Table of Content
- Why do marketplaces in europe work so well?
- Top 5 marketplaces in Europe in 2023
- The top 5 online marketplaces in Europe by countryÂ
- Rising online marketplaces in Europe
- Outlook for future developments in the e-commerce market in Europe
- Review management with gominga as a recommendation for companies who want to use online marketplaces effectively
- Summary
E-commerce has become an integral part of our daily lives. Whether it is the tent for the next camping trip, a new pair of shoes, or a smartphone – people buy more and more everyday items online. Marketplaces are playing an increasingly key role in this. The European e-commerce market is the third largest in the world and is expected to turn over around EUR 712 billion in 2023, according to data from Statista. More than 300 million people store on European marketplaces and online stores.Â
The fact is: the selection is huge, and it is not always easy to keep track of the most relevant marketplaces. Therefore, this article brings a bit of clarity to Europe’s marketplace jungle.
Why do marketplaces in europe work so well?
Contrary to the e-commerce boom that lasted until recently, marketplaces are currently experiencing a downturn and have to contend with a lot of challenges. However, the basic principle and the secret of success of marketplaces has not changed much. They work so well because they offer customers a huge selection. Most marketplaces allow cross-sector shopping – just like you used to be able to do in a traditional department store. For retailers, online marketplaces are so interesting because they offer access to a large number of buyers without having to build their own elaborate e-commerce platform. And in the meantime, marketplaces are no longer limited to B2C business. They are also becoming increasingly popular in the B2B environment and offer sellers and customers new opportunities.
Top 5 marketplaces in Europe in 2023
The e-commerce landscape in Europe is diverse and differs from country to country. If we look at the largest marketplaces in Europe, we come to the following conclusion:
- Amazon
- eBay
- Zalando
- cdiscount
- allegro
No one can get past Amazon – not in Europe and not worldwide. Although there are major differences in the e-commerce landscape from country to country, these are mostly national marketplaces. This is the only reason why Amazon can be number one across Europe and across countries. The online giant has an immense selection of products and scores above all with fast delivery and excellent customer service. For merchants selling on Amazon, the battle for the buy box is at the center.
eBay has evolved from a pure auction platform to a comprehensive marketplace. There is a huge range of various products on eBay and competitive conditions for merchants. In combination with the many advertising opportunities, eBay has become an important marketplace for many retailers.
When it comes to clothing, shoes, and accessories from well-known brands, Zalando is “the place to be” for many. The German marketplace is now presented in many other European countries such as France, Spain, Italy, and the United Kingdom, too.
Cdiscount, relatively unknown in Germany, has evolved to be a significant force in French e-commerce. Customers can find a variety of products there – from electronic devices and decorative items to clothing.
Number five in Europe is the Polish marketplace Allegro. The platform launched in 1999 and has developed from an auction house into a leading online platform.
The top 5 online marketplaces in Europe by countryÂ
Although the top dogs’ Amazon and eBay are represented in the top positions in almost all countries, the landscape differs from country to country. Within Europe, the e-commerce market in the United Kingdom is the largest. Together, Amazon and eBay account for around 90 percent of all online sales in the UK. Behind them, other important players include Asos and Fruugo. Asos stands primarily for clothing, while fruugo has various categories on offer – from pet supplies to children’s clothing.
Germany is the second largest e-commerce market in Europe, and Amazon and eBay dominate here, too. In addition, the fashion store Zalando and Otto are among the main addresses for online shopping.Â
The third largest marketplace in Europe is France. France is also one of the most dynamic marketplaces in the world, and a lot is happening here. Most recently, annual growth was over 13 percent. France offers a high potential in e-commerce and has a high internet penetration rate of 85 percent. Of course, when it comes to online shopping, Amazon also has a significant influence in France. In addition, platforms such as ManoMano, Cdiscount, Fnac/Darty, La Redoute and Veepee play a crucial role.
Spain should not be missing from this list. Spain is the most essential e-commerce market in southern Europe. Alongside Amazon, El Corte Inglés, Veepee and Ali Express dominate here. In Spain, nine out of ten online shoppers buy from Amazon. Ali Express and El Corte Inglés are well behind.
In Southern Europe, Italy also plays a leading role. The Italians are very smartphone-savvy and have one of the highest mobile penetration rates in Europe. Amazon and eBay are also at the forefront here. Amazon has around 45 million monthly visitors in Italy, about three times as many as eBay. But the ePrice platform should not be underestimated in Italy either, as it is roughly on par with eBay in terms of users.
Rising online marketplaces in Europe
While Zalando and Otto are long established in Germany as competitors to Amazon and eBay, the kaufland.de platform has emerged as a rising star in recent years. Kaufland.de brings together over 1,000 stores in eight countries and is now a major e-commerce player.
Outlook for future developments in the e-commerce market in Europe
The outlook for the e-commerce market in Europe is optimistic. Experts continue to expect rapid growth. Statista assumes sales of over EUR 700 billion in 2023. By 2027, the sales volume is expected to rise to over EUR 1,000 billion. Till then, more than 500 million people are expected to shop online.
Review management with gominga as a recommendation for companies who want to use online marketplaces effectively
Today, many companies can no longer avoid marketplaces if they want to sell online. This is because it is often cheaper to sell via marketplaces and pay the fees than to build up a completely separate e-commerce infrastructure. Sometimes, however, marketplaces are also a successful supplement to a company’s own e-commerce business. Whatever the case, ratings, reviews and questions play a role in e-commerce that should not be underestimated. To bundle these, gominga offers an excellent platform. There, ratings, reviews, and questions from a wide variety of channels can be collected and jointly processed, responded to, analyzed, and evaluated. In this way, one’s target group, customers and the entire market can be better understood and penetrated. It is essential for your growth or the further development of products and services.
Management Summary
- E-commerce marketplaces are experiencing a boom as they offer customers a wide choice and give merchants access to many buyers.
- The top 5 marketplaces in Europe are: Amazon, eBay, Zalando, Cdiscount, and Allegro.
- Although the top dog’s Amazon and eBay are in the top positions in almost all countries, apart from that the landscape differs from country to country.
- The e-commerce market in Europe is expected to continue to grow strongly, with sales exceeding €700 billion in 2023 and over €1 trillion by 2027.
- Gominga provides a review management platform to collect, process, and evaluate ratings, reviews, and questions from various channels. This helps companies better understand their audience and drive growth.