These are the 33 most relevant European B2C online marketplaces for Consumer Electronics in Europe

Last update: 26. February 2026

Market overview: Consumer Electronics E-Commerce in Europe

Consumer electronics is not just another retail category. It is the stress test of European e-commerce.

According to ECDB, online revenues in European consumer electronics reached €152.2bn in 2024, grew to €164.0bn in 2025 and are forecast to hit €175.4bn in 2026. After the pandemic spike and a brief stagnation phase, growth has normalized — but it has not disappeared. The category has returned to structurally stable growth, not temporary hype.

What matters more than growth, however, is penetration. Close to 40% of electronics retail in Europe now happens online. Electronics is one of the most digitalized product segments in European retail.

And electronics behaves differently.

Price transparency is extreme. Specifications are standardized. Comparison logic dominates. In such an environment, marketplaces naturally capture a significant share of transactions — especially through 3P models. A large portion of online electronics volume flows through platforms where algorithmic ranking and Buybox dynamics define visibility.This is not a cozy market. It is structurally competitive. And that is precisely why a curated Marketplace Quadrant Electronics is more relevant than ever.

The new quadrant: Why we rebuilt it

We rebuilt the Marketplace Quadrant Electronics because both the data and the market matured.

Two years ago, category-level marketplace data was limited. Today, with ECDB, we have filtered GMV by category, visible 3P shares and cross-country comparability. That allows us to set hard thresholds — including ≥ 80m USD filtered GMV in Electronics and a meaningful 3P structure.

Instead of mapping “everything that exists,” we now filter first, then interpret.

The result: roughly 30 structurally relevant platforms — not 60 logos without hierarchy.

The axes remain intuitive (Price-Driven vs. Brand-Driven; Generalist vs. Specialist), but the underlying selection is far stricter and data-based. In Electronics, “Brand-Driven” also implies service depth, repair capability and retail competence — not luxury positioning.

If you want to understand the exact KPI logic and selection process behind the Marketplace Quadrant Electronics in more detail, you can read our full methodology here:
[Read our detailed Quadrant Methodology]

The most important players

International generalists

As in previous years, generalist marketplaces dominate the electronics category, thanks to their wide reach, high traffic volumes, and aggressive pricing strategies.

• Amazon remains the structurally dominant marketplace in European electronics. Its scale, Prime ecosystem and seller infrastructure make it unavoidable in nearly every country.
• eBay combines price competition with a strong refurbished and recommerce presence. It remains structurally relevant for secondary markets and cross-border volume.
• AliExpress operates on a clearly price-driven logic, focusing on aggressive value positioning. It is structurally important in entry-level and cross-border electronics trade.
• Temu represents the extreme of price-driven marketplace logic. Its expansion into electronics reinforces price pressure across Europe.

Local Heroes

• Allegro (Poland) is the structural backbone of Polish e-commerce and highly price-driven in electronics. For brands active in CEE, it is often more relevant than international platforms.
• bol (Netherlands & Belgium) is deeply embedded in the Dutch and Belgian markets. Its marketplace structure makes it central for electronics distribution in the Benelux region.
• OTTO (Germany) has expanded its marketplace significantly and positions itself slightly more brand-driven than pure price platforms. Its curated seller structure differentiates it from hyper-competitive marketplaces.
• Kaufland (DACH & CEE) is quite price-driven and cross-border oriented. It has become a relevant challenger in Central and Eastern Europe, but is now also reaching out to France and Italy.
• Galaxus (Switzerland & Germany) is traditionally strong in Switzerland and has grown significantly in Germany through Galaxus.de. It differentiates through structured data and curated presentation.
• Cdiscount (France) remains a price-competitive French marketplace with significant electronics volume. It plays a strong role in mid-market and promotional segments.
• Fnac (France, Iberia) combines marketplace logic with strong retail and advisory DNA. It sits more on the brand-driven side due to service orientation and category competence.
• Trendyol (Turkey) has expanded its electronics marketplace significantly and operates largely on a price-driven logic. It is structurally central for the Turkish market.
• Hepsiburada (Turkey) integrates marketplace and retail elements and remains a central Turkish platform for electronics.
• eMAG (Romania & CEE) is a structural leader in Romania and surrounding markets. It is a key marketplace backbone in CEE.
• CDON (Nordics) operates as a Nordic marketplace with cross-border focus. Electronics is one of its most visible and competitive categories.
• OnBuy (UK) is strongly price-driven and focused on marketplace volume in the UK. Electronics is one of its most prominent traffic drivers.

Electronics Specialists

• MediaMarktSaturn (DACH & Europe) combines marketplace expansion with retail infrastructure, installation services and after-sales capabilities. Service depth and retail competence position it slightly on the brand-driven side.
• Boulanger (France) positions itself as a service-oriented electronics specialist with advisory focus. Its differentiation lies in retail competence, not just price.
• MediaExpert (Poland) launched its marketplace in autumn 2025, adding a new structural player to the Polish market. It remains price-competitive but category-focused.
• Unieuro (Italy) is an Italian electronics specialist with marketplace development underway. It balances price competitiveness with growing service orientation.
• Teknosa (Turkey) is a Turkish electronics-focused retailer with marketplace expansion. Its positioning remains largely price-driven.
• PC Componentes (Spain) is deeply rooted in electronics and IT. Technical assortment depth is its core strength.
• LDLC (France) represents one of the strongest technical specialists in Europe. Its positioning is clearly brand- and competence-driven, especially in IT and gaming hardware.
• Morele (Poland) is a price-driven electronics specialist in Poland, particularly strong in IT components.
• Argos (UK) is a major UK retail player with a comparatively young marketplace structure. Its marketplace model is still evolving.
• Elkjøp Group (Nordics) operates with its three retail brands ElGiganten, Gigantii and Elkjop across the Nordic region as a strong electronics specialist. Retail remains central, with marketplace elements complementing the model.
• Digitec (Switzerland) is an electronics-focused specialist with strong structured assortment. It sits slightly more on the brand-driven side due to technical depth.

