Temu Entered Germany’s Top 5 Marketplace Ranking With Explosive Growth in 2024

“E-Commerce-Markt Deutschland 2025”, the collaborative study between ECDB and EHI Retail Institute is out now. As in every year, the report illustrates the state of German eCommerce, including revenue development, market trends and retailer performances across sectors. Given Germany’s significance in Europe, the study has far-reaching implications in the industry.

This year's study reveals the top five eCommerce marketplaces in Germany in 2024, including an upstart marketplace that shook up the market with its novel strategy. Temu is known as a European market disrupter, and its rise has extended to Germany as well.

The remaining top 5 German eCommerce 3P (third-party) marketplaces in 2024 include last year’s players with varying performance levels. Read on for more details on Germany’s top five.

Temu Enters Germany’s Top 5 Marketplaces in 2024

Temu has made the most impressive leap in the German eCommerce market last year, with a year-over-year increase of 284.6% from 2023 to 2024. It entered the top 5 ranking by offering products at lower prices than consumers were previously accustomed to.

This strategy is well-known in Chinese eCommerce, from which the model originates. Like Shein and AliExpress, Temu cuts out the middleman, shipping products directly from Chinese factories. This results in lower costs and a wider assortment of products for customers.

But it’s not just about growth rates. Temu reached a GMV of €3.4 billion, putting it within close distance of fourth place Zalando (€4.1 billion).

Still, the gap to the market leader is enormous. Amazon stands in a league of its own – larger than positions two through four combined.

Amazon Continues to Dominate Marketplace Ranking

As in previous years, Amazon towers over the other marketplaces. In 2024, Amazon Marketplace generated a GMV of €52.0 billion in Germany, well above that of other marketplaces. This represents a 4.2% increase compared to 2023.

Despite its continued leadership, Amazon took measures to ensure its top spot by launching Amazon Haul. Amazon Haul offers products in a similar way to Temu and AliExpress: cutting out intermediaries and offering products at prices well below the market average.

Does Amazon need a competitive strategy to fend off upstarts such as Temu? Given Amazon’s limited presence in Central and Eastern Europe, the answer is yes. Currently, however, the following marketplaces lag significantly behind Amazon in Germany.

2024 Marks the Silence Before Deeper Ranking Shifts

Apart from Temu’s entry, not much has changed among the top 5 marketplace since last year. But it may soon. Otto is on a strong upward trend, with a growth rate of 9.0% since 2023 and a GMV of €7.1 billion. It may therefore surpass eBay, which is sliding downwards. eBay generated €8.7 billion in GMV and experienced degrowth at a rate of -2.5%.

A shift is already on the horizon between fourth and fifth place: Temu and Zalando. With Temu’s rapid momentum in recent years, it’s only a matter of time before the platform overtakes Zalando for fourth place – provided growth continues at a similar pace.

Temu’s rise highlights the broader changes shaping the industry. These and other developments are illustrated in this year’s “E-Commerce Markt in Deutschland 2025” study, produced in collaboration with EHI Retail Institute.