Marketplaces are at the heart of Europe’s e-commerce scene, drawing millions of shoppers and reshaping how people buy and sell.
From second-hand goods to niche verticals, these platforms have become digital hubs where convenience meets competition.
But it’s not just the big names getting into the game — retailers are also creating their marketplaces to stay relevant and reach new customers.
The 2024 ChannelX report takes a look at this vibrant landscape.
With 21% of Europe’s top 1,000 retailers now operating as marketplaces, these platforms are setting the pace for the future of commerce.
In this article, we look at the report’s key findings and insights to see where Europe’s marketplaces stand today – and where they’re headed next.
Regional overview: marketplaces across Europe
Europe’s love affair with online marketplaces is undeniable, but how these platforms operate varies widely from region to region.
Local habits, cultural preferences, and digital infrastructure have all shaped how marketplaces are adopted and used across the continent.
Northern Europe
Denmark, Norway, Sweden, and Finland are leaders in digital innovation, with internet use averaging an impressive 94%.
Shoppers here are no strangers to online transactions, embracing e-commerce for everything from essentials to niche goods.
However, this strong digital culture hasn’t translated into rapid marketplace growth.
Brands dominate online sales, and the marketplace model is only gaining momentum in the north.
Western Europe
Western Europe is a mixed bag.
The UK, France, and Germany have embraced e-commerce, but marketplace adoption is not universal.
Cultural factors like a preference for traditional shopping or lingering concerns over online security have made some regions slower to adapt.
Yet, local heroes like Bol.com in the Netherlands are outshining global players like Amazon, proving that regional champions can thrive.
Meanwhile, platforms like Shein and Temu are eyeing the region, setting the stage for more competition.
Southern Europe
In Italy, Spain, and Portugal, e-commerce is still finding its feet.
Slower internet penetration and a preference for in-person shopping have kept marketplace adoption modest compared to their northern neighbors.
But things are changing.
As more consumers warm up to online shopping, the growth potential is hard to ignore.
Eastern Europe
Eastern Europe is the rising star.
Countries like Poland and Ukraine are seeing rapid growth in online retail, fueled by a growing middle class and better internet access.
Platforms like Allegro have seized the moment, setting a strong example for the region.
However, challenges like weak payment systems and trust in online transactions still need to be addressed.
Key player profiles: who’s leading Europe’s marketplaces?
In Europe’s crowded marketplace scene, a few big names draw the lion’s share of attention.
Amazon and eBay top the charts, accounting for 17% and 14% of consumer traffic to the region’s top 1,000 marketplaces.
But they’re not alone. Platforms like AliExpress, Allegro, Etsy, and Zalando are carving out niches, and fashion is a major driver of specialist marketplaces.
What’s striking, though, is the long tail.
Hundreds of smaller platforms succeed in local or niche markets, capturing less than 0.5% traffic each.
This fragmented landscape shows that while the giants dominate, there’s plenty of room for diversity and innovation.
Marketplace models
Marketplaces come in three main types:
- Pure marketplaces: these platforms act as intermediaries, connecting buyers and sellers without owning the products themselves. Think eBay or Allegro. They’ve become go-to destinations for variety and competitive prices. Many also support sellers with tools for marketing, payments, and even drop shipping.
- Multi-sector marketplaces: Amazon leads this category, combining its role as a retailer with hosting thousands of other sellers. It’s a one-stop shop for everything from books to home goods.
- Retailer marketplaces: these blend traditional retail with marketplace models. For example, Decathlon sells its sporting goods while hosting third-party sellers complementing its offerings. It’s a hybrid approach blurring the lines between retailer and marketplace.
Top 15 European marketplaces
Below you’ll see a rundown of the top 15 European marketplaces according to ChannelX’ report.
While the complete list covers over 45 companies, we’ve decided to give you a deep dive into 15 of them:
#1 Amazon
amazon.de | Multi-Sector Store | 9,600.8M European web traffic
Strengths in Europe
Amazon dominates in the UK and Germany, and it is supported by its vast logistics network and diverse product range. In France, Amazon’s presence has grown rapidly, while in Italy, Amazon continues to expand despite intense competition from local players. Efficient delivery and a vast product catalog make Amazon a go-to platform across these markets.
Challenges
Amazon faces stiff competition from local players like Bol.com in the Netherlands and Allegro in Poland. Chinese platforms such as Shein and AliExpress are also gaining ground. Cultural differences and language barriers further complicate its expansion, with some shoppers still preferring physical stores.
