Most popular electronics retailers in Germany 2021

Media Markt is the most popular electronics retailer in Germany. As of 2021, more than 30 percent of German customers had made a purchase there. Saturn was also in demand. In fact, both Media Markt and Saturn are owned by one company, Media-Saturn, the leading electronics provider in Europe.

Falling revenue

Various types of consumer electronics are widely enjoyed in Germany. Certain ones see a particularly high household penetration rate. For TVs, for example, the figure stood at 96.5 percent. Flat-screen TVs and digital cameras made up the top three. However, revenues from consumer electronics sales have been decreasing in recent years. In 2019, revenue amounted to 8.8 billion euros, compared to 15 billion euros in 2011. It should be noted, though, that these figures exclude IT and telecommunication products, such as smartphones and tablets. Since the latter rapidly take over functions which one previously needed several devices for, it stands to reason that sales of the “traditional” products will be affected.

Export and online sales

The same could be said for the export of German consumer electronics. The sector has many brands which are internationally known, and exports continue despite falling value. On an optimistic note, it has begun to climb again since 2016. In 2019, Germany exported 8.4 billion euros worth of electronics. As with other products, German customers also look for their devices and appliances online. Based on net sales, the leading online store for this was amazon.de

Ranking of the most popular electronics retailers (purchase in the last six months) in Germany from 2018 to 2021

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Release date

November 2021

More information

Region

Germany

Survey time period

2018 to 2021

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

* no longer included after 2017.
** no longer included after 2018.
*** First asked in 2019.

Information on basic sample:
The survey is based on the German-speaking population aged 14 years and older.

Information on random sample:
2016: 23,102 respondents, projected base of 69.56 million persons
2017: 23,106 respondents, projected base of 70.09 million persons
2018: 23,086 respondents, projected base of 70.45 million persons
2019: 23,120 respondents, projected base of 70.60 million persons
The figures refer to the following studies:
2015: VuMA 2016; 2016: VuMA 2017; 2017: VuMA 2018; 2018: VuMA 2019; 2019: VuMA2020

You can find more information on the methodology of the study here.

Multiple answers were possible. Therefore, percentage points may exceed 100 percent.

The question was phrased by the source as follows: "At which of the following electronics retailers did you personally make a purchase in the last six months?" (Original German question: "Und in welchen der aufgeführten technischen Kaufhäusern haben Sie persönlich in den letzten sechs Monaten eingekauft?")