These are the 71 most relevant European marketplaces for Home & Living 2025
Last update: 28.07.2025
After a challenging year in 2024, the Home & Living category is slowly picking up speed again in European e-commerce. According to ECDB.com, online sales in this category are accelerating in most European countries. Still, the marketplace landscape remains fragmented, with a wide range of business models competing for user attention and brand partnerships: from generalists and specialists to off-price platforms, department stores, and retailers from adjacent categories such as DIY.
The updated “Marketplace Quadrant Home & Living” now includes 71 marketplaces, up from 64 in the previous edition. While some players had to be removed due to low relevance or business model changes, others have entered or gained new importance in the category.
What’s changed?
New entries:
- 1stDibs: Premium/luxury vintage furniture and interior design
- Catawiki: Online auction platform with a strong design and home decor segment
- Elkjop: Leading generalist in Norway with a broad Home & Living range
- Empik: Polish generalist platform with growing category relevance
- John Lewis: Department store with a highly curated marketplace for Home & Living
- ManoMano: Initially DIY-focused, now more relevant in Home & Living
- Morele: Generalist platform from Poland entering the quadrant
- Praxis: DIY retailer active in outdoor and garden furniture
- Privalia: Off-price platform with strong home and decor category
- Next & Very: Important UK-based generalists with strong Home & Living share
- Worten: Generalist in Portugal with a broad offering including furniture and decor
No longer relevant:
- De Bijenkorf: Closed all international shops, shrinking turnover in NL & BE – relevance continues to decline
- Limango: Low relevance in Home & Living.
- Loos5: Removed, not a marketplace (as far as we know).
- Secret Sales: Removed, as Home & Living offering is minimal and limited to home decor.
The Most Important International marketplaces
The European Home & Living marketplace landscape is still very regional, and in lack of international players – apart from Amazon of course. AliExpress and ebay play a certain role in some countries but are nowhere close to Amazon’s dominance. Wayfair has dropped its ambitions in that regard with its complete exit from the German market. Austrian home & Living retailer and marketplace provider XXXLutz might fill the gap: The company took over online pure-player and marketplace home24 in 2023, and announced the take-over of its German competitor Porta Group (which also includes Czech player Asko) in November 2024.
Strong local Heroes
- Otto: Home & Living is traditionally the strongest category for the German player.
- Allegro: Dominates the category in Poland, Czechia and Slovakia, and has now started in Hungary as well.
- Bol: The clear category winner in the Netherlands and Belgium.
- Otto: A German generalist with a strong presence in Home & Living, nearly matching Amazon’s position.
- Skroutz: Noone serves the demanding logistics of this category in the many islands of Greece better.
- El Corte Ingles: The local generalist alternative in Spain.
- Worten: Generalist player for Portugal
- Very and Next: Both generalistic players for UK, both with relatively new marketplaces, but aiming for slightly different price ranges.
The Specialists
The distinct challenges of this category provide room for interesting specialist marketplaces:
- Wayfair may have lost the battle for Germany but still stands strong in UK
- XXLutz and home24 combine offline and online power in the DACH region.
- Maisons du Monde has been struggling financially, but is still relevant in France, Italy and Switzerland.
- Conforama has launched its marketplace in 2024 and seems to be doing very well but has found a strong competitor in new player BUT.
- fonQ and Leen Bakker run strong in the Netherlands.
- Black Red White is an interesting player in Poland.
- DIY players Leroy Merlin, Praxis, OBI, Brico and B&Q enter the category with lamps, garden accessories and small furniture.
Where business models collide (and thrive)
The Home & Living marketplace landscape has become a battleground of competing models. Off-price platforms like Naduvi, Privalia, Kiabi, 1stDibs, and Brand Alley offer premium products through discount-driven, outlet-style approaches. At the same time, traditional department stores such as John Lewis, Next, Debenhams, le BHV Marais, Manor, Ahlens, Globus, Breuninger, Wehkamp, Leen Bakker, and XXXLutz continue to serve the premium market with curated, brand-rich assortments. Meanwhile, the number of pure-play online specialists is relatively low, but key players like home24, Bed Bath and Beyond, HomeDeco, fonQ, Black Red White, BUT, and Maisons du Monde still play an important role. Retailers from adjacent categories—especially DIY giants like B&Q, Obi, ManoMano, Leroy Merlin, Praxis, and Brico—are increasingly present in Home & Living, particularly in garden furniture, lighting, and storage.
To reflect these nuances more clearly, we slightly repositioned some marketplaces within the quadrant. Off-price platforms that focus on premium assortments (e.g., Naduvi, Brand Alley) now appear further to the right.
Conclusion
Despite continued consolidation, the Home & Living category still offers a dynamic and evolving marketplace environment. Growth is picking up again, and brands continue to find new opportunities—especially in the premium, off-price, and adjacent DIY segments. With 71 relevant marketplaces now identified, this version of our quadrant shows just how diverse and fast-moving this space remains.
Interested in the marketplace landscape of other categories or certain European countries? Check out all our Marketplace Universe Marketplace Quadrants here!