After a phase of stagnation, the online trade attracts vigorously. According to the new HDE online monitor in 2025, the trade association Germany (HDE) predicts sales growth of 4% compared to the previous year. This corresponds to a total volume of EUR 92.4 billion. The product groups are particularly strongly increasing food and drugstores.
“The online trade is again the clear growth locomotive of retail,” says Stephan Tromp, deputy general manager of the HDE. Despite a weak consumption mood, the digital sales channel develops significantly better than expected. In the segments of food and drugstore products, the online share has increased by over 8% or over 9% in the past three years.
The marketplace trade remains an essential driver. In the meantime, 57% of the total online turnover in Germany is on platforms. Many customers buy – often unconsciously – from providers outside the EU. In 2024, foreign online retailers made around 8.9 billion euros in sales, around 10% of the total volume. Temu and Shein are particularly dynamic, which together is an estimated 2.7 to 3.3 billion euros.
This development calls the association on the plan: “Finally, fair competitive conditions are needed,” says Tromp. Provider from the Far East should be subject to the same standards as European dealers. The HDE demands clear political guidelines-both from the federal government and the EU Commission. “Competition revives the business. But end with Wild-West,” says Tromp.
The online monitor is here available.
