Marketplace Country Quadrant UK 2026: The Return of the British Giants

The British market has evolved rapidly over the last years. From Europe’s powerhouse to post-Brexit decline to battle field for aggressive Chinese players to local heroes-playing field, outlook changed hard and fast in just a few years. ECDB’s data for 2026 now projects the UK e-commerce revenue to reach €167.09 billion in 2026. Following a period of relative cooling, growth is regaining serious momentum, projecting an impressive 6.4% year-over-year increase.

The level of market penetration is truly remarkable: nearly one in every three pounds (29.7%) in the UK is now spent online. In a country of 69.6 million people where internet penetration stands at a saturated 99.3%, “offline” retail is rapidly becoming an outlier. However, the most compelling trend is the “platform boom” led by domestic giants. Retailers like Tesco, Next, and John Lewis have aggressively adapted to the marketplace model and are now dominating the landscape. Our freshly updated Marketplace Country Quadrant UK 2026 reflects this shift.

What’s changed? The great domestic shift

Compared to the previous year, the face of the Marketplace Country Quadrant UK has shifted radically:

• Next & TikTok Shop: Both have officially ascended to the generalist tier. Next has completed its transformation into a broad-based platform, massively pushing its marketplaces as the main driver for growth. And TikTok Shop has expanded well beyond its initial niches to become a major force in categories like Food.
• AliExpress & Very: These players have been repositioned. AliExpress seems to be losing the battle against the determined local heroes and has lost its place among the generalists. It is still relevant in some categories but much less the attacker it was one year ago. Very’s marketplace is doing well, but in many marketplaces it has been overtaken by the stronger growth of competitors like Next, which is why we moved them to the category leader’s board for now. 
• The Brexit Filter: International Platforms (apart from Amazon and ebay) are struggling in the UK. ManoMano has disappeared completely from the quadrant, Zalando is nowhere to be seen, and Decathlon is fighting for their place on the category leader board. The bureaucratic friction of post-Brexit trade acts as a natural filter, weeding out cross-border actors lacking local infrastructure.

The 2026 Quadrant in Detail

Looking closely at the current Marketplace Country Quadrant UK, the balance of power is clearly defined:

Generalists

• Amazon & eBay: Defending their foundational roles as the ultimate market leader and re-commerce hub, respectively.
• Next & Tesco: The new gold standards for successful British platform strategies.
• TikTok Shop: The social commerce powerhouse now serving all major categories.
• Temu: Present, but far less dominant here than on the European mainland.

Specialists by Category

• Fashion & Shoes: Shein dominates the budget segment, while John Lewis and Very capture the curated lifestyle niche.
• Electronics: Back Market continues to capitalize on refurbished tech, flanked by Argos and OnBuy.
• Home & Living: A three-way battle between premium John Lewis, specialist Wayfair, and value-driven AliExpress.
• DIY & Garden: B&Q defends its top spot against a revitalized Argos and AliExpress.
• Sports: JD remains the benchmark, with Decathlon and John Lewis providing market breadth.
• Beauty & Care: TikTok Shop dominates this category, but as they ascended to the generalist tier, we also look at Superdrug, ASOS and Very to fill the niche.

Market Analysis: Marketplace Universe Opinion

The Marketplace Country Quadrant UK makes one thing abundantly clear: The British “Local Heroes” didn’t just crash the marketplace party; they took it over. With a staggering 94.4% of e-commerce revenue generated via domestic purchases, the UK is no longer a landscape for quick cross-border wins. If you want to succeed here, you have to commit to local platforms. The moat is deep, but thanks to the high digital affinity of British consumers, the potential for those who cross it is greater than ever.

Want to add your voice?

Did we miss an emerging player in our analysis? Help us make the quadrant even more precise for 2027!

Do you have anything to add to our country quadrant for the UK? Let us know!

Interested in a different country or a specific product category? Check out all our quadrants here!

Der Beitrag Top Marketplaces in the UK – Marketplace Country Quadrant UK 2026 erschien zuerst auf Marketplace Universe.

