# Fastest-Growing E-Commerce Platforms in Germany — Q1 2025 to Q1 2026

> SHEIN's German web reach surged +124% year-on-year to 16.1 million users in Q1 2026, leading a discount-and-comparison wave that also lifted Back Market (+65%), HelloFresh (+56%) and Temu (+37%)

**Period:** Q1 2025 → Q1 2026  
**Market:** DE  
**Data status:** final  
**Data as of:** 2026-04-30T04:12:20.365562+00:00  
**Sample size:** n = 6,054  
**Effective sample size:** 9,370  
**Source:** [https://www.datapods.app/en/insights/digital/web-browsing/ecommerce-reach-growth-germany-q1-2025-q1-2026](https://www.datapods.app/en/insights/digital/web-browsing/ecommerce-reach-growth-germany-q1-2025-q1-2026)

## Segments

- **Years:** 2025–2026
- **Platform:** browsing

## Summary

SHEIN more than doubled its German web reach — from 7.2 million to 16.1 million internet users — in the twelve months to Q1 2026, the steepest year-on-year gain of any platform in the ranking. Every brand posting double-digit growth belongs to one of four value-oriented archetypes: discount marketplace, price-comparison aggregator, refurbished-electronics specialist, or subscription-model grocer.

## The consumer-pessimism rotation behind the numbers

German consumer sentiment remained under pressure throughout 2025: surveys repeatedly found majorities prioritising financial security and hunting for discounts over discretionary spending. That backdrop explains the gainer list with unusual precision. SHEIN's European expansion accelerated as U.S. tariff pressures redirected the platform's growth focus toward Germany and France — Euromonitor data shows German SHEIN sales up +31% in 2025 even as U.S. sales fell. Back Market, which forecast record €3 billion GMV in 2025 on the back of a 30% year-on-year Q2 gain, benefits from a structural rise in refurbished electronics: Germany's recommerce market grew roughly 14% in 2025 according to Bitkom. Vergleich.org (+49%), idealo (+33%) and mydealz (+30%) all gaining share confirms a classic value-search pattern — German shoppers comparing prices more intensively rather than buying on impulse. For context on which platforms now hold the largest absolute audiences, see the [Q1 2026 reach ranking](slug:top-10-ecommerce-platforms-germany-reach-q1-2026).

## Chart

Bar chart showing year-on-year percentage change in estimated German web reach for a selection of e-commerce platforms, comparing Q1 2025 to Q1 2026. SHEIN leads at +124%, followed by Back Market (+65%), HelloFresh (+56%), Vergleich.org (+49%), Temu (+37%), idealo (+33%), OTTO (+30%), mydealz (+30%), Shop Apotheke (+24%), and Rossmann (+21%). All values are point estimates.

## Methodology

Reach growth is the percentage change in estimated unique German internet users aged 16+ who visited each brand's web domains in Q1 2025 versus Q1 2026. Both quarters were measured from independent browsing panels, scaled to the German online population using demographic weighting. 

## Citation

Datapods (2026-04-30). *Fastest-Growing E-Commerce Platforms in Germany — Q1 2025 to Q1 2026*. Datapods Insights. https://www.datapods.app/en/insights/digital/web-browsing/ecommerce-reach-growth-germany-q1-2025-q1-2026

## About Datapods

Datapods is a behavioral consumer-data platform. The Insights library publishes free, citable statistics derived from a panel of 25,000+ opted-in participants in Germany: observed real behavior (transactions, browsing, media), not surveys. All data is processed within the EU and is GDPR-compliant.

For brand-specific cuts, competitor benchmarks, and granular audience filters across 12,000+ tracked brands, see [https://www.datapods.app/en](https://www.datapods.app/en).