While Chinese platforms like Temu and Shein gain market share in Europe, Amazon continues to invest in its European infrastructure at record levels – more than €60 billion in 2025 alone, plus already committed pledges of roughly €68 to 70 billion for the coming years.
Within a single year, France has fined Shein more than €210 million and pushed through a world-first anti-ultra-fast-fashion law – not through sheer toughness, but by deliberately exploiting gaps in EU law.
Mirakl now powers 450+ marketplaces worldwide, including many of Europe's biggest retailers. Here's the map based on relevance.
The EU Packaging and Packaging Waste Regulation (PPWR) forces sellers to have a profound look at their packaging solutions.
Shein’s real problem isn’t tariffs — it’s Temu. As margins shrink, the battle shifts from warehouses to the booming marketplace business. And Europe is the first battleground.
What does a marketplace need to offer in order to succeed with collectibles? We take an extensive look at the market.
TikTok Shop works unlike a classic marketplace: discovery runs on content and creators, not search. How the platform works — and what it costs.
What does a marketplace need to offer in order to succeed with collectibles? We take an extensive look at the market.
GEO doesn't replace SEO. Mirakl's Chief Data & AI Officer Anne-Claire Baschet explains why your product catalog is the lever that works in both channels.
Kaufland Global Marketplace is active in 9 European countries. Learn how to use it for your internationalisation in this comprehensive guide.
eBay Live in Germany, France and Italy — six months after launch. How it works, who can join, what setup you need, and what the data says.
The rules for Cross Border Logistics in Europe changed in July 2026. Logistics experts of Spring GDS told us what merchants need to watch out for.
Customer support is one of the most underrated growth levers in marketplace selling. Here's what scalable inbox operations actually look like in practice.
In 2026, the German e-commerce market is back to a steady growth, according to HDE's Online-Monitor study.
Are AI Agents doing our shopping in the near future? Find out how to best prepare your listings for Agentic Commerce.
Amazon is testing two models in the US with “Shop Direct” and “Buy for Me” that go far beyond a new shopping feature. This raises numerous open questions around copyright, trademark law, consumer protection and the Digital Markets Act.
A recent PostNord study maps where cross-border shoppers prefer to buy: Temu is gaining in three out of four countries, Amazon is losing ground everywhere, and brands approaching the Nordics with a one-size-fits-all strategy might struggle.
Marketplace-native data shows what happens on a platform - not what actually drives a business. Relying exclusively on individual marketplace dashboards means optimising platform efficiency, not profitability.
Handyhuellen.de rolled out its existing Kaufland Germany setup with ChannelEngine across all seven Kaufland regions. Around 20,000 SKUs were scaled internationally; individual markets could be technically activated in just two hours.
TikTok Shop is easy to start, but hard to scale. Discover the content and infrastructure strategies which help you grow.
AI is making fashion content scalable and cheap — and that changes how competition on marketplaces works. Early adopters like Zalando and Etro are already reporting measurable gains. Brands still running the same PDP workflow as five years ago are missing sales they can't see.
Strong Amazon performance doesn’t always mean real growth. But it can look like that, if you only look at half of the picture. We take a closer look at the Connected Commerce approach and how it can help widen the data horizon.
Every May, millions of Dutch employees receive their so-called Vakantiegeld This turns into a clearly measurable demand boost in e-commerce. Platforms like bol observe higher basket sizes, increased spending per order, and stronger demand for higher-priced products during this period. For brands and retailers, Vakantiegeld can therefore act as a recurring, predictable revenue driver.
Getting started on Kaufland Global Marketplace is operationally relatively simple - first sales can happen within just a few days. However, quick success does not come from listing products alone, but from the combination of competitive pricing, targeted visibility, and early internationalization.
A couple of years ago Wish looked like the definition of a cheap chinese marketplace. And though Temu seems to repeat a lot of its formula, it succeeds way beyond Wish. We take a closer look at both marketplaces and where their strategies diverged.
Zalando strategy 2026: Strong numbers — but key questions on partner dynamics, retail media and dependencies remain.
Koningsdag is not a Dutch Black Friday, but a lesson in marketplace-driven occasion commerce. Demand builds in the preparation window before 27 April - driven by concrete use cases, time pressure and delivery promises rather than discount mechanics.
