Douglas
Europe's large perfumery and beauty retailer with an online shop and store network.
Douglas at a glance
Douglas is an e-commerce website and one of the most visited sites in Germany, currently ranked #132 in the country. It was founded in 1821 by Johann Wilhelm Douglas and is headquartered in Düsseldorf, Germany. Today Douglas is owned by Douglas AG. Our estimates put its audience at ≈ 35 million visits per month. The business earns money mainly through product sales, private label sales. Its closest rivals include flaconi.de, dm.de, rossmann.de.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 32.9 million / month | +2% |
| Q2 | ≈ 33.9 million / month | +3% |
| Q3 | ≈ 35 million / month | +3% |
| Q4 | ≈ 37.1 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in Germany, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Germany86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 10.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Germany
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| douglas | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Germany web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in Germany
Company information
- Website
- douglas.de
- Sector
- E-commerce
- Owner
- Douglas AG
- Owner type
- Public company
- Founders
- Johann Wilhelm Douglas
- Founded
- 1821
- Headquarters
- Düsseldorf, Germany
- Employees
- 20,000+
- Ownership
- Douglas AG controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $4.5 billion annual revenue (est.)
- Languages
- German
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $4.5 billion annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Douglas operates an online retail and marketplace platform focused on Germany. Europe's large perfumery and beauty retailer with an online shop and store network. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
- Private label sales
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Germany
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Germany)
- #132 in this index
- Sector rank
- Leading e-commerce site in Germany
- Global rank
- 3500
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| flaconi.de | ≈ 21 million / month | #133 class competitor | — |
| dm.de | ≈ 15.7 million / month | #134 class competitor | — |
| rossmann.de | ≈ 10.5 million / month | #135 class competitor | — |
What is Douglas?
Douglas (douglas.de) is an online retail and marketplace platform serving users in Germany. Europe's large perfumery and beauty retailer with an online shop and store network. It ranks #132 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Douglas?
The site is operated by Douglas AG, founded by Johann Wilhelm Douglas. The company was established in 1821 and is headquartered in Düsseldorf, Germany. It employs around 20,000+.
Traffic and audience
Traffic estimates place Douglas at roughly 35 million visits per month, about 1.2 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Douglas makes money
Revenue comes primarily from product sales, alongside private label sales.
Competitors in Germany
Its closest rivals include flaconi.de, dm.de, rossmann.de.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1821
Douglas is founded in Düsseldorf, Germany.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #132 among the most visited websites in Germany.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Douglas?
Douglas is operated by Douglas AG. Public company structure, based on public filings and press reporting.
Where is Douglas headquartered?
Douglas is headquartered in Düsseldorf, Germany.
When was Douglas founded?
Douglas was founded in 1821 by Johann Wilhelm Douglas.
How many employees does Douglas have?
Douglas employs approximately 20,000+ people.
What is Douglas's revenue?
Douglas's revenue: ≈ $4.5 billion annual revenue (est.).
Who are Douglas's competitors?
Main competitors in Germany include flaconi.de, dm.de, rossmann.de.
How does Douglas make money?
Mainly product sales, private label sales.
Is Douglas publicly traded?
Douglas's ownership: Public company.
How many visitors does Douglas get?
Third-party estimates place Douglas at roughly 35 million visits per month, mostly from Germany, with 76% mobile traffic.
Is Douglas safe?
Douglas is an established e-commerce site founded in 1821 and ranked #132 in Germany; use the official domain douglas.de and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsdouglas.de
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageGermany and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos