12 leading marketplaces in Europe – E-commerce Germany News (2023)

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 ecommerce landscape.

In Europe, the ecommerce marketrevenue is worth $363 billion, with an expected annual growth of 7.3%. Experts estimate that by 2022 the European market volume will be worth as much as $481 billion. This is a lot considering the fact that in Europe there are 50 different countries, more than 200 languages spoken and 28+ currencies used.

Obviously, most of the action happens in just three European countries, that is, UK, Germany and France, but on our list we have also included marketplaces that are leading or growing in some other corners of Europe.


Allegrois the largest Polish marketplace and number five on the list of Europe’s most visited online marketplaces. With 13 million active users, Allegro is a good opportunity for B2C brands and professional re-sellers to expand into Poland’s thriving €10 billion online market.

The only obstacle is language – Allegro operates only in Polish, so product listings and customer support have to be localized.

Allegro describes itself as the biggest shopping mall in Poland. Ithas significant market share in electronics (62 percent), home and garden (74 percent) and fashion (46 percent). Learn more about selling on Allegro marketplace.

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ASOS is one of the largest online only fashion retailers in the world with websites in UK, Europe, USA and Australia. The company targets young sellers and having noticed the growing trend of marketplaces and selling up-and-coming designers’ clothes and handpicked boutique fashion, it has opened its own marketplace.

Asos sells over 80,000 products and there are 2,500 to 7,000 new products added everyweek. It ships to over 140 countries from fulfilment centres in the UK, US, Europe and China.

By 2017, Asos.com was generating almost£2 billion a year in revenue and has become the leading online apparel site in the UK. Since March 2018they also introduced their mobile app, which has 10 million downloads. The app allows users to upload images of clothing they like and receive a range of matching or similar items that the company stocks. ASOS claims that in the UK 58% of purchases happen on mobile devices.

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Cdiscountis a French marketplace with roughly 8.6 million active customers and 19 million unique visitors per month. It sells products across 40 different categories with over €1 billion in annual sales.

Since 2018 Cdiscount started delivering some items to Belgium, Germany, Italy and Spain, which marked the beginning of its international expansion. Growing cross-border presence of Cdiscount is the result of its 15 percent year-on-year growth in net sales.

During the second quarter of 2018, Cdiscount customers placed 5.8 million orders for 11 million items. At the moment, the Cdiscount marketplace has 10,000 connected sellers.

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Emag is the largest ecommerce site in Romania with over 500,000 unique customers each day. Sellers can list products in in over 1600 available categories.

The platform currently hosts 3,500 sellers and more than 1.4 million products, generating more than €100 million in revenue and over 1.9 million orders for marketplace partners. The highest sales are generated in the categories of car accessories, home & deco, children & toys, fashion and sport.

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Flubitthe largest UK-owned marketplace. Hosting a catalogue of over 70 million products across categories including home, garden, toys, books and electronics, it positions itselfs as a direct competitor to Amazon. At the moment, it has 1,500 UK and Irish sellers.

In November 2017, Flubit was ranked as the #10 most valuable VC-backed eCommerce company in Europe, and #2 in the UK.

In 2018, Flubit.com was acquired by the prominent blockchain technology group MonetaryUnit. The decision, at the time of the deal, would reportedly make Flubit.com the world’s largest shopping marketplace dedicated to the acceptance of cryptocurrencies.

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Fruugois a U.K.-based marketplace available in 32 countries and has more than 25 million active users. Sellers can register once to sell across all markets available in the portfolio. The site supports 22 currencies and 17 languages.

Fruugo marketplace operates with hundreds of retailers on a no-sale, no-fee basis, and offers them translation, customer service, marketing and foreign exchange support, so the retailer only needs to fulfil the order.

Compared to its European competitors, Fruugo is a relatively young marketplace, but it is expecting 200% growth in the next few years.

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Mobile.de is a German marketplace for selling vehicles to businesses and consumers. The site has customers from throughout Europe and is the biggest automotive marketplace in Germany.

Its platform allows buying and selling used and new cars, motorcycles, and motorhomes and caravans, as well as trucks, and commercial and utility vehicles. The company’s platform also enables users to search dealers, as well as find financing and insurance deals.

The company was founded in 1996 and is based in Kleinmachnow, Germany, but since 2004 it operates as a subsidiary of eBay Inc.