Financial outlook
Despite these hurdles, Amazon remains profitable in Europe and continues to grow. By adapting to market trends and investing in innovation, the company is well-positioned for the future.
#2 eBay
ebay.co.uk | Multi-Sector Store | 3,995.6M European web traffic
Strengths in Europe
eBay has a strong presence in the UK, Germany, and France, with Italy following closely. Its success stems from an established reputation, a diverse product range, and an early focus on second-hand goods. Localized logistics and language adaptation have helped it grow further in the UK. France remains a key market despite competition from local platforms.
Challenges
Competition from platforms like Amazon, AliExpress, and local players has limited eBay’s growth in certain regions. The auction model, once its core feature, has waned in popularity, leading eBay to focus more on fixed-price goods. Regulatory differences across Europe also add complexity to its operations.
Financial outlook
While competition has impacted eBay’s financial growth in Europe, its global brand and adaptability provide a strong foundation. EBay works to stay competitive in a fast-changing market by exploring new technologies and country-specific opportunities.
Read more: eBay’s enhancements to German retailers
#3 AliExpress
aliexpress.com | Multi-Sector Store | 2,139.8M European web traffic
Strengths in Europe
AliExpress has gained traction in Europe by offering a wide range of affordable products. Countries like Spain and France have embraced the platform due to its low prices and extensive selection. Its success also draws from strong logistics capabilities, backed by its parent company in China.
Challenges
Despite its growth, AliExpress faces hurdles like language barriers, trust issues, and adapting to local market preferences. Cultural differences in Europe make it difficult to tailor offerings across regions. Platforms like Allegro in Poland further complicate expansion.
Financial outlook
AliExpress is expanding steadily in Europe, especially in Eastern and Central regions. By refining its customer service and exploring new product categories, it aims to strengthen its market position. Investments in trust-building and partnerships will likely play a critical role in its future growth.
#4 Allegro
allegro.pl | Multi-Sector Store | 1,459.4M European web traffic
Strengths in Europe
Allegro dominates Poland’s e-commerce market thanks to its early entry and tailored approach to local consumers. It has built a strong reputation for its reliability and product variety. The platform’s logistics and services are finely tuned to Polish preferences, cementing its position.
Challenges
Allegro’s focus on Poland has limited its success elsewhere in Europe. Expansion into neighboring markets like Hungary has been modest, hindered by cultural and regulatory challenges. Competing against global giants like Amazon and eBay adds further difficulty.
Financial Outlook
Allegro’s financial performance in Poland is strong and supported by consistent user growth. While its reach outside Poland remains limited, strategic partnerships and market-specific approaches could help diversify its revenue streams and drive regional expansion.
Read more: how to start selling on Allegro marketplace?
#5 Etsy
etsy.com | Multi-Sector Store | 599.6M European web traffic
Strengths in Europe
Etsy has carved out a unique European space, focusing on handmade and vintage items. Its early success in the UK, a market with strong demand for crafts, set the stage for growth. Germany and France have also embraced the platform, driven by their appreciation for artisanal and bespoke products. Etsy’s emphasis on ethical and sustainable practices resonates strongly with environmentally conscious consumers.
Challenges
Etsy faces stiff competition from other marketplaces offering crafts and artisanal goods. Language barriers and cultural differences have further complicated its expansion into non-English-speaking markets. Tailoring its strategies to match local preferences remains a hurdle.
Financial outlook
Etsy’s growth in Europe shows promise, driven by its niche appeal and dedicated community of buyers and sellers. By strengthening its customer service and addressing regional challenges, Etsy is poised to expand further, especially in high-growth markets.
#6 Media Markt
mediamarkt.de | Consumer Electronics Shop | 223.4M European web traffic
Strengths in Europe
MediaMarkt has a strong foothold in Germany, Austria, and Switzerland, operating a robust multichannel retail model. Combining physical stores with a comprehensive online platform, it delivers a seamless shopping experience. Spain and Poland contribute significantly to its growing traffic, highlighting its reach beyond German-speaking markets.
Challenges
While expanding into new regions, adapting to local preferences and language versions of its site remains a challenge. Competing with online-focused retailers requires balancing its in-store and digital strategies effectively.
