These are the 64 most relevant European marketplaces for Home & Living 2025
Last update: 30.01.2025
2024 wasn’t an easy year for the home and living industry as a whole, and this is reflected in the e-commerce and marketplace development of the more mature markets. Growth has been slow or stagnant in this category in many European countries. Because of this, market share has to be acquired at the cost of competitors – which is why we have seen companies closing down their marketplaces, leaving countries where they couldn’t make the cut and several high-level mergers. But still there are new marketplaces to discover as specialist platforms open their doors or players from ajointing categories such as DIY stretch out towards the classical home & living categories.
Our “Marketplace Quadrant Home & Living” reflects this development: Our latest update marks a small growth, expanding from 58 marketplaces in March 2024 to now 64 entries. Let’s explore the key marketplace players of this industry.
What’s changed?
New generalists with a heart for home & living:
- CDiscount: the French omnichannel marketplaces also sports an interesting home & living section.
- Tesco’s: The supermarket chain intends to become UK’s Walmart – and that includes a furniture category.
- Skroutz: The Greek unicorn dominates this category in its home country
- Auchan and Carrefour: The French supermarket chains sport the a strong home & living category.
- heureka: Czechia’s local generalist hero who still stands up to Allegro’s onslaught.
- Hepsiburada: The Turkish generalist also sells small furniture and home accessories.
- Debenham’s: A British department store with a strong section for home wear.
- Fyndig: Swedish marketplace with an interesting home & living section.
Changes in the specialist section:
- Bed Bath & Beyond: New entry with a focus on home & living and a brand-new marketplace
- Obi Baumarkt: New German entry with a DIY focus but also interesting for certain home & living assortment
No longer relevant:
- blokker and kleertjes have stopped their marketplace.
- Afound and Outletcity Metzingen seem to have left the category.
- eprice has lost a lot of relevance in many categories over the last year, including home & living.
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.
- Skroutz: Noone serves the demanding logistics of this category in the many islands of Greece better.
- El Corte Ingles: The clear category winner in Spain.
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, Brico and B&Q enter the category with lamps, garden accessories and small furniture.
For Special and Niche Product Ranges
- Dutch player Naduvi is an off-price marketplace for the home and living industry.
- Cocoli focuses on second hand furniture.
Conclusion
The marketplace landscape of the Home & Living industry continues to evolve and mature. While we have seen struggling players and the closure of platforms, overall the marketplace industry is still gaining momentum, and new exciting players are ready to take on Amazon’s dominance. Now, 64 players form the Marketplace Quadrant Home and Living.
Interested in the marketplace landscape of other categories or certain European countries? Check out all our Marketplace Universe Marketplace Quadrants here!