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OnBuy is a B2C online marketplace where third-party business sellers can list new, used or refurbished products and buyers can browse thousands of categories, compare and securely purchase with PayPal Buyer Protection.

With thousands of sellers and over 10 million products, 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 will enjoy risk-free selling and access to millions of buyers with no competition from OnBuy.

The marketplace was launched in 2016 and is experiencing meteoric growth; ready to launch internationally, with an aggressive growth plan targeting more than 140 countries over the next 18 months.

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OTTO is the second biggest online retail destination in Germany and claims to be the biggest online retailer there for fashion and lifestyle products.

It originally started as an offline brand, but now 90% of its goods are sold online and it also has a marketplace, on which it sells goods itself and allows third party sellers.

The company has 9 million active customers and reaches 45% of all German households. For marketplace sellers, OTTO represents the biggest ecommerce opportunity in Germany after Amazon.

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PriceMinister was founded in 2001 and is a leading French marketplace with22 million members and 9 million visitors per month. This is the equivalent of one third of all internet users in France.

In 2010, it was bought by Rakuten, and has been growin steadily since then. Now it operates in 20 countries and hosts an average of more than 30,000 transactions per day, which makes it the second most visited e-commerce platform in France (behind Amazon).

PriceMinister has 11 million unique visitors per month, 130 million products listed and 5,000 active sellers.

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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.

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Zalandois a German marketplace that has expanded to multiple European markets. It’s particularly prominent in Germany, where they boast 95% brand recognition amongst adult shoppers but it has also been expanding into other countries too in recent years and opened fulfilment centres in Sweden and Belgium in 2017.

The latest figures say that they have 20 million active buyers and a 7.4% share of the Western Europe fashion market that totals $42 billion.

Zalando has more than 22 million customers and sells over 250,000 products from 2,000 merchant brands.

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What to remember about when dealing with Germans?

  • Punctuality is the key. You’re late, you’ve lost.
  • Keep feelings and political opinions for yourself since it 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. Or 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!

Jobs for e-commerce professionals you can find here:


Read more from E-commerce Germany News:

13 leading marketplaces in North America

16 leading marketplaces in Asia


12 leading marketplaces in Europe – E-commerce Germany News? ›

The UK has the largest e-commerce market in Europe. The most prominent players in this market include companies such as Amazon, Tesco, and Asos. Germany is the second-largest e-commerce market in Europe. Companies like Amazon and Otto dominate this market.

What is the biggest eCommerce marketplace in Germany? ›


What is the biggest eCommerce market in Europe? ›

The UK has the largest e-commerce market in Europe. The most prominent players in this market include companies such as Amazon, Tesco, and Asos. Germany is the second-largest e-commerce market in Europe. Companies like Amazon and Otto dominate this market.

What is the most popular eCommerce platform in Europe? ›

Magento. Magento is the most popular open-source eCommerce platform in Europe, holding 24.6% of the European market share. Magento, owned by the Adobe Corporation allows businesses to create and manage online stores.

How big is Germany e-commerce market? ›

In 2021, some 51 percent of B2C e-commerce revenue was generated via online market places in Germany. Revenue of EUR 50.5 billion for the year represented an almost 20 percent increase on 2020 turnover levels.

What is the hyper market known as in Germany? ›

German supermarket chains

Rewe: With over 3,000 stores nationwide, you'll likely come across Rewe when grocery shopping in Germany. Shops range from large out-of-town hypermarket-style outlets to small convenient locations called Rewe To Go.

What is the largest retail market in Europe? ›

Germany-based Schwarz Unternehmenskommunikation GmbH & Co KG is the leading retail chain in Europe (by retail sales). The company reported revenues of $157,983 million in the year 2021 (FY2021). The company owns and operates supermarkets, food stores, hypermarkets, and discount stores.

What is the largest consumer market in Europe? ›

Germany remains the largest consumer market in Europe - in terms of both population size and purchasing power. The country also has the highest GDP in Europe with one of the highest total purchasing power levels.

