In the previous part, we have listed the leading marketplaces in North America. Now it’s time for some facts and figures on marketplaces that dominate the European e-commerce landscape.
The European e-commerce market continues to exhibit robust growth and resilience. With so many online marketplaces, the region’s e-commerce revenue is projected to reach 1 trillion dollars relatively soon. This marks a significant recovery and expansion from previous years, driven by increased digital adoption and consumer demand.
Europe’s diverse landscape, comprising 50 countries, over 200 languages, and 28+ currencies, presents both opportunities and challenges for e-commerce businesses.
The variety necessitates adaptable and localized strategies to cater to different consumer preferences and regulatory environments across the continent. Despite these challenges, the region’s digital commerce sector is thriving and shows a noticeable change in consumer behavior towards online shopping.
Furthermore, the increasing number of internet users and digital literacy rates in Europe support this growth. Over 90% of EU citizens used the internet once a week in 2023. This widespread internet penetration fuels the e-commerce market and makes it a pivotal component of the region’s retail sector.
The three countries with the largest share of marketplaces out of the total e-commerce market in Europe are Germany, Italy, and the UK, but on our list, we have also included marketplaces that are leading or growing in some other corners of Europe.
Let’s see the case in more detail.
Amazon
Amazon is the world’s largest online retailer, known for its wide selection of goods and services. This platform is incredibly popular, with over 310 million active users. It holds a significant share of global e-commerce, and in Europe, it makes up around 24% of Amazon’s global sales.
As a contractor for more than 275,000 sellers, Amazon plays an important role in European e-commerce employment. It has an extensive network of distribution facilities and sellers, mostly in the UK and Germany. Over the past few years, Amazon’s subsidiaries have also expanded into Spain, Poland, and Italy.
It also offers Amazon Prime, a subscription service with over 230 million subscribers worldwide.
When it comes to Amazon in Germany, according to Similarweb, amazon.de has 400.8 million total visits. The audience is 64.71% male and 35.29% female. The largest age group of visitors are 25 – 34 year olds.
Read more on Amazon in our article here.
eBay
eBay is an e-commerce platform that initially focused on customer-to-customer auction services and later expanded into business-to-consumer transactions. With Amazon and Allegro, it leads the market in continental Europe, the US, and the UK.
In the past, eBay has seen a decline in revenue (a 6% decrease in 2022, for example), but that changed in the last few years. Now, eBay’s revenue for the twelve months ending June 30, 2024, was $10.190 billion – it’s a 2.52% increase year-over-year!
Despite challenges and increased competition from Amazon, eBay remains active. There are more than 18.3 million seller accounts, over 135 million active users worldwide, and over 1.7 billion listings. The majority of active users in Europe come from the UK, Germany, Italy, and France.
Allegro
Allegro is the most popular Polish marketplace and number three on the list of Europe’s largest online marketplaces. With nearly 20 million active buyers in 2023, Allegro is a good opportunity for B2C brands and professional retailers to expand into Europe.
As far, Allegro reached €2.33 billion in revenue in 2024. It operates in Polish, English, and Ukrainian, so product listings and customer support have to be localized. In addition to its own payment system (Allegro Pay), it also offers a convenient network of pickup points (Allegro One) in Poland.
Allegro describes itself as one of the biggest shopping malls in Poland. It has a significant market share in electronics (62%), home and garden (74%) and fashion (46%). For brands and sellers, Allegro offers a range of tools to enhance visibility and sales, including Allegro Ads, Bonus Coins, Offer Badges, and Deal & Brand Zones. This makes it an attractive platform for merchants looking to maximize their online presence in Poland and beyond.
Learn more about selling on the Allegro marketplace.
Zalando
Zalando is a German-based marketplace that has expanded to multiple European markets. It attracts over 600,00 daily visitors and boasts an impressive 95% brand recognition among adult shoppers in Germany. Over recent years, Zalando has extended its reach to other countries, establishing fulfillment centers in Sweden and Belgium.
