Key Players in Germany's Home & Garden Shopping Category: Q3 2024 Insights

Introduction

In the bustling Home & Garden Shopping category in Germany, three brands emerged as leaders in Q3 2024: OBI GmbH & Co. Deutschland KG, IKEA, and Vorwerk International & Co. This article delves into their digital performance, utilizing data from Sensor Tower’s comprehensive suite of tools, including Web Insights, App Performance Insights, and Pathmatics.

OBI GmbH & Co. Deutschland KG

Digital Presence

OBI's digital footprint is anchored by its website, obi.de, and the heyOBI: DIY-Projekte mit OBI app.

• Audience Trends: From Q2 to Q3 2024, obi.de experienced fluctuations, with visits peaking in August at over 103M before dropping to around 82M in September. The monthly deduplicated audience hovered above 12M throughout the quarter, indicating a stable web presence.

• App Engagement: The heyOBI app maintained a steady monthly active user base, slightly decreasing from 267K in April to about 228K in September, suggesting a loyal mobile audience.

• Ad Spend & Channels: OBI’s monthly advertising expenditure decreased significantly over the quarter, from approximately $326K in May to around $74K in September, with Facebook and Instagram being the primary channels.

IKEA

Digital Presence

IKEA's digital strategy includes its website, ikea.com, and the IKEA app.

• Audience Trends: ikea.com saw a substantial increase in visits, reaching over 200M in August and September. The monthly deduplicated audience also grew, surpassing 14M by the end of Q3.

• App Engagement: The IKEA app's monthly active users rose from around 830K in April to nearly 960K in September, reflecting an increasing preference for mobile shopping.

• Ad Spend & Channels: IKEA's monthly ad spend peaked at over $2.7M in August, with Facebook and YouTube as key channels, delivering substantial impressions across platforms.

Vorwerk International & Co.

Digital Presence

Vorwerk's online presence is marked by its website, vorwerk.com, and the Die Thermomix Cookidoo App.

• Audience Trends: Visits to vorwerk.com were relatively stable, with a slight increase to over 3.3M in September. The monthly deduplicated audience remained above 3.5M, indicating consistent engagement.

• App Engagement: The Cookidoo app maintained a stable monthly user base, with active users slightly decreasing from 637K in April to about 618K in September.

• Ad Spend & Channels: Vorwerk’s monthly ad spend was modest, peaking at around $53K in June, with Facebook and Instagram being the main channels for their advertising efforts.

Conclusion

These leading brands demonstrate the dynamic nature of the Home & Garden Shopping category in Germany. Sensor Tower’s data highlights the essential digital strategies and market behaviors that keep these brands at the forefront. With unique cross-referencing capabilities, Sensor Tower remains a critical tool for understanding cross-platform user behavior and advertising efficacy, offering invaluable insights for decision-makers.