Leading Shopping Brands in Germany: Q3 2023 Trends

Introduction

In the dynamic landscape of e-commerce in Germany, Q3 2023 has seen impressive activity from leading brands such as Shop Amazon, Otto, and Kleinanzeigen.de GmbH. These brands continue to captivate a significant audience with their strong presence across websites and apps. Sensor Tower's comprehensive data provides unparalleled insights into these brands' performance, highlighting trends and cross-platform user behavior.

Shop Amazon

Shop Amazon remains a dominant force in the German shopping category with its extensive digital presence on amazon.com and the Amazon Shopping app.

• Audience Trends: From Q2 to Q3, the website maintained over 300M unique visits monthly, with a stable visits-per-unique-visitor rate of 33-35. The monthly true audience remained above 41M, with a slight dip in September. Notably, web and app visitors shared a similar distribution, indicating balanced platform engagement.

• App Engagement: The Amazon Shopping app saw monthly active users hovering around 31M, peaking in August. This steady engagement underscores the brand's strong mobile presence.

• Ad Spend & Channels: Monthly ad spend fluctuated, peaking in August at approximately $6.8M, with Facebook and YouTube being the primary channels for impressions.

Otto

Otto's digital ecosystem, featuring the otto.de website and OTTO app, showcases robust user engagement.

• Audience Trends: The website experienced a rise in visits from 207M in May to over 256M in September. The monthly true audience peaked above 34M in August, highlighting a strong web-only visitor base.

• App Engagement: The OTTO app's monthly active users varied, peaking at nearly 9M in August before a slight decline in September.

• Ad Spend & Channels: Otto's monthly ad spend showed a downward trend from April's $4.6M to September's $3.1M, with Facebook and Instagram leading in impressions.

Kleinanzeigen.de GmbH

Kleinanzeigen.de GmbH's platform, including kleinanzeigen.de and the Kleinanzeigen: Jetzt ohne eBay app, remains a staple in the German market.

• Audience Trends: Website visits remained strong, averaging over 320M monthly. The monthly true audience was consistently above 34M, with a balanced distribution between app-only and web-only visitors.

• App Engagement: The app's monthly active user base remained stable, around 27M, with a slight dip in September.

• Ad Spend & Channels: Ad spend was modest, peaking at $748K in May, with YouTube and Instagram capturing significant impressions.

Conclusion

The Q3 2023 analysis reveals that Shop Amazon, Otto, and Kleinanzeigen.de GmbH continue to lead Germany's shopping category with robust web and app engagements. Sensor Tower's comprehensive data highlights the critical role of cross-platform insights in understanding user behavior and optimizing digital strategies. As the market evolves, these brands' ability to adapt and engage across multiple channels will be pivotal to their sustained success.

For more detailed insights, explore Sensor Tower’s offerings, including Web Insights, App Performance Insights, and Pathmatics.