These are the 58 most relevant European B2C online marketplaces for Electronics
Last update 16. November 2024
The European consumer industry has lived through some challenging years but has stabilized in 2023 and 2024. Growth is still happening in the online sector: In 2024 the European e-commerce market for consumer electronics is being estimated at a value of round about 90 billion Euro, CB Commerce reported in June. For 2025, experts expect a growth rate of 19 per cent all over europe, which will bring the online turnover share of this catory over the 50 per cent mark. Marketplaces account for round about half of the total online turnover in consumer electronics. The latest edition of our “Marketplace Quadrant Electronics” shows the 58 most relevant platforms.
The most important players
The generalists
The European marketplace landscape is dominated by big generalists.
- Amazon rules electronics, experts estimate their market share in this industry in Europe to one fifth of the whol online market.
- ebay is strong second in most countries
- The Romanian OLX group dominates the Central Eastern Region in this category.
- Temu has taken this category by storm and dominates the budget price section all over Europe.
- For many generalistic local heroes such as Otto (Germany), Allegro (Poland), bol (Netherlands), CDiscount (France), Worten (Portugal), Onbuy (UK) and others, electronics is one of the Top 3 categories.
The specialists
Brick-and-mortar retail chains have been pushing back successfully against the strong online pure players with marketplaces of their own.
- The marketplaces of the German Ceconomy with their retail brands Media Markt and Saturn are present in several European countries and try to attack Amazon’s pole position with a combination of competitive prices, services and click-and-collect options.
- Fnac is the french household name for electronics, both offline and online.
- The Elkjop group is a strong player in the Nordics with platforms such as ElGiganten (Sweden), Elkjop (Norway) and Gigantii (Finland)
- Swiss retail chain Digitec dominates the Swiss e-commerce with their marketplace.
For Special and Niche product ranges
The marketplace landscape for electronics is still growing, and especially highly specialised platforms can still find their niche, like:
- G2A for video games
- macway for Apple products
- PC componentes for PC parts
- Pixmania for mobile communication.
- Darty for kitchen appliances
- After some debate we have also included some marketplaces that focus more on home and living, as they offer interesting opportunities for sellers of lights and lamps, such as Wayfair, Conforama, BUT and blokker.
Refurbished on marketplaces
Refurbished prodcuts account for a big part of the turnover growth in the CE category. While a lot of retailers offer refurbished products in their stores, the category is mostly driven by marketplaces:
- Backmarket operates in 16 countries and is the clear market leader.
- Refurbed (founded in Austria) is strong followers.
- Vinted has started to dip its toys in refurbished electronics as well this year.
- Retailers like Media Markt and Newegg have also started to offer refurbished products on their marketplaces.
Conclusion
Even though electronics is one of the categories with the highest e-commerce maturity, there is still room for growth in the marketplace landscape. While Amazon is a dominant player in most countries, there are interesting platforms to be considered on country or product category level. Refurbished is a strong trend that is likely to influence the marketplace landscape in the future. The Marketplace Quadrant Electronics might look quite different next year.
Have we missed a marketplace? Do you have any input to add to our quadrant? Let us know!
Check out all our other Marketplace Category and Country Quadrants here!