Online Retail Decade: Sales Growth Of Up To 170%, While Traditional Retail Sector Dies Out

Within the last 10 years, the net turnover of the top 100 online shops in Germany has soared from €13.9 to €37.5 billion. During the same period, more and more smaller retailers went out of business. The decline in this period is 9.8%. According to a new infographic from, the corona crisis has intensified a trend that was already well underway.

Many online retailers also feared a fall-off in orders in light of the pandemic. Yet this seems to have been unfounded. For example in April, when numerous restrictions were already shaping public life, 90% more parcels were sent than at the beginning of March. “Although all physical shops have been open again since July, many consumers continue to rely on the online and mail-order industry’s resilient delivery infrastructure”, according to e-commerce expert Christoph Wenk-Fischer.

In the third quarter, online retailers generated 13.3% more revenues than in the same quarter of the previous year. The growth rate was just 11.6% from 2018 to 2019.

Top Dog Amazon

As the infographic shows, Amazon’s turnover still by far outstrips that of any other online retailer. Last year, the group achieved sales of €10.49 billion – and that’s just in Germany, mind you. OTTO comes in second place, followed by Zalando. The evolution of Amazon Prime Day also illustrates the company’s success story and the online retailer still hasn’t dispensed with this discount campaign. Last year Amazon achieved $7.2 billion US on a single day. Back in 2015 it was still just $0.9 billion.

The Federal Republic is Amazon’s second most important sales market. Amazon generates 8% of its total turnover here. However, 69% of the company’s sales still come from the United States of America.

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