This claim is also refl ected in the qualitative expansion of the product range. In addition to our own retail business, it also applies to the online retailer’s growing marketplace, which accounts for around 40 percent of gross merchandise value (GMV). “The following applies for us and our over 6,000 partners: Quality is non-negotiable.

This advantage is particularly persuasive in competition with new rivals. This prompted us last year to conduct a detailed review of the products off ered on our marketplace and make adjustments when we found that a partner’s quality standards diff ered from ours,” says Opelt.

Sales of marketplace goods rose by 24 percent last year, which demonstrates that customers appreciate the selection of higher-quality products and prestigious brands. OTTO managed to increase the number of active customers by four percent to 12.2 million last year.

By engaging in this process, OTTO proves on a daily basis that economic success and value-oriented action can go hand in hand. A value proposition that creates incentives to buy and also strengthens the relationship with customers.

Of particular concern is the introduction of innovative concepts that reduce packaging waste: Since the beginning of 2024, all shipping bags at OTTO have been made from 100 percent recycled “wild plastic”, which is obtained from plastic discarded in the environment. The bags feature a QR code that customers can use to trace the origin of the plastic. OTTO is collaborating with the Traceless Materials start-up to develop biodegradable, plastic-free packaging that will be tested in practice in the year ahead.

At least 80 percent FSC-certified recycled cardboard in shipping boxes has long been standard at OTTO. But there is something that’s new: To reduce the use of waste paper, all shipping boxes should maximize the content of Paludi biomass, which consists of raw materials from moorland plants. The term Paludi refers to the use of wet peatland sites for agricultural and forestry purposes.

Preserving intact peatlands and rewetting drained peatlands for sustainable use is important for climate protection and the economy. Aside from the positive climate impact, OTTO is also promoting new, near-natural peatland habitats to increase biodiversity and is hence creating incentives for farmers to rewet drained peatlands. To transform the Paludi biomass into a stable packaging material, it is mixed with paper fibers that are obtained from responsible and resource-conserving forestry and other controlled sources.

In an initial test in 2024, OTTO delivered 100,000 shipping boxes consisting of 90 percent recycled paper and 10 percent Paludi fresh fibers to its customers. The test was very successful: The boxes fulfilled all expectations in regard to stability in logistics and proved resistant to the effects of the weather. A survey revealed that customers were equally satisfied with the quality. The aim now is to continue the rollout: By 2028, all OTTO shipping boxes will contain the highest possible proportion of Paludi biomass.

Taking responsibility along the entire value chain – whether socially, environmentally or digitally – has been an integral part of the company’s identity for almost four decades. This obligation will also remain non-negotiable moving forward.

© picture credits OTTO, Lucas Treise/ BioFilm/ Michael Succow Stiftung