The number of active Zalando customers was at its highest in the first quarter of 2023 – reaching a high of 51.2 million customers then! However, the third quarter of 2023 saw a slight decline, bringing the total to 50.2 million users.
According to Zalando’s latest financial reports, the company’s current revenue is $10.98 billion. Zalando’s strong market presence and extensive selection continue to attract a broad customer base across Europe.
Temu
Temu, the Chinese discount e-commerce platform owned by PDD Holdings, has made significant strides in the European market since its launch. The platform, known for its ultra-low prices and gamified shopping experience, has quickly gained traction among European consumers.
By 2024, Temu has amassed over 167 million monthly active users globally, with a notable portion of its user base coming from Europe. Key European markets for Temu include Germany, Italy, Portugal, and Spain – each contributing to the platform’s rapid growth. In Germany alone, Temu.com made up 7.6% of GMV in 2023.
The platform’s appeal lies in its ability to offer products at significantly lower prices compared to competitors like Amazon and Shein. This pricing strategy, combined with various discounts, gamification elements, and a wide range of items, makes Temu particularly attractive to budget-conscious shoppers.
Bol
bol.com is a leading e-commerce platform based in the Netherlands and Belgium. It is owned by Ahold Delhaize, a major food retail group. Bol.com has maintained its position as the top e-commerce platform in the Netherlands for decades and is also prominent in Belgium.
Bol.com reported net sales of 5.8 billion euros in 2023. This growth illustrates the platform’s ability to adapt and thrive in the competitive European e-commerce landscape. Bol.com’s substantial customer base has also grown, with more than 13 million active customers annually, further cementing its dominance in the market. This platform offers over 34 million items.
Asos
ASOS is one of the largest online-only fashion retailers in the world, with websites in the UK, Europe, USA, and Australia. Having noticed the growing trend of marketplaces and selling up-and-coming designers’ clothes and handpicked boutique fashion, the company opened its own marketplace in 2010.
Asos generated £3.54 billion in revenue in 2023. It sells over 85,000 products, across over 200 markets, in eight languages. The platform has also seen significant traffic, with 59 million visitors to its website in May 2024 alone. This strong online presence is complemented by its mobile app.
In May 2024, their shopping app registered over 500,000 downloads on iPhones and iPads. The app features a unique functionality where users can upload images of clothing they like to receive suggestions for similar items available on ASOS.
OTTO
OTTO remains one of the largest online retail destinations in Germany, renowned for its broad selection of fashion and lifestyle products. Originally an offline brand, OTTO has successfully transitioned to an online-centric business model. The platform not only sells its own products but also operates as a marketplace for third-party sellers.
In the financial year 2023/24, OTTO’s e-commerce revenue reached €8.48 billion.
OTTO’s customer base is robust, with 11,7 million active customers, including as many as 2.9 million new ones. This broad reach makes OTTO a prime opportunity for marketplace sellers, positioning it as one of the biggest e-commerce platforms in Germany after Amazon.
OTTO sells over 18 million products and covers more than 34,000 brands.
ManoMano
ManoMano, the French-based e-commerce platform specializing in DIY, home improvement, and gardening products, continues to thrive in the European market. Founded in 2012, ManoMano has carved out a significant niche. It provides a wide assortment of products and fosters a community where DIY enthusiasts can exchange tips and advice on their projects.
ManoMano has expanded its influence significantly, with 50 million visits per month and 7 million active users in the EU. The company operates primarily in France but also serves other key European markets and offers its services in multiple languages, like French, English, Spanish, and Italian.
Financially, ManoMano has shown robust growth, supported by substantial funding rounds. The company has raised approximately $702.9 million over several funding rounds – this reflects investor confidence in its business model and market potential. Funding has enabled ManoMano to invest in enhancing its platform, enhancing its product line, and improving customer service.
Kaufland
Kaufland remains one of the largest and fastest-growing marketplaces in Germany. Building on its solid foundation, Kaufland expanded its online marketplaces to countries like the Czech Republic and Slovakia, and will soon open for Poland and Austria.
