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EMARKETER

The State of Germany Fashion Ecommerce 2025

Ultra-Fast and Secondhand Fashion Are Challenging the Status Quo

Report by EMARKETER Analysts  |  Jun 30, 2025
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Table of Contents
Germany fashion ecommerce: What is the size of the pie?
The competitive landscape
Consumer behavior and preferences
Key emerging trends
Opportunities and risks for retailers and brands
Sources
Media Gallery
About This Report
Online fashion sales are stable and growing slowly, but they lag wider ecommerce. Consumers are concerned about sustainability, but price is a bigger priority.
Topics
Ecommerce Sales
Retail Sales
Retail Categories
Germany
Table of Contents
Germany fashion ecommerce: What is the size of the pie?
The competitive landscape
Consumer behavior and preferences
Key emerging trends
Opportunities and risks for retailers and brands
Sources
Media Gallery

This report was prepared with the assistance of generative AI tools to support content organization, summarization, and drafting. All AI-generated contributions have been reviewed, fact-checked, and verified for accuracy and originality by EMARKETER editors. Any recommendations reflect EMARKETER’s research and human judgment.

Fashion ecommerce sales will hit $20.76 billion in 2025. But growth is trailing broader ecommerce. Meanwhile, consumer willingness to pay for eco-friendly fashion is low despite sustainability concerns. Ultra-fast fashion platforms are capitalizing on this with aggressive pricing.

Key Question: What is the state of the fashion ecommerce market in Germany?

Key Stat: Fashion ecommerce sales will reach $20.76 billion this year and surpass $22 billion by 2027.

Here’s what’s in the full report

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6charts

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Table of Contents

  1. Germany fashion ecommerce: What is the size of the pie?
  2. The competitive landscape
  3. Consumer behavior and preferences
  1. Key emerging trends
  2. Opportunities and risks for retailers and brands
  3. Sources
  1. Media Gallery

Charts in This Report

Fashion Ecommerce Growth Will Lag Total Ecommerce Growth in Germany Through 2028Online Penetration in Fashion Is Low Versus Entertainment and Electronics
Marketplaces Are By Far the Most Popular Retailers in GermanyConsumers in Germany Are Very Price Sensitive When Shopping Online
By 2028, Around a Quarter of the Population in Germany Will Make Purchases Via Social MediaBy 2028, There Will Be Over 24 Billion Cross-Border Buyers in Germany

authors

EMARKETER Analysts

Contributors

Vladimir de Leon
Chart Editor
Nikolai Dineros
Donte Gibson
Senior Charts Editor
Erika Huber
Director, Report Editing
Carina Perkins
Heather Sprung
Senior Editor
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