Where do Gen-Z audiences spend their time - and more importantly - their money? We take a look at three thriving platforms.
CEE is not a low-cost extension of Western Europe but a marketplace-first region dominated by strong national ecosystem players such as Allegro, eMAG and Alza.
Otto opens up to European sellers. But what can those expect of the German marketplace giant?
The Netherlands is not a market for logistical experimentation. Anyone selling here must master Next Day Delivery, late cut-off times, and reliable delivery promises as basic requirements. Anything less costs visibility and trust.
Fast seller marketplace onboarding has become a central growth lever. For sellers, it determines whether capital turns into revenue quickly or remains tied up; for marketplaces, it determines how fast GMV can be built. Solutions like Octopia show that a go-live within 3–5 days is possible.
The second-hand bike market is growing, but it follows very different platform logics. For sellers, second-hand is therefore less a question of the channel and more about choosing the right platform and business model.
Repricing is no longer an optimization option in marketplace business - it has become an operational necessity. Sellers who approach repricing strategically, by category, and with clear price boundaries can protect visibility, safeguard margins, and unlock additional revenue potential.
Customer support on marketplaces is often misunderstood as purely reactive chaos. In reality, it is highly predictable: the vast majority of ticket volume is driven by just ten repetitive questions. The real challenge for sellers is not the complexity of these questions, but the "death by a thousand clicks" caused by fragmented inboxes and strict SLAs. This deep dive analyzes...
With algorithms changing static images on your product pages become more and more of a liability. Video is the new baseline and AI can help with the transition.
The Mercosur brings easier access to the Sout American markets. But what do these look like?
With the Ceconomy takeover, Chinese Corporation JD.com shows its clear interest in the European market. But who is JD.com exactly, and how do they operate?
Vinted is growing rapidly in Europe - but by no means everywhere. While some countries such as the UK and Portugal are leading the way with double-digit growth rates, saturated markets like Germany are noticeably slowing the momentum. The range from -25 to +72 percent clearly shows how differently re-commerce works across Europe. Our overview explains where and why Vinted...
Our first Second Hand Quadrant is here – and it clearly shows how rapidly the European second-hand market is professionalizing. Generalist marketplaces are expanding their offerings, C2C platforms are opening up to sellers, and specialized players are strengthening their positions in niche segments. The result is a hybrid ecosystem that offers significant opportunities for merchants.
January in the Netherlands and Belgium is not a quiet transition period but a clearly defined sale window that sellers can actively use for growth. On bol, strong demand impulses, lower competition, and stable logistics converge - an ideal mix to boost visibility, clear stock, or launch new assortments. Sellers who plan early, localise effectively, and align their campaigns with...
Live shopping is becoming a key trend in European e-commerce - and eBay Live has now brought its own version to Germany. Other European markets will likely follow soon. The new feature lets sellers stream, interact, and sell in real time through the eBay app, combining entertainment and commerce.
The EU ends the €150 de minimis exemption in 2026. Retailers expect fairer competition – but experts say Temu and Shein will adapt. What changes now?
Brands on Kaufland Global Marketplace can do more than just sell – they can stay visible, enhance their brand, and boost sales. Kaufland offers flexible partnership models (Marketplace Seller, Vendor Partner, Content Partner and Advertising Partner), which can be tailored to specific needs. The Brand Relations team provides 360° support, marketing campaigns, retail media solutions, and performance analysis.
Italian luxury retailer Rinascente cut fixed costs by double digits after partnering with Pixelmoda in 2024 for AI-assisted fashion product images. The new hybrid model - 70% visuals from brands, 30% co-produced - keeps the signature “Rinascente look” while also enabling savings in the company's own studios. Production speed stayed the same, but workflows became leaner and more flexible. AI...
AliExpress Europe is booming. Discover who shops there, what sells best, and how brands can win on this fast-growing marketplace.
MediaMarktSaturn is expanding its refurbished product program, selling 260,000 devices in fiscal year 2024/2025. The company now offers a dedicated Refurbished category and improves visibility through Google Shopping and price-comparison feeds.
Discover how Amazon’s dominance in Europe is being challenged by Chinese e-commerce platforms Europe like AliExpress, Shein, and Temu. Explore platform penetration, growth, and regional trends in 2025.
