Leading Brands in Germany's Home & Garden Shopping Category: Q3 2024 Analysis

Introduction

In the dynamic landscape of Germany’s Home & Garden Shopping category, several brands have emerged as leaders in Q3 2024. OBI GmbH & Co. Deutschland KG, IKEA, and Vorwerk International & Co. have shown significant digital presence across their websites and apps. This analysis, powered by Sensor Tower's comprehensive data, provides insights into their performance trends from Q2 to Q3 2024.

OBI GmbH & Co. Deutschland KG

Website & App Presence:OBI maintains a robust digital footprint with its website obi.de and the heyOBI: DIY-Projekte mit OBI app.

• Audience Trends: Throughout Q2 to Q3 2024, obi.de experienced fluctuating visits, peaking in August with over 93M visits. The unique monthly visitors remained above 11M, showcasing a stable core audience.

• App Engagement: The heyOBI app saw a decline in monthly active users from 1.7M in April to 1.2M in September, indicating a shift in mobile engagement.

• Ad Spend & Channels: OBI's monthly ad spend decreased steadily, with Facebook being the dominant channel, generating the most impressions. The spend dropped from over $230K in April to around $74K in September.

IKEA

Website & App Presence:IKEA continues its stronghold with its website ikea.com and the IKEA app.

• Audience Trends: IKEA's website visits rose sharply, reaching over 210M in September, with unique monthly visits surpassing 12M. The site consistently attracted high traffic, indicating strong web engagement.

• App Engagement: The IKEA app maintained a stable monthly user base, peaking at around 3.8M active users in August, reflecting effective mobile engagement.

• Ad Spend & Channels: IKEA's advertising efforts were substantial, with monthly expenditures peaking at over $2.7M in August. Facebook and Instagram were the leading channels, delivering vast impressions.

Vorwerk International & Co.

Website & App Presence:Vorwerk's digital ecosystem includes the site vorwerk.com and the Die Thermomix Cookidoo App.

• Audience Trends: Vorwerk.com saw a steady increase in visits, crossing 6M in September. Unique monthly visits also rose, indicating growing interest in their offerings.

• App Engagement: The Thermomix Cookidoo app maintained consistent monthly engagement with approximately 2.6M active users throughout the period.

• Ad Spend & Channels: Vorwerk's monthly ad spend remained modest, with Facebook driving the majority of impressions. The spend was relatively stable, with a slight peak in June at around $53K.

Conclusion

The Home & Garden Shopping category in Germany has witnessed diverse strategies from OBI, IKEA, and Vorwerk. Each brand has leveraged their digital platforms uniquely, as captured by Sensor Tower’s unparalleled data capabilities. From web insights to app performance and advertising metrics, Sensor Tower provides a comprehensive view of cross-platform user behavior, essential for understanding market dynamics.

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