Recommerce Specialists

While many CE retailers are also offering second hand and refurbished products (MediaMarktSaturn stands out in particular), there are specialist platforms that solely focus on recommerce.

• Back Market emphasizes quality control and trust in refurbished electronics. Its differentiation lies in structured trust architecture.
• Refurbed combines refurbished electronics with visible quality assurance. It competes on credibility as much as on price.
• Vinted remains a generalist platform but has growing relevance in electronics resale. Trust and community logic define its positioning more than service depth.

Outlook 2026: Price transparency meets Agentic pressure

Electronics is the category where Agentic Commerce will hit first — and hardest. Because products are comparable and specifications are standardized, AI agents can optimize selection almost instantly. They filter, rank and decide based on structured data and price-performance logic. In such an environment, hyper-fragmented marketplace landscapes lose relevance. Volume concentrates. Visibility concentrates. Structural strength wins.

That does not mean only the biggest survive. It means the clearest models survive:

• Platforms with scale and data density.
• Specialists with real service or technical competence.
• Recommerce players with credible trust architecture.

What will struggle are the half-hearted marketplace add-ons — the platforms that exist, but lack structural depth.

Europe does not need 200 electronics marketplaces. It likely does not even need 30 in the long run.

The Marketplace Quadrant Electronics 2026 does not predict who will survive. But it makes one thing clear: consolidation is not a theory — it is a structural consequence.

Key Takeaways: Marketplace Quadrant Electronics 2026

• European consumer electronics e-commerce is approaching €175bn in 2026 and remains one of the most digital retail categories.
• A significant share of volume flows through 3P marketplace models, reinforcing platform dominance.
• Roughly 30 marketplaces meet our structural relevance criteria for the Marketplace Quadrant Electronics 2026.
• The market is dominated by powerful international and local generalists — yet strong electronics specialists retain defensible positions.
• Electronics remains highly price-driven, but service depth and retail competence create meaningful differentiation.
• Recommerce platforms are structurally embedded in the ecosystem.
• Agentic Commerce is likely to accelerate consolidation and reward structural clarity over marketplace inflation.

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!

Der Beitrag Marketplace Quadrant Electronics 2026 erschien zuerst auf Marketplace Universe.

In a nutshell

November 2025 marked the tipping point of Agentic Commerce: AI agents evolved from simple chat tools into the next generation of Online Marketplaces. This analysis dissects the rapid rise of transactional agents from OpenAI, Perplexity and others and the economic pressure forcing them to become commerce engines. We explain why this shift creates a unique “mutual dependency” that gives retailers unexpected leverage and outline a survival strategy to navigate this new ecosystem without feeding a new monopoly.
Time to Read: appr. 4 min

Written by Ingrid Lommer, 08.12.2025

The Agentic Shift: Why November 2025 Marked the End of E-Commerce as We Knew It

If you felt a shift in the digital ground beneath you last month, you weren’t imagining it. November 2025 will likely go down in digital history as the moment the “Search” era ended and the “Agent” era truly began.

Agentic Commerce”—the idea of AI not just chatting, but actively shopping for us—is no longer a theoretical construct. Within a few weeks, OpenAI, Perplexity, and Google all released new features which have the potential to redraw the map of the digital supply chain.

We are no longer looking at a new marketing channel. We are witnessing the birth of a new marketplace layer that threatens to disintermediate everything we built in the last two decades.

The Tipping Point: A November to Remember

To understand the magnitude, we have to look at the density of the events.

First, Perplexity broke the silence. The “answer engine” revealed a massive behavior shift: shopping-related queries on their platform have quintupled. But rather than just serving links, they launched “Instant Buy” in the US. By integrating deeply with PayPal, they solved the biggest friction point of conversational commerce: trust and transaction speed.

Then, OpenAI dropped the hammer on November 25th. They introduced “Shopping Research,” driven by a specific iteration of GPT-5 mini trained via reinforcement learning for product comparison. This isn’t just a chatbot hallucinating recommendations; it is a sophisticated research engine capable of synthesizing reviews, comparing technical specs, and creating “Buyer’s Guides” in seconds.

And almost simultaneously, Google woke up. With the latest updates to Gemini, the search giant played its trump card: physical infrastructure. Gemini’s new agentic capabilities can now leverage real-time inventory data and—crucially—utilize automated voice technology to call local stores for availability checks.

The “Why” is Financial: The Desperation Behind the Innovation

Why now? Why this sudden, frantic rush to own the checkout?

The answer isn’t just “user convenience.” It is financial survival. The uncomfortable truth about the AI revolution is that it is incredibly expensive. Training Frontier Models like GPT-5 or Gemini Ultra burns through billions of dollars in compute and energy. Inference costs—the cost of generating an answer every time a user prompts—are staggering compared to a traditional database search.

The current subscription models ($20/month for ChatGPT Plus or Perplexity Pro) are a drop in the bucket. They cannot sustain the infrastructure costs of the future.

