Responsible com­merce that inspires

In 2020, our shareholders Dr Michael Otto and Benjamin Otto formulated a vision for the Otto Group together with our Executive Board. Responsible commerce that inspires. This calls for every single person in the Otto Group to consider how our actions affect not only the company, but also people, the environment and the society at large. Alongside essential business aspects, our decision-making processes also take account of social benefits, helping us to make the world a better place.

Benjamin Otto und Dr. Michael Otto
Alexander Birken

Welcome to the Otto Group Path

We are shaping the future of the Otto Group, operating our business successfully and sustainably in harmony with people and the planet. To achieve this, we have set out on a path – the Otto Group Path. The shareholder vision points the way, the foundation has been provided by our participatory Purpose "Together we push the limits". The Otto Group Path defines the ambition we have as a group of companies. The path also clearly marks our attitude as well as the values and corporate culture we hold dear in the Otto Group. It also formulates the way in which we set and achieve our goals and thus grow as the Otto Group.

Responsible commerce that inspires

Responsible commerce that inspires


  • We combine social and ecological responsibility with economic success.
  • Together we shape exceptional customer experiences.
  • We provide digital entrepreneurs with a home to pursue big ideas that give us a competitive edge.


  • We are a family business and act with conviction and integrity in line with the values embraced in our Code of Ethics.
  • We persistently and creatively strive for operational excellence for our customers. 
  • We live Kulturwandel, our cultural change, with courage and passion to secure our future.


  • We pursue a focused growth strategy and make high invests in our existing strengths, both national and international.
  • Innovation is the driving force that helps us expand and build new businesses.
  • We set clear and ambitious goals to drive social and ecological responsibility.

Together we push the limits

Employees from a large number from Group companies have contributed and provided the Otto Group with a statement of Purpose. "Together we push the limits" is more than a strong statement within the Otto Group: it continues to drive us to achieve goals and excellence together. Born out of our employees, our Purpose forms the supporting foundation of the Otto Group Path and applies to our ambition, our attitude and our path.