Pimkie joins Shein in a cooperation - and the French fashion industry is not happy about it. The deal is pitched as a survival strategy for Pimkie, but critics see it as betrayal. Is this simply “selling out” for quick revenue, or a blueprint for how ultra-fast-fashion platforms will reshape the European market?
Marketplaces in CEE: Central and Eastern Europe remain strongly growing markets with significant potential, especially in the marketplace business. But what does the marketplace landscape look like in the individual countries from Poland to Romania, from Greece to the Czech Republic? Supported by our partner Base, we have compiled the key players and highlighted where changes are taking place.
It’s autumn, and the peak season is just around the corner – wrong: it has already started! eBay has put together a comprehensive whitepaper with concrete, helpful tips – not just for eBay sellers.
ABOUT YOU has launched a new self-onboarding tool to make access to its marketplace faster and more straightforward. The ABOUT YOU Seller Center replaces the previous, more complex onboarding process and lowers the barriers for brands and manufacturers to start selling online.
To speed up deliveries and reduce storage costs, Amazon sellers can choose between the Pan-European (Pan-EU) and the Central Eastern Europe (CEE) Programs.
E-commerce in the Nordics is booming: How to enter Sweden, Norway, Denmark, and Finland - which marketplaces and niches matter.
Behind the hype lies a key question for any brand team: What kind of resources does it actually take to succeed on TikTok Shop?
Case Study: How Retailer Firalia turned Marketplace Onboarding into a Breeze Powered by base When COVID-19 hit, Cologne-based online seller Stefano Firenze and his retail company FiRelia saw demand explode. Having started out in 2013 selling fashion on eBay and Amazon — first clothing, then shoes — his business took an unexpected turn when he pivoted to protective equipment during...
Ready for the electronics hustle? How to successfully prepare for Cyber Week on MediaMarktSaturn Marketplace If you want to be well-positioned for Cyber Week, you need to start planning early. That may sound like a no-brainer – yet in the hustle of daily operations, time often slips away, and suddenly planning gets tight again. That’s why it’s smart to begin...
When we talk about international expansion, we often focus on market research, business models, channel strategies, and high-level decisions. So what does expansion really look like for brands and sellers in day-to-day practice? And how can going cross-border be made as simple and efficient as possible? Kaufland Global Marketplace is good example for a marketplace that really tries to help...
Selling through online marketplaces offers enormous opportunities for brands and retailers – especially in cross-border commerce. But anyone wanting to sell internationally must deal intensively with one topic: VAT. And it’s a tricky one. Despite EU-wide rules, the reality remains complex. Different VAT rates, national exemptions, and ever-changing regulations make VAT one of the biggest stumbling blocks in European e-commerce....
With an estimated GMV of around 5.6 billion USD and over 1.6 billion USD in revenue in 2025 alone, bol represents the dominant marketplace model in the region. But which product segments are performing well? Where do assortment gaps exist? And what should new sellers focus on? The following insights into Categories and Assortments: What’s Working on bol provide guidance.
After two difficult years, the German online market grew again in 2025 for the first time, according to the HDE Online Monitor.
eBay is a generalistic marketplace, active and relevant in every category – but it is a true giant for car parts: Currently, around 700 million vehicle parts are available on eBay globally. According to the company, eBay is the number one platform for automotive parts and accessories in both the UK and Germany. And eBay is continuing to push the...
The Swiss e-commerce market offers highly attractive conditions for international sellers. But selling to Switzerland comes with specific rules - simply because Switzerland is not an EU member state and has three language regions. This results in special circumstances with regard to taxes, customs duties, and customer service.
It almost sounds like the beginning of a bad joke: "Two clueless people meet…" - but in reality, this is often the unfortunate situation when tax advisors and auditors at the tax office are faced with the tax returns of marketplace sellers. Things can get especially dire when cross-border revenues are involved. We asked Roger Grothmann in an interview what...
Profitability has been one of the most important topics for brands and retailers over the past 12 months – and it will continue to be a key focus. Selling on marketplaces, however, often makes it tricky to understand what actually remains at the end of the day. When brands operate across multiple platforms, they need reliable and comparable data to...
Marketplaces are a popular choice for many retailers and brands looking to expand into international markets. Wiltec, a specialist retailer in DIY, garden, and pet supplies, leverages several platforms for its cross-border commerce strategy – including Kaufland Global Marketplace. This best practice showcases how Wiltec scales internationally with Kaufland.