Commerce, however, is the “Golden Goose.” It is the only sector with enough transaction volume and margin to subsidize the AI revolution. The AI giants are not entering retail because they love product discovery; they are entering it because they need the Affiliate Revenue, the future Commission Fees, and the inevitable “Sponsored Agent Recommendations” to balance their books.

The Symbiosis Trap: A Mutual Hostage Situation

This financial pressure creates a fascinating power dynamic, one that many retailers are currently underestimating.

There is a pervasive fear in the industry that AI Agents will simply “steal” the customer interface, turning brands into white-label logistics providers. While valid, this view ignores the technical reality: An AI Agent is useless without the retailer.

Consider the mechanics: An agent like ChatGPT can “read” the internet, but it cannot “know” the current state of a warehouse in Leipzig.

• Without real-time API access to a retailer’s inventory, the agent hallucinates availability.
• Without structured shipping data, it cannot promise a delivery date.
• Without dynamic pricing feeds, it quotes the wrong price.

We are in a “Mutual Hostage Situation.” The AI platforms desperately need the deep, structured data of retailers to make their agents functional and trustworthy. A shopping agent that recommends out-of-stock products is a failed product.

Conversely, retailers need the agents because that is where the consumer attention has migrated. The “Search Box” is losing relevance. If a consumer asks their agent to “buy the best running shoes for marathon training,” and your brand isn’t part of the agent’s consideration set (the so-called “Allowlist”), you effectively don’t exist.

The Strategic Playbook: Diversify or Die

So, how do we navigate this? The worst mistake brands can make right now is to repeat the errors of the “Amazon Era” or the “Google Shopping Era”—namely, handing all power to a single gatekeeper.

1. The Imperative of Diversification

OpenAI’s “Allowlist” for merchants is a clear signal: They are building a walled garden. If the industry collectively rushes only to OpenAI, we create a monopoly that will dictate margins within 24 months. Strategically, merchants must support challengers like Perplexity. Perplexity’s model is unique because it leaves the merchant as the “Merchant of Record” via PayPal. They facilitate the sale but don’t hijack the customer relationship. Strengthening these open ecosystems is the only way to prevent a “Winner-Takes-All” scenario.

2. Prepare for the “Monetization Hammer”

Currently, the platforms are in the “Seduction Phase.” Integration is free; traffic is organic. This is a trap—or rather, a temporary window of opportunity. The financial pressure mentioned above guarantees that this will change. We will see “Bidding for Recommendations” (AI-SEM) and transaction fees very soon. My advice: Join now while CAC (Customer Acquisition Cost) is near zero. Train the algorithms on your products while it’s free. Build your “Agent SEO” ranking now. But build your P&L with the expectation that this channel will become a paid media channel by 2026.

3. Data is the New UI

In Agentic Commerce, your visual storefront matters less than your JSON feed. If your shipping data, return policies, and stock levels aren’t accessible via high-speed, structured APIs, the agent will ignore you. The “User Interface” of the future isn’t a website; it’s a data feed. Brands that hoard their data will find themselves locked out of the conversation.

Conclusion: The Train Has Left the Station

The events of November 2025 were not a drill. The “Flywheel” of Agentic Commerce has started to spin. The platforms are hungry for data and revenue, and users are hungry for convenience.

For us at Marketplace Universe, the message is clear: The retailers who treat AI agents as “just another channel” will be left behind. Those who understand the underlying economics—and the leverage they hold with their data—will shape the new rules of the game.

The agents are ready to shop. The question is: Are you ready to negotiate with them?

Der Beitrag Agentic Commerce 2026: How AI Agents Change the Marketplace Formula erschien zuerst auf Marketplace Universe.

In a nutshell

The EU’s decision to end the €150 de minimis exemption in 2026 is set to shake up cross-border e-commerce, particularly for Chinese giants like Temu and Shein. Retailers see it as a win for fair competition, but experts warn it won’t stop the dominance of Chinese platforms. So, will these changes really impact pricing and market dynamics, or are Temu and Shein simply too agile to be stopped?
Time to Read: appr. 5 min

The End of De Minimis: Will Europe’s New Rules Slow Down the Chinese E-Commerce Giants?

In November 2025, European ministers reached a historic agreement that could change the face of cross-border e-commerce: the €150 de minimis exemption will be abolished by 2026. Until now, small parcels valued below €150 could enter the EU without customs duties, enabling platforms like Shein, Temu, and AliExpress to flood the market with cheap products from China.

The European Commission argues that this loophole has allowed non-EU sellers to flood the market with unfairly priced goods, leaving local European retailers struggling to compete. The new rules aim to level the playing field, closing the door on undervalued imports and improving product safety.

But will it really make a difference?

What Will Change in 2026 and Why?

Come 2026, customs duties will apply to all imports, regardless of value. The idea is simple: no more free rides for small parcels from outside the EU.

Why now? The flood of cheap Chinese goods entering Europe has been growing rapidly. According to EU Economy Commissioner Valdis Dombrovskis, 4.6 billion parcels were imported into the EU in 2024, and a staggering 91% of them came from China. In fact, some estimates suggest that 65% of these parcels were deliberately undervalued to avoid customs duties.

With a market awash in cheap goods, the EU has decided it’s time to act—and fast.

“It’s a defining moment,” said Maroš Šefčovič, European Commissioner for Trade, speaking after the meeting. “This sends a strong signal that Europe is serious about fair competition and defending the interests of its businesses.”

So, what happens now? With tariffs expected to range from 0%-23%, the EU aims to ensure that all businesses, whether based in Brussels or Beijing, must comply with EU regulations.