Financial outlook
MediaMarkt’s performance metrics consistently surpass European marketplace averages, driven by its large customer base and price competitiveness. By continuing to refine its dual approach of physical stores and online retail, it’s well-positioned to sustain growth across Europe.
#7 Digitec
Strengths in Europe
Digitec is the go-to marketplace for tech enthusiasts in Switzerland. Its reach extends to neighboring countries like Germany, Italy, and Poland. By focusing on local needs, it delivers tailored products and customer service. Digitec also attracts significant traffic from France, Spain, and the UK, showcasing its appeal to cross-border shoppers seeking high-quality electronics.
Challenges
While popular in its core markets, Digitec faces competition from larger pan-European marketplaces. Expanding further across Europe may require overcoming logistical and language barriers. Maintaining its niche focus while scaling could be a key challenge.
Financial outlook
Digitec has demonstrated consistent year-over-year growth, fueled by strong demand for consumer electronics. Its revenue has exceeded CHF 1 billion, highlighting its market strength. Continued investment in logistics and customer engagement positions Digitec for further success in Switzerland and nearby markets.
#8 Boulanger
Strengths in Europe
Boulanger dominates the French consumer electronics market, catering exclusively to local customers. With a focus on French language services, payment methods, and tailored product offerings, it creates a seamless experience for its audience. Its unique approach includes after-sales support, hands-on tech workshops, and augmented reality tools that allow customers to visualize products before buying.
Challenges
Operating primarily in France limits Boulanger’s reach compared to multinational competitors. Expanding its services to neighboring regions would require adapting its highly localized model, which may be challenging.
Financial outlook
Boulanger consistently outperforms the European average in customer satisfaction and product performance metrics. By embracing sustainability initiatives, like recycling programs and eco-conscious product lines, it aligns with the growing consumer demand for responsible retail practices. These efforts, paired with its innovative customer approach, position Boulanger as a strong player in its niche market.
#9 Conrad
Strengths in Europe
Conrad operates across Germany, Austria, Switzerland, and the Netherlands, with a logistics network that ensures efficient service across these regions. Its multilingual platform makes shopping accessible to customers in their preferred language, which helps attract a broad audience. Its extensive product range, spanning consumer electronics to specialized engineering components, sets it apart.
Challenges
While Conrad excels in its core markets, expanding further across Europe requires overcoming competition from larger, more established platforms. Balancing its focus on consumer and business customers while scaling could be a potential hurdle.
Financial outlook
Conrad’s strong financial performance reflects its diversified offerings and customer loyalty. The company remains a trusted name in Europe with steady revenue growth driven by the demand for electronics and technical solutions. By continuing to cater to both individuals and businesses, Conrad is well-positioned to sustain its success.
#10 Back Market
Strengths in Europe
Back Market excels in refurbished electronics, with France as its largest market. It has expanded strongly into Spain, the UK, and Germany, tapping into demand for eco-conscious, affordable technology. Its user-friendly platform emphasizes transparency, featuring warranties and certifications to reassure customers.
Challenges
As a relatively new player, Back Market faces competition from established marketplaces. Expanding further in Europe requires maintaining its commitment to quality while scaling its operations and logistics.
Financial outlook
With over €400 million raised in funding and annual revenues of €200 million in 2021, Back Market has shown impressive growth. Its focus on sustainability and affordable electronics positions it well to meet Europe’s growing demand for environmentally friendly solutions.
#11 Vinted
vinted.fr | Fashion Apparel or Accessories Shop | 484.1M European web traffic
Strengths in Europe
Back Market excels in refurbished electronics, with France as its largest market. It has expanded strongly into Spain, the UK, and Germany, tapping into demand for eco-conscious, affordable technology. Its user-friendly platform emphasizes transparency, featuring warranties and certifications to reassure customers.
Challenges
As a relatively new player, Back Market faces competition from established marketplaces. Expanding further in Europe requires maintaining its commitment to quality while scaling its operations and logistics.
Financial outlook
With over €400 million raised in funding and annual revenues of €200 million in 2021, Back Market has shown impressive growth. Its focus on sustainability and affordable electronics positions it well to meet Europe’s growing demand for environmentally friendly solutions.
Read more: top clothing retailers in Germany
#12 La Redoute
laredoute.fr | Fashion Apparel or Accessories Shop | 73.8M European web traffic
Strengths in Europe
La Redoute, rooted in its French heritage, has evolved into a leading marketplace for fashion and home décor. While France remains its core market, it has expanded strategically into Belgium, Germany, Italy, Spain, and the UK. By tailoring its offerings to local preferences, it has built a loyal customer base across Europe. Its focus on a curated marketplace ensures a seamless shopping experience with high-quality product selections.
