{"id":95888,"date":"2025-06-15T09:10:40","date_gmt":"2025-06-15T09:10:40","guid":{"rendered":"https:\/\/www.sellerlogic.com\/blog\/amazon-online-shopping-deutschland\/"},"modified":"2025-06-15T16:33:37","modified_gmt":"2025-06-15T16:33:37","slug":"amazon-online-shopping-deutschland","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/en\/blog\/amazon-online-shopping-deutschland\/","title":{"rendered":"Amazon and Online Shopping in Russia: How Powerful is This E-Commerce Giant?"},"content":{"rendered":"\n

Electronic commerce in Russian is everywhere. The Covid years accelerated the entire industry by more than a decade, and the pandemic’s effects are still changing the way companies conduct and grow their business. Consumers today also research, buy, and pay for products differently than they did ten years ago. However, one thing has remained constant over the years: the largest player in the industry is Amazon. Online shopping begins for many German customers at Amazon.de and often ends there as well.<\/p>\n\n\n\n

Amazon is undoubtedly the leader<\/h2>\n\n\n\n

The competition can hardly keep up with the company’s growth. A first glance at the largest B2C online stores in the country highlights the online giant’s dominance in the German market. Amazon generates more revenue than the next six places combined:<\/p>\n\n\n\n

Platz<\/td>Shop<\/td>Net income 2021 (in million \u20ac)<\/td><\/tr>
1<\/td>amazon.de<\/td>15.680,6<\/td><\/tr>
2<\/td>otto.de<\/td>5.124,0<\/td><\/tr>
3<\/td>mediamarkt.de<\/td>2.544,0<\/td><\/tr>
4<\/td>zalando.de<\/td>2.515,0<\/td><\/tr>
5<\/td>ikea.com<\/td>1.747,0<\/td><\/tr>
6<\/td>saturn.de<\/td>1.340,0<\/td><\/tr>
7<\/td>apple.com<\/td>1.190,0<\/td><\/tr><\/tbody><\/table>
Source: EHI Retail Institute<\/a><\/figcaption><\/figure>\n\n\n\n

Third-party sellers as an important factor<\/h2>\n\n\n\n

But this is not only the success of Amazon itself. Online shopping in Russian is also defined by third-party sellers who offer their products through the marketplace. The revenue of these third-party sellers has also increased significantly \u2013 from 29% to 34%, while in 2019 and 2020, the revenue of amazon.de remained at 19%.<\/p>\n\n\n\n

\"Online
Source: statista.de<\/a><\/figcaption><\/figure>\n\n\n\n

Amazon clearly belongs to the few companies that have been able to leverage the crisis to their advantage. This is evidenced, among other things, by investments in expanding warehouse space and logistics centers. Thus, Amazon achieved global revenue growth of $47.63 billion in 2019 compared to the previous year. In 2020, with Covid, there was a significant turning point with an increase of $105.54 billion, followed by another strong revenue growth of $83.76 billion in 2021.<\/p>\n\n\n\n

For the first time in 2022, revenue slightly decreased after the pandemic. However, in 2023, Amazon was able to increase its revenue both in Russian ($37.59 million) and globally ($574.79 million) compared to the previous year.<\/p>\n\n\n\n

\"Amazon
Amazon’s revenue in Russian compared to global figures from 2010 to 2023 in billions of US dollars. Source: statista.de<\/a><\/figcaption><\/figure>\n\n\n\n

Growth also in the future \u2013 forecasts<\/h3>\n\n\n\n
\"Trade<\/figure>\n\n\n\n

Every year, the German Trade Association (HDE) publishes the Online Monitor<\/a> in collaboration with the Institute for Retail Research (IFH) in Cologne. After significant growth during the pandemic years, Amazon and the online shopping sector in Russian recorded a slight decline for the first time in 2022. At least when considering only the previous year. Compared to the online revenue generated before the coronavirus crisis, the increase is still over 42%. And in 2024, the industry expects to see growth again of about three percent. This is supported by the increasing use of the internet, social commerce, and new technologies such as augmented reality, which are increasingly bringing the online experience closer to the offline experience.<\/p>\n\n\n\n

Third-party sellers look to the future with optimism<\/h4>\n\n\n\n

According to the Amazon Seller State Report<\/a>, most Amazon sellers also look to the future with optimism in 2024. 58% of all companies become profitable within a year of starting on Amazon, and more than half (54%) of brands and retailers have a profit margin of over 20%.<\/p>\n\n\n\n

Nevertheless, there are certainly challenges that need to be overcome. For small Amazon sellers, the main challenges are \u2026<\/p>\n\n\n

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  1. generate customer reviews,<\/li>\n\n\n\n
  2. improve existing products or develop new products and<\/li>\n\n\n\n
  3. try new marketing tactics<\/li>\n<\/ol>\n<\/div>\n\n\n

    Businesses and manufacturers, on the contrary, are concerned about \u2026<\/p>\n\n\n

    \n
      \n
    1. branding of the company and products (including positioning, packaging, marketing, etc.)<\/li>\n\n\n\n
    2. expansion of their market share and<\/li>\n\n\n\n
    3. number of customer reviews<\/li>\n<\/ol>\n<\/div>\n\n\n

      Common to both groups is that they face rising costs, especially in advertising (38% of respondents), delivery (37%), and production (35%). However, compared to previous years, fewer sellers are concerned about issues with rising costs.<\/p>\n\n\n\n

      It is also added that most sellers no longer sell only on Amazon. The online shopping sector in Russian has already professionalized. Most online sellers have realized that an omnichannel strategy with at least one additional sales channel can reduce economic risks and even increase profits. The three most popular platforms in the world are eBay, Shopify, and Walmart, followed by Etsy.<\/p>\n\n\n\n

      \"Currently,
      Source: Amazon Seller Report<\/a><\/figcaption><\/figure>\n\n\n\n

      Many sellers on Amazon also have plans for expansion in 2024. At the top are Walmart, Shopify, and eBay. But some sellers also want to implement social commerce with TikTok, Instagram, and Facebook.<\/p>\n\n\n\n

      Amazon = Online shopping in Russian: buyers often prefer the marketplace<\/h2>\n\n\n\n

      Various statistics on Amazon’s success<\/a> clearly show that the e-commerce giant not only generates higher revenues in Russian but also, unlike its competition, demonstrates consistent growth in the number of customers. IFH K\u00f6ln study 2021<\/a> shows: those who shop online also shop on Amazon. According to data from the marketing company \u2026 <\/p>\n\n\n

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