Finger on the pulse of digital retail

Helping to shape the future of retail is a thrilling challenge! We’re driving digitisation with courage and passion, embracing change.

As an online retailer we work in a very agile market environment, and this is why we are never content with the status quo and always think one step further. We apply innovative technologies to create a positive shopping experience on and in our specialist online shops. We already generate over 90 percent of our overall revenue online.

The sheer diversity of our trend-setting assortment is astonishing – 2.2 million articles listed and 6,000 brands in the Fashion, Living and Multimedia segments make OTTO the one-stop shop that covers just about every wish.

Whether our customers shop with us via smartphone, tablet or laptop, we provide the very best and most personal service available on the Web. Our customers’ needs are right at the heart of everything we do.

OTTO is a member of the Otto Group and therefore one of Europe’s most successful e-commerce companies. We are also Germany’s largest online B2C retailer in Fashion and Lifestyle.



Our customers now mainly come to OTTO as e-shoppers, but many still like to peruse the catalogue for inspiration – that’s what we call multi-channel. To best serve our customers, we cultivate a close dialogue with them. We listen, learn and ask about their current and future needs. This knowledge influences new product ranges, styles and services.


OTTO is managed by a dedicated management board with a great deal of experience. And which feels it is important that the company, its employees and customers learn from each other. With each and every order.


OTTO is bound to a consistent sustainability policy, as are all other Otto Group companies. Sustainable products, energy-saving technologies and social responsibility are a matter of course rather than mandatory.

Key Indicators

OTTO in a nutshell – all the key facts and figures about our company are listed here.


When we win a prize we are delighted - and take a moment to enjoy it. Then, we return to developing fresh ideas for our customers with renewed vigour. So, that we can keep getting better and better.


In 1949 Werner Otto founds ‘Werner Otto Versandhandel’, and registers it at the Hamburg State Ministry of Economy and Transport on 17 August. The first OTTO catalogue is produced, with black and white pictures glued in. The range consists of 28 pairs of shoes. The story of one of the most successful groups of companies in the world has begun.
About the bevh

About the bevh