What are Europe's largest markets? ›

Europe's top 6 largest national economies are:
  • Germany (€4.0 trillion),
  • United Kingdom (€3.2 trillion),
  • France (€2.7 trillion),
  • Russia (€2.1 trillion),
  • Italy (€1.9 trillion),
  • Spain (€1.4 trillion)

What are the top media markets in Europe? ›

In 2021, the United Kingdom had the largest market for digital display advertising in Europe at over 14.8 billion euros. Germany and France followed, with approximately 5.6 billion and four billion euros, respectively.

Which is the biggest Amazon market in Europe? ›

The biggest Amazon marketplaces in Europe based on website visitors are the United Kingdom, Germany, France, and Italy.

What are the most sold products online in Europe? ›

Top Selling Products in Europe
  • Clothing and Footwear.
  • Books.
  • Electronics.
  • Food, Cosmetics, and Pharmaceuticals.
  • Furniture and Home Goods.

What is the largest ecommerce marketplace company worldwide? ›

Amazon.com, Inc. (NASDAQ:AMZN) is the largest e-commerce company in the world in terms of both market cap and revenue.

Who is the biggest ecommerce seller? ›

1. Amazon. Among the most trusted online marketplaces, Amazon is the world's largest. The company operates in over 20 countries and has over 300 million active customers.

What is the most successful online retailer in the world? ›

amazon.com is ranked number 1 as the most popular website in the eCommerce & Shopping category in May 2023. The average amount of time that users spend on the website is 00:07:10 minutes, and they see, on average, 9.30 pages per visit.

Which e-commerce is best in Germany? ›

Amazon.de is the industry leader in Germany, with e-commerce net sales of US$ 16,836 million expected in 2023 and with estimated monthly traffic of 434.5 million visits. Amazon Germany Pvt. Ltd. Electronics, appliances, furnishings, fitness, travel, and baby products are just a few of the categories covered.

What is the future of eCommerce in Germany? ›

It's boom time for online shopping in Germany. Between 2021 and 2026, the German ecommerce market will grow from a value of USD 122 billion to USD 184 billion1. This USD 62 billion growth alone is almost twice as large as the entire Swedish ecommerce market today1.

Is Germany good for eCommerce? ›

eCommerce revenue development in Germany

Germany is the 5th largest market for eCommerce with a predicted revenue of US$125,452.7 million by 2023, placing it ahead of South Korea.

What is the super market chain in Germany? ›

German supermarket chains
Lidl3301Schwarz Gruppe
Metro Cash and Carry104METRO AG
nah & frisch53Bartels-Langness
22 more rows

What are the biggest discounters in Germany? ›

Aldi, Lidl, Netto.

What is the current status of Germany in the world marketplace? ›

Germany is the fourth largest economy in the world after the United States, China and Japan and the largest economy in Europe. It is the third largest export nation globally: With 70% the service sector contributes the largest part to the country's GDP.

What is the biggest retail in Germany? ›


With a turnover of €62.7 billion in 2021, Edeka is the largest supermarket retail chain in Germany. Edeka operates several banners, including Edeka, Marktkauf, Netto, NP Niedrig-Preis, Diska and SPAR Express.

Where is the shopping capital of Europe? ›

Where is the shopping capital of Europe? European shopping capital is Paris, France. With over 140,000 shops and more than 7,500 stores, Paris is one of the most popular cities in Europe. The largest shopping centre in Europe is Galeries Lafayette Haussmann; it has over 1,700 stores and 70 restaurants!

How big is the retail industry in Germany? ›

Retail sales revenue in Germany 2000-2023

In 2022, the German retail sector recorded almost 632 billion euros in sales revenue.

What is Europe's biggest indoor market? ›

Leeds Kirkgate Market - Wikipedia.

Who is EU biggest export market? ›

China's emergence as a key export market

As with most other areas of the global economy, the past two decades has largely been the story of China's emergence as a key trading partner.

Is Germany the largest market in Europe? ›

Germany is the largest market in Europe. It constitutes 25 percent of Europe's GDP (EU-27) and is home to 19 percent of the total European Union (EU) population. The German economy is both highly industrialized and diversified – with equal focus placed on services and production.

What are the big 5 EU markets? ›

The EU's big 5 economies – France, Germany, Italy, Spain and the UK – dominate the EU by dint of their sheer size, accounting for 71% of GDP in 2013. However, they are by no means the top performers in the EU.

