The e-commerce market is getting bigger and bigger. During the last years, more and more stationary have decided to go online. The key to gaining customer interest is the presence in several online markets. Do you sell clothes in your online store? Great! But who said you couldn’t put them on Zalando either?
The e-commerce market in Germany is one of the largest in the world. Around 75% of German companies work mainly via e-commerce channels. That is why you should get to know better the biggest e-commerce marketplaces in Germany. You don’t have to join them immediately. It is crucial to observe the activities of the largest in the industry. You can learn a lot in this way.
Since online marketplaces are becoming very popular in Germany, you should pay attention to price comparison platforms. If e-commerce cooperates with such a website, it makes shopping much easier for the customer. When he finds out where prices are most favorable, he can make a purchase immediately from this website.
Why do retailers implement online marketplaces?
Expanding Customer Reach
Online marketplaces provide retailers with a platform that allows them to reach a vast number of customers in a relatively short span of time. These platforms already have a substantial customer base actively searching for specific products, which significantly increases the visibility of the retailer’s offerings.
Diversifying Product Offerings
Multiple products can be released simultaneously by retailers participating in online marketplaces. This strategy not only provides customers with a wider range of choices but also generates increased interest in the retailer’s brand, leading to higher revenue.
Enhanced Customer Convenience
Many online marketplaces offer features such as product availability notifications, which significantly enhance the shopping experience for customers. Instead of making repeated trips to a physical store to check for product availability, customers can simply opt to be notified when the product is back in stock.
Leveraging Promotional Opportunities
Online marketplaces often send out newsletters featuring various products from different retailers.Having their products included in these newsletters, retailers can benefit from additional promotional opportunities, further increasing their brand visibility and potential customer reach.
Overview of the German Online Marketplace Landscape
The online marketplace landscape in Germany has been experiencing a steady rise in popularity, with both customers and retailers increasingly leveraging these platforms. This growing supply and demand have naturally led to a surge in overall sales. Between 2015 and 2020, the number of online marketplaces in the DACH region (Germany, Austria, Switzerland) more than doubled, marking a significant 114% increase.
By 2022, around 22% of individuals in Germany were making multiple online purchases monthly, reflecting the growing consumer preference for online shopping. For example, German customers are known for their demand for longer and more detailed product descriptions. This is why item descriptions on Amazon.de, for instance, should not only differ in language from those on Amazon.co.uk but also in content.
A considerable portion of top online stores in Germany have expanded their presence to major online marketplaces that are primarily dominated by Amazon. About 35% of the top 500 online stores offer their products on Amazon, while 40% of the top 50 online stores sell via eBay, among other channels.
However, several strong marketplaces have also emerged over the years. These platforms have become leading destinations in specific niches, both nationally and internationally. A prime example of this is eBay and Otto – other online marketplaces, as well as Zalando, a German fashion marketplace that has carved out a significant presence in the online retail sector.
Examples of online marketplaces
We are living at a time when we move most parts of our lives to the Internet. A company that wants to reach as many customers as possible must appear on at least one of the online marketplaces.
There are a few methodologies we could recognize:
- vertical marketplaces, dedicated to only one category of products or services: Airbnb for rentals or Bolt for transport
- horizontal marketplaces, dedicated to multiple categories, for example Idealo or Amazon
- product marketplaces, dedicated to offering physical products
- virtual marketplaces, dedicated to offering virtual products (e.g. for gamers, virtual currency or virtual assets)
- service marketplaces, dedicated to offering services
- hybrid marketplaces, dedicated to offering both products and services
- niche marketplaces, covering only a small part of the market
We have prepared for you a list of the most popular ones in Germany.
Fasten your seatbelt!
Kaufland.de is a combination of high brand awareness and state-of-the-art platform technology
Kaufland.de is one of the biggest and fastest growing marketplaces in Germany! Being part of the Schwarz Group, Kaufland.de belongs to one of Europe’s biggest retailers!
In 2023, Kaufland will open further online marketplaces in the Czech Republic and Slovakia.This step is the underlying foundation for the launch of the ‘Kaufland Global Marketplace’.
With just one registration sellers can sell on many country-specific marketplaces with one registration.
Over 8000 sellers offer more than 40 million products in over 5000 categories on Kaufland Global Marketplace. This attracts 32 million visitors to Kaufland.de every month.
The well-known sales platform is also available in Germany.
