Marketplace Country Quadrants : Surprising Leaders, Missed Opportunities & Local Champions
Which country tops the chart in online spend per capita?
Where is Amazon not the dominant player?
And is Shein really the biggest fashion marketplace in Spain?
In her keynote at E-Commerce Berlin Expo 2025, Marketplace Universe co-founder Valerie Dichtl revealed surprising truths and untapped opportunities in the evolving European marketplace landscape. Drawing from the latest Marketplace Country Quadrants, she shares exclusive insights into how consumer behavior, cross-border growth, and platform dynamics vary across eight key countries — including Germany, UK, France, Spain, Italy, Netherlands, Switzerland, and Poland. Check out the full video of her presentation below!
💡 What you’ll learn:
- Why 69% of Europe’s cross-border GMV flows through marketplaces
- Which countries are quietly ramping up while others consolidate
- Who the most important generalist & category European marketplaces are — per country
- Why Germans have a lot of catching-up to do in cross-border sales
Beyond the hard numbers, Valerie explains how local heroes like Bol.com (NL) and Allegro (PL) outperform Amazon in their home markets — and why Shein has quietly become Spain’s largest fashion marketplace. The talk also sheds light on regional differences in marketplace share, online shopper penetration, and e-commerce maturity.
🎥 Watch the full Keynote here:
👉 Want to dive deeper?
Check out our dedicated Marketplace Country Quadrants — with detailed figures and our table of generalist and category-specific marketplaces here:
➡️ Germany | UK | France | Spain | Italy | Netherlands | Switzerland | Poland
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