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eCommerce-Markt Deutschland - Analyse der Top 1.000 B2C Online-Shops nach Nettoumsatz 2016

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Top 1000: Deutschlands umsatzstärkste Online-Shops
Internet-Giganten wie Amazon und Zalando dominieren auch in Deutschland den Online-Handel. Doch welche Unternehmen spielen außerdem noch eine Rolle auf der deutschen eCommerce-Bühne? Wer führt das Umsatzranking in den verschiedenen Produktkategorien an und wie werden sich die Umsätze der Branche insgesamt entwickeln?

Quick Facts
• Der Nettoumsatz im deutschen eCommerce-Markt wird bis zum Jahr 2022 mit einer jährlichen Wachstumsrate von 7,8% steigen
• Mit einem Nettoumsatz von über 8 Mrd. € steht Amazon.de ungeschlagen an der Spitze der 1000 erfolgreichsten deutschen Online-Shops
• Mit 1,1 Mrd. € Umsatz führt zalando.de im Bereich Fashion, Ikea dominiert mit 233 Mio € das Segment Möbel & Haushalt
• 95% der 1000 größten Online-Shops sind aktiv auf Facebook, im Durchschnitt haben sie dort 878.621 Likes

Mehr Informationen: de.statista.com

Published in: Retail
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eCommerce-Markt Deutschland - Analyse der Top 1.000 B2C Online-Shops nach Nettoumsatz 2016

