12 leading marketplaces in Europe – E-commerce Germany News (2024)

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 (2024)


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

amazon.de ranked number 1 and is the most visited Marketplace website in Germany in May 2023, followed by ebay.de as the runner up, and otto.de ranking at 3rd place as the leaders of the Marketplace websites in Germany.

What is the biggest eCommerce marketplace in Germany? ›

amazon.de ranked number 1 and is the most visited Marketplace website in Germany in May 2023, followed by ebay.de as the runner up, and otto.de ranking at 3rd place as the leaders of the Marketplace websites 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 many marketplaces are there in Europe? ›

Of the 438 marketplaces selling in Europe (1000 domains), about 150 are considered cross-border (34.2%). In 2025, more than 50% of the world's marketplaces selling in Europe will be regarded as cross-border, accounting for 200 to 250 marketplaces.

Who is leading e-commerce in Germany? ›

Top 10 Ecommerce Sites in Germany
  • Amazon Germany. Estimated number of monthly visitors: 578.80 million. ...
  • eBay Germany. Estimated number of monthly visitors: 229.32 million. ...
  • eBay Kleinanzeigen. Estimated number of monthly visitors: 148.78 million. ...
  • Otto. ...
  • Idealo. ...
  • MediaMarkt. ...
  • Lidl. ...
  • Zalando.

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 most popular platform in Europe? ›

As of June 2022, Facebook was the leading social media platform in Europe in terms of user numbers with approximately 457 million users. Instagram followed, with around 281 million users in the region.

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 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.

What is the European biggest market? ›

The EU is an attractive market to do business with

We have 440 million consumers looking for quality goods. We are the world's largest single market, with transparent rules and regulations.

Where is Europe's biggest market? ›

Riga Central Market (Latvian: Rīgas Centrāltirgus) is Europe's largest market and bazaar in Riga, Latvia.

What are common markets in Europe? ›

The EC, or Common Market, then became the principal component of the EU. It remained as such until 2009, when the EU legally replaced the EC as its institutional successor. The EEC was created in 1957 by the Treaty of Rome, which was signed by Belgium, France, Italy, Luxembourg, the Netherlands, and West Germany.

What is the e-commerce share of retail sales in Germany? ›

In 2021, e-commerce sales constituted approximately 27.2 percent of total chain retail sales in Germany.

Which 3 countries spend the most on e-commerce? ›

The countries with the highest ecommerce activity are the United Kingdom (87% of the population buys online), Sweden (84%), and Germany and the Netherlands (83%). The fewest opportunities are in Romania, where only 27% of the population makes online purchases.

Who is the biggest retailer in Europe? ›

Schwarz Group

The Schwarz Group continues to be Europe's largest retailer and the fourth largest in the world.

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.

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 online shopping popular in Germany? ›

Online shopping is omnipresent and part of our everyday life in Germany. 94 percent of all Internet users shop online which equals about 55 million German citizens. 66 percent of retailers sell their products both stationary and online – 25 percent exclusively stationary and 6 percent exclusively online.

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.

How many eCommerce businesses are there in Germany? ›

Based on PipeCandy's secondary research and analysis of sample proprietary data, we estimate that there are about 350,000 retailers and 63,000 eCommerce companies in Germany. Of the 63,000, about 40,000 are B2C eCommerce companies selling physical goods.

What is the name of the biggest market in Germany? ›

The Frankfurt Stock Exchange (German: Börse Frankfurt, former German name: Frankfurter Wertpapierbörse, FWB) is the world's 12th largest stock exchange by market capitalization.

Where are the biggest tech hubs in Europe? ›

  1. London, United Kingdom. London is the leading tech hub in Europe and is widely considered to be one of the world's most important financial and technology capitals. ...
  2. Paris, France. ...
  3. Berlin, Germany. ...
  4. Stockholm, Sweden. ...
  5. Amsterdam, Netherlands.
Jun 9, 2023

Which countries in Europe have the best digital? ›

Once again, the Nordic EU countries take top positions in the annual EU digital index. Denmark, Finland and Sweden are the three most-digital EU countries.

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 is the most popular media in Germany? ›

Most Visited News & Media Publishers Websites in Germany
1bild.deNews & Media Publishers
2t-online.deNews & Media Publishers
3n-tv.deNews & Media Publishers
4tagesschau.deNews & Media Publishers
1 more row

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 is USA top eCommerce company? ›

Top E-commerce Companies in United States
  • Amazon. Amazon first started as an online bookstore and now offers a product catalogue so huge that one can find anything they need in it. ...
  • eBay. ...
  • Walmart. ...
  • Etsy. ...
  • Target. ...
  • The Home Depot. ...
  • Best Buy. ...
  • Wayfair.
Jun 15, 2023

Which is the most successful e-commerce site? ›


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 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 is the largest market square in Europe? ›

Warsaw's Parade Square

In Poland is located the beautiful Warsaw Parade Square, the largest square in Europe, with 240,000m2 of extension.