We do not need to introduce Amazon. With one account on Amazon.de, you can sell your products abroad, but you will receive payment in your currency. Amazon also offers its warehouses if you don’t care about total shipping control. If you prefer to keep your finger on the pulse, you can easily send packages yourself. To start selling on Amazon, you must first create an account as a seller and choose a plan – Basic or Pro. Upload your products’ catalog and create a list from it. Finally, you need to encourage the customer – create creative descriptions of your products and enjoy the possibilities offered by Amazon.de.
OTTO is the second-largest e-commerce in Germany, after Amazon.
OTTO is a giant in the fashion and lifestyle industry – it is visited by thousands of users every day. If you are looking for a large audience and marketplace that cares for the environment – OTTO is a place for you. It has a strong sustainability policy and requires the same from its partners. Thanks to this, the customer can have a sense of ethical shopping. The factories in which OTTO manufactures work in full respect for both employees and the environment. Unfortunately, it is still rare to see such large enterprises care for sustainable development. OTTO should be an example to other businesses on how to run it ethically.
Temu is an online marketplace that offers a one-stop online shopping experience.
Temu provides free shipping on all orders, free returns within 90 days, and a price adjustment policy within 30 days. While the specific details about the range of products or services they offer are not readily available from their website, they do offer some customer-friendly policies. These policies make shopping on Temu a risk-free experience for customers, as they can return products they are not satisfied with and can also get a price adjustment if the price of an item they bought decreases within 30 days.
Yatego is often called an online shopping mall.
Yatego offers over 10,000 online stores. You will find here retailers from many industries: from children’s accessories to furniture and car accessories. By creating an account on Yatego you will not only get access to a huge customer base but also the support of a personal adviser for the first 4 weeks. You can also link your Yatego account directly to your own online store.
Heaven for manufacturers.
Etsy is a place for handicraft manufacturers or sellers from all around the world. If you create jewelry, paint, or make furniture, you’ll find your customers here. Etsy charges a commission of 20 cents for each item and 3.5% for each transaction.
One of the well-known tourism platform.
Booking.com is an online marketplace of the tourism industry. The world-famous travel platform connects travel lovers to hotels and hosts from all around the world. If you are the owner of a hotel or you offer apartments for rent you should set up an account. Thanks to this platform, your offer will have a chance to reach more tourists visiting your region. Booking charges a commission on completed stays and non-returnable ones.
World-famous fashion online marketplace.
With Zalando, you can access clients from 15 countries. You will find over 2,000 brands there and you can become one of them provided you offer clothing, footwear, products falling into the category of sport or accessories. Regardless of whether you own a business or sell individually, Zalando is open to cooperation. Remember, however, that the platform does not cooperate with sellers who do not offer free shipping and returns.
eBay is a pioneer in e-commerce.
eBay is also a well-known marketplace for all who buy online. Currently, it operates in over 20 countries, thus enabling sales transactions around the world. On eBay, you can find a variety of products – from cosmetics to washing machines. No matter what industry you work in, you’ll fit on eBay.
eBay for both new and used items.
On eBay Kleinanzeigen you can find many things both new and used. It is the eighth largest site in Germany. Everyone who is interested in buying or selling should look at eBay Kleinanzeigen. Many product categories offer a lot of possibilities. You will find here, for example, laptops, clothes, garden items, and even cars or houses.
SHEIN adheres to the concept that “everyone can enjoy the beauty of fashion.”
SHEIN is a global B2C fast fashion e-commerce platform that primarily focuses on women’s wear, but also offers men’s apparel, children’s clothes, accessories, shoes, bags, and other fashion items. SHEIN mainly targets Europe, America, Australia, and the Middle East along with other consumer markets. The brand was founded in October 2008, and since then it has upheld the philosophy that “everyone can enjoy the beauty of fashion.” Its business covers more than 220 countries and regions around the world. SHEIN prides itself on offering on-trend styles catering to both young women and teens, that won’t break the bank.
Online marketplace for music makers.
Thomann is a place for those who love music. You can find here instruments, studio equipment and lighting here. Everything you need to create music and perform professionally. Thomann serves many countries, eg. Germany, Poland, Belgium, and Denmark. Regardless of the country, prices are given in euros.
Electronic and technology online marketplace.
MediaMarkt is a German store that has been on the market for almost 40 years! When it succeeded outside the country, MadiaMarkt decided to take over the e-commerce world. On this marketplace, you can find electronic stuff: home cinemas, coffee machines, dishwashers, or games. It is the world’s second electronic e-commerce store in the world.
Technology online marketplace, similar to MediaMarkt.
