These are the 44 most relevant online marketplaces for DIY & GARDEN
Last update: 27. September 2024
The DIY & Garden industry is one of the most interesting and exciting industry for any marketplace person. After all, while the marketplace landscapes in more mature industries such as Fashion or Electronics experienced their marketplace peaks two years ago and are now consolidating or shrinking, the marketplace party in the DIY segment has only just begun.
Unlike other sectors, the usual division for our Marketplace Quadrants into “budget” and “luxury” does not apply here, as both high-priced and low-priced products are often found in the same stores. The primary distinction between the players lies in the level of service they offer. Some stores focus on “pick & go” offerings with lower prices but minimal advice, while others with higher average prices emphasize services and expert advice.
To reflect this, the X-axis in the DIY & GARDEN Marktplace Quadrant differentiates between “budget” and “specialist retailers,” balancing accuracy and readability.
The most important players
The generalists
For a long time, the classic DIY trade barely dealt with the topic of marketplaces, which is why the big generalists were able to secure the largest market shares.
- Amazon dominates in Germany, France, the UK, Spain and Italy.
- AliExpress and eBay dominate other markets such as Denmark, Sweden, Finland and Greece.
- Local heroes such as bol.com in the Netherlands, Galaxus in Switzerland, Cdiscount and La Redoute in France and Allegro in Poland have a firm grip on their DIY markets.
- A strong newcomer is Temu: the Chinese low-cost supplier is already making a massive impact on sales in the low price segments.
The specialists
Behind them, however, a phalanx of stationary retail chains is forming that no longer wants to leave the marketplace business to the big pure players. They may be late to the party, but they are making up for it with dynamism and (often) capital:
- B&Q, the platform of the Kingfisher Group, recently published impressive figures for the UK market.
- The Adeo Group is going strong with Leroy Merlin and BRICOMAN.
- The Maxeda DIY Group is stirring up the Benelux countries with Praxis and Brico.
- In Germany, Hornbach, Bauhaus and, in March, OBI, have followed suit and are vigorously promoting their marketplaces.
For special and niche product ranges
We have also included marketplaces in the quadrants in which sub-areas of the DIY and garden segment can be found:
- Fressnapf is a good address for pet supplies. The Zooplus marketplace is currently being built but is not yet live.
- Toolineo actually appeals to a B2B audience, but can also be an option for high-quality B2C segments.
- Obelink is a specialized marketplace for outdoor and camping supplies.
- MediaMarkt can be an option for all DIY products with a plug.
- And home & living specialists such as Maisons du Monde, wehkamp, Empik or Black Red White also take care of patio furnishings, so they can be interesting for fringe assortments from the garden segment.
Conclusion
More and more retailers see the marketplace boom as an opportunity to expand their product ranges. There are many open doors for retailers and brands to enter as sellers at the moment. And still a lot more opportunities to explore: As of yet, the DIY retail marketplaces don’t use their special knowledge of their target audience to sell full projects instead of single products on their platforms. But many marketplaces are working on turning into true DIY platforms, which could be a gamechanger against the more experienced but less individualistic generalistic marketplaces.
Have we missed a marketplace? Do you have any input to add to our quadrant? Let us know!