Which European markets are growing the fastest? ›

This was followed by two bumper years of 13.6% growth and 12% growth in 2021 and 2022, respectively, making Ireland the fastest-growing economy in the EU. Ireland has attracted massive foreign investment by offering some of Europe's lowest corporate tax rates.

Is the EU market bigger than the US? ›

Since then the EU has become an economic and political force to reckon with. Its combined gross domestic product (GDP) stood at $16.6 trillion in 2022, after the U.S. ($26 trillion) and China ($19 trillion.) ℹ️ GDP is a broad indicator of the economic activity within a country.

What is the oldest market in Europe? ›

The Grand Bazaar in Istanbul is often cited as the world's oldest continuously operating, purpose-built market; its construction began in 1455.

What is the biggest outdoor market in Europe? ›

The Porta Palazzo Market, located in Piazza della Repubblica, is the largest open air market in Europe with around 800 stalls from Mondays to Fridays and its 50,000 m2 surface. The market attracts Torinese customers even from distant neighborhoods, as well as foreign visitors, due to its excellent quality and prices.

What are the largest industrial markets in Europe? ›

Industrial production by country

Germany recorded the highest value of sold production, equivalent to 27 % of the EU total, followed by Italy (16 %), France (11 %), Spain (8 %), Poland (6 %) and the Netherlands (4 %).

What are European markets called? ›

Euronext: the European stock market and infrastructure.

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.

What is the German equivalent of ebay? ›

#2 Top online marketplace in Germany: eBay & eBay Kleinanzeigen. In addition to the 170.2 million visits per month on ebay.de, there are another 160 million visits for ebay-kleinanzeigen.de in Germany. However, the latter is mainly used by private sellers.

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.

Who is Amazon's competitor in Germany? ›

5 Amazon alternatives in Germany with a service like Amazon Prime
  • OTTO. (Image credit: OTTO.de) ...
  • eBay. (Image credit: eBay.de) ...
  • Zalando. (Image credit: en.Zalando.de) ...
  • heine. (Image credit: heine.de) ...
  • ASOS. (Image credit: ASOS.com) ...
  • Yatego. (Image credit: Yatego.com) ...
  • AliExpress. (Image credit: de.AliExpress.com) ...
  • Fruugo.
Jun 15, 2022

Who is Etsy's main competitor? ›

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

What is the best website for used items in Germany? ›

Luckily, there are now a number of websites and apps to buy and sell used items. Among the most widely used in Germany are Vinted (formerly known as 'Kleiderkreisel') and Zalando Zircle.

What country sells the most from Etsy? ›

Main Etsy markets based on app downloads 2015-2023

The United States is, by far, the leading market for Etsy based on mobile app downloads.

How to buy in eBay Germany from usa? ›

How to buy from eBay Germany. Simply sign up for a forward2me account, and you'll get instant access to a German shipping address completely free of charge, and then you're ready to buy online with German eBay!

What is similar to Craigslist in Germany? ›

Most Visited Classifieds Websites in Germany
1quoka.deeCommerce & Shopping > Classifieds
2redbrain.shopeCommerce & Shopping > Classifieds
3avito.rueCommerce & Shopping > Classifieds
4otomoto.pleCommerce & Shopping > Classifieds
1 more row

Does amazon sell in Germany? ›

Amazon currently has around 60 locations in Germany.

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.

What is the most popular store in Germany? ›

Some of the best stores for shopping in Germany are Aldi Nord, Lidl, Norma, Netto Marken-Discount, and Penny Markt. What should I buy in Frankfurt?

What are the huge German brands? ›

Well-known international brands include Mercedes-Benz, BMW, SAP, Volkswagen, Audi, Siemens, Allianz, Adidas, Porsche, Deutsche Bahn, Deutsche Bank and Bosch. Germany is recognised for its large portion of specialised small and medium enterprises, known as the Mittelstand model.

Which country is Amazon's biggest customer? ›

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 Amazon sites are in Germany? ›

Warehouse Locations in Germany

Amazon operates more than 175 logistics locations worldwide. In Germany there are currently 13, and the number is rising.

Can any firm beat Amazon in the marketplace? ›

Yes, any company can defeat Amazon in the marketplace. The company's capacity to out-innovate Amazon and offer clients better value will be the key to success. Concentrating on customer service is one method to do this.


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