In Poland, where Kaufland operates over 245 physical stores, the online marketplace aims to capitalize on this strong brand presence and high consumer trust. This strategic move is part of the broader initiative known as the Kaufland Global Marketplace, which allows sellers to reach multiple European markets with just one registration.
Kaufland marketplace now features over 45 million products across more than 6,400 categories. This extensive selection and high visitor traffic highlight Kaufland’s significance as a major e-commerce player.
eMAG
eMAG is one of the largest e-commerce sites in Romania and continually expands its influence in the region. The emag.ro platform experienced net sales at the level of $637.5 million in 2023, thus indicating its strong presence and popularity among Romanian consumers. Sellers on eMAG can list their products in more than 1,600 categories, which gives buyers a wide range of options.
eMAG’s customer base has 12 million active shoppers. They can find desired products in categories like electronics, fashion, or home goods.
A dynamic ecosystem of over 22,000 sellers and 30,000 e-shops makes eMag a great place to collaborate. The platform’s extensive reach and diverse product offerings make it an essential destination for online shopping in Europe.
OnBuy
OnBuy, the UK-based online marketplace founded in 2016, is a major player in the European e-commerce landscape. It creates a transparent and fair marketplace for both sellers and buyers, and avoids direct competition with its sellers by not listing its own items.
OnBuy offers 35 million products across 17 departments. The platform attracts around 6 million customers, which reflects its popularity and trust. Buyers can shop from multiple sellers in a single transaction with a simple, secure checkout solution free from many online fraud risks. Thanks to its reasonable selling fees and immediate payment by PayPal, sellers enjoy risk-free trading and access to millions of active users.
OnBuy’s international expansion is also noteworthy. The company had plans to roll out its services to over 140 countries by the end of 2023. This move aims to expand its global footprint and provide opportunities for international sellers to reach a wider audience.
AliExpress
AliExpress is Alibaba’s international online retail marketplace. As it continues to innovate and expand, it is well-positioned to maintain one of the top positions in the European online marketplace.
AliExpress’s strategy revolves around providing a vast selection of products at competitive prices. This approach has attracted a diverse European customer base and made it a preferred shopping destination for budget-conscious consumers.
AliExpress is particularly favored in several European countries. Germany, Spain, and the UK are notable examples, with 96%, 95%, and 90% of their populations engaging in online shopping, respectively. Also, according to the first AliExpress Consumer Insights Report, nearly 79% of German consumers have bought apparel online in the last three months. This makes it a significant chance for marketplaces like AliExpress.
One of the key highlights for AliExpress in 2024 is its partnership with UEFA EURO 2024 as the first exclusive e-commerce platform partner for a UEFA Men’s European Football Championship. This collaboration has significantly boosted its visibility across Europe, offering fans exclusive discounts, interactive games, and the chance to win match tickets.
Cdiscount
Cdiscount is a French marketplace. The platform hosts over 15,000 connected sellers and offers a vast array of products across 40 general categories and 2000 subcategories.
In 2018 Cdiscount started delivering some items to Belgium, Germany, Italy, and Spain, which marked the beginning of its international expansion. In 2023, it reported roughly 200 million euros in revenue. The marketplace attracts about 23 million unique visitors monthly, which shows its substantial customer base and the high level of consumer engagement it sustains
The market share of Cdiscount in France is at the level of 8.8%.
2024 Key takeaways on leading marketplaces in Europe
- The 3 biggest marketplaces in Europe are Amazon, eBay, and Allegro.
- While Amazon and eBay dominate the market, numerous other marketplaces offer significant opportunities, interesting offers, and attractive prices.
- Most of the domestic markets are focused on just one or a few closely connected countries.
- The listed marketplaces cover many different types of product categories, from fashion and electronics to home improvement and photography.
- Many of these marketplaces have experienced significant growth in terms of user visits and sales in recent years.
- Localized strategies, including language support, fast delivery, reliable logistics, and region-specific logistics, drive success in various markets.
- Competitive pricing and a variety of offerings attract diverse customer bases.
