The figures shown represent recalculated gross values from IFH Köln. Consumer goods are B2C at end-user prices, excluding services. (p) = Projection.
According to the forecast in the “Online Retail Industry Report” by IFH Köln market researchers, Germany's B2C e-commerce sector is set to grow again in 2024. The fastest-growing segment includes fast-moving consumer goods (FMCG), such as alcoholic beverages. The outlook remains positive.


The home and living sector is expected to see modest online growth of up to 2.6%.
According to IFH Köln, the growth drivers in online retail are not only FMCG and DIY products, along with the increasing demand for convenience shopping.
New market players are also reshaping the industry. Asian discount platforms like Temu, Shein, and others are setting new standards for pricing, speed, and target audience engagement.




"For us as an online wine retailer, 2024 was a year full of ups and downs."
The fiscal year got off to a rough start, with German consumer confidence at a low. This was compounded by a series of crisis reports, whose effects were almost immediately reflected in our sales figures.
All the more reason to celebrate that, despite the challenges, we’re closing the year with modest growth and many satisfied new customers. It truly felt like a rollercoaster, but we’re ending it with optimism for the road ahead.

Source: IFH Köln, “Online Retail Industry Report 2024”. The figures for 2024 are projections.