Amazon, Otto and Zalando are dominating the online retail scene in Germany. Together, these three companies account for 44 percent of total sales in Germany, apart from these 3 companies enter the top 100 ecommerce in Germany.
The top 100 companies ecommerce in Germany sell products online with a total value of 27.4 billion Euros, the study of "E-commerce Market Deutschland" from EHI Retail Institute shows. There has been an increase of 12 percent compared to 2015, when the top 100 generated online sales with a total of 24.4 billion Euros.
But many of these online earnings are attributable to the top 3, which are Amazon, Otto and Zalando. Together, these three companies sold a total of almost 12 billion Euros in products sold, which is the equivalent of 44 percent of the top 100 online sales. Amazon was the biggest of these, with 8.1 billion euros in online sales in Germany, followed by Otto who had a profit of 2.7 billion euros, and in third place is Zalando with 1.1 billion euros.
“It is no coincidence that these three online stores are in the top 3 of the best-selling online sites, as their large customer base gives them a competitive advantage within this field,” said Christoph Langenberg, expert from ecommerce working in EHI. "But Otto and MediaMarktSaturn showed that a multi-store strategy can be successful. "
Otto finished second in the top 100, but there are more than ten subsidiaries of the Otto group on the list, this group has generated more than 4.8 billion Euros. Another multi-store is MediaMarktSaturn which finished in fourth place and owns several companies and subsidiaries.