Leading Brands in Germany's Home & Garden Shopping Category for Q4 2023

Introduction

In the rapidly evolving Home & Garden Shopping category in Germany, three brands have distinguished themselves as leaders in Q4 2023: IKEA, OBI GmbH & Co. Deutschland KG, and Vorwerk International & Co. Utilizing Sensor Tower's comprehensive data, we explore their digital presence, audience engagement, and advertising strategies.

IKEA

Digital Presence:

• Website: ikea.com

• App: IKEA

Audience Trends

• Web Insights: From Q3 to Q4 2023, ikea.com maintained a stable monthly deduplicated audience of over 10M visitors, peaking at 14M in October.

• App Engagement: The IKEA app's monthly active user base fluctuated around 800K, with a slight dip in December.

• Web vs. App: The website consistently attracted a larger audience compared to the app.

Advertising Insights

• Ad Spend & Channels: Monthly advertising expenditure peaked in August at over $2M, with Facebook and Instagram as primary channels. Impressions remained robust, particularly on Facebook.

OBI GmbH & Co. Deutschland KG

Digital Presence:

• Website: obi.de

• App: heyOBI: DIY-Projekte mit OBI

Audience Trends

• Web Insights: OBI's website traffic declined from 15M monthly unique visitors in July to under 10M by December, indicating a seasonal drop.

• App Engagement: The heyOBI app maintained a consistent monthly active user base of around 280K, with a slight increase in December.

• Web vs. App: The website dominated audience numbers, while the app provided a steady secondary platform.

Advertising Insights

• Ad Spend & Channels: Monthly ad spend varied, peaking in July at over $700K. Instagram and YouTube were key channels, with a notable presence on desktop video in October.

Vorwerk International & Co.

Digital Presence:

• Website: vorwerk.com

• App: Die Thermomix Cookidoo App

Audience Trends

• Web Insights: Vorwerk experienced a significant increase in web traffic from October to November, with monthly unique visits nearly doubling to 1.2M.

• App Engagement: The Die Thermomix Cookidoo app showed steady growth, with monthly active users rising to over 650K by December.

• Web vs. App: The app audience demonstrated robust engagement, rivaling web-only visitors.

Advertising Insights

• Ad Spend & Channels: Vorwerk's ad strategy focused on Facebook, with November spending surging over $100K. Impressions were highest on this platform, with YouTube as a secondary channel.

Conclusion

The Home & Garden Shopping category in Germany illustrates dynamic digital strategies from IKEA, OBI, and Vorwerk. Each brand successfully balances web and app engagement, with Sensor Tower's data providing critical insights into their audience and advertising effectiveness. For businesses seeking to understand cross-platform behavior, Sensor Tower remains an invaluable resource, offering unparalleled access to comprehensive web, app, and advertising data.

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