Saturn is another example of the technology industry. It belongs to the MediaMarktSaturn Retail Group which makes it the younger brother of MediaMarkt. On average, their site is visited by over 20 and a half million users per month. Worth visiting if a customer is looking for new headphones or an Xbox. If you offer some technology items, you should be on this marketplace.
Conrad is a leading online marketplace in Germany, particularly known for its wide range of electronic products.
With over 9 million products for business customers, Conrad offers a comprehensive selection of items from various categories such as computer & office, multimedia, hobby & household, tools & workshop, building technology & smart living, connectors & cables, measurement technology & power supply, and more. Conrad is committed to providing a seamless shopping experience for its customers. It offers a 48-month long-term warranty for numerous devices in its assortment, providing customers with four years of protection.
Conrad also offers professional data recovery services, ensuring that customers can retrieve their lost or deleted data. In addition to its extensive product range, Conrad also offers services like professional data recovery, selling old smartphones or tablets, and even a marketplace for sellers. This makes Conrad not just a place to buy products, but also a platform for various services related to electronics and technology.
Avocadostore.de is a unique online marketplace in Germany that specializes in eco-fashion and green lifestyle products.
The platform stands out for its commitment to sustainability and ethical shopping, offering a wide range of products that meet stringent sustainability criteria. Avocadostore.de is dedicated to providing a seamless online shopping experience for its customers. It offers a variety of products, from clothing made of recycled materials to biodegradable coffee-to-go cups. The platform is also a haven for vegan shoppers, with a wide array of vegan products, including superfoods, jeans, and t-shirts.
In addition to its eco-friendly products, Avocadostore.de also offers a range of yoga clothing and accessories, making it a one-stop-shop for those leading a sustainable and mindful lifestyle.
Hood.de may be called a lifestyle Zalando.
On this marketplace, you can link your store website, manage inventory and customer data. Hood.de also gives you the opportunity to connect to Google Shopping and PayPal. If you are thinking about joining Hood.de, you have two plans to choose from: basic and professional. In the first one, a commission is between 5 and 8% while in professional from 3 to 7%. In a basic plan, you can offer your customers 500 products, max eight photos to each. While in professional 20,000 items and 16 pics with the possibility of zooming.
Idealo is not only an e-commerce platform but also a price comparison website.
The customer can compare prices and make some purchase in one place. Idealo provides you with a variety of items. You can find here products from various departments: cosmetics, home and garden, food and many, many more. All above makes Idealo one of the largest on the most comprehensive e-commerce platforms. In addition to Germany, it is available in France, Poland, Great Britain, Spain, Italy, and Austria.
Lidl is a well known in Europe and United States supermarket chain.
Lidl offers groceries and household products. It is not only a giant in the case of brick and mortar. Its e-commerce performance is also promising. Thanks to this online marketplace customers across the country can do grocery shopping without stepping out of the house.
Airbnb can be seen as an alternative to Booking.com.
Airbnb is a tourism marketplace mainly for private hosts who want to provide an apartment or room for a short stay. This platform is available worldwide. The service charge is 3% (in China 10%). To make hosts feel safe, Airbnb provides $ 1 million in insurance coverage.
Online marketplace where you can find a vehicle.
Mobile.de is a German marketplace for both consumers and companies. On this platform, you can sell and buy used or new cars, motorcycles, and even caravans. Companies can also find vehicles useful for larger transports here. In addition to finding the right car, you can also search for the insurer offers here or financial plan.
OnBuy is B2C where sellers can offer new or used products.
OnBuy is a good place where you can sell to over 8 million customers.. On OnBuy you can find many products, thanks to the multitude of categories, it’s easy to search for them. One customer can buy several items from several different sellers in one transaction. This is an extremely convenient option. OnBuy works with PayPal, so if you want to sell on this online marketplace, you must be ready for it.
- 600% year-on-year growth for the past 3 years in a row
- 35 million products
- 8m+ customers
- Expansion into over 140 countries by year-end 2023 underway
Fruugo is available in 32 countries, and sellers can sell to all of them.
There are available payments in up to 22 currencies! The cooperation of this online marketplace is based on the principle of no sale, no fee. This is very fair and facilitates sales to fresh retailers. Fruugo also offers support in currency exchange and customer service.
ASOS is one of the e-commerce giants in the fashion industry.
It supplies products to over 140 countries around the world. Every week there are added up to 7000 new items. Who can sell products on ASOS? Young designers or salespeople who are familiar with trends. ASOS also has a mobile application. This app, based on a photo sent by the user matches the products available on ASOS. Sometimes technology may astonish, huh? The fact is – it is definitely worth selling on ASOS.