Amazon reports double-digit sales growth
In Q3 2025, Amazon posted net sales of $180.2 billion, up 13% year over year. Operating income was $17.4 billion (roughly flat YoY) and net income rose to $21.2 billion. Yet the marketplace giant faces mounting headwinds. Agentic & social commerce, U.S. customs policy effects, and seller fatigue could weigh on performance, argues Malte Karstan. More on Retail-Insight-Network (figures) and LinkedIn (Malte Karstan)

More News

eBay lifts Q3 revenue significantly
In Q3 2025, eBay posted revenue of $2.8 billion, up 9% compared to the same quarter last year. GMV also increased, up 10% to $20.1 billion. $597 million. Find out more on ValueAddedResource

Amazon tightens Prime criteria for the holiday season
To handle peak volumes, Amazon is adjusting Prime requirements between Nov 2, 2025 and Jan 10, 2026. This affects the countries in Germany, France, Spain, the Netherlands, Poland, Sweden, Belgium, and Ireland. The changes affect FBA, FBM, and Amazon Retail offers. More on Onlinehaendler-News (German)

Amazon intensifies competition with bol
Amazon will invest more than €1.4 billion in the Dutch market over the next three years. The company also recently announced an injection of more than €1 billion in Belgium. The goal: to win over shoppers and online buyers across the Benelux region in its battle with local market leader bol. See more on Ecommercenews

eBay & Condé Nast double down on pre-loved fashion
Through a global partnership, eBay becomes the official pre-loved partner of Condé Nast in the U.S., U.K., and Germany – aiming to further cement eBay’s position for high-quality pre-owned designer fashion. Read more on FashionNetwork 

AliExpress launches price-guarantee offensive
With its most extensive Brand+ program so far – covering brands, savings, and a best-price guarantee – AliExpress positions itself against Shein, Temu, Amazon, and eBay. For sellers, this likely means tougher price competition and margin pressure. To benefit, lean into dynamic repricing, tight competitor monitoring, and strong listings/services (e.g., bundles, faster delivery). More on Cedcommerce 

Resistance News

Shein opens a store in Paris
On November 1, Shein opened a store in Paris as a shop-in-shop at BHV. Like before Pimkie’s cooperation with Shein, the move faces heavy resistance: brand withdrawals from BHV, protests, and a petition with 100,000+ signatures. Political pressure is rising, too – a Senate bill targets ad bans for ultra-fast fashion and an environmental levy of up to €10 per item. Full story on WFAE

Don’t want to miss any news? Subscribe to our weekly newsletter!

Der Beitrag Marketplace Universe News 03.11.2025 – Amazon stays strong / AliExpress giant gains ground / Shein sparks protests in France erschien zuerst auf Marketplace Universe.

In a nutshell

AliExpress Europe is gaining strong momentum, evolving from a low-cost export site into a localized marketplace with EU warehouses and faster delivery. This article highlights the platform’s strongest markets by GMV and user reach, its top-selling categories, and how shopper behavior is changing across the continent. It also examines what this means for European brands and retailers — and whether AliExpress Europe is a chance or a challenge for them.
Time to Read: appr. 7 min

AliExpress in Europe: From Bargain Basement to Billion-Dollar Player

Once dismissed as a marketplace for cheap gadgets and fakes, AliExpress has quietly become one of Europe’s fastest-growing shopping platforms.
In 2025, the Alibaba-owned giant reached top marketplace rankings in Spain, France, and Portugal, with very high usage in several countries — especially across Southern Europe.

Behind this rise is a simple formula: low prices, faster delivery, and a new generation of value-driven shoppers who no longer care where a parcel ships from — as long as it’s affordable, traceable, and arrives quickly.

So what’s fueling AliExpress Europe’s momentum — and what should brands and retailers make of it?

From Factory Floors to European Doorsteps

Launched in 2010 as an offshoot of Alibaba’s B2B platform, AliExpress began as a cross-border export channel for Chinese manufacturers.
For much of the 2010s, its presence in Western markets was marginal, with activity concentrated in Russia, Brazil, and Eastern Europe.

That changed around 2018, when Alibaba invested heavily in European localization:

• Country sites in Spain, France, and Italy
• EU-based logistics via Cainiao
• Partnerships with influencers and local marketing pushes

Since 2022, those investments have paid off. AliExpress has climbed into top marketplace rankings in multiple European markets, combining factory-direct prices with EU delivery times.

