E-commerce has become an integral part of our daily lives. Whether it is a 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 online retail. More than 300 million people shop on European marketplaces and popular online stores. Every marketplace, regardless of its popularity in a particular area or as a household name, is essential to the development of trends and the online shopping experience.
The fact is, that the list of marketplaces is long, the section of products is large, and it is not always easy to keep track of the most relevant marketplaces. Therefore, this article brings clarity to Europe’s marketplace jungle.
Why do marketplaces across Europe work so well?
The basic principle and the secret of success of marketplaces remains the same. The European market works so well because it offers its customers a wide selection of products. Most online marketplaces allow cross-sector shopping – just like it used to be possible in a traditional department stores.
For retailers, global marketplaces are so attractive because they can sell their products to a large number of buyers without having to build an elaborate e-commerce platform. Selling products online on different marketplaces at the same time is a great opportunity for online sellers.
In addition, marketplaces are no longer limited to B2C online retail, they are also becoming increasingly popular in the B2B environment, thus offering sellers and buyers new opportunities.
Most popular marketplaces in Europe in 2024: Top 5
Although Amazon as well as eBay are the industry leaders, there are a number of other marketplaces with a strong presence in Europe. The e-commerce landscape is diverse and differs from country to country. The largest ecommerce companies in Europe have the following ranking:
- Amazon
- eBay
- Zalando
- cdiscount
- allegro
#1 Amazon
Amazon is the biggest online retailer not only in Europe but also worldwide. By offering customers easy access to a wide range of products at affordable prices, next-day delivery, and competitive pricing, its European businesses take advantage of the integrated market. Amazon remains a major force in changing the European online retail landscape with its regionalized websites and fulfillment facilities.
For online retailers, the battle for the buy box is at the center. Despite intense competition, it’s worthwhile to be on Amazon since many customers use it to begin their shopping journeys.
#2 eBay
eBay has evolved from a pure auction platform to a comprehensive online marketplace and has long been a significant player in the European ecommerce landscape, connecting buyers and sellers across national borders.
There is a huge range of products on eBay and thus competitive conditions for merchants. Along with the many advertising opportunities, eBay has become an essential marketplace for many retailers.
#3 Zalando
Zalando is one of the largest online fashion marketplaces in Europe with everything from clothing, shoes, and accessories from well-known brands, making it “the place to be” for many sellers.
Zalando initially launched its online marketplace in Germany but has since then gathered a large online presence in many other European countries, such as France, Spain, Italy, and the United Kingdom.
#4 Cdiscount
Cdiscount, relatively unknown in Germany, has evolved to be a significant online marketplace in France. Online buyers can find a variety of products there – from electronic devices and decorative items to clothing. With its continued expansion and evolution, Cdiscount remains a key player in Europe’s dynamic digital commerce sector.
Allegro
Allegro is the most popular online marketplace in Poland and one of the leading e-commerce platforms in the Central and Eastern European region. The popular online marketplace offers a wide range of products including electronics, fashion, home and garden items, and much more.
Allegro is known for its user-friendly interface and a robust system that provides both buyers and sellers with a secure and efficient online shopping experience. With millions of active users and listings, Allegro plays a critical role in the European ecommerce landscape, particularly within the Polish market.
The top 5 largest online marketplaces in Europe by country
Although marketplaces like Amazon and eBay are dominating the online market and represented in the top positions in almost all countries, the landscape differs from country to country.
Within the countries in 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 is 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 there too. In addition, the fashion stores Zalando and Otto are among the main online platforms for shopping.
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 there. 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 on the French online marketplace. In addition, platforms such as ManoMano, Cdiscount, Fnac/Darty, La Redoute, and Veepee play a crucial role.
Spain is the most essential e-commerce market in southern Europe. Alongside Amazon, El Corte Inglés, Veepee, and Ali Express dominate there as the largest online retailers. 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. 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 per month.
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 top e-commerce player.
With its strong presence in the food and grocery market, Kaufland.de has been able to leverage its existing customer base and brand recognition to expand into other retail categories. It has allowed them to compete with big players like Amazon and eBay, offering a wide range of products and services to its customers. Furthermore, Kaufland.de has also invested heavily in its technology infrastructure, ensuring its website and mobile app are user-friendly and offer a smooth and efficient shopping experience. It has helped them to attract and retain customers, as well as to compete with other e-commerce giants in the market.
Outlook for future developments in the European ecommerce market
The outlook for the e-commerce market 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. Until then, more than 500 million European consumers are expected to shop online.
”In the dynamic landscape of European e-commerce, we've learned from our clients that success is not a one-size-fits-all endeavor. Each country's marketplaces are as distinct as the cultures they stem from, varying significantly from market to market, and industry to industry. It's our expertise and nuanced understanding of these unique marketplaces that empower our clients to tailor their strategies and thrive in a rich tapestry of European e-commerce.
Christian DriehausCo-founder & CEO of gominga
gominga review management: Essential for businesses leveraging online marketplaces
Today, many companies can no longer avoid marketplaces if they want to sell online in Europe and around the world. Since it is often cheaper to selling on 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 with its already existing online presence.
Whatever the case, ratings, reviews, and questions play a key role in e-commerce that should not be underestimated. To bundle these, gominga offers an excellent review management 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 and conclusion
In conclusion, the ecommerce market in Europe has experienced remarkable growth, establishing itself as the third largest globally and a sector full of opportunity for retailers and consumers alike. The top marketplaces in Europe, such as Amazon, eBay, Zalando, Cdiscount, and Allegro, each bring a unique array of products and services to the table, responding to the diverse needs of European consumers. eBay and Amazon continue to dominate the European landscape as the leading online marketplaces, underpinned by their vast selection, competitive pricing, and convenience.
Countries like the UK and Germany represent the second biggest online markets in Europe, while France and Southern European nations like Spain and Italy also demonstrate dynamic and robust online retail. Each country exhibits preferences for different platforms, but all share an enthusiasm for the convenience and variety offered by e-commerce.
Newer entrants, such as Kaufland.de in Germany, are rising stars, proving that innovation and a keen understanding of local markets can lead to significant success in online marketplaces for Europeans. These platforms not only serve as the best online marketplace options for a myriad of products but also signal the adaptability and evolution of the sector.
With projections showing the ecommerce market in Europe to continue its upward trajectory, exceeding EUR 1,000 billion by 2027, the role of online marketplaces will only grow in significance. Companies looking to capitalize on this growing market would do well to leverage platforms like gominga for review management, ensuring they remain competitive and attuned to customer feedback and market trends.
Europe as well stands confident to continue its legacy as a hub for e-commerce innovation and customer satisfaction. As marketplaces that dominate the European online scene evolve, the opportunities for businesses and consumers are set to expand, marking an exciting future for online selling.