth in ecommerce

Before you can get into the ecommerce business, you need to make a clear, strategic decision regarding your sales model. Businesses in Germany can choose to sell their products and services through their own online store or through existing marketplaces. The benefit of the latter option is that retailers can add their products to an established system and reach a large number of potential customers without significant technical effort. An independent online store, on the other hand, offers more design flexibility and greater control over the brand, customer experience, and data.

Omnichannel strategy

Retail in Germany is increasingly characterised by the integration of various channels. An omnichannel approach links online and in-person retail to leverage the strengths of both channels. For example, customers can order products online and pick up in-store at no extra cost. Meanwhile, businesses can use an omnichannel approach to guide potential customers to physical stores through targeted digital offers.

International expansion and scalable growth

Digital business models allow companies to enter new markets relatively quickly. However, if you’re thinking about expanding overseas from Germany, you’ll have to factor in the differences in market conditions. These range from language requirements and differing payment habits to legal and tax frameworks. Businesses in Germany should also consider local competitive structures and cultural differences in purchasing behaviour when expanding internationally.

Another key aspect of expansion is scaling through technology and data. Sustainable growth requires automated processes, data-driven decisions, and flexible system architectures to efficiently handle growing customer numbers. Personalised offers and analysis of user behaviour are becoming increasingly important, particularly in the areas of marketing and customer retention. At the same time, continuously optimising your conversion rate and reducing cart abandonment helps ensure long-term competitiveness.

Modern payments infrastructure as a driver of growth

A powerful payments infrastructure is a key success factor for scaling and expansion. Stripe Payments enables businesses to unify and globalise their payment processes. This allows online merchants to integrate payments not only into their own online stores but also at their point of sale (POS) or within mobile apps.

Stripe Payments helps businesses optimise their checkout process and create a smooth payment experience. Thanks to ready-made payment interfaces and access to more than 125 payment methods, the payment process can be adapted to different markets. Businesses can use Payments to process payments in more than 135 currencies across 195 countries.

FAQs

Below you will find answers to key questions about ecommerce in Germany.