Around 247 billion euros - that is the total gross merchandise value that sellers will generate through marketplaces in cross-border European trade in 2025, according to a forecast by CB Commerce. It's no wonder that many brands and retailers are looking for new marketplaces to sell to abroad. And the range is constantly growing because many marketplace providers are expanding...
Marketplace Country Quadrants : Surprising Leaders, Missed Opportunities & Local Champions Which country tops the chart in online spend per capita?Where is Amazon not the dominant player?And is Shein really the biggest fashion marketplace in Spain? In her keynote at E-Commerce Berlin Expo 2025, Marketplace Universe co-founder Valerie Dichtl revealed surprising truths and untapped opportunities in the evolving European marketplace...
How Europe’s online pharmacy market is shifting—platforms, retail media, OTC growth & what brands should watch now.
Zalando Deep Dive into the 2024 results: Marketplace growth, B2B challenges & the About You acquisition. Is it truly becoming a platform?
Almost half of all online shoppers now start their shopping journey on marketplaces, and the majority also prefer to shop on marketplaces rather than in brand web shops. However, purchasing behavior varies considerably depending on the user group, product, or country. This means that how customers shop is a crucial success factor in e-commerce: Only those who know which customers...
The interest in and thus the market for professionally refurbished electronic and electrical appliances is growing and growing. This means that suppliers of refurbished products are finding more and more platforms through which they can sell their goods. MediaMarktSaturn started this four years ago and is now massively pushing the refurbished business.
Within a year, the Danish supplier of men's accessories had launched on five marketplaces in eight countries. For its entry into the marketplace business, Trendhim chose bol, the Dutch market leader. Reason enough to take a look at the best practise of Trendhim's start at bol.
If you want to sell via marketplaces in the Netherlands and Belgium, there is no getting around the top dog, bol. But Amazon also wants a piece of the action and is trying to expand its position. It therefore makes sense for sellers to take a closer look at the similarities and differences between the two platforms – for example,...
No marketplace business without logistics. When more and more customers are complaining or leaving negative comments, when delivery times can no longer be met, storage space is running out or costs are spiraling out of control? So what do you do when logistics go awry, how can a smooth change be ensured?
Thanks to the EU: European REach of Online Giants Become Transparent The European Union’s Digital Services Act (DSA) has introduced a new era of transparency for online platforms, requiring those with over 75 million active monthly users in the EU to disclose their user figures twice a year, broken down by country. This data reveals fascinating insights into the online...
Fashion Bombshell: Why Zalando acquires About You by Ingrid Lommer Zalando, Europe’s largest online fashion retailer, has announced its acquisition of competitor About You, marking a major shakeup in the European fashion e-commerce and marketplace industry. The deal, valued at €1.13 billion, includes a purchase price of €6.50 per About You share—a 107% premium on the stock’s three-month average price....
Internationalization in 28 markets and within just a few months? That sounds utopian, but it is feasible. The Fulda-based lighting specialist Lampenwelt has proven this with its internationalization.
Why “Pre-loved” gets a lot of love this season Secondhand Christmas gifting is no longer a niche activity—it’s becoming a significant part of holiday shopping around the world. Driven by shifts in consumer attitudes, economic factors, and the growing focus on sustainability, the market for pre-loved goods is seeing strong growth. Platforms like eBay, Vinted, and Back Market are leading...
What does the marketplace landscape look like in Central and Eastern Europe? Allegro, Heureka, eMAG and Skroutz are strong generalists in the CEE markets. In addition, there are other important players in each country.
Why Internationalization Has Been the Key Growth Factor in 2024 One of Marketplace Universe’s key predictions for marketplace business development in 2023 and 2024 was clear: internationalization would drive growth, even in a challenging economic environment. Now, as we review the first set of available data, we can say confidently: our predictions were spot-on. While e-commerce markets across Western Europe...
eBay's Free C2C Strategy: How a bold move in Germany boosted private sales and expanded to the UK. Insights from eBay's leadership.
