Leading Shopping Brands in Germany: Q3 2024 Performance Overview

Introduction

In the dynamic landscape of online shopping, Germany's market continues to evolve with standout performers. This article highlights three leading brands in the Shopping category: Amazon, Otto, and Lidl Stiftung & Co. KG. By leveraging data from Sensor Tower's comprehensive suite, we examine performance trends from Q2 to Q3 2024, revealing unique insights from their websites and apps.

Shop Amazon

Amazon's digital presence is formidable, with its flagship website, amazon.com, and the Amazon Shopping app leading the charge.

• Audience Trends: Throughout Q3 2024, amazon.com maintained a stable monthly true audience above 42M. The website consistently attracted over 120M visits monthly, showing a slight increase from Q2.

• App Engagement: The Amazon Shopping app saw monthly active users peak at approximately 32M in July, with minor fluctuations through September.

• Ad Spend & Channels: Amazon's advertising spend was robust, averaging around $9M monthly, with a noticeable spike in August. Facebook and Instagram were dominant channels, delivering the majority of impressions.

Otto

Otto's digital ecosystem spans across otto-office.com and otto.de, complemented by the OTTO app.

• Audience Trends: Otto.de showed impressive growth with visits rising to over 279M in September. Monthly true audience figures hovered around 31M, indicating strong web engagement.

• App Engagement: The OTTO app maintained a stable monthly active user base, with active users slightly above 8M in Q3, reflecting consistent mobile engagement.

• Ad Spend & Channels: Otto's advertising investment was steady, with spending around $3.7M monthly. Facebook and Instagram remained crucial for impressions, with Snapchat showing a notable increase in September.

Lidl Stiftung & Co. KG

Lidl's digital landscape includes lidl-kochen.de, lidl-reisen.de, lidl.com, and the Lidl Plus app.

• Audience Trends: Across its platforms, Lidl saw a monthly true audience consistently above 13M. Lidl.com alone attracted approximately 68M visits in September.

• App Engagement: The Lidl Plus app experienced growth, with monthly active users reaching over 12M by the end of Q3, marking a steady upward trend from Q2.

• Ad Spend & Channels: Lidl's monthly ad spend was around $2.3M, with YouTube and Facebook accounting for the bulk of impressions. The absence of desktop video ads remained consistent.

Conclusion

The Q3 2024 performance of Amazon, Otto, and Lidl in Germany's shopping category underscores the diverse strategies and platforms driving their success. Sensor Tower's unmatched data capabilities provide invaluable insights into these trends, offering a comprehensive view of cross-platform user behavior. For further analysis and data, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics solutions.