But will this shift have the desired effect?

Retailers’ Reactions – A Call for Fairer Competition

For many European retailers, this move is long overdue. HDE (Handelsverband Deutschland), the German retail association, has been vocal in calling for a crackdown on unfair competition from Chinese platforms. According to HDE CEO Stefan Genth, this decision marks a necessary shift in leveling the playing field.

“The illegal goods flood from China has to stop,” Genth said. “The €150 exemption has been undermining local businesses. It’s time for strong enforcement.”

EuroCommerce, the EU retailers’ representative body, has echoed this sentiment, calling for harmonized customs procedures across member states. They warned that without a coordinated approach, countries could adopt fragmented rules, which would only complicate enforcement and undermine the level playing field for retailers across the EU.

In France, the government has launched investigations into Shein for selling unsafe products, such as child-like sex dolls, and announced plans to inspect 200,000 Shein parcels at the Paris airport. Retailers in France, represented by bodies such as the Fédération du Commerce et de la Distribution (FCD), have applauded the move, seeing it as a step towards protecting the integrity of the local market.

Giancarlo Giorgetti, Italy’s Minister of Economy, also spoke in favor of the new regulations, saying:

“We welcome the measures that will protect our domestic industries and ensure fair competition.”It’s clear that European retailers believe this regulatory change will give them a fighting chance. EuroCommerce, the EU’s main retail lobby, emphasized that this is an important step towards restoring market fairness.

The Con Side – Why the Regulation Might Not Have the Desired Impact

Here’s where it gets interesting.

Ed Sander, a leading China-commerce expert at Tech Buzz China, doesn’t think this regulation will do much to stop Temu or Shein. In fact, he’s pretty sure they’ll just keep going.

“I’ve seen all the cheers online, but this is not going to slow Temu down,” Sander said. His reasoning is simple: Temu has been adapting its business model for the past 18 months. By shifting operations to local warehouses in Europe, Temu is already setting itself up to avoid many of the new customs duties that will be imposed under the new rules.

Sander argues that even though the EU will impose tariffs on small parcels, platforms like Temu have already been planning ahead. Ed Sander:

“Even when the US introduced high tariffs after the de minimis rule change, Temu quickly recovered. Their operational flexibility is astonishing.”

This is where Björn Ognibeni, a China-commerce expert, echoes the same sentiment. He explains that Temu’s local warehousing means that the new customs duties will not have the same impact on pricing as some may expect.

“Temu can still keep prices low,” Ognibeni said. “Their logistics model is already built to handle these kinds of regulatory challenges.”

For Shein, the situation is more complex. Unlike Temu, Shein operates on a more small-batch production model, which makes local warehousing more difficult. However, Ognibeni suggests that Shein’s profitability and existing infrastructure will allow it to absorb new costs without much issue.Despite the EU’s ambitious plans, both experts agree that Chinese platforms are too agile to be effectively stopped by new import duties alone. The EU’s customs system is not prepared to handle the massive volume of small parcels, and Temu will continue to leverage its local operations to sidestep the impact of the new tariffs.

Key Learnings – What Should Brands and Retailers Take Away?

• Temu and Shein are adapting. While European retailers see the end of the de minimis exemption as a win, experts like Ed Sander and Björn Ognibeni caution that Chinese platforms are too agile to be significantly disrupted by the new rules.
• For European retailers, the lesson is clear: don’t wait for regulation to solve your competition problems. The Chinese platforms have proven time and again that they can bounce back quickly from new regulatory hurdles—whether it’s the US tariffs or the VAT changes in 2021.
• Instead, European businesses need to innovate. Better services, quality products, and stronger customer relationships will be the only way to truly compete in a market that continues to be dominated by agile Chinese e-commerce giants.
• The end of de minimis may help create a fairer marketplace, but it won’t level the playing field on its own. It’s up to European retailers to take the next step.

Der Beitrag EU de minimis 2026: Will Temu & Shein Slow Down? erschien zuerst auf Marketplace Universe.

These are the 24 most important B2C marketplaces for selling to POLAND – 2025 Update

Poland remains one of the most vibrant and competitive e-commerce markets in Europe. With strong local players, rising household incomes, and growing interest from international platforms, the country continues to be a dynamic landscape for marketplace sellers. Our updated Marketplace Country Quadrant Poland highlights the most important platforms brands and retailers should know in 2025.

The Market: Growing steadily, but with local guardrails

With a population of 36 million and an average household income of $23,000 (up 6% YoY), Poland has become a serious contender in European e-commerce. In 2024, total e-commerce turnover reached €17.7 billion, up 7.5% from the previous year. The online share of total retail stands at 14.6%, with room for further growth.

More than 60% of Polish consumers shop online regularly. Affordability remains a key driver, but interest in premium and specialized offerings is growing. The top five online stores in Poland in 2024 were:

• Allegro
• MediaExpert.pl
• AliExpress
• Amazon
• Temu

Four of the top five are marketplaces – underscoring the central role they play in Poland’s digital economy.

Marketplace Momentum: Local champions defend their turf

Marketplaces account for 50-60% of Poland’s total e-commerce volume. But what sets Poland apart is the strong position of local champions – most notably Allegro, which continues to dominate with a turnover 10x higher than Amazon.pl.

While Amazon, Temu, and AliExpress are gaining ground, they face significant resistance from established local ecosystems. Other local giants like Empik and Morele are also maintaining their foothold, especially in niche or specialized categories.

That said, the competitive landscape is heating up – and new category dynamics are emerging.

What’s changed since last year?

