Top 10 E-Commerce Platforms in Germany by Reach — Q1 2026
Results as of
Review Q1 2026: Temu reaches 28.3 million German internet users in Q1 2026, overtaking Kaufland, OTTO, idealo and MediaMarkt as the highest-reach e-commerce destination outside Amazon and eBay
Info
- Sample size
- n = 6,054
- Data date
- Q1 2026
- Segment
- All segments
- Platform
- Browsing
- Market
- Germany
Analysis
Temu attracted an estimated 28.3 million German internet users aged 16+ in Q1 2026 — placing it ahead of every domestic or established international e-commerce platform except Amazon and eBay. That puts the Chinese discount marketplace roughly 6 million users clear of Kaufland (22.4M) and OTTO (21.6M), two platforms with decades of German market presence.
How the German e-commerce ranking broke open
The top 10 beyond Amazon splits cleanly into three clusters: general marketplaces (Temu, Etsy, AliExpress), price-comparison platforms (idealo at 19.0M, CHECK24 at 15.0M), and bricks-and-clicks electronics or grocery retailers (MediaMarkt 18.6M, Lidl 15.1M, Apple 15.1M). Germany remains Temu's largest European market by monthly users, and a 2026 ECC KLUB/IFH Köln survey found that 38% of German consumers have ordered from Temu at least once — compared with 21% for SHEIN and 16% for AliExpress. The EU Digital Services Act now compels Temu to publish bi-annual user transparency reports, increasing the platform's regulatory exposure even as its reach grows. For marketers benchmarking alternatives to Amazon Germany, price-comparison sites and discount marketplaces collectively command a user pool that rivals the country's leading department-store platforms. See how these brands' reach evolved month by month in the monthly share trend.
This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.
Methodology
Reach is defined as the number of German internet users aged 16+ who visited any web domain associated with each brand at least once during Q1 2026 (January–March). Browsing data from a representative German online panel was scaled to the full German online population using demographic weighting. Amazon and eBay are excluded from the ranking at the research brief's request. All figures shown are point estimates.