[Analysis] Amazon controls 63% of all German e-commerce, but competition is gaining ground

Amazon controls a whopping 63% of all German e-commerce. Yet competition is beginning to chip away at that dominance: Temu and Shein are growing at breakneck speed. Meanwhile, a new growth market is emerging: food.

Temu and Shein are making inroads

A whopping 97% of German online shoppers shop at Amazon. Six out of ten have a Prime subscription, and according to research firm IFH Köln, 39% belong to the group of heavy Amazon shoppers. And the impact extends even further: Amazon is said to indirectly influence another 24% of online sales, for example, because consumers use it to search for products, compare prices, or discover deals. All in all, 41% of the revenue surveyed was directly or indirectly linked to Amazon.