There have been only minor changes to our Poland quadrant in 2025, but they’re telling:

Exits

• Castorama dropped out of Home & Living – overtaken by Shein in relevance.
• Modivo lost its spot in Beauty due to Shein’s growing footprint in that category.

New Entries

• Modivo has been added back – this time in the Fashion box, where it continues to perform strongly.
  

Observations

• Morele is now relevant in three categories: Electronics, DIY & Garden, and Sports (especially for electronics-based fitness gear).
• Vinted was removed from the quadrant but remains highly relevant as a second-hand and off-price channel in Fashion and other soft categories.
• Farfetch is an interesting niche player in high-end Fashion.
• Shein continues to expand, gaining ground in Fashion, Beauty, and Home & Living, but growing more slowly than in Western Europe.

The most important marketplaces in Poland – 2025

Generalists
Allegro, Amazon, AliExpress, Temu, Empik 

Fashion & Shoes
Zalando, Shein, Modivo

Electronics
Morele, MediaMarkt, eBay

Home & Living
Black Red White, Leroy Merlin, Shein

DIY & Garden
Leroy Merlin, Castorama, eBay

Sports
Decathlon, Zalando, Morele

Beauty & Care
Douglas, Zalando, Shein

Poland’s Unique Market Dynamics

Poland’s e-commerce market is maturing, but its trajectory is different from many Western peers. Local players still dominate – not just Allegro, but also large retailers without marketplaces, such as Doz.pl (Beauty), Media Expert (Electronics), or Oponeo (Auto Parts), which remain highly competitive and limit the growth of foreign newcomers.

The lack of local marketplace conversions from these retail giants means global players are stepping in – but slowly and with mixed results. Amazon is still not seen as a leader in Fashion, and Shein’s expansion is notably slower here than in Spain or France.

That said, the demand for variety and cross-border access is growing, which could shift dynamics over time.

Explore More

Compare this quadrant with others: Check out our Marketplace Country Quadrants for Italy, France, Spain, or the Netherlands to see how market dynamics differ across Europe.

Visit our Quadrants Main Page to explore category-based and country-based analyses.

Do you have anything to add to our country quadrant for Poland? Let us know!

Der Beitrag Marketplace Country Quadrant Poland erschien zuerst auf Marketplace Universe.

These are the 24 most important B2C marketplaces for selling to SPAIN

Last Updated: 12.08.2025

Spain continues to be one of Europe’s most exciting and fast-evolving e-commerce markets. With strong year-on-year growth and a highly dynamic competitive landscape, marketplaces are becoming increasingly central to digital commerce in the country. Our newly updated Marketplace Country Quadrant Spain highlights the most important platforms brands and retailers should know in 2025.

The market: A high-growth environment with room to grow

Spain is the fourth-largest e-commerce market in Europe. In 2024, e-commerce turnover reached €32.6 billion, growing by 13.2% over the previous year. The online share of total retail sits at 12%, leaving plenty of room for continued expansion.

Around 60% of the Spanish population shop online regularly, a number that keeps rising each year. The strongest categories remain fashion and electronics, but food, home, and DIY are gaining traction and becoming more relevant than in many neighboring countries.

The top 5 online stores in Spain in 2024 by turnover were:

• Amazon
• AliExpress
• Shein
• Carrefour
• Temu

All five are marketplaces — a clear sign of how central platforms have become to Spanish e-commerce.

Marketplace Momentum: Rapid development and global domination

Spain’s marketplace landscape has developed at breakneck speed over the past three years. The COVID-19 pandemic gave marketplaces an extra push — and they haven’t slowed down since. While local marketplaces exist, the market is dominated by foreign players, especially from the US and China.Even the most relevant local platforms, El Corte Inglés and PC Componentes, face heavy competition from international giants.

What’s changed since last year?

Several changes in platform relevance and positioning have led to a reshuffling of our quadrant:

• Exits:
  • Privalia, Brico Depot, Sprinter, Conforama, and Maisons du Monde lost relevance and were removed.
  • Alcampo/Auchan was displaced by Carrefour, which is now much stronger across categories.
• New entries:
  • Carrefour gained enough relevance to be placed among the generalists.
  • Vinted was added to the Fashion category due to increasing B2C second-hand activity.
  • TradeInn joins the Sports category after a strong year.
  • Veepee was added in both Home and Beauty due to rising traffic and turnover.
• Re-positioning:
  • Shein is no longer just in Fashion — it now appears in Home & Living, Beauty, and Sports as well. It nearly made the Generalists box but remains listed in categories due to a more focused impact.
  • eBay dropped from the Generalists box but remains somewhat relevant in DIY, Home & Living and Electronics.

The generalists

Amazon continues to dominate all categories, while AliExpress, Temu, and Shein reflect the increasing power of Chinese platforms. Carrefour’s growing importance in several categories pushed it into the generalists list. Miravia is also gaining traction quickly, especially in fashion and electronics. Local hero El Corte Ingles is the only Spanish player in the Generalists’ box.

The Chinese front

Shemu has taken the Spanish market by storm. Shein has catapulted itself to second place among the top-selling online shops in Spain within two years and dominates the fashion industry. It’s no wonder that the Shein marketplace, which only opened in April 2024, has already thrived in Spain and that many products from Western premium brands have found their way to the Spanish offshoot via a wide range of channels. This makes the Spanish market a difficult one for fashion brands because it is extremely price-sensitive. Temu has also become indispensable in Spanish e-commerce after only a year on the market. 

