Imagine a virtual city where 300 million Europeans shop daily, a place where you can find anything from the latest smartphone to a tent for your next adventure. This isn’t science fiction—it’s the pulsating reality of European online marketplaces.
In this digital metropolis, giant online stores like Amazon tower with 1.2 billion monthly visitors, while scrappy upstarts like Allegro and Kaufland carve out their own bustling districts. But who really rules these digital streets? And how can you navigate this ever-expanding maze of online commerce?
Get ready for an exciting journey through Europe’s most influential online marketplaces! We’ll share some secrets that could completely change how you shop and sell online.
Exciting, right? So, let’s start with the top online marketplaces across Europe based on the number of their monthly visitors, according to Channelengine’s study.
Top 10 Online Marketplaces in Europe
- Amazon: 1.2 billion monthly visitors
- eBay: 474 million monthly visitors
- Allegro: 289 million monthly visitors
- Zalando: 121 million monthly visitors
- Temu: 104.6 million monthly visitors
- Bol: 86.2 million monthly visitors
- ASOS: 82.8 million monthly visitors
- Otto: 66 million monthly visitors
- ManoMano: 50 million monthly visitors
- Kaufland: 32 million monthly visitors
Analysis of the Top 4 Largest Online Marketplaces in Europe
Amazon and eBay, together with Allegro and Zalando, stand at the top of the market in Europe. We collected more information about the top 4 popular online marketplaces in European countries, according to a study by ChannelEngine, to investigate their possible underlying reasons.
Amazon, The Top Marketplace in Europe
Amazon is the most popular European marketplace. Its 1.2 billion monthly visitors come from the five largest countries alone.
It has the biggest presence in Germany and the UK.
Many shoppers begin their shopping journey by searching on Amazon, so having a presence on this online platform is crucial. There are over 86,000 active third-party sellers, and more than 2,700 products are sold every minute on Amazon’s European marketplaces.
With the Fulfillment by Amazon (FBA) and Global Shipping programs, it’s now easier to sell and shop online and ship products all over Europe and beyond. European businesses take advantage of the integrated market by offering customers easy access to a wide range of products at affordable prices, next-day delivery, and competitive pricing.
For online retailers, the battle for the buy box is at the centre. Despite intense competition, being on Amazon is worthwhile since many customers use it to begin their shopping journeys.
eBay, The Second Popular Marketplace in Europe
Consumers are drawn to eBay for great deals and a familiar shopping experience, making it one of the most important online marketplaces that attracts a large customer base.
More than 463 million people visit eBay monthly, with the majority coming from the UK (232.8 million), followed by 147.8 million from Germany, 46.9 million from Italy, 24.2 million from France, and 11.7 million from Spain.
Allegro, The Third Leading Online Platform Across Europe
Allegro is a leading online marketplace in Poland, established in 1999 and headquartered in Poznań. It has become a dominant force in the European e-commerce market and has expanded its influence across Eastern Europe.
The platform offers C2C and B2C services for various products, including electronics, fashion, and home goods. Over 290 million items are available across numerous categories. Allegro provides its own payment service (Allegro Pay) and a convenient network of pickup points throughout Poland. It currently operates in 6 European countries and ships to 24.
Allegro attracts an impressive 209 million global visitors monthly, with approximately 10% of these visits resulting in purchases.
The company went public on the Warsaw Stock Exchange in 2020, solidifying its position as a major player in the European e-commerce landscape. Allegro’s strong market presence and diverse offerings have drawn comparisons to global giants like eBay and Amazon within the context of Eastern European markets.
Zalando, The Fourth Ranked Ecommerce Market in Europe
Zalando is the leading European fashion marketplace, attracting over 121 million monthly visitors from its primary markets.
While Germany and Poland have the largest consumer base, the platform also has a strong following in France, Spain, and Italy.
Although the marketplace is based in Germany, it serves almost all of Europe. With over 600,000 items from 2500+ brands, the website garners more than 430 million views monthly. Interestingly, over 80% of their visitors access the platform via mobile devices.
