Leading Brands in DE’s Shopping Category: Q1 2025 Analysis

As we delve into Q1 2025, Sensor Tower has identified the top performers in Germany's shopping category, focusing on brands with substantial monthly deduplicated audiences across their websites and apps. This analysis covers Lidl Stiftung & Co. KG, kleinanzeigen.de GmbH, and Otto, highlighting their digital presence and advertising strategies from Q4 2024 to Q1 2025.

Lidl Stiftung & Co. KG

Digital Presence

• Websites: Lidl operates multiple websites, including lidl-kochen.de, lidl-reisen.de, and lidl.com.

• App: The Lidl Plus app complements their web offerings.

Audience Trends

• Web Insights: From Q4 2024 to Q1 2025, lidl.com maintained a robust monthly visitor count, exceeding 70M visits. lidl-kochen.de and lidl-reisen.de saw fluctuations but remained stable with monthly visits around 3M and 1M respectively.

• True Audience: The monthly deduplicated audience remained consistently above 16M across all platforms, with the app audience contributing significantly.

App Engagement

• App Performance Insights: The Lidl Plus app showed a steady increase in monthly active users, rising from 2.8M in October 2024 to over 3.4M by March 2025.

Ad Spend & Channels

• Pathmatics: Lidl's monthly ad spend saw a notable increase, especially in March 2025, reaching over $2.5M. Facebook and Instagram were primary channels, delivering substantial impressions.

kleinanzeigen.de GmbH

Digital Presence

• Website: kleinanzeigen.de serves as the primary platform.

• App: The Kleinanzeigen: Jetzt ohne eBay app enhances their digital footprint.

Audience Trends

• Web Insights: The website consistently attracted over 300M monthly visits, with a peak in January 2025.

• True Audience: The monthly deduplicated audience hovered around 35M, with a balanced distribution between web and app users.

App Engagement

• App Performance Insights: The app maintained a stable monthly active user base, with active users exceeding 9M throughout the period.

Ad Spend & Channels

• Pathmatics: Monthly advertising expenditure was moderate, with YouTube and Instagram being significant channels, particularly in Q4 2024.

Otto

Digital Presence

• Websites: Otto operates otto-office.com and otto.de.

• App: The OTTO app is a key component of their digital strategy.

Audience Trends

• Web Insights: otto.de consistently surpassed 200M monthly visits, indicating strong web engagement. otto-office.com showed variable traffic, peaking in November 2024.

• True Audience: The monthly deduplicated audience was robust, averaging around 30M across platforms.

App Engagement

• App Performance Insights: The OTTO app maintained a steady monthly active user base, hovering around 3M.

Ad Spend & Channels

• Pathmatics: Otto’s monthly ad spend was significant, peaking at over $4M in January 2025, with Facebook and Instagram being primary channels.

Conclusion

The analysis of Q1 2025 reveals that Lidl Stiftung & Co. KG, kleinanzeigen.de GmbH, and Otto are leading the shopping category in Germany with robust digital presences and strategic advertising efforts. Sensor Tower’s comprehensive data, spanning web, app, and advertising insights, provides unparalleled visibility into these brands’ performance, crucial for understanding cross-platform user behavior.

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