The specialists

Fashion & Shoes

• Shein
• Zalando
• Vinted

Shein is the top player here, surpassing all competition in fashion turnover — even Amazon. Zalando remains strong, while Vinted represents the growing second-hand trend, with B2C sales on the rise.

Electronics

• MediaMarkt
• PC Componentes
• Backmarket

MediaMarkt and PC Componentes are trusted names in Spain. Backmarket maintains relevance with its refurbished offering, but lost its spot in some other countries.

Home & Living

• Shein
• Veepee
• eBay

Shein’s low prices and aggressive expansion give it a foothold in home goods. Veepee‘s promotional model and strong presence in Spain make it a valuable channel. eBay remains a broad-use platform, especially for niche and second-hand goods.

DIY & Garden

• eBay
• ManoMano
• Leroy Merlin

Leroy Merlin continues to be the most prominent DIY marketplace in Spain. eBay and ManoMano are widely used for tools and supplies. Other platforms have struggled to gain a foothold.

Sports

• Decathlon
• Shein
• TradeInn

Decathlon still dominates sports equipment and apparel. Shein is gaining ground in fashion-related categories. TradeInn, based in Girona, has had a successful year and is becoming a serious player.

Beauty & Care

• Shein
• PromoFarma
• Veepee

PromoFarma continues to build relevance as a marketplace for health and pharmacy products. Veepee also plays a growing role in discounted beauty items.

Explore more

Curious how Spain compares to other major European markets? Dive into our updated Marketplace Country Quadrants for
France, Italy, Germany, Poland, UK, Switzerland and the Netherlands – each offering a detailed look at the most relevant marketplaces per category on our Marketplace Quadrants main page.

Do you have anything to add to our country quadrant for Spain? Let us know!

Der Beitrag Marketplace Country Quadrant Spain erschien zuerst auf Marketplace Universe.

Between Platform Thinking and Retail Media: How the Pharmacy Market Is Changing

A Market in Transition: Between Scaling, Platform Strategies, and New Competitors

The online pharmacy market in Europe currently resembles a testing ground for new sales approaches. While electronic prescriptions are slowly taking hold, Amazon, DocMorris, Redcare Pharmacy, and most recently dm are repositioning themselves.

The focus is less on prescription-only medicines and more on OTC (over-the-counter but pharmacy-only) products and drugstore items. These segments open up new opportunities for brands—through platform models, retail media, and innovative logistics solutions.

Amazon Pharmacy: Gaining Speed, Securing Market Share

In the U.S., Amazon plans to offer free same-day delivery of prescription medications to 45% of the population by the end of 2025. Highly automated distribution centers will make this possible.

In Europe, Amazon already generates EUR 374 million in pharmacy product revenue (2024), ranking fourth in the e-pharmacy segment. In Italy, the company launched a “Beauty & Health Store” in early 2025—putting additional pressure on pharmacy-related brands.

“Amazon is highly ambitious in Europe,” says Gregor Leopold of the agency GlobalAMZ. “Retail media, DSP, streaming—many brands are trying it out for the first time now.”

Redcare vs. DocMorris: A Duel with Clear Signals

Redcare expects a 25% increase in revenue for 2025, including 18% growth in the non-Rx segment. In Germany, Rx revenue is expected to double to EUR 500 million. The platform remains highly curated—sellers report complex onboarding processes.

DocMorris grew by 6.7% in 2024, with 6.7% growth in OTC and 2.1% in Rx. Leopold comments:

“Redcare has overtaken DocMorris in many ways. Brands should allocate budgets strategically across both.”

dm’s Push: A Platform Strategy Through the Back Door

dm plans to launch its online pharmacy in the second half of 2025, fulfilling orders via a company-owned pharmacy in the Czech Republic. The focus will be on pharmacy-only OTC products, formally offered by a third-party seller in the shop. Orders will be shipped together with dm’s standard product range.

“The bundling with regular products is particularly interesting—it reduces costs and increases average order value,” says Leopold. dm also emphasizes trust, customer advice, and potential in-store pickup—without explicitly branding it as a marketplace, but structurally aligned with platform logic.

Marketplace, Media, Delivery: New Playing Fields for Brands

Amazon operates an open model; Redcare and DocMorris curate heavily. dm is testing third-party models. Retail media is becoming a strategic arena, with growing interest from cosmetics and OTC brands.

Logistics is becoming a key differentiator: Amazon offers same-day delivery for select OTC and drugstore products. DocMorris and Redcare rely on partner pharmacies. dm is planning Click & Collect via physical stores—offering a true omnichannel experience.

Conclusion: A Market Searching for Direction—with Signals for Brands

Platform logic, regulatory boundaries, and new business models are converging in the pharmacy market. Amazon is investing in speed and media, Redcare is performing strongly, DocMorris is stabilizing, and dm is entering the game with brand power.

For manufacturers in the OTC and personal care sectors, close observation is worthwhile—and placing a first strategic bet could pay off. Those who learn how digital health retail works today will be ready to act tomorrow.

Der Beitrag What is going on in Online Pharmacy? erschien zuerst auf Marketplace Universe.

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 habits of Europeans and the role different platforms play across the region.

Transparency REports shed a light on User Numbers

By relating these user numbers to the internet-active population in each country, analysts can calculate the “penetration rate” — the percentage of internet users engaging with a platform at least once a month. This metric provides a clearer picture of a platform’s importance in specific markets.

