Germany Online Marketplaces and Peer-to-Peer Selling Market Report 2023
In tough economic times, online marketplaces can provide value by offering the chance to compare prices, provide exclusive deals and find a bargain with second-hand purchases. Katharina Kirsch -…

Germany Online Marketplaces and Peer-to-Peer Selling Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Online Marketplaces and Peer-to-Peer Selling Market Report 2023. Our full report is packed with consumer-led market intelligence, online marketplace trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of online marketplaces in Germany including peer-to-peer selling and a growth forecast to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed outlook on online marketplaces in Germany, including market drivers and expert insights.
  • Consumer attitudes towards peer-to-peer selling in Germany: Use of marketplace platforms, products bought, and reasons for shopping via marketplaces/peer-to-peer sites.
  • Concerns surrounding online marketplaces Germany.
  • Retailer and advertising activity.

An Overview of Peer-to-Peer Selling in Germany

Mintel’s Germany online marketplaces report shows that household budgets continue to be strained by inflation, leading German consumers to become increasingly focused on finding the best price with 66% of consumers spending more time looking for the cheapest options.

For most, the internet provides the best place to compare prices and find the lowest offer. Marketplace platforms can also benefit from this value-focused shopping behaviour.

Online Marketplaces Germany: What Consumers Want and Why

  • The Influence of Inflation on Peer-to-Peer Selling in Germany: Participation in peer-to-peer selling platforms has increased due to consumers’ financial worries. Price is a key driver of shopping on online marketplaces, with 52% doing so in order to snatch a product at a lower price point. In challenging economic times, marketplaces can highlight the fact that by buying second-hand, sustainability does not need to be sacrificed to receive value. Moreover, marketplaces can provide exclusive deals to foster the uniqueness of the platform.
  • Challenges for Online Marketplaces Germany: When it comes to shopping on online marketplaces, consumers have significant concerns around authenticity and quality. 22% of consumers are concerned that the product they buy on marketplace platforms will be counterfeit/fake. To reach new audiences and reassure consumers, it is vital to address these concerns through protections against fake products. Online marketplaces in Germany can use social media to communicate with shoppers by showing the authentication process of products to limit the fear of fakes.

Online Marketplaces Germany – Market Forecast

  • Many German consumers think AI will have a positive impact on their shopping experience and that AI-generated product recommendations will make it easier for them to shop online.

To learn how to connect with your audience, purchase our Germany Online Marketplaces Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Amazon, Klarna, StockX, YouTube, Adidas, eBay (Kleinanzeigen), Etsy, Vinted, Facebook Marketplace, Kaufland, TikTok, Facebook, Pinterest, Twitter (X), Snapchat, Twitch, LinkedIn, Reddit, BeReal, Otto, Zalando, Shpock, MediaMarkt/Saturn, Peerby, Instagram, Snocks, and many more.

Products: Clothing, accessories, footwear, home and garden products, food (for eating at home), drink, household care products, beauty products, toiletries, fragrances, cosmetics, hard-copy books, DVDs, CDs, video games, consumer electronics, household electrical appliances, DIY products, furniture/home furnishings, toys, board games, digital music/video, game downloads, ebooks, jewellery, watches, and more.

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Expert Insights on Peer-to-Peer Selling in Germany

This report, written by Katharina Kirsch, Analyst, delivers in-depth commentary and analysis to highlight online marketplace trends in Germany and add expert context to the numbers.

In tough economic times, online marketplaces can provide value by offering the chance to compare prices, provide exclusive deals, and find a bargain with second-hand purchases.

Katharina Kirsch, Analyst
Katharina Kirsch

Table of Contents

    • Key issues covered in this Report

    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • Graph 2: categories in which consumers spend less, 2023
    • Counterfeit products
    • Digital lifestyles
    • Graph 3: social media platform usage, 2021 vs 2023
    • Sustainability

    • Marketplace and peer-to-peer sites shopped with
    • Graph 4: third-party sellers (ie private seller or business) bought from, 2023
    • Graph 5: repertoire of online marketplaces used, by age and gender, 2023
    • Graph 6: marketplaces/peer-to-peer sites used, Etsy, by age, 2023
    • Products purchased on online marketplaces and peer-to-peer sites
    • Graph 7: products bought on marketplaces/peer-to-peer selling platforms, 2023
    • Graph 8: product categories brought on online marketplaces/peer-to-peer selling platforms, by age, 2023
    • Graph 9: repertoire of types of products bought on online marketplaces/peer-to-peer platforms, by generation, 2023
    • Reasons for shopping with Online Marketplaces and Peer-to-Peer Sites
    • Graph 10: reasons for marketplace/peer-to-peer platform shopping, 2023
    • Concerns about online marketplaces and peer-to-peer shopping
    • Graph 11: concerns about buying items via an online marketplace, 2023
    • Attitudes towards online marketplaces and peer-to-peer shopping
    • Graph 12: attitudes towards online marketplaces and peer-to-peer selling platforms, 2023
  4. Retailer activity

    • Leading retailers
    • Graph 13: marketplace peer-to-peer site shoppers, eBay, by age, 2023
    • Graph 14: breakdown of Amazon net sales, by business segment, as a % of total sales, 2019-22
    • Graph 15: online marketplace and peer-to-peer site shoppers, Vinted, by age, 2023
  5. Advertising Activity


    • Appendix – products covered, abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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