These are the most relevant European BABY & KIDS marketplaces in 2024
The analysis categorizes marketplaces into two main groups: “everything marketplaces” and “specialized marketplaces.” Additionally, these are further segmented into “budget segment” and “luxury/premium segment.”
The Baby & Kids Quadrant includes not only toy marketplaces but also platforms offering a wide range of products for children, including sports, fashion, furniture, baby care, and toys. However, electronic products are excluded to maintain focus on core baby and kids categories.
Currently, there are 54 relevant BABY & KIDS marketplaces included in the chart.
The most important Marketplaces
These are (still) the TOP European B2C marketplaces for Baby & Kids products:
- Amazon
- Zalando
New Entrants in the Kids Category:
- Fashion Days Group: An Eastern European premium marketplace
- XXXLutz Deutschland: A German home & living marketplace
Marketplaces just Offering Baby & Kids Products:
New Entrants in the Kids Category:
- babymarkt.de GmbH: A German marketplace
- Babywalz: A German marketplace
- kleertjes.com: A Dutch marketplace
Best Marketplaces for Specific Kids Categories
These are the best platform offering products for children in specific categories:
- Sports: Decathlon
- Toys: Amazon
- Home & Living: OTTO and home24 SE
- Luxury: Breuninger and YOOX
- Baby & Kids Equipment: Amazon
Best Marketplaces for Specific Kids Categories
These are the best platform offering products for children in specific categories:
- Sports: Decathlon
- Toys: Amazon
- Home & Living: OTTO and home24 SE
- Luxury: Breuninger and YOOX
- Baby & Kids Equipment: Amazon
Market changes and developments
Exits from the Quadrant: This year has been particularly volatile due to bankruptcies and significant corporate changes. Consequently, several marketplaces have left the overview, although they may return in the future. These include Görtz Holding GmbH, FARFETCH, SportScheck, INNO, GALERIA Karstadt Kaufhof GmbH, GLOBUS, and THE KADEWE GROUP GmbH.
The hope is that these important marketplaces will survive and come back stronger. Until then, planning new integrations in these platforms remains uncertain.
Conclusion
In 2023, the bankruptcy of mytoys marked a significant shift in the market for baby and kids products. The current state of the market shows that it has not fully reorganized since then. With mytoys no longer in the picture, only Amazon has managed to fill the void, although the market still lacks a specialized marketplace dedicated exclusively to the baby and kids segment.