What are the 10 largest economies in EU? ›

Largest Economies in Europe
  • Finland. 5Y avg GDP (2017-2021): $274.2 billion. 5Y avg GDP growth rate (2017-2021): 1.34% ...
  • Denmark. 5Y avg GDP (2017-2021): $357.8 billion. ...
  • Norway. 5Y avg GDP (2017-2021): $416.99 billion. ...
  • Sweden. 5Y avg GDP (2017-2021): $559.9 billion. ...
  • Switzerland. 5Y avg GDP (2017-2021): $747.4 billion.
Feb 12, 2023

What are the 4 main stock markets in Europe? ›

CountryStock exchangeCity
Pan-EuropeanEuronextBrussels, Paris, Dublin, Amsterdam, Lisbon, Oslo, Milan
Nasdaq NordicCopenhagen, Stockholm, Helsinki, Reykjavík, Tallinn, Riga, Vilnius
AlbaniaTirana Stock ExchangeTirana
ArmeniaArmenia Securities ExchangeYerevan
52 more rows

What is the most popular media in Germany? ›

bild.de ranked number 1 and is the most visited News & Media Publishers website in Germany in May 2023, followed by t-online.de as the runner up, and n-tv.de ranking at 3rd place as the leaders of the News & Media Publishers websites in Germany.

Which is the leading medium in Germany? ›

According to the evaluation, out of all national and international media Der Spiegel was cited the most at 1,096 times in Germany, followed by Handelsblatt with with 845 citations and Bild with 792.

What are the main EU markets? ›

European Indexes
Euronext 100Europe1,334.61
CAC 40France7,163.42
Swiss Market IndexSwitzerland11,238.14
1 more row

Who is Amazon's biggest competitor in the world market? ›

But with so many potential Amazon alternatives out there, which are the top competitors? Within the several industries it operates in, some of Amazon's top competitors include Alibaba, eBay, Walmart, Target, Netflix, Disney+, Microsoft Azure, Google Cloud Platform, etc.

Which country is most buying from Amazon? ›

In 2022, most of Amazon's revenue came from the US, with over $356 billion in revenue, followed by Germany with $33.6 billion, the UK with $30 billion, Japan with $24.4 billion, and the rest of the world generated almost $70 billion in net sales.

How many marketplaces does Amazon have in Europe? ›

One account – all of Europe

With just one account you can reach customers all across Europe with our five EU marketplaces (Amazon.co.uk, Amazon.fr, Amazon.de, Amazon.it, and Amazon.es) and manage all your listings and inventory in Europe.

What are the most sold products online in Germany? ›

Among top products purchased by German online buyers are clothing/footwear, books, home electronics, CDs and films/DVDs.

What product is in demand in Europe? ›

Europe has a great demand for fashion products like apparel, jewellery, fashion accessories (bags, scarves, etc) and footwear.

What is the most popular EU website? ›

Europe. Wikipedia is the most visited in 15 of the 38 European countries according to our research.

What is the fastest growing ecommerce marketplace? ›

Charts: Fastest Growing Global Marketplaces
  • Cazoo is a U.K.-based used car marketplace.
  • Opendoor is a San Francisco-based marketplace to buy and sell houses.
  • Delivery Hero is a multinational food-delivery marketplace based in Germany.
  • CarGurus is a Massachusetts-based new and used car marketplace.
Feb 28, 2023

What are the three major world marketplaces? ›

The world's top online marketplaces
4ShopeeSoutheast Asia
69 more rows
May 19, 2023

Which country is no 1 in e-commerce? ›

1. China. China is the world's biggest e-commerce market, led by e-commerce subsidiaries of the Alibaba group – Taobao, Alibaba.com and Tmall. With an annual growth rate of 21%, China is also one of the fastest-growing e-commerce markets.

Who is the market leader in e-commerce? ›

China is the leader in the global ecommerce market, accounting for 46.3% of all retail ecommerce sales worldwide, with total online sales exceeding the $2.8 trillion mark in 2022.

Who dominates ecommerce? ›

While Walmart continues to make the necessary investments in ecommerce to find its digital footing, Amazon still far outpaces its competition in sales, reports news and analysis company PYMTS.

What is the 3rd largest ecommerce company? ›

Top ecommerce companies in the world
#DomainTop country
1amazon.comUnited States
3ebay.comUnited States
11 more rows
Apr 10, 2023

Which country buys the most online? ›

China. China is the biggest and top eCommerce market in the world, with annual online sales of $672 billion.