Western Brands Unknowingly Flood Shein: A New FrontieR in Unauthorized Sales by Ingrid Lommer Western luxury and sports brands are facing an unexpected dilemma as their products appear on Shein, the fast-fashion giant known for low prices and questionable sourcing. The likes of Adidas, Puma, Nike, Ray-Ban, and Calvin Klein are being sold on the Chinese platform—at deep discounts and...
Major Innovations in AI, Social Commerce, and Supply Chain Every year, Amazon Accelerate sets the stage for the latest trends and innovations for the Amazon landscape, and 2024 was no exception. Held in Seattle, the event draws sellers and business leaders eager to learn how Amazon’s new tools can help them succeed in a rapidly changing retail environment. This year,...
Amazon’s big vendor clean up Many brands selling on Amazon are finding a nasty surprise in their inboxes these days: termination notices from the e-commerce giant, signaling an abrupt end to long-standing vendor relationships. Amazon’s email to affected brands reads, “We’ve made the decision to stop sourcing products from your company as part of our regular review of product offerings,...
Retail Media is the fastest growing advertising channel worldwide at the moment – and online-marketplaces are profiting strongly from this new trend. Marketplace Universe spoke with Retail Media expert Thomas Philip-Bashar, Product manager at eCommerce solution provider Channable, about current trends in this highly dynamic field. Thomas, why is Retail Media advertising so attractive for marketeers at the moment, especially...
German premium fashion retail chain and marketplace provider Breuninger is on sale. Several international competitors are interested.
This has been a long time coming: In March, Temu first invited sellers to their US platform, moving slightly away from their factory-to-consumer model to tentativley open towards a more traditional marketplace model. From then on, US based sellers can list their products on Temu, sending orders from their own warehouses. Now, Temu has brought this new approach to Europe.
A comparison of Amazon, Zalando and About You: The three major B2C marketplaces are characterized by their different approaches and scales. Understanding these differences is essential for any seller considering where to allocate their marketplace efforts.
Amazon also has an outstanding position for local e-commerce in Germany, other Western and Central European countries. But things look different in other nations. That's why an internationalization with Amazon is sometimes not enough.
Looking back on the 2023/2024 financial year, it is clear that even industry leaders such as Zalando and About You were not immune to the general economic challenges that shook online retail. Both companies reported slight declines in sales, but showed a strategic focus on healthy growth. Profitability at Zalando and AboutYou is a necessity in today's competitive environment.
No new form of advertising has grown so quickly in the last 20 years: this year, global spending on retail media is likely to increase by 20 percent. The ongoing conflict between advertisers' demands for detailed data and marketplaces' control over it highlights the tensions in this rapidly evolving industry, signaling that retail media's impact is still unfolding.
54% of German e-commerce sales were generated via online marketplaces in 2023 - according to the HDE in the new edition of its Online Monitor 2024. The overview of sales shares by channel simply shows at a glance, how incredibly dominant Amazon is in German e-commerce and how difficult it is to do without online marketplaces in the sales mix.
Eastern Europe is emerging as a critical growth market for e-commerce, driven by the stagnation in Western Europe and Germany's recession. Challenges such as language barriers, logistics complexities, and price sensitivity can be solved, double-digit growth rates beckon.
What news: Shemu now has over 180 million monthly users in the EU.What's the story behind the rise of Shemu - our new term for the succesful Chinese players Shein and Temu.
Platform Building: Online as quickly as possible or step by step? BILD launched its marketplace within 11 weeks, but the speed has left its mark. Others such as Hornbach or Popken Fashion are taking much longer. The question of which is better was discussed by the panel at the Mirakle Platform Summit.
Zalando's marketplace strategy: The annual figures for 2023 reveal a lot about the strategy for the Berlin-based company's marketplace business. We therefore take a critical look at the figures, the most striking changes and the targets that Zalando has now set for the future.
Despite the success of the marketplace, which has recorded double-digit growth and achieved a GMV of over 2 billion euros, the traditional retail business is suffering from declining sales. The departure of marketplace boss Bodo Kipper suggests different views on the strategic direction.
Mädchenflohmarkt, a secondhand fashion platform, declared bankruptcy last summer after over 15 years in business. Christian Wegner, the ex-founder of Momox, stepped in as an investor with plans to streamline operations and open the platform to B2C sellers. His goal is to transform Mädchenflohmarkt into a profitable company by tightening logistics processes and expanding revenue streams.
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