Home Care Industry in Germany

German Household Care eCommerce: Market Size & Growth

eCommerce Revenue by Year & Annual Growth Rate

The German Household Care eCommerce Market generated an eCommerce revenue of US$1,316m in 2024, reflecting an eCommerce growth rate of 0-5% compared to the previous year. Projections for 2025 see the eCommerce market trending toward a change of 5-10%.

Monthly eCommerce Revenue & Growth

Online sales are subject to changes throughout a year that are determined by broader consumer habits, cultural preferences, and the general state of the economy. In the German Household Care eCommerce Market, monthly revenues in May of 2025 were US$103m. This represents a change of <0% from the previous month.

German Household Care eCommerce: Product Categories

In the German Household Care eCommerce Market, Detergents is the largest category, contributing 74% to the markets's total revenue. Among all eCommerce product categories, it holds the leading position in terms of revenue share and consumer demand.

Biggest Online Retailers in German Household Care eCommerce

The largest eCommerce retailer in the German Household Care eCommerce Market is amazon.de, with an online revenue of US$211m in 2024. Its revenue changed by 0-5% in 2024. Following in second place is hygi.de, followed by dm.de in third place.

# 1

amazon.de

Biggest Category

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Biggest Country

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Growth 24/25

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Revenue

US$211m

# 2

Hygi

Biggest Category

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# 3

Dm

Biggest Category

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Position	Store	Biggest Category	Biggest Country	Growth 24/25	Revenue
1.	amazon.de	Unlock	Unlock	Unlock	US$211m
2.	hygi.de	Unlock	Unlock	Unlock	Unlock
3.	dm.de	Unlock	Unlock	Unlock	Unlock
4.	example123.bla	Unlock	Unlock	Unlock	Unlock
5.	storenamesome-24.xbz	Unlock	Unlock	Unlock	Unlock
6.	emerald-emerald.xb	Unlock	Unlock	Unlock	Unlock
7.	roserose.hru	Unlock	Unlock	Unlock	Unlock
8.	cakestore24.zwr	Unlock	Unlock	Unlock	Unlock
9.	limedatabase.yzu	Unlock	Unlock	Unlock	Unlock
10.	cyan-cpu-chips.yzu	Unlock	Unlock	Unlock	Unlock

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German Household Care eCommerce Penetration: Online Market Share

The German Household Care eCommerce Market reached an online share of 15-20% in 2024. This eCommerce market share measures what percentage of revenues are generated through online channels. The online share is expected to reach 20-25% in 2025.

German Household Care eCommerce: Conversion Funnel KPIs

In 2024, the add-to-cart rate for the German Household Care eCommerce Market was 12.0-12.5%, while the cart abandonment rate was 63.0-63.5%,. The eCommerce shopping statistics of consumers buying are used to benchmark performance for eCommerce retailers in the market.

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