Retail in Germany - statistics & facts
However a consumer may proceed about it, retail is unavoidable. German retail trade net revenue reached roughly 813 billion euros in 2024, distributed over a variety of sales channels including supermarkets, discount, department, and self-service stores, as well as online retail. Discount stores accounted for the highest share in retail revenue distribution, followed by specialist retailers that were chains and specialty shops.聽
Shifting habits at the register and beyond
German consumers will often mention how non-cash payments are not yet as widespread as desired in the country. Indeed, it is still not uncommon to come across a shop with a notice saying only cash is accepted. However, EC card payments have steadily gained ground, surpassing cash for the first time in 2020 and claiming close to half of all retail payment volume by 2024. Germans shop at various locations, though changing patterns can also be observed, with average monthly household spending on consumer goods reflecting evolving priorities. Shopping centers remain a fixture of the physical retail landscape, with total sales area reaching roughly 16.7 million square meters in 2025. Supermarkets continue to be a focal point of the consumer experience, especially for grocery shopping.
Buyer hesitation and the e-commerce factor
The future of retail in Germany is shaped by several converging forces. Buyer hesitation topped the list of retailer concerns in 2025, cited by roughly two-thirds of respondents, alongside price pressures and energy costs. Supply shortages and elevated inflation levels following the Russia-Ukraine war also continue to affect the sector, even as rates have moderated. Despite these headwinds, the industry employs roughly 3.1 million people as of 2024, underscoring its importance to the national economy. Meanwhile, the e-commerce market volume in Germany surpassed 88 billion euros in 2024, and online retail's market share reached about seven percent. Technological developments, particularly artificial intelligence, also pose questions for German retail, from manufacturing processes to orders and shipping. With the sector navigating consumer caution, digital transformation, and global disruptions simultaneously, the ability to adapt quickly will likely separate the winners from the rest.
