Online Shopping in Germany – Otto, Lidl and More
eCommerce Intelligence

Online Shopping in Germany – Otto, Lidl and More

February 13, 2018 | Updated July 5, 2022

Looking at the top 20 Shopping sites in Germany reveals the breakdown of traffic by vertical. Seven of the top 20 sites come from the General Merchandise category, but they account for over 70% of its traffic. Three Consumer Electronics retailers are responsible for 4.7% of the group’s traffic. Just two P2P retailers, including, are  responsible for 12.8% of the traffic to the top 20 sites.

Within the General Merchandise category, the two most popular sites were globally recognized brands. Out in front was – which brings about 38% of the group’s traffic with following with 23%. The next two General Merchandise retailers both originated in Germany – with receiving an average of 43M monthly visits, and at 18M responsible for 3.9% and 1.6% or traffic to the top 20 Shopping sites respectively.

The rest of this post will showcase these two giants of German retail without drawing a direct comparison between them. Otto began life as a mail order business before moving online in 1995. While Otto exists online only in Germany, elsewhere the Otto Group operates the Crate & Barrel brand of stores with over 170 stores around the world.

Lidl is a global discount supermarket chain with over 10,000 bricks and mortar stores in around 30 different countries. In high streets all over Europe Lidl competes with other grocery specialists. Online, offers a wider product range with a large inventory of kitchen and other household products as evidenced by the variety of non branded keywords driving traffic to the site including: silvercrest (Lidl’s own brand for electronic items and kitchenware), bettwäsche (bed linen), samsung galaxy s8 and aktenvernichter (paper shredder).

Otto & Lidl

Both and showed relatively stable traffic throughout 2017, averaging 43M and 18M monthly visits respectively. February was the worst month of the year, when traffic dropped to 39M, and to 16M. Peak traffic occurred for both sites during the November-December holiday season – when received 25% more traffic than an average month earlier in the year, with improving by 12%.

The variance in traffic sources indicates different marketing strategies for each site. Both brands see the bulk the highest share of their traffic coming directly, though’s direct traffic share is higher than that of One of the key drivers of this is the sites investment in paid traffic, much of which goes to protecting the Lidl brand. Significantly’s proportion of direct traffic increased by 15% in 2017 suggesting that’s smaller audience may be more loyal to the brand.

Incresased Referral Traffic to

From January 2017 to January 2018 the proportion of referral traffic coming to grew by 32%. Identifying and nurturing the right partnerships has allowed to improve its performance. Increased traffic from top internet shopping portals like and has allowed the brand to remain competitive in the German shopping space.

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