What countries are ranked in e-commerce? ›

The revenue ranking in the e-commerce market is led by China with 1.3 trillion U.S. dollars, while the United States is following with 856.77 billion U.S. dollars. In contrast, Indonesia is at the bottom of the ranking with 47.54 billion U.S. dollars, showing a difference of 1.3 trillion U.S. dollars to China.

What industry sells the most online? ›

1. Fashion and Apparel. Sector includes: Web stores selling fashion items and brands including clothing, shoes, and accessories. Fashion and Apparel remains the most popular eCommerce industry in the world, with sales expected to reach a whopping $1003.5 billion by 2025.

What is the German equivalent of Etsy? ›

DeWanda. If you are seeing success on the Etsy marketplace, then you should consider DeWanda, as it has a very similar customer profile. Specifically, DeWanda is a marketplace for handmade products, and is provided in 7 languages, so that you can sell in all of the countries.

Who is the largest retailer in Germany? ›


With a turnover of €62.7 billion in 2021, Edeka is the largest supermarket retail chain in Germany. Edeka operates several banners, including Edeka, Marktkauf, Netto, NP Niedrig-Preis, Diska and SPAR Express. Edeka has a network of 11,126 stores (estimated) across the country as of this year.

What is the equivalent of eBay in Germany? ›

#5 Top online marketplace in Germany: Etsy

Especially in the English-speaking world, this niche marketplace is increasingly making a name for itself and leads the field of top online marketplaces in the UK behind Amazon and eBay.

What are the best online selling products in Germany? ›

Among top products purchased by German online buyers are clothing/footwear, books, home electronics, CDs and films/DVDs.

Who is Etsy's biggest competitor? ›

Some of the top Etsy competitors include Handmade at Amazon, ArtFire, Zibbet, Aftcra, Bonanza, Storenvy, Society6, and Redbubble.

Do Germans use Etsy? ›

9. Think globally. Your shop is in Germany, but with Etsy you're addressing an international audience, so it's beneficial to list items in both German and English, shop owners say.

Do Germans shop online? ›

German consumers buy a lot and often, and most of them are familiar with e-commerce (over 62 million online shoppers last year). Germany is also well situated for access in terms of logistics.

What sells the most in Germany? ›

Clothing ranked first among products bought online in Germany in 2021, generating 19.27 billion euros in revenue. Consumer electronics and telecommunication products were the next most popular choice for online shoppers.

Who are the top electronic retailers in Germany? ›

Top Consumer Electronics Websites in Germany Ranking Analysis for May 2023
  • samsung.com.
  • mediamarkt.de.
  • apple.com.
  • saturn.de.
  • inside-digital.de.

Who is the biggest retailer in Europe? ›

Schwarz Group (Germany)

The Schwarz Group, headquartered in Germany, is the largest supermarket retail chain in Europe, with a turnover of €125.3 billion in 2021. It operates through two main banners, Lidl and Kaufland, which boast more than 12,600 stores across Europe between them.

Where is the best place to sell online in Europe? ›

Some of the best online marketplaces in Europe to sell your products include Amazon, eBay, Allegro, Zalando, OnBuy, Cdiscount, Fnac, ASOS, Otto and Zalando.

Does Germany have something like Amazon? ›

Yatego is a German marketplace that has offered a wide range of products since 2003. They have quality products available in a multitude of categories, so you can find almost anything you need. There are also plenty of sales and coupons to help shoppers score a great deal on trending products.

Where can I sell things online in Germany? ›

Fasten your seatbelt!
  • Kaufland.de. Kaufland.de is a combination of high brand awareness and state-of-the-art platform technology. ...
  • Amazon Germany. The well-known sales platform is also available in Germany. ...
  • Yatego. Yatego is often called an online shopping mall. ...
  • Etsy Germany. ...
  • Booking.com Germany. ...
  • Zalando. ...
  • eBay. ...
  • eBay Kleinzeigen.

What is the most in demand in Germany? ›

  • Computer science / IT and software development.
  • Electronics engineering.
  • Mechanical engineering.
  • Account management and business analytics.
  • Nursing and Healthcare.
  • Civil engineering and architecture.


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