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 is gaining market share – and where it isn’t.
As we close out 2025, it’s clear this wasn’t just another year of incremental growth – it was a year of structural re-architecture. The marketplace model has moved from being a “digital shelf” to an integrated, AI-driven, and internationally fluid ecosystem. For sellers, the “Bigger Picture” of 2025 is the transition from managing listings to managing complex, cross-border value chains.
From July 2026, the EU plans to levy a flat-rate tax of €3 on all imported small parcels worth up to €150. The tax is intended as a transitional measure. From 2028, all imports will be subject to customs duty from the first euro. The abolition of the de minimis rule will primarily affect low-cost platforms such as Temu, Shein, and AliExpress.
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 bol’s promotional calendar can turn January into a strategic advantage for expansion into NL and BE.
Starting in 2026, Amazon will significantly reduce its fees for FBA sellers in Europe by an average of €0.17 per unit sold. Commission fees are also set to fall, in some cases dramatically, in certain categories. Some changes will come into effect as early as February 1, 2026.
OpenAI and Perplexity on the Road to an AI Marketplace
Both OpenAI and Perplexity are pushing strongly toward becoming a marketplace with their agentic commerce projects: OpenAI introduced Shopping Research, a product search for ChatGPT that generates personalized buyer’s guides. Merchants can apply for greater visibility through an allow-list process. Perplexity also enables lightweight product data placement via a Merchant Program. What’s still missing for the marketplace transition is checkout.
Inka Buschmann has moved up the ranks in Ceceba’s E-Commerce team and is now Head of Online Wholesale and Marketplaces.
Ludwig Schirmer, who led Devely’s Digital Unit up to last March, has returned to Europe after a few months in Dubai, and now joins DIY D2C brand Miss Pompadour as new Head of International Growth.
Valentin Lennartz has left Kaufland e-commerce to join UK-based marketplace OnBuy as Regional Manager DACH, supporting its expansion in the German-speaking region.
Octopia is a subsidiary of Cdiscount, founded in 2021, and offers a fully integrated suite of marketplace services. The company combines technology, seller activation, fulfillment, retail media, and product offerings in a single setup. Its core solutions include Merchant-as-a-Service, Marketplace-as-a-Service, and the Octopia Community for multichannel sales.
Following the US and UK, eBay is bringing its live shopping format to Germany. eBay Live enables curated live shows in which retailers, brands and influencers can present products and offer them for auction or immediate purchase. Live commerce is a rapidly growing retail segment that is already well established, particularly in China.
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