The European ecommerce market is very diverse and it is thriving. Selling into Europe will provide ample opportunities for retailers and brands looking to expand their reach. From international giants to specialized niche platforms, the following is a guide to the major ecommerce marketplaces in Europe.
Amazon EU
Similar to its American counterpart, Amazon EU operates across multiple countries in Europe, including the UK, Germany, France, Spain, Italy, Poland and others. Sellers can reach a wide customer base across various categories and can leverage Amazon’s extensive logistics network. While vast and everywhere, it isn't the only place you should be selling if you want to reach European buyers. In some countries, Amazon is actually pretty small.
eBay EU
eBay remains a prominent player in Europe, offering both auction-style and fixed-price listings. You can sell anything on the platform but it especially benefits sellers with motor parts & accessories, collectables, home & garden, refurbished technology and 'pre-loved' clothing. That said, whatever category you are in, if your product are unique and eBay's a great place for buyers looking for something different.
Zalando
Zalando is Europe’s leading online fashion platform, specializing in clothing, footwear, and accessories. It operates in several European countries and has a strong focus on fashion-forward consumers, offering a range of brands and styles.
Cdiscount
Cdiscount is a major French ecommerce marketplace, offering a wide range of products, including electronics, home goods, clothing, and more. It’s known for competitive pricing and a large customer base in France.
Fnac
Fnac is another French player, this time a retail chain specializing in cultural and electronic products. It operates an online marketplace where sellers can list products ranging from books and electronics to household appliances and toys.
Otto
Otto is a German retail and ecommerce company that offers a wide range of products, including fashion, electronics, furniture, and household goods. It operates in several European countries and provides various payment and delivery options.
Rakuten Europe
Rakuten operates across Europe, offering a variety of products similar to its US counterpart. It provides a platform for sellers to reach customers in multiple European countries and offers a loyalty program to incentivize purchases.
Allegro
Allegro is the leading online marketplace in Poland and is the first stop for around 85% of Polish buyers. It offers a wide range of products, including electronics, home goods, fashion, and more, it's recently moved into other CE markets and is growing it's customer base there.
Etsy EU
Etsy operates in Europe, providing a platform for sellers of handmade, vintage, and unique factory-manufactured items. It has a strong community aspect and appeals to consumers looking for artisanal products.
Category-Specific Marketplaces:
As in the US, there's a lot of local marketplaces with more of a focus on categories than the main general players. These are well worth reviewing if you fall into one of these categories.
Fashion and Apparel:
Zalando: Specializes in fashion and footwear.
ASOS: Offers a wide range of trendy clothing and accessories.
Electronics:
MediaMarkt: Operates an online marketplace for electronics and household appliances in several European countries.
Saturn: Similar to MediaMarkt, focusing on electronics and technology products.
Home and Garden:
Home24: Specializes in furniture and home decor across Europe.
ManoMano: Focuses on DIY, home improvement, and garden products.
Health and Beauty:
Douglas: A leading beauty retailer in Europe, offering cosmetics, skincare, and fragrances.
Feelunique: Specializes in premium beauty and grooming products.
Food and Groceries:
Ocado (UK): Specializes in online grocery shopping and delivery.
Picnic (Netherlands): A fast-growing online supermarket in the Netherlands.
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