Rakuten.de is a part of the global Rakuten Group, which has a presence in 30 countries and regions worldwide.
It is a unique online marketplace that offers a cashback system for its users. This means that with every purchase made on the platform, users can earn a percentage of their money back. Rakuten.de offers a wide range of products and services from various retailers. The platform is known for its user-friendly interface and its commitment to enhancing the online shopping experience.
It also offers a browser extension to ensure users never miss out on cashback opportunities. Rakuten.de is not just about shopping; it also offers other services like Rakuten TV, Rakuten Kobo, Rakuten Viber, and Rakuten Viki, making it a comprehensive platform for entertainment and communication as well.
Galeria Kaufhof is a well-known online marketplace in Germany that offers a wide range of products.
The platform is known for its diverse offerings, including fashion, beauty, sports, home and garden items, and much more. Galeria Kaufhof is committed to providing a seamless online shopping experience for its customers. It offers free shipping on all orders, free returns within 90 days, and a price adjustment policy within 30 days. This makes shopping on Galeria Kaufhof a risk-free experience for customers.
Cyberport is one of the most successful retailers of computer technology and digital entertainment electronics in Europe.
Since its establishment in 1998, Cyberport has developed into an online retailer with a wide range of products around notebooks, smartphones, and televisions. The platform offers daily low prices, extensive filter options, detailed product descriptions, and numerous reviews to help customers find their desired device. Cyberport also offers services like a 30-day free return policy, various payment methods including 0% financing, and international customer service.
Alternate.de is a leading online marketplace in Germany, renowned for its extensive selection of electronics and tech-related products.
The platform is a tech enthusiast’s paradise, offering everything from gaming PCs and components to smartphones and notebooks. Alternate.de is committed to providing a seamless online shopping experience for its customers. It offers a comprehensive range of products, ensuring that tech enthusiasts can find everything they need in one place. The platform also provides detailed product descriptions and customer reviews, helping buyers make informed decisions. Alternate.de also addresses a variety of other needs. From home cinema fans and smart home enthusiasts to HiFi lovers, everyone can find something to suit their preferences. The platform also offers a range of tools, garden equipment, and outdoor accessories, making it a versatile online shopping destination.
Shopapotheke.com is a leading online pharmacy in Germany, offering a wide range of pharmaceutical and health-related products.
The platform is known for its comprehensive selection, including over-the-counter medicines, wellness products, and beauty items. Shopapotheke.com is committed to providing a seamless online shopping experience for its customers. It offers free shipping on orders over 19 Euros and delivers within 1-2 working days, ensuring that customers receive their orders promptly. The platform also provides detailed product descriptions and customer reviews to help buyers make informed decisions.
Shopapotheke.com also caters to the needs of pets, with a dedicated section for pet care products. The platform also offers a range of wellness products and beauty items, making it a one-stop-shop for health and wellness needs. Furthermore, Shopapotheke.com is dedicated to customer education, offering a wealth of information on various health topics in its Medikamenten-Lexikon and Symptome-Lexikon. This commitment to customer education and care sets Shopapotheke.com apart as a leading online pharmacy in Germany.
Social media marketplaces
Let’s face it, social media attracts the most people. We spend around 2 hours scrolling down all news and drama on SM. That is why you should use this attention in your favor.
- Since Instagram introduced us to the possibility of shopping directly from the app, it has become an essential place for online shopping lovers. That’s why you should set up a business account and start selling your products through Instagram. Don’t forget about IG Stories. 62% of people claim that they are more interested in the product after seeing it in Stories.
- Facebook also provided us with the option to sell with it. You can connect your store with a Facebook page and make shopping easier for your customers. If you don’t want to sell through social media, use Facebook as a “link” between your customers and your products. Create a fan page or group where customers will be able to share reviews or ask questions.
- Pinterest – it may not be a trendy marketplace, but it’s worth mentioning here. Many people look for inspiration on Pinterest. So why not use this interest to your advantage? If you are in the fashion industry, interior design, or architecture, you can try yourself on Pinterest. Just make a beautiful and aesthetic picture and use the business option provided by Pinterest, i.e. Shop The Look. You can tag your products on the image, and the customer will be in the checkout with two clicks.
Online marketplace – give it a try!
Now you know why you should implement an online marketplace and have several examples. For sure, online marketplaces give many opportunities for businesses from most industries. Here you have a simple guidebook – we have shown you which marketplace you should pay attention to. And on which you should appear if you want to squeeze the best of e-commerce.
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