Marketplace Universe Insight:
What started as a global outlet for Chinese factories has evolved into a localized retail channel — fast, flexible, and increasingly European in logistics and presentation.

What Europeans Buy on AliExpress

AliExpress’s strengths haven’t changed: it’s built for volume, variety, and value.
The best-performing categories remain those that travel easily cross-border and appeal to impulse buyers.

Top categories on AliExpress Europe:

• Apparel, fast fashion, and accessories
• Small consumer electronics and phone gear
• Home & kitchen gadgets, décor, and DIY tools
• Beauty accessories and low-cost cosmetics
• Toys, hobby products, and seasonal novelties

Because of the platform’s low-price orientation, listings are dominated by trend-led, commodity-style SKUs rather than premium branded products.
Yet the rise of official brand stores and EU-stock sellers signals a gradual shift toward more trust and consistency.

Who Shops on AliExpress — and Why It Matters

AliExpress attracts a price-sensitive but diverse audience. The platform’s transparency reports under the EU Digital Services Act (DSA) provide rare visibility into its European reach. See the full analysis of the EU Transparency reports for AliExpress, Shein, Temu and TikTok here!

By the numbers (HY1 2025):

• Spain: 72.5 % penetration
• Romania: 59.8 %
• Portugal: 50.1 %
• Lithuania: 129.5 % (multi-device usage likely)

Big markets by audience:
France (33.5 M users), Spain (35.6 M), Germany (25.8 M), Italy (19.7 M), Poland (14.7 M)

Fastest-growing markets:
Lithuania (+147.7 % YoY), Austria (+83.9 %), Czechia (+82.5 %), Sweden (+75.7 %), Romania (+60.1 %)

AliExpress Europe has moved beyond bargain hunters. The platform is winning mainstream users — including mobile-first, middle-income shoppers in Western Europe.

Where the Money Flows

AliExpress is no longer a marginal player. According to ECDB.com, its global GMV reached $639.3 B in 2024, up 33.5 % year-on-year, driven entirely by third-party sellers. That’s nearly 100× growth since 2014.

Top European markets by GMV (2024):

• France – $4.65 B (7.3 %)
• Spain – $3.99 B (6.3 %)
• Germany – $2.97 B (4.6 %)
• United Kingdom – $2.75 B (4.3 %)
• Italy – $2.60 B (4.1 %)

Other notable markets: Netherlands ($1.81 B), Portugal ($0.66 B), Poland ($1.39 B), Czechia ($0.40 B), Hungary ($0.37 B)

Category breakdown:

• Fashion: $19.8 B (31 %)
• Electronics: $13.3 B (21 %)
• DIY & Tools: $13.6 B
• Homeware & Leisure: $16.7 B
• Smaller segments: Groceries ($3.8 B), Personal Care ($2.0 B), Toys ($2.9 B)

Globally, Europe accounts for roughly 25–30 % of AliExpress GMV, making it a critical growth region behind China, the U.S. ($9.63 B), and South Korea ($6.85 B).

Marketplace Universe Insight:
The numbers are real — but so is the competition. To win on AliExpress Europe, brands need price discipline, fast delivery, and localized content.

How to Sell on AliExpress Europe

AliExpress remains one of the most accessible marketplaces for global sellers — but accessibility also means saturation.
To stand out, brands need to master both cost control and content localization.

Seller Landscape

• Individual sellers: Small merchants and entrepreneurs targeting global buyers
• Established brands: Increasingly using AliExpress to test new markets

Fees

• Commission: 5–8 %, depending on category
• Annual platform fee: $130–$1,300, depending on category
• Listing fees: None

Fulfillment

• Cainiao Network: Alibaba’s logistics backbone, offering AliExpress Standard Shipping and Cainiao Super Economy.
• Local+ Program (since 2025): Enables EU-based fulfillment from warehouses in Spain, France, Germany, Poland, and the UK, marked by a Local+ badge for faster delivery and returns.

Marketplace Universe Insight:
For European sellers, Local+ can be the difference between being seen as “cheap” or “trusted.” Faster delivery and local returns drive repeat purchases and better reviews.

Compliance, IP, and Customer Trust

Tax & VAT Compliance

Since July 2021, AliExpress applies the Import One-Stop Shop (IOSS) system for EU orders under €150 — collecting and remitting VAT directly.
For higher-value shipments, VAT and customs are handled at import.