What to remember when dealing with Germans?
- Punctuality is the key. You’re late, you’ve lost.
- Keep feelings and political opinions to yourself since they can be found offensive by many Germans. While it can be regarded as amazing small talk or ice-breakers in many cultures, it doesn’t work with Germans.
- Speaking German really helps. Of course, the better you speak, the better you are seen, but even basic knowledge can help.
- Straight to the point. Concrete information, details, and arrangements. Germans value time more than anything!
FAQ on European Marketplaces
1. What are some of the most popular online marketplaces in Europe?
In Europe, many leading online marketplaces gained popularity. These include generalist marketplaces like Amazon and eBay, which are known for their extensive range of products and services. Additionally, marketplaces like Allegro in Poland, ManoMano in France, and other dedicated websites have a significant market share, which caters to the diverse needs of European consumers.
2. Which online marketplace is considered the largest globally, and how does it compare to other online marketplaces?
Amazon is the largest online marketplace globally, known for its vast selection of products and services. It stands out from other online marketplaces due to its global account system, which allows customers to shop online seamlessly across different regions. Its size and reach are much larger compared to other popular online stores and marketplaces.
3. How has the French online marketplace evolved in the European market?
French online marketplaces have evolved significantly. Marketplaces like ManoMano blend affordable pricing with many different products, from consumer electronics to fashion. These marketplaces have strengthened their existing online presence and become a go-to destination for both local and international businesses. They often provide services like free delivery and self-service registration processes for new merchants.
4. What are the characteristics of a generalist marketplace, and how do they operate in the European market?
A generalist marketplace offers a broad range of products and caters to various consumer needs. In the European market, these marketplaces often feature products from both local and international retailers, offering convenient shopping experiences. They may charge monthly fees or membership fees but often attract a large number of monthly visits due to their large product selection.
5. Can you describe the online shopping experience in the top online marketplaces?
Shopping in top online marketplaces is characterized by convenience, variety, and efficiency. Customers can browse through an array of products, compare prices, and read reviews before making a purchase. These marketplaces often offer features like a global account system, which makes it easier for users to shop online across different countries.
6. What is the significance of the twelfth largest online marketplace in terms of total online retail sales?
The twelfth largest online marketplace plays a big role in total online retail sales. These marketplaces often serve niche markets or specific regions and provide specialized products and services. They contribute significantly to the diversity and competitiveness of the online retail sector.
7. How do online retailers and merchants benefit from selling on popular online marketplaces?
Online retailers and merchants benefit from increased visibility and access to a larger customer base when selling on popular online marketplaces. These platforms often have a well-established customer base, marketing tools, and support systems that help sellers maximize their sales and manage their online stores efficiently.
8. What is the process for international businesses to sell online in European marketplaces?
International businesses looking to sell online in European marketplaces typically need to go through a registration process, which may include providing company registration documents and adhering to local regulations. Some marketplaces offer a self-service registration process and support for creating separate translated listings to cater to the diverse European Union market.
9. How do online marketplaces in Europe cater to the needs of both consumers and sellers?
Online marketplaces in Europe cater to consumers by offering an extensive range of products, competitive pricing, and convenient shopping options like free delivery. For sellers, they provide a platform with a significant market share, marketing tools, and support services, helping them reach a wider audience and grow their business.
10. What trends are observed in the total retail sales from online marketplaces in Europe?
The trend in total retail sales from online marketplaces in Europe shows a steady increase, driven by the growing popularity of online shopping and the expansion of these platforms into new markets. The convenience, variety, and competitive pricing offered by these marketplaces continue to attract more consumers and sellers alike.
11. How does the Polish marketplace Allegro distinguish itself as a third-party marketplace in Europe?
Allegro, a prominent Polish marketplace, distinguishes itself by focusing on the specific needs of the Polish market. It operates as a third-party marketplace and offers a platform for various merchants to sell their products. Allegro is known for its user-friendly interface, localized services, and a strong focus on customer satisfaction. It’s one of the top players in the European e-commerce landscape.
