In the competitive landscape of the European e-commerce and B2C marketplace business, the three major players in our industry are characterized by their different approaches and scales. Understanding these differences is essential for any seller considering where to allocate their marketplace efforts. So let’s take a look at a comparison of Amazon, Zalando and About You.
Amazon: Sheer volume an reach
Amazon towers over the European market with a staggering €51 billion in revenue reported across just 10 countries, but over countless number of categories. It’s not just about the vast number of products; Amazon’s appeal lies in its customer base of 310 million globally and a marketplace share of 60% from third-party sellers. And this number grows every year. This scale makes Amazon a formidable presence where sheer volume and reach are unmatched, serving a broad spectrum of consumer needs and preferences.
Zalando: Focus on fashion and sports
Zalando, while more geographically widespread with operations in 25 countries, narrows its focus to the fashion and sports sector with a Gross Merchandise Volume (GMV) of €12.6 billion. It has successfully carved out a niche in fashion e-commerce, catering to 49.6 million active customers. With 39% of its sales coming from third-party vendors, Zalando represents a robust platform for fashion brands seeking access to a dedicated and style-conscious demographic across Europe. They also offer more and more services like ZEOS to also support brands in B2C logistics and other supportive services.
About You: Young, trendy shoppers
About You, matching Zalando in terms of countries covered, presents itself as a smaller but significant player with €1.8 billion in revenue. It engages 12.3 million customers and has captured a 20.6% share of sales through its marketplace, signaling strong growth and engagement, particularly among younger, trendier shoppers who favor a more curated shopping experience. About you is also focusing more and more on marketplace sellers.
How to choice?
The choice of platform can have profound implications for brands. Amazon’s vast ecosystem offers a universal appeal that is hard to beat for general merchandise. In contrast, Zalando is the go-to for fashion brands aiming to connect with fashion-forward Europeans. About You, though smaller in scale compared to its peers, is ideal for those targeting a younger demographic with niche fashion and lifestyle products.
Conclusion of the comparison of Amazon, Zalando and About You
As the marketplace sector continues to grow, each platform evolves to meet specific segments of the market, highlighting the importance of aligning a brand’s products and target audience with the right marketplace, as our comparison of Amazon, Zalando and About You reveals. Whether it’s leveraging Amazon’s massive reach, Zalando’s fashion clout, or About You’s appeal to youthful consumers, understanding these platforms helps in strategizing for effective market penetration and sustained growth.