Amazon’s Uneven Footprint

Among the Very Large Online Platforms (VLOPs), Amazon has long been the sole retail giant on the list. However, its influence varies significantly by country. For instance, 70% of internet users in Germany and 81% in Italy use Amazon monthly, making it a dominant player. In contrast, its penetration drops to 25% in Portugal and barely 10% in Poland.

Interestingly, these figures are not static. Just six months ago, Amazon boasted a penetration rate of over 90% in Italy, while in Poland it hovered below 7%. While these fluctuations may reflect seasonal trends or reporting nuances, they also underline the challenges Amazon faces in consolidating its position in less-established markets.

The inclusion of Chinese e-commerce platforms Temu and Shein in the DSA reports marks a turning point in understanding their European footprint.

Temu’s Consistent Growth

Temu’s penetration rate exceeds 20% across most EU countries, meaning about one in five EU internet users visits the platform monthly. Its relatively even spread suggests that Temu is approaching Europe as a unified market, deploying a standardized strategy across the continent.

Shein’s Targeted Strategy

In contrast, Shein has concentrated its efforts on specific “lighthouse markets” such as Spain, Italy, Portugal, and France, where it commands over 40% penetration. These are the same countries where Shein has already become the leading online fashion retailer, reflecting its focused investment in these regions. Meanwhile, Shein’s presence in markets like Germany and Poland remains comparatively modest.

TikTok Shop: A Parallel Expansion

Retailers are also closely monitoring the growth of TikTok Shop, which recently expanded to Ireland and Spain. Intriguingly, TikTok’s strongest markets in Europe often align with Shein’s: countries like Spain and Italy where both platforms are thriving. This overlap suggests these markets could become battlegrounds for social commerce.

What’s Next?

The DSA-mandated reports provide a rare glimpse into the competitive dynamics of the European online landscape. Amazon’s entrenched dominance, Temu’s pan-European approach, and Shein’s strategic focus illustrate diverse strategies for capturing market share in a complex region. As the data evolves, it will offer valuable insights into how platforms adapt to changing user preferences and regulatory landscapes.

With expansion plans from TikTok Shop and growing competition among global players, Europe’s digital marketplace promises to remain a fascinating arena for innovation and rivalry. The next set of transparency reports will undoubtedly reveal even more about the shifting sands of online commerce in the EU.

Der Beitrag European Active Users of Amazon, Shein, Tiktok, and Temu erschien zuerst auf Marketplace Universe.

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.

The acquisition comes as Zalando and other European e-commerce fashion players face mounting pressure from rapidly growing Chinese competitor Shein, whose innovative “on-demand” production model and ultra-low pricing has disrupted the market and taken Europe by storm.

A Deal Years in the Making

Hamburg-based About You was launched in 2014 by Tarek Müller, Sebastian Betz, and Hannes Wiese as a subsidiary of the Otto Group. Despite an initial IPO share price of €23, the company has struggled to maintain investor confidence, with shares trading near €4 before the announcement. The economic challenges of 2023 hit Otto Group and About You hard. Once a flagship of Otto’s digital transformation, About You has struggled with exploding costs, shrinking user numbers and a more pressing need for profitability. Now, Otto Group, which held 64.7% of About You through the Michael Otto Foundation, has committed to selling its stake, along with About You’s co-founders and other major shareholders, bringing Zalando’s secured control to 73%.

Zalando plans to maintain About You as an independent brand under a dual-brand strategy. While Zalando appeals to over 50 million customers across 25 countries, About You is supposed to continue catering to a younger, style-driven audience through its trend-setting and influencer-heavy platform.

SCAYLE: A Key Asset in the Deal

A significant component of the takeover is SCAYLE, About You’s B2B e-commerce software platform, which has established itself as a fast-growing and profitable SaaS solution in the fashion and lifestyle segment. SCAYLE provides tailored e-commerce infrastructure for over 200 online shops in Europe and North America. As part of the deal, SCAYLE will be integrated into Zalando’s existing software environment, complementing its ZEOS platform. Together, these systems are supposed to form a unified multichannel ecosystem designed to streamline operations for brands and retailers, offering a seamless platform for logistics, payments, and e-commerce services.

Synergies and Strategic Alignment

Zalando expects long-term annual synergies of approximately €100 million, leveraging About You’s strengths in both the B2C and B2B sectors. The integration of SCAYLE alongside ZEOS represents a pivotal part of this strategy, providing brands and retailers with a unified platform to optimize their multichannel operations.

The Co-CEOs of About You—Müller, Betz, and Wiese—will retain their leadership roles. “This partnership creates something truly unique: two distinct B2C brands tailored to specific customer needs while combining our strengths in B2B to offer comprehensive solutions,” said Tarek Müller.

What the deal will mean for the marketplaces of both Zalando and About You, if selling partners will benefit from it, and how the platforms will change due to the merger, is yet unknown. We have asked both Zalando and About You for comments and will update this article as soon as we learn more.

Market Response

The announcement sent About You’s stock soaring by 64%, nearing the offered price of €6.50 per share. However, Zalando’s shares fell by 7.5%, reflecting investor caution over the significant investment amid a challenging retail landscape.

Navigating a Changing Market

The acquisition underscores Zalando’s determination to strengthen its foothold in the €450 billion European fashion and lifestyle market. While the entire fashion industry has struggled in 2023 due to economic uncertainties and Shein’s meteoric rise, this deal signals Zalando’s commitment to scaling its operations. Especially SCAYLE could be the crown jewel of the deal for Zalando’s future as a e-commerce tech company.