  1. 1. Analyse der Top 1.000 B2C Online-Shops nach Nettoumsatz 2016 E-COMMERCE-MARKT DEUTSCHLAND
  2. 2. September 2017 Nettoumsatz im eCommerce-Markt in Deutschland 2016 bis 2022 in Mio. € 2 1: Compound annual growth rate / durchschnittliche Wachstumsrate pro Jahr Quelle: Statista Digital Market Outlook 2017 Elektronik & Medien größtes Segment im eCommerce-Markt Deutschland eCommerce-Umsatz in Deutschland in Millionen € 7,8%1 29% 6% 68.231 29% 43.396 28% 21% 32% 6% 13% 2016 2022 16% 19% +6,2% p.a. +9,7% p.a. +11,2% p.a. +8,8% p.a. +6,9% p.a. Fashion Elektronik & Medien Lebensmittel & Drogerie Möbel & Haushalt Spielzeug, Hobby & DIY CAGR1 16-22
  3. 3. September 2017 Umsatz der größten Online-Shops in Deutschland 2016 in Millionen € 3 1 Der Gesamtumsatz Deutschland beträgt laut Geschäftsbericht 12,8 Mrd. Euro. Dieser inkludiert jedoch Service- und Subscription- Umsätze (AWS, Prime-Mitgliedschaften, audible.de etc.) sowie alle Exporte von amazon.de ins Ausland. Die Service-Umsätze, die Exporte sowie die Umsätze weiterer Amazon-Angebote wurden aus dem Deutschlandumsatz für www.amazon.de herausgerechnet Quelle: ecommerceDB.com, Studie “E-Commerce-Markt Deutschland 2017” – Statista, EHI Amazon, Otto und Zalando dominieren den eCommerce Markt in Deutschland Top 10 der Online-Shops in Deutschland nach Nettoumsatz 2016 in Mio. € 432 450 472 517 533 587 706 1.122 2.743 8.123amazon.de conrad.de zalando.de tchibo.de mediamarkt.de bonprix.de notebooksbilliger.de otto.de cyberport.de alternate.de Generalist Elektronik & Medien Fashion 1
  4. 4. September 2017 Top Online-Shops nach Segmenten in Deutschland 2016, Nettoumsatz in Mio. € 4 Quelle: ecommerceDB.com, Studie “E-Commerce-Markt Deutschland 2017” – Statista, EHI Top-Shops nach Segmenten (1/3): Generalisten und Elektronik, Medien Generalisten Elektronik & Medien 208 227 450 lidl.de 2.743 amazon.de 8.123 otto.de tchibo.de qvc.de 432 472 517 533 706notebooksbilliger.de alternate.de conrad.de cyberport.de mediamarkt.de
  5. 5. September 2017 Top Online-Shops nach Segmenten in Deutschland 2016, Nettoumsatz in Mio. € 5 Quelle: ecommerceDB.com, Studie “E-Commerce-Markt Deutschland 2017” – Statista, EHI Top-Shops nach Segmenten (2/3): Fashion und Spielzeug, Hobby, DIY Fashion Spielzeug, Hobby & DIY 293 352 373 587 baur.de esprit.de 1.122 hm.com bonprix.de zalando.de 139sportscheck.com degussa-goldhandel.de 200 zooplus.de 297 290 thomann.de 236 mytoys.de
  6. 6. September 2017 Top Online-Shops nach Segmenten in Deutschland 2016, Nettoumsatz in Mio. € 6 Quelle: ecommerceDB.com, Studie “E-Commerce-Markt Deutschland 2017” – Statista, EHI Top-Shops nach Segmenten (3/3): Möbel, Haushalt und Lebensmittel, Drogerie Möbel & Haushalt Lebensmittel & Drogerie 233ikea.com 170home24.de 121 76 reuter.de 69 ao.de elektroshopwagner.de douglas.de hellofresh.de 317docmorris.de 199 163 shop-apotheke.com 146 medikamente-per-klick.de 116
  7. 7. September 2017 36% 64% Ja Nein Mobile Website Stationäre Ladengeschäfte 87% 13% Ja Nein Anteil der Top-1000-Online-Shops, die die jeweiligen Vertriebskanäle nutzen 7 Quelle: ecommerceDB.com, Studie “E-Commerce-Markt Deutschland 2017” – Statista, EHI Multi-Channel-Strategie: 87% der Online- Shops bieten auch eine mobile Website an Amazon-Marktplatz ebay-Marktplatz 54% 46% Ja Nein 34% 66% Ja Nein
  8. 8. September 2017 Social-Media-Angebote der Online-Shops und Engagement der jeweiligen User 8 1: Google+, Twitter, Instagram, Pinterest: follower, Facebook: likes, You Tube: subscriber Quelle: ecommerceDB.com, Studie “E-Commerce-Markt Deutschland 2017” – Statista, EHI Facebook und Instagram mit höchsten durchschnittlichen Nutzerzahlen Anteil der Top-1.000-Online-Shops, der folgende Social-Media-Kanäle anbietet, in % Durchschnittliches Engagement1 auf den Social-Media-Profilen der Shops 64% 84% 95% 55% 80% 77% 16.935 554.839 56.159 30.609 878.621 81.011
  9. 9. September 2017 Angebotene Zahlungsmethoden der Top-1.000-Online-Shops in % 9 Mehrfachnennungen möglich, deswegen übersteigt die Summe 100% Quelle: ecommerceDB.com, Studie “E-Commerce-Markt Deutschland 2017” – Statista, EHI E-Wallets und Kreditkarten werden von über 90% der Online-Shops angeboten Anteil der Top-1.000-Shops, der die jeweilige Zahlungsmethode anbietet in % 29,1 76,6 6,7 76,178,0 90,491,3 KreditkarteE-Wallet Online-Banking Rechnung DebitKlassisch Sonstige
  10. 10. September 2017 Source: similarweb.com Mehr Informationen auf ecommerceDB.com 10
