How big is OTTO in 2026? Revenue, customers and sellers

OTTO's fiscal year runs from March to February

OTTO belongs to the Otto Group, and both report in fiscal years from 1 March to the end of February. Fiscal year 2025/26 ran from 1 March 2025 to 28 February 2026. OTTO publishes its annual numbers at the end of March, the Otto Group at the end of May. Numbers for the current fiscal year 2026/27 are therefore expected in March 2027 at the earliest.

7.5 billion € platform revenue in fiscal year 2025/26

OTTO's most important number is platform revenue, known in English as GMV. It's the value of all orders on otto.de, from OTTO's own retail business and the marketplace combined. In fiscal year 2025/26 that was around 7.5 billion € according to the Otto Group, 6% more than the year before.

OTTO's balance sheet also shows 4.7 billion € of net revenue. That's smaller because on a marketplace sale the purchase price belongs to you and OTTO only gets the OTTO commission. So the 7.5 billion € shows how much customers spend on otto.de overall.

According to dpa on 25 March 2026, OTTO wants to grow to 10 billion € platform revenue by fiscal year 2027/28.

The marketplace is growing faster than OTTO's own retail

In fiscal year 2025/26, platform revenue on the marketplace grew by 9%, and on OTTO's own retail by 3%. So the marketplace grew three times as fast. OTTO last named its share for fiscal year 2024/25, at around 40% of platform revenue at the time. For fiscal year 2023/24, trade press reported around one third.

For 2025/26, OTTO names neither the share nor the marketplace's platform revenue in euros. Only the direction is certain. Because the marketplace grew three times as fast as own retail, its share has risen from the roughly 40% of 2024/25. OTTO doesn't say how high it is now.

12.6 million active customers in fiscal year 2025/26

The audited annual figure is 12.6 million active customers in fiscal year 2025/26, 4% more than the year before. That's what the Otto Group's annual report says. OTTO gives newer numbers without a period, 13 million in June 2026 and 13.1 million in September 2026. The 12.2 million many sites still quote applies to fiscal year 2024/25.

Around 6,100 sellers on the OTTO marketplace

In fiscal year 2025/26 around 6,100 sellers sold on the OTTO marketplace. OTTO calls them partners. The number has fallen since 2024 because OTTO deliberately selects who sells there.

On 1 August 2024, OTTO raised the OTTO base fee from 39.90 € to 99.90 € a month plus VAT. By October 2024, according to OnlinehändlerNews, around 500 sellers had left the marketplace of their own accord. In fiscal year 2024/25, OTTO also parted ways with sellers who had quality problems. In September 2026, OTTO CEO Ewenstein himself called the number of sellers small compared with open marketplaces. According to Amazon's KMU-Report 2026 (SME report), over 40,000 small and medium-sized companies from Germany alone sell on Amazon.

Every seller today pays the OTTO base fee of 99.90 € a month plus VAT and an OTTO commission of 7% to 22% of the price on every sale. OTTO reviews each application individually, and how that works is covered in How do I become a seller on OTTO?.

Over 19 million items from over 40,000 brands

The number of sellers is falling, the number of items is growing. In fiscal year 2025/26 OTTO counted over 19 million items, according to its presentation for sellers from over 40,000 brands, as of March 2026. In fiscal years 2023/24 and 2024/25 it was over 18 million.

According to the presentation for sellers, as of 2026, sellers on the marketplace sell in eight categories, namely drugstore, furniture and living, fashion and lifestyle, garden and DIY, health, shelf-stable food, sports and leisure, and tech and media. In fiscal year 2025/26, according to trade press, platform revenue grew by 9% in fashion and sports and by 7% in home and living. New in 2026, according to dpa, were shelf-stable food, pet food, cosmetics and books, among others.

According to Ewenstein in an interview from September 2026, around 80% of OTTO's items and 90% of its revenue are in assortments where customers need a lot of advice. In the HDE Online-Monitor 2026, otto.de ranks 1st among online retailers for fashion and accessories for 2025. In home and furnishing and in leisure and hobby, otto.de ranks 2nd, in DIY and garden 3rd.

Over 3 million visits a day, 90% of them mobile

According to OTTO, over 3 million visits a day that OTTO counts as qualified come to otto.de, as of March 2026. 90% of them are mobile, and up to 49 orders come in per second. Across all German online retail, according to HDE, 69% of online revenue went through mobile devices in 2025. So most customers see your items on otto.de on a small screen.

Where otto.de stands in German online retail

The latest ranking of the largest online shops in Germany comes from EHI and ECDB, was published in September 2025 and covers calendar year 2024. The study uses its own numbers, not OTTO's, so its value doesn't match OTTO's platform revenue. In the study otto.de is in 2nd place with 4.4 billion €, behind amazon.de with 15.0 billion € and ahead of zalando.de with 2.6 billion €. Among marketplaces, otto.de is in 3rd place, behind amazon.de and ebay.de. As of 28 October 2026 no ranking for 2025 could be found.

For 2025, HDE measures that Amazon accounts for 63.3% of German online revenue, 46.1% through its marketplace and 17.2% through its own retail. All marketplaces together reached 56.7%. HDE puts total online retail to private customers in Germany at 92.3 billion € for 2025. OTTO doesn't publish a market share for itself. What fees and reach mean for your decision is covered in OTTO or Amazon, where is selling worth it?.

How to use OTTO's numbers for your assortment

The numbers for the whole marketplace tell you how many customers otto.de has. They don't tell you how many of them search for your items. OTTO shows you that in the partner portal OTTO Partner Connect.

1. Open „Analysen“ (Analytics) → „Potenzialanalysen“ (Potential analyses) → „Suchbegriff Analyse“ (Search term analysis). There OTTO shows the 100,000 most frequent search terms on otto.de with their search volume, meaning how often they were searched.
2. Look for the search terms of your category in the list, such as „gartentisch eiche“ for garden furniture. Their search volume is the demand for your items on otto.de. From 27 September to 27 October 2026, „kleiderschrank“, „iphone 18 pro max“ and „waschmaschine“ were at the top, with 100,000 to 200,000 searches each.
3. Compare that with what OTTO reports about your category. Home and living grew by 7% in 2025/26, fashion and sports by 9%, and HDE names otto.de's rank per assortment.
4. For every number, check which period it covers and whether it comes from OTTO. OTTO is expected to bring new annual numbers in March 2027, the Otto Group in May 2027 with its annual report.

OTTO has no page that shows all marketplace numbers with dates. The audited annual values are in the Otto Group's annual report, newer values without an exact period are in OTTO's presentation for sellers and on otto.market. The „Auf einen Blick“ (At a glance) page under otto.de/unternehmen still showed the values for 2024/25 on 28 October 2026.