Monthly Browser Share of Top 10 E-Commerce Platforms in Germany — Aug 2024 to Mar 2026
Review Aug 2024 – Mar 2026: Temu's share of active German browsers climbed from ~14% to ~25% between August 2024 and March 2026, while Lidl's web share fell from 18% to 10% after August 2025
Info
- Sample size
- n = 14,081
- Data date
- Aug 2024 – Mar 2026
- Segment
- All segments
- Platform
- Browsing
- Market
- Germany
Analysis
Temu's share of all active German web browsers who visited the platform in a given month rose steadily from around 14% in August 2024 to roughly 25% by March 2026 — a near-doubling of penetration within 19 months. OTTO and Kaufland also trended upward, both reaching approximately 19% by early 2026. The most striking move in the opposite direction is Lidl, whose share dropped from ~18% in August 2025 to ~10% by March 2026.
The Lidl Plus app shift and what it signals for web traffic
Lidl's sharp web share decline from mid-2025 is best explained by a structural channel migration: Lidl Plus, Germany's most widely used retailer app in 2024, increasingly handles tasks — coupon redemption, weekly specials, store finder — that once drove lidl.de visits. The Lidl Plus app was ranked as the top grocery app in a December 2025–January 2026 SZ Institut/ServiceValue study, indicating its role is deepening, not narrowing. This pattern — where a powerful loyalty app cannibalizes the web funnel — mirrors what major grocery chains have experienced in the UK and US. AliExpress also trended downward over the period, while idealo and CHECK24 held relatively stable at 11–16%, consistent with their resilient price-comparison usage even in low-confidence consumer environments. The monthly view makes visible which platforms grew organically versus those whose absolute reach figures mask declining engagement trends.
This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.
Methodology
Each monthly data point shows the share of German panelists with any recorded browsing activity in that month who also visited the respective brand's web domains at least once. This denominator-adjustment controls for the substantial growth in panel size, ensuring that changes in share reflect genuine audience shifts rather than panel recruitment. Months before August 2024 are excluded due to the small panel size. April 2026 is excluded as a partial month.