  11. 11. September 2017 11 Source: similarweb.com Ihr Kontakt Fabian Ganswindt Key Account Manager eCommerce Johannes-Brahms-Platz 1 20355 Hamburg TEL +49 40 284 841 439 E-Mail fabian.ganswindt@statista.com Stefanie Eden Head of Market Intelligence eCommerce Johannes-Brahms-Platz 1 20355 Hamburg www.ecommerceDB.com TEL +49 40 284 841 439 E-Mail stefanie.eden@statista.com Sandy Richter Analyst Intelligence eCommerce Johannes-Brahms-Platz 1 20355 Hamburg TEL +49 40 284 841 439 E-Mail sandy.richter@statista.com
  12. 12. APPENDIX 12 Marktdefinitionen
  13. 13. September 2017 Marktdefinition Marktdefinition Möbel & Haushaltswaren Quelle: ecommerceDB.com13 Möbel & Haushaltswaren Das eCommerce-Marktsegment „Möbel & Haushaltswaren“ bezeichnet den Online-Handel mit Möbeln, Küchen und Haushaltswaren wie zum Beispiel Küchenzubehör, Badezimmerzubehör, Heimtextilien, Lampen/Leuchten und Leuchtmitteln sowie Dekoartikeln, Kerzen, Glas, Keramik und Porzellan. Elektronische Haushaltsgeräte sind in diesem Marktsegment nicht mit eingeschlossen. Zu den wichtigsten Anbietern im Marktsegment „Möbel & Haushaltswaren“ gehören der Online-Shop von home24.de wayfair.com oder IKEA. IN-SCOPE: • Möbel • Haushaltswaren (z. B. Küchenzubehör, Wohntextilien, Badezimmerzubehör) • Küchen OUT-OF-SCOPE: • Elektronische Haushaltsgeräte (z. B. Waschmaschinen, Kaffeeautomaten, Geschirrspülmaschinen)
  14. 14. September 2017 Marktdefinition Marktdefinition Fashion Quelle: ecommerceDB.com14 Fashion Das eCommerce-Marktsegment „Fashion“ betrachtet den Online-Handel mit Bekleidungsartikeln für Damen, Herren und Kinder (ab 4 Jahren). Weiterhin enthält das Segment Schuhe und Schuhzubehör (z.B. Pflegemittel, Schuhreinigung) sowie Bekleidungsaccessoires und Taschen (z.B. Hüte, Schals, Tücher und Ledertaschen/-koffer, Geldbörsen, Etuis). Nicht inkludiert sind in diesem Marktsegment Outdoor-/Sportbekleidung, Outdoor-/Sportschuhe, Bekleidungsartikel für Babys/Kleinkinder (siehe hierfür: „Spielzeug, Hobby & DIY“) und der An- oder Weiterverkauf gebrauchter Artikel. IN-SCOPE: • Schuhe und Schuhzubehör (z. B. Pflegemittel, Schuhreinigung) • Lederwaren (z. B. Ledertaschen/-koffer) • Bekleidungsartikel • Bekleidungsaccessoires (z. B. Hüte, Schals, Tücher) OUT-OF-SCOPE: • Outdoor-/Sportbekleidung • Outdoor-/Sportschuhe • Baby-/Kleinkinderbekleidung
  15. 15. September 2017 Marktdefinition Marktdefinition Spielzeug, Hobby & DIY Quelle: ecommerceDB.com15 Spielzeug, Hobby & DIY Im eCommerce-Marktsegment „Spielzeug, Hobby & DIY“ wird der Online-Handel mit Spielzeug und Kleinkinderbedarf (inklusive Nahrung und Bekleidung), mit Sport-, Outdoor- und Gartenartikeln (z. B. Sportgeräten, Outdoor-Ausrüstung, Blumen, Pflanzen, Werkzeug, DIY-Bedarf) sowie mit Hobby- & Schreibwaren (z. B. Kunst-/Sammlerartikel, Autozubehör, Erotikartikel) betrachtet. Nicht enthalten sind digital vertriebene Dienstleistungen (siehe hierfür: eServices), digital vertriebene Güter in B2B- Märkten sowie der digitale An- oder Weiterverkauf von gebrauchter, defekter oder reparierter Ware (reCommerce und C2C) IN-SCOPE: • Spielzeug, Baby- & Kleinkinderbedarf (z. B. Nahrung, Bekleidung) • Sport- & Outdoorartikel (z. B. Sportgeräte, Outdoor- Ausrüstungen) • Gartenartikel (z. B. Blumen, Pflanzen), Werkzeug, DIY-Bedarf • Hobby- & Schreibwaren (z.B. Musikinstrumente und Bürobedarf) • Sonstige Artikel (z. B. Autozubehör, Erotikartikel) OUT-OF-SCOPE: • Business-to-Business-Märkte (z. B. Alibaba) • An- und Weiterverkauf von gebrauchter Ware (reCommerce) • Verkäufe zwischen Privatpersonen (z. B. eBay Kleinanzeigen)
  16. 16. September 2017 Marktdefinition Marktdefinition Elektronik & Medien Quelle: ecommerceDB.com16 Elektronik & Medien Das eCommerce-Marktsegment „Elektronik & Medien“ umfasst den Vertrieb von physischen Medien (z. B. Büchern, DVDs, CDs, Blu-ray Discs, Computer-/Konsolenspielen), von Unterhaltungselektronik (z. B. Fernsehgeräten, DVD-Playern) und von Kommunikationselektronik (z.B. Desktop-Computern, Laptops, Smartphones, Tablets) über einen digitalen Vertriebskanal. Digitale Medien sowie der An- oder Weiterverkauf von gebrauchter, defekter oder reparierter Ware (reCommerce und C2C) sind nicht enthalten. IN-SCOPE: • Physische Medien (z. B. Bücher, DVDs, Blu- ray Discs, Computer-/Konsolenspiele) • Unterhaltungselektronik (z. B. Fernsehgeräte, Spielekonsolen, DVD-Player) • Kommunikationselektronik (z. B. Laptops, Smartphones, Tablets, Desktop-Computer) OUT-OF-SCOPE: • Digitale Medien (z. B. Video-on-Demand, Musik-Downloads, eBooks) • Mobilfunkverträge • Haushaltsgeräte (z. B. Kaffeemaschinen, Waschmaschinen)

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