Outside the EU, local tax rules apply (e.g., U.S. state sales taxes). Sellers must ensure compliance across all jurisdictions.

Intellectual Property Protection

AliExpress runs an IP Protection (IPP) platform where brands can register trademarks and report counterfeit listings.
However, enforcement gaps remain: the European Commission has criticized AliExpress for failing to fully prevent unsafe and counterfeit products.

Consumer Trust

Despite improvements in buyer protection and VAT handling, reputation remains AliExpress’s weak spot.
Frequent issues include delayed shipping, inconsistent product quality, and safety concerns.

To rebuild confidence, AliExpress offers:

• Buyer Protection Program: Refunds for undelivered or misrepresented items
• Escrow Payments: Funds released only after buyer confirmation
• Transparent Seller Ratings: Public reviews and order histories

Marketplace Universe Insight:
AliExpress Europe is walking a tightrope — balancing scale with trust. Its biggest challenge now isn’t logistics, but perception.

Should Retailers and Brands Pay Attention?

A tentative Yes — but selectively!
AliExpress Europe offers huge volume potential, yet not every brand will thrive there.

It’s an attractive channel for:

• Fast-fashion brands looking to expand their D2C reach
• Accessory, electronics, or DIY sellers with strong price competitiveness
• Value-driven categories with low returns and high SKU rotation

For premium or niche brands, the platform can serve as a market test lab — but reputation and pricing must be carefully managed.

Conclusion

AliExpress is no longer just “that cheap Chinese site.”
It’s now a serious European marketplace, blending low-cost sourcing with local logistics and billions in GMV.
For brands, the question isn’t if it matters — but how to use it strategically without compromising quality or trust.

28.10.2025 – Written by Ricarda Eichler and Ingrid Lommer

Der Beitrag The Rise of ALiExpress Europe erschien zuerst auf Marketplace Universe.

Temu Doubles EU Profit to $120M
The Chinese online e-commerce platform Temu doubled its pre-tax profits in its EU operations. The platform is reaching $120 million, according to its financial statement. Their profits increased 171% in 2024, compared with $44.1 million the year before. One reason:  customers wanted to buy its low-priced products, widely promoted on social media. See more on Theglobaleceonomics

More News

Temu and Shein’s European growth slows down
Around 50 percent of online shoppers in Germany, France, Italy, Spain and the United Kingdom have shopped at Temu or Shein this year. This seems to indicate that the growth of Temu and Shein in Europe is slowing down. The number of buyers has hardly changed compared to last year. Read more on Ecommercenews

La Poste cooperates with Temu
French logistics company La Poste wants to enable flexible delivery options in France and international fulfilment services through a collaboration with Temu. Small retailers in particular are expected to benefit from the new services. Find out more on PostandParcel

Italy wants to slow down Chinese low-cost platforms
Similar to Belgium’s recent move, Italy also wants to take action against cheap competition from China. The aim is to protect the local fashion industry from unfair competition. The plans target Temu and Shein, among others. See more on Reuters

Ulta Beauty launches marketplace business
Ulta Beauty has launched UB Marketplace in the US, expanding the retailer’s product range beyond its traditional beauty lines. The marketplace includes more than 100 brands from categories such as wellness, personal care, luxury, professional tools and global beauty products. See more on Digitalcommerce360

cross border News

Marketplaces generate over €247 billion in cross-border sales
In the 2024/25 financial year, the European cross-border e-commerce market achieved sales of €358.7 billion. 70% or €247.5 billion of which was accounted for by online marketplaces. The top five are Amazon, Temu, eBay, AliExpress and Etsy. Find out more on Ecommercenews

Don’t want to miss any news? Subscribe to our weekly newsletter!

Der Beitrag Marketplace Universe News 20.10.2025 – Temu Doubles EU Profit / Italy against Shemu / Ulta Beauty launches marketplace business erschien zuerst auf Marketplace Universe.

