Rewe.de Projected to Hit $1.1B While Competitors Struggle

Germany’s online grocery sector went through turbulent times since the pandemic. After growing 66.2% in 2020 and another 39.8% in 2021, the market contracted by 8.7% in 2022 when physical stores reopened.

Rewe.de Dominates with Billion-Dollar Revenue

The biggest winner is Rewe.de, which doubled its revenue from $472.4 million in 2020 to $863.5 million in 2021. Despite market slowdown, it’s recovering and expected to reach $1.1 billion by 2025.

Rewe.de’s success stems from strong brand recognition, customer trust, and financial backing from its traditional retail operations. While it doesn’t deliver as instantly as competitors in other countries, it offers on-demand delivery within scheduled time slots.

Flaschenpost Grows Despite Platform Issues

Second-place Flaschenpost.de has a different story. Originally a beverage-only retailer, it expanded into food after acquisition by Dr. Oetker. Revenue grew from $319.3 million in 2020 to a projected $562.5 million in 2025.

Flaschenpost avoided the typical post-pandemic slowdown, but industry experts question its long-term potential due to persistent problems with product availability and delivery speed.

Knuspr.de Overtakes Established Bofrost

An interesting battle is unfolding in the lower rankings. Knuspr.de, the German expansion of Czech Rohlik Group, overtook longtime player Bofrost.de in 2024.

Knuspr experienced dramatic growth from debut revenues of $22.8 million in 2021 to $248.9 million in 2025. Its success relies on combining convenience with speed-based delivery that other retailers struggle to maintain.

International Startups Crashed Out

The German market proved hostile to international startups. Companies like Getir and Gorillas, despite significant funding and promises of instant delivery, were forced to abandon the market or shut down operations.

The core issue is the high cost of maintaining grocery delivery services with immediacy and large product assortments. Once pandemic-driven demand weakened, only financially strong players with established brands could survive.

Future Belongs to Convenience, Not Speed

Germany’s market differs from other countries. While elsewhere the focus is on instant delivery, German consumers prioritize convenience and extensions of existing services. Out of $416 billion in global grocery e-commerce, Germany accounts for just $6 billion.

This conservative approach may prove advantageous long-term, as only players who can efficiently balance costs and services will survive the shakeout.

Based on ECDB market analysis, August 2025