Top 10 Online Stores in Germany: Rewe, Shein and Shop-Apotheke Are Growth Drivers

German eCommerce belongs to the most significant contributors to revenue and a major trend driver in Europe. Mapping out its development is therefore relevant across borders. Right now, ECDB published the “E-Commerce-Markt Deutschland 2025” report in collaboration with the EHI Retail Institute.

In this insight, we are going to examine the top 10 online store ranking in German eCommerce. Besides last year's placements, a few new entrants made it into the top 10. Here’s who they are.

Shein, Rewe and Shop-Apotheke Stood Out in 2024

In 2024, shein.com and rewe.de entered the top 10 by displacing hm.com and lidl.de, which ended up in lower spots among the top 20. Shein has grown at a rate of 18.0% since 2023, convincing users with a wide assortment at low prices. Similar to Temu, Shein has disrupted world eCommerce with a fulfillment concept cutting out the middleman and reducing costs. With this method, Shein rose to become the 7th largest online store in Germany.

Another climber in German eCommerce is rewe.de: the online store of the popular supermarket chain in Germany achieved a growth rate of 33.5% since 2023. In this way, rewe.de succeeded where lidl.de failed, rising to the 9th spot in German eCommerce with net sales of €920 million.

Shop-apotheke.com was already in the top 10 in 2023, but stood out nonetheless with a 29.1% growth rate in 2024. The online pharmacy generated €1.0 billion in 2024, achieving the 8th spot, up from 10th in 2023.

Stagnancy Among Winners With Growth Below 5%

Apart from these striking changes, another finding of this year’s report is that growth rates have stagnated below 5.0% for the winning positions. This applies to almost all of the top 10 online retailers in Germany in 2023, except for shop-apotheke.com, as discussed above.

Of course, Amazon remains on the top spot, which it has held for decades. In 2025, Amazon generated €15.0 billion in online net sales; however, the stagnation trend also affects Amazon, with only 2.3% growth since the previous year.

Otto’s online store, in second place, has experienced higher growth, reaching 5.0% from 2023 to 2024 and generating online net sales of €4.4 billion. While Zalando and MediaMarkt stayed at the same spots since the previous year, apple.com and ikea.com switched positions. Apple.com grew a little higher with 3.4% than ikea.com with 3.0%, the former generating €1.7 billion in net sales and the latter €1.4 billion.

The race is tight in German eCommerce, with established retailers fearing that upcoming stores may snatch their seats in the top 10 ranking next year. In 2024, lidl.de and hm.com descended the ranking, while aboutyou.de is holding on to the 10th spot. Given its recent acquisition by Zalando, it will be interesting to see how that is going to affect its ranking position in the upcoming year.