Leading Shopping Brands in Germany: Q1 2025 Analysis

Introduction

In the competitive landscape of the German shopping sector, brands like Shop Amazon, Otto, and Lidl Stiftung & Co. KG continue to dominate with impressive digital footprints. This analysis leverages Sensor Tower's comprehensive data to explore their performance across websites and apps from Q4 2024 to Q1 2025, providing insights into cross-platform user behavior. Sensor Tower's unparalleled offerings in Web Insights, App Performance Insights, and Pathmatics fuel this detailed overview.

Shop Amazon

• Web Presence: The website amazon.com maintained a steady monthly flow of over 1.3B visits, with a slight dip in February, before rebounding in March. Unique visitors hovered around 30M monthly, showcasing consistent engagement with an average of 44 visits per unique visitor.

• App Engagement: The Amazon Shopping app saw monthly active users ranging from 24M to 25M, reflecting stable mobile engagement.

• Audience Trends: The monthly true audience remained above 42M, with a balanced distribution between app-only and web-only users. Notably, a significant portion engaged with both platforms.

• Ad Spend: Monthly advertising expenditures fluctuated, peaking in November with over $12M in spend, primarily through Facebook and YouTube channels, generating substantial impressions.

Otto

• Web Presence: Otto's websites, otto-office.com and otto.de, showed different dynamics. Otto-office.com experienced a consistent increase in monthly visits, reaching over 6.3M by March, while otto.de maintained above 250M visits monthly.

• App Engagement: The OTTO app had monthly active users peaking at 9.4M in November, with a slight decline by March.

• Audience Trends: Monthly true audience figures showed stability, consistently exceeding 31M. A larger segment accessed otto.de through the web, with a notable portion using both web and app.

• Ad Spend: Otto's monthly ad spend peaked in January at over $4.1M, with Facebook and Instagram being major channels, indicating a strategic focus on social media platforms.

Lidl Stiftung & Co. KG

• Web Presence: Lidl's websites, lidl-kochen.de, lidl-reisen.de, and lidl.com, exhibited varied trends. Lidl.com consistently attracted over 70M visits monthly, while lidl-kochen.de and lidl-reisen.de had fluctuating visitor counts.

• App Engagement: The Lidl Plus app showed a positive trend, with monthly active users growing to 16M by March.

• Audience Trends: A robust monthly true audience exceeding 16M was noted, with a significant share engaging via the app.

• Ad Spend: Monthly ad spend increased steadily, reaching over $2.5M in March. Instagram and YouTube were key channels, highlighting a focus on visual content.

Conclusion

The first quarter of 2025 showcased stable and strategic growth for these leading brands in Germany's shopping category. Sensor Tower's comprehensive data offerings provide crucial insights into their cross-platform strategies, revealing the importance of both web and app engagements in driving audience growth. As these brands continue to adapt and expand their digital presence, Sensor Tower remains an essential resource for understanding the evolving market dynamics.