German eBook Market Estimated to Exceed 100 Million Euros in First Half of 2018

GfK Entertainment and the German publishing trade group Boersenverein  have released their estimates for the German ebook market in the first half of the year. The projections are based on a GfK consumer survey with a total of 25,000 respondents.

The results for the first half of 2018 include:

  • Rising unit sales:  Sales of ebooks  increased by 16.4% to 16.7 million units.
  • Falling prices:  The average e-book price drops by 4.3%.
  • Increasing sales volume:  The higher demand with falling prices resulted in an estimated sales growth of 11.3%. At 100.6 million euros, sales for the first half of the year exceeded the 100 million euro mark.
  • Growing number of ebook buyers:  The number of customers who purchased at least one ebook increased by 6.1% to 2.7 million in the first half of the year.
  • More frequent purchases:  eBook buyers bought  an average of 6.2 ebooks, an increase of 9.7% from the same period last year.

There is currently no publicly available data on which retailer has what market share. Tolino used to release new estimates on a regular basis, but they stopped a few years ago when their market share started to decline.

The current best guess is that Amazon has the largest share, with Apple and/or the ebokstores that make up the Tolino consortium accounting for most of the rest of the market.

image by shinya via Flickr

Nate Hoffelder

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Nate Hoffelder is the founder of The Digital Reader. He has been blogging about indie authors since 2010 while learning new tech skills weekly. He fixes author sites, and shares what he learns on The Digital Reader's blog. In his spare time, he fosters dogs for A Forever Home, a local rescue group.


  1. Xavier Basora17 August, 2018

    And watch the traditional publishers strongarm lobby the various German govts to protect the(ir) precious bookstores from the eeeeevils of ebooks and especially the twirly moustache supervillan Amazon who’s threatened the pretty damsel (aka book readers).
    They’ll demand ebooks be exempted from the discounts; severely restrict sale days and how much prices prices can be knocked, no freebies etc.
    To protect the tradpub’s profits authours’ livelihoods and readers’ right to choose from a number formats which golly gee skew so obiviously towards printed books.
    See, See! how the customers really don’t like ebooks. It’s just a fad. A 10+ year fad that’ll disappear any time now!


  2. Germanikus21 August, 2018

    Tolino with all its stores is the clear number 2. Hard to tell how their market share is these days, but their stores are dominated more by trade pubs and less by indies. For indies Amazon is the clear and far number 1.

    Apple maybe third. But Tolino will be far ahead and Amazon is out of reach.

    1. Nate Hoffelder21 August, 2018

      Tolino is not a single platform so it can’t be counted as a one group.

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