Challenges
Expanding into more diverse markets may require adapting its established model to address varying consumer needs. Competing with larger, pan-European players while maintaining its brand values is a challenge for future growth.
Financial outlook
La Redoute has consistently shown strong growth and profitability, leveraging its blend of tradition and modernity. By continuing to explore new categories and leveraging emerging retail technologies, it is well-positioned for success in the evolving ecommerce landscape.
#13 Showroomprivé
Strengths in Europe
Showroomprivé targets premium fashion and lifestyle markets, primarily in France and Western Europe. By curating luxury labels and emerging designers, it has carved out a space as a high-end marketplace. Its strong presence in Italy, Germany, and the UK reflects its appeal to fashion-conscious shoppers seeking exclusivity and quality.
Challenges
Expanding beyond its core markets will require navigating increasing competition from larger players. Maintaining its focus on luxury and customer satisfaction while scaling could present hurdles.
Financial outlook
Showroomprivé has shown promising growth, leveraging its focus on premium brands. Although its revenue trails giants like Amazon, its profitability demonstrates the value of its niche approach. As it explores further growth opportunities, maintaining its unique selling points will be key to staying competitive.
#14 Shein
shein.co.uk | Fashion Apparel or Accessories Shop | 493.7M European web traffic
Global presence and growth
Founded in 2008 in China, Shein has emerged as a global fashion powerhouse. Initially catering to its domestic market, the company quickly expanded its reach, launching its English-language site in 2012. By 2015, Shein was shipping to over 200 countries, fueled by its fast-fashion approach and ability to produce trendy designs at low costs. Its success lies in a combination of affordable pricing, a vast product range, and its ability to introduce new styles almost daily.
Market impact in Europe
Shein’s entry into Europe has significantly impacted the fashion industry. Its low prices and frequent product drops have disrupted traditional retailers, forcing them to adapt to shifting consumer expectations. The brand’s strong online presence and targeted social media campaigns have also made it a favorite among younger shoppers. However, Shein’s rapid growth has sparked criticism over sustainability concerns and labor practices, which remain challenges for the company to address.
Financial outlook
Shein’s financial success is undeniable, with its innovative model driving its rapid growth in Europe and beyond. While controversies over fast fashion may linger, the brand’s focus on affordability and trend-driven products ensures its influence in shaping the future of fashion. Shein’s continued expansion and evolution will likely keep it a major player in the global market for years to come.
Read more: the rise of Shein in Germany
#15 Zalando
zalando.de | Fashion Apparel or Accessories Shop | 714.3M European web traffic
Geographic reach and strategy
Founded in Berlin in 2008, Zalando has grown into one of Europe’s leading online fashion platforms. Initially targeting Germany, Austria, and Switzerland, its reach has now expanded across Europe, with a particularly strong presence in the UK. This growth is driven by tailoring its approach to local market preferences and establishing a logistics network that efficiently serves diverse regions.
Customer experience
Zalando’s appeal lies in its broad selection of fashion and lifestyle products from over 4,000 brands. Personalised recommendations, based on browsing history and preferences, enhance the shopping journey. The platform’s mobile-first strategy ensures seamless experiences for users on the go. Features like hassle-free returns and dependable delivery also resonate with shoppers.
Financial outlook
Zalando has shown consistent financial growth, benefiting from increased demand for online shopping during the pandemic and adapting well to economic shifts. Looking ahead, Zalando is set to expand further through new markets and product categories, focusing on beauty and home goods while maintaining its commitment to sustainability and ethical sourcing.
Read more: Zalando’s marketing machines
What are some of the other key marketplaces?
This list highlights each marketplace’s name, domain, type, and the impressive web traffic they attract across Europe. The full list of all the companies mentioned in the report can be found here.