Emerging Players in the European Ecommerce Market
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. It is now a top e-commerce player and has already been ranked the #1 marketplace in Germany for the food and drink product category.
With its strong presence in the food and grocery market, Kaufland.de has leveraged its existing customer base and brand recognition to expand into other retail categories.
It has allowed them to compete with big players like Amazon, offering its customers a wide range of products and services.
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.
This has helped them attract and retain customers and compete with other e-commerce giants in the market.
Success Factors Driving Marketplace Growth Across Europe
The basic principle and the secret of success of marketplaces remain the same. The European market works well because it offers customers a wide selection of products.
Most online marketplaces allow cross-sector shopping, just as it used to be possible in a traditional department store.
Global marketplaces attract retailers because they can sell their products to many buyers without building an elaborate e-commerce platform.
Selling products online on different marketplaces simultaneously is an excellent 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.
Country-Specific Largest Online Marketplaces in Europe
Although marketplaces like Amazon dominate the online market and are represented in the top positions in almost all countries, the landscape differs from country to country.
Biggest Online Marketplaces in UK
Within the countries in Europe, the ecommerce market in the United Kingdom is the largest. Together, eBay and Amazon account for around 90 percent of all online sales in the UK. Behind them are other important players, including Etsy and Argos.
- Amazon
- eBay
- Etsy
- Argos
Best Online Marketplaces in France
France is the second-largest marketplace in Europe and one of the most dynamic marketplaces in the world. A lot is happening there. Of course, Amazon also significantly influences the French online marketplace when it comes to online shopping. In addition, platforms such as Aliexpress, Cdiscount, eBay, Fnac/Darty, La Redoute, and Veepee play a crucial role.
- Amazon
- Aliexpress
- Cdiscount
- eBay
Popular Online Marketplaces in Germany
Germany is the second largest market for e-commerce in Europe, and eBay and Amazon dominate there, too. With 67.9 million online consumers, this European country is estimated to generate ecommerce revenue of €109 billion in 2023, according to Statista. In addition, online retailers like Otto and Temu are among the main online shopping platforms.
- Amazon
- eBay
- Otto
- Temu
Top Online Marketplaces in Spain
Spain is southern Europe’s most essential e-commerce market, with 33.82 million ecommerce users. Alongside Amazon, El Corte Inglés, AliExpress, and Temu 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.
- Amazon
- El Corte Ingles
- AliExpress
- Temu
Leading Online Stores in Italy
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 Temu are also at the forefront here followed by AliExpress and Etsy.
- Amazon
- Temu
- AliExpress
- Etsy
Future Trends Shaping Online Retail and Marketplaces in Europe
The outlook for the e-commerce market is optimistic. Experts continue to expect rapid growth, and businesses continue to sell their products online!
Statista reported more than 566 billion dollars in revenue in 2023 and expects 977 billion dollars in 2029 in the European Union.
In the dynamic landscape of European online 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 ecommerce.
Christian Driehaus
Co-founder & CEO of gominga
Boost Selling on Marketplaces by Review Management
Today, many companies can no longer avoid marketplaces if they want to sell online in Europe and worldwide. Selling on marketplaces and paying the fees is often cheaper than building a separate e-commerce infrastructure. Sometimes, however, marketplaces are also a successful supplement to a company’s own ecommerce business with its already existing online presence.
Whatever the case, ratings, reviews, and questions play a key role in ecommerce that should not be underestimated. To bundle these, gominga offers an excellent review management platform. There, ratings, reviews, and questions from various 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.
European Online Marketplaces: Management Summary and Conclusion
In conclusion, the European online marketplaces have experienced remarkable growth, establishing itself as the third-largest global e-commerce sector and a sector full of opportunities for retailers and consumers alike.
The top marketplaces in Europe, such as Amazon, eBay, Zalando, Allegro, and Zalando, 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 Europe’s second biggest online markets, 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 are enthusiastic about the convenience and variety of ecommerce offers.
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. These platforms serve as the best online marketplace options for many products and signal the sector’s adaptability and evolution.