Universal senders are distributing houses, whose offer is not limited to a certain product section - such enterprises are called special senders. Contrary to these universal senders in the population have a high Bekanntheitsgrad, the largest representatives in the German-speaking countries are source, Otto, Neckermann and amazon.de.

The German universal senders experienced in particular in the decades after the Second World War an enormous boom; the demand for consumer goods of all kinds was in the post-war period particularly highly and in particular the population on "flattens country "took up the offer of the distributing houses, whose offers were usually also clearly lower-priced than those of the specialized trade, numerously.

Their products offered the universal senders traditionally by catalog, which was set the prospective customer two times annually, in spring/summer and for autumn/expenditure for winter. That spring/summer catalog was usually "the main catalogue "and clearly more extensive. Into the last years the offerers changed strengthened in addition, also specialized catalogs, as e.g. for mode to give change.

The offer pallet went out starting from the 1960er and 1970er years over consumer goods for the everyday life use, it became also journeys, financial products like e.g. Insurance and even prefabricated buildings offered. The universal senders expanded to companies with zahlreichnen subsidiary companies, opened own production enterprises as well as sales agencies and department stores, and cooperated with chains of department stores, tour operators, Logistikdienstleistern and other enterprises.

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