Germany: Top toys & baby online stores 2023

In 2023, Amazon was the leading online store in the toys and baby products segment in Germany. In the considered year, Amazon generated e-commerce net sales worth 546.2 million U.S. dollars, followed by otto.de at 166.6 million U.S. dollars.

Top online stores in the toys and baby segment in Germany in 2023, by e-commerce net sales (in million U.S. dollars)

Characteristic	Net sales in million U.S. dollars
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Supplementary notes

The e-commerce market category “Toys & Baby” includes the sales of toys and products for infants (e.g., clothing, care products, baby food, bottles, nursing products, playpens, strollers, and car seats).

The e-commerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets.

The following are not included in the e-commerce market: marketplace platforms only, digitally distributed services (e.g. travel tickets), online stores dedicated to digital media downloads or streams as well as online stores dedicated to B2B markets nor sales between private persons (C2C). Market volume, market growth and all monetary figures at store level refer to the annual e-commerce net sales after the deduction of returns.

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