For Otto Group on the other hand, the sale of About You and SCAYLE represents a difficult yet pragmatic decision. By cutting off About You, it rids itself of a struggling sub-company and the huge investments it would need to stay competitive in a difficult market. But with SCAYLE it loses an important and very promising tech component which might have turned out to be vital for Otto’s future success.

As the transaction progresses, expected to close by summer 2025 pending regulatory approval, the European fashion e-commerce sector braces for further disruption. Whether this strategic consolidation will be enough to fend off competition from agile newcomers like Shein remains to be seen, but it marks a bold step forward for Zalando in a turbulent industry landscape.

Der Beitrag Zalando acquires About You erschien zuerst auf Marketplace Universe.

With our service provider portraits, we are introducing the Marketplace Universe partners in more detail. Today: the marketplace integrator ChannelEngine.

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Who is ChannelEngine?

ChannelEngine is a global technology company in the field of e-commerce and marketplace management. Founded in 2013 in Leiden, the Netherlands, by Jorrit Steinz, the company offers an e-commerce and marketplace management platform that brands, retailers and distributors can use to place their products on over 950 different online sales channels and international marketplaces.

Who Are they suitable for?

Large brands and retailers who want to offer their products on a variety of international marketplaces and online sales channels. Distributors looking for an efficient and automated solution for product listing, inventory management and order fulfillment.

Their USP?

Global reach: With a choice of over 950+ marketplaces, social commerce and online sales channels worldwide, ChannelEngine connects to an exceptionally large number of sales channels, across country and category boundaries.

Automation and efficiency: The platform enables automated processes for product listing, inventory management and order fulfillment, which significantly increases efficiency. Automatic price optimization is also part of the portfolio.

What is ChannelEngine currently working on?

In 2024, ChannelEngine acquired the US company Retail Data Partners. With its solution behind it, the marketplace integrator wants to improve first-party functionalities this year and thus offer new opportunities for hybrid models. In addition, the global reach is to be further expanded by connecting new international channels.

Who is already working with ChannelEngine? (Selection)

BSH Hausgeräte, Bosch, edding, Emma, Notebooksbilliger, Oceans Apart, Sonos, Stabilo, Unilever

For more information, visit ChannelEngine.com

Der Beitrag Service Provider Portrait channelEngine erschien zuerst auf Marketplace Universe.

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 this transformation. Or, as eBay Germany’s Managing Director Saskia Meier-Andrae, recently put it in an interview with Marketplace Universe: “The stigma around secondhand is gone. Today, pre-loved is sexy.”

The Global Growth of Secondhand Gifting

Across the U.S., UK, and Germany, secondhand purchases are emerging as a defining feature of the 2024 holiday shopping season.

In the United States, a recent study by OfferUp shows that 68% of shoppers plan to allocate part of their gift budget to secondhand items, with Gen Z leading the charge at 83%. Electronics, sporting goods, and furniture are among the top categories. Nearly three-quarters of U.S. consumers (74%) believe secondhand gifting is more accepted this year, reflecting broader cultural shifts.

In the UK, the new “Recommerce Report” estimates that £2 billion will be spent on secondhand gifts this year, representing 10% of all festive purchases. Books, toys, and board games rank among the most popular choices. Many UK consumers value the uniqueness of pre-loved items, with 73% saying they would consider buying secondhand if they found something truly distinctive.

Germany mirrors these trends. Research from ECC Köln and eBay Germany reveals that 35% of German shoppers plan to give secondhand gifts this year, an increase from 29% in 2023. Among 18- to 29-year-olds, the figure rises to 56%, with affordability and quality emerging as top priorities.

Why Secondhand Appeals to Shoppers

The rising interest in secondhand gifts is linked to several key factors:

• Affordability: In Germany, 69% of consumers cited cost savings as a primary reason for choosing secondhand, while 48% of U.S. shoppers value the better price points of pre-loved goods.
• Uniqueness: Secondhand platforms often offer items that are difficult to find in traditional retail settings. In the UK, 73% of respondents in Vinted’s survey said they value the individuality of secondhand gifts.
• Sustainability: The environmental impact of secondhand shopping resonates strongly with many consumers. Nearly 60% of UK shoppers and 29% of Germans said sustainability was an important factor in their decision to buy pre-loved items.

Marketplaces at the Forefront of the Trend

The secondhand Christmas boom wouldn’t be possible without the platforms facilitating it.

eBay remains a dominant force in Europe, with a GMV of $30 billion in 2023, according to data from the E-Commerce Database (ECDB). The platform’s established reputation makes it a popular choice for shoppers seeking everything from vintage fashion to electronics.

Meanwhile, Vinted is rapidly gaining ground. With its global GMV projected to reach $11.1 billion in 2024, the peer-to-peer platform is especially popular in markets like the UK and Germany. Its focus on ease of use and affordability appeals to younger, budget-conscious consumers.

Specialized platforms are also playing a key role. Fashion-focused sites like Vestiaire Collective and Depop cater to niche audiences, while electronics marketplaces such as Back Market and Refurbed focus on professionally refurbished goods. In Germany, ECC Köln’s study highlights a growing trend toward professionalization, with 38% of retailers now specializing in refurbished products.

What Does Secondhand Mean for Peak Season?

Secondhand Christmas gifting is clearly gaining momentum, but its impact on traditional holiday shopping is still evolving. The customers are starting to own the trend (especially younger shoppers). But retailers and brands are still struggling with finding the right strategy for the pre-owned market. Until they found it, the secondhand turnover will fall to specialist players who have mastered a profitable second hand business.

Der Beitrag SecondHand Christmas erschien zuerst auf Marketplace Universe.