Leading Shopping Brands in Germany: Q1 2024 Insights

Introduction

In the dynamic landscape of Germany's shopping category, three brands have emerged as leaders in Q1 2024: Shop Amazon, Otto, and kleinanzeigen.de GmbH. This article delves into their performance trends across websites and apps, using data from Q4 2023 to Q1 2024. Sensor Tower's unique cross-referencing capabilities provide comprehensive insights into these brands' digital presence.

Shop Amazon

Shop Amazon dominates the digital shopping scene with its website, amazon.com, and the Amazon Shopping app.

• Audience Trends: The monthly true audience remained stable above 41M throughout the quarter. Notably, web-only visitors consistently outnumbered app-only visitors, indicating a stronger web presence.

• App Engagement: The Amazon Shopping app saw stable monthly active users, hovering around 31M, highlighting consistent mobile engagement.

• Ad Spend & Channels: Monthly ad spend displayed fluctuations, peaking in December at over $12M. Facebook was the primary channel, delivering significant monthly impressions.

Otto

Otto's digital footprint includes its website, otto.de, and the OTTO app.

• Audience Trends: Otto.de saw a peak in visits in November with over 320M visits. The monthly true audience remained robust, often exceeding 30M.

• App Engagement: The OTTO app maintained a steady monthly active user base, with users around 8M.

• Ad Spend & Channels: Monthly ad spending was consistent, with Facebook and Instagram being major channels. Spend peaked in October at over $3.8M.

Kleinanzeigen.de GmbH

Kleinanzeigen.de GmbH operates kleinanzeigen.de and the Kleinanzeigen app.

• Audience Trends: The website maintained a strong presence with visits peaking in March at over 300M. The monthly true audience remained above 35M.

• App Engagement: The Kleinanzeigen app enjoyed a steady monthly active user base with users around 27M.

• Ad Spend & Channels: Monthly ad spend increased significantly in March, reaching over $1.4M, with YouTube delivering the highest monthly impressions.

Conclusion

These leading brands in Germany's shopping category demonstrate diverse strategies in web and app engagement. Sensor Tower's unparalleled data insights reveal the intricacies of their digital presence, providing critical insights into cross-platform user behavior. For more detailed insights, explore our Web Insights, App Performance Insights, and Pathmatics offerings.