- Leroy Merlin: leroymerlin.fr | DIY or Construction Trade Shop | 320M
- Next: next.co.uk | Fashion Apparel or Accessories Shop | 230.8M
- Otto: otto.de | Multi-Sector Store | 223.9M
- eMAG: emag.ro | Multi-Sector Store | 222.6M
- Vodafone: vodafone.de | Telecommunication Provider | 217.9M
- Cdiscount: cdiscount.com | Multi-Sector Store | 206.9M
- Alza: alza.cz | Multi-Sector Store | 200.5M
- FNAC: fnac.com | Multi-Sector Store | 191.3M
- H&M: hm.com | Fashion Apparel or Accessories Shop | 188M
- Zara: zara.com | Fashion Apparel or Accessories Shop | 173.8M
- Heureka: heureka.cz | Multi-Sector Store | 157.9M
- ForbiddenPlanet: flickr.com | Book Shop | 144.4M
- Carrefour: carrefour.fr | Supermarket | 133.2M
- Kaufland: kaufland.de | Multi-Sector Store | 129.5M
- Alibaba: alibaba.com | Multi-Sector Store | 127.8M
- OBI: obi.de | DIY or Construction Trade Shop | 118.3M
- Thomann: thomann.de | Musical Instrument Shop | 104.6M
- Hornbach: hornbach.de | DIY or Construction Trade Shop | 103.4M
- Bandcamp: bandcamp.com | Music, Film or TV Store | 98.9M
- Veepee: veepee.fr | Multi-Sector Store | 95.5M
- Adidas: adidas.co.uk | Sports & Leisure Apparel or Equipment Shop | 94.9M
- Castorama: castorama.pl | DIY or Construction Trade Shop | 94.4M
- Eobuwie.pl: eobuwie.com.pl | Fashion Apparel or Accessories Shop | 93.1M
- Ricardo: ricardo.ch | Multi-Sector Store | 83.9M
- Lenovo: lenovo.com | Consumer Electronics Shop | 79.4M
- Telia: telia.fi | Telecommunication Provider | 77.4M
- JYSK: jysk.pl | Homeware Shop | 76.5M
- Roblox roblox.com | Music, Film or TV Store | 1,324.4M
- OLX olx.pl | Multi-Sector Store | 767.7M
- IKEA ikea.com | Homeware Shop | 734.2M
- Lidl lidl.de | Multi-Sector Store | 385.2M
- Bol.com bol.com | Multi-Sector Store | 333.4M
- ASOS asos.com | Fashion Apparel or Accessories Shop | 333.4M
- Decathlon decathlon.fr | Sports & Leisure Apparel or Equipment Shop | 326.9M
The road ahead: what’s next for European marketplaces?
European marketplaces are on the edge of massive changes.
The future looks busy with e-commerce sales expected to reach over €500 billion by 2025.
Western Europe is leading, driven by the rise of mobile shopping. Many retailers are even creating their marketplaces to meet demand.
But growth comes with challenges.
B2B platforms like ManoMano and niche-focused sites like Vinted are expanding fast. This shift toward specialized marketplaces is changing the game. Retailers and brands are adapting, targeting specific needs instead of broad audiences.
Changing shopping habits
Economic uncertainty continues to shape how people shop. Inflation, trade tensions, and global events are impacting budgets.
Shoppers now prioritize quality, sustainability, and transparency in their choices. Retailers must balance pricing with these expectations to keep customers coming back.
Social responsibility and eco-conscious practices are gaining importance. Brands that align with these values are likely to stand out.
Consumers expect more than just products—they look for businesses that match their ethics.
Technology leading the charge
Artificial intelligence (AI) is set to transform e-commerce. AI tools will make shopping more personal, using data to predict needs and preferences.
AI-powered chatbots are already making customer service faster.
On top of that, dynamic pricing will become more competent, reacting to demand and competition instantly.
AI could also revolutionize product listings. Better descriptions, targeted ads, and even more compelling images are on the horizon.
This tech will make online marketplaces more agile, giving sellers a sharper edge.
The role of retail media
Retail media is becoming a powerhouse.
By 2025, ad spending in this sector is expected to hit €20.6 billion—a 73% jump from 2023. Marketplaces like Amazon use their reach to attract brands looking for better ad performance. As traditional advertising loses ground, retail media is taking center stage.
Subscription models might also rise, giving shoppers more convenience. These models could reshape how people buy everyday items, from groceries to fashion.
Wrap up
As we look to the future, it’s clear that Europe’s e-commerce market is full of growth and new possibilities.
Both retailers and marketplaces must keep changing to stay strong in this fast-moving industry.
To learn more about Europe’s e-commerce trends and key insights from the ChannelX 2024 Report and others, visit Ecommerce Germany News. Get updates, expert opinions, and the latest news shaping the world of online shopping.
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