According to data released by a prominent industry lobby group, German e-commerce sales have increased for the first time since 2021. This marks a significant recovery in the sector after years of stagnation. On the bustling Kurfuerstendamm shopping street, shoppers have been hunting for bargains more frequently, boosting online retailers’ sales.
This uptick can be observed across various e-commerce platforms, reflecting renewed consumer optimism and spending confidence. “Consumers are back to shopping online, and we’ve seen a steady rise in sales figures since the start of the year,” said Klaus Lauer, a market analyst. This growth is driven by the recovery of consumer demand and an increase in disposable income,” added Leon Kuegeler, an e-commerce expert.
The e-commerce sector has struggled since the pandemic, which has lengthened economic conditions. However, this recent increase in sales offers a glimmer of hope for a sustained recovery. There is a stronger inclination towards online shopping, partly “because of the ease and convenience of it,” said Ludwig Burger, who has been bee tracking retail trends
While challenges remain, the e-commerce industry’s resilience and adaptability suggest a positive outlook moving forward. The DIY sector in Germany has experienced above in the e-commerce arena, with notable increases in sales reported for the year 2024. According to the data sales increases-Commerce and Mail Order Association (BEVH), the gross sales of goods in German e-commerce rose for the first time since 2021, reaching EUR 80.6 billion.
This marked an overall growth of 1.1 percent. The DIY and flowers product group outperformed other categories significantly, with their e-commerce sales rising by 4.8 percent to EUR 2.901 billion in 2024. Household goods and appliances also saw a strong performance, increasing by 4.5 percent to EUR 6.867 billion.
German e-commerce sees renewed consumer confidence
Similarly, household and home textiles grew by 3.3 percent to EUR 1.665 billion. Other related categories showed promising growth as well.
The furniture, lamps, and decoration segment grew by 1.2 percent to EUR 5.417 billion, while hobby and leisure articles increased by 1.0 percent to EUR 3.507 billion. Pet supplies remained a stable segment, with online sales rising by 5.4 percent to EUR 1.877 billion. Marketplaces continue to dominate the cross-border e-commerce landscape in Europe.
A study by Cross-Border Commerce Europe indicates that the European cross-border e-commerce market will reach an annual turnover of EUR 326 billion this year. Industry experts highlight the importance of data collection in understanding the global DIY market. Regular reports, features, and analyses from the DIY sector are indispensable tools for home improvement and garden department professionals.
The British Kingfisher Group reported a downturn in sales for the first half of the 2024/2025 financial year, which ended on 31 July. The e-commerce sector remains buoyant, driven by increased online consumer spending. Sustainability and innovation are becoming focal points within the DIY industry.
Companies like Tesa are investing heavily in new product ranges and successfully strengthening their brand presence. There is a concerted effort towards digitalization, automation, and customized solutions, especially in a post-pandemic world where supply chain reliability remains a priority. IPM Essen, a significant event in the industry, is set to introduce new formats focusing on plants, contributing to the ongoing innovation within the sector.
Overall, Europe’s DIY industry, particularly Germany, demonstrates robust growth and resilience, underpinned by strong e-commerce performance and an ongoing commitment to innovation and sustainability.