Zalando Expands into Portugal
Zalando has officially entered the Portuguese market to strengthen its position as Europe’s leading fashion and lifestyle platform. This move brings the company’s total footprint to over 25 markets. Portugal is one of Southern Europe’s fastest-growing e-commerce markets, driven by high smartphone penetration, rapid digital adoption and a growing appetite for international fashion brands. See more on LinekdIn 

More News

Temu Entered Germany’s Top 5 Marketplace Ranking
Temu grew by a rounded 300% from 2023 to 2024, propelling the marketplace upwards in the German ranking to fifth spot in 2024. This will not be without consequences for competitors. At the same time, Temu is facing trouble: the Federal Cartel Office has launched an investigation into the platform operator. The investigation concerns suspicions of illegal price fixing. Read more on ECDB (Top 5) and Zeit (Investigation, German) 

Belgium wants to accelerate international parcel tax
The Belgian government wants to take faster action against online retailers such as Aliexpress, Temu, and Shein and introduce the EU-wide parcel tax of €2 per shipment as early as 2026. The tax will apply to parcels from outside the EU with a value of up to €150. See more on Ecommercenews 

Two new marketplaces in Germany
French children’s fashion brand Verbaudet has launched its marketplace on the German market. And after a long development period, Bauhaus‘ DIY marketplace is finally live in Germany. Find out more on LinkedIn I (Verbaudet)  and LinkedIn II (Bauhaus, German) 

Spanish e-commerce rose by 18% in the first quarter
In the first quarter of the year, e-commerce in Spain reached more than €25.7 billion – an increase of 18.7% compared to the same quarter last year. The lion’s share of this goes abroad: 65.7% of online transactions ended up with foreign providers. Read more on Ecommercenews 

Logistic News

Amazon is the world’s leading logistics network
According to a report by Pristine Market Insights, Amazon Logistics is the largest global logistics provider: With a market share of over 18% worldwide, Amazon is ahead of UPD, FedEx, and DHL. See the full story on LinkedIn 

Don’t want to miss any news? Subscribe to our weekly newsletter!

Der Beitrag Marketplace Universe News 13.10.2025 – Zalando starts in Portugal / Temu among the top 5 in Germany / Verbaudet and Bauhaus launch marketplaces erschien zuerst auf Marketplace Universe.

These are the 24 most important marketplaces for selling to Switzerland!

Last update: 13.10.2025

Switzerland remains one of Europe’s most distinctive e-commerce markets: small in population, strong in purchasing power, and shaped by its position outside the European Union. The new Marketplace Country Quadrant Switzerland reveals how cross-border giants, local champions, and a wave of Chinese platforms are redefining what online shopping looks like in the Alps.

The Market

Switzerland counts around 9 million inhabitants and remains among Europe’s wealthiest nations with an average annual household income of €52,000 – far above the EU average.
According to the latest ECDB data, Swiss e-commerce revenue reached €16.1 billion in 2024, up +1.1% year-over-year, with an online share of 16.3% of total retail.

The top 5 online stores are Galaxus, digitec.ch, Zalando, Brack.ch, and Apple, confirming the dominance of electronics and fashion in Swiss e-commerce.

 Marketplace Momentum

Switzerland’s marketplace ecosystem is unique in Europe:

• It’s highly cross-border-driven, as many purchases flow through Amazon’s neighboring country portals (DE, FR, IT).
  
• Local hero Galaxus dominates almost every category, with its sister platform Digitec leading in electronics.
  
• Temu has shaken up the landscape with its massive entry into the Swiss market, jumping into Carpathia’s Top 50 online shops at rank 9 in 2024.
  
• The local Ricardo marketplace, long known for C2C, now attracts more and more professional B2C sellers.
  

While marketplaces account for a large share of online retail, Switzerland’s non-EU status still creates logistical and VAT-related hurdles for many foreign sellers.

What’s changed?

The new 2025 Quadrant represents a major revision with several structural updates:

• Temu joins the Generalists for the first time, reflecting its surge in traffic and sales across nearly all categories.
• Ricardo re-enters the Quadrant – despite its C2C roots, it now plays a major B2C role, especially in general goods and electronics.
• MediaMarkt, ZurRose, La Redoute and Vente-Unique have been removed as they are not yet operating as a marketplace in Switzerland (though MediaMarkt marketplace plans its launch in 2026).
• Manor now appears in the DIY & Garden and Beauty & Care categories, highlighting its growing online assortment.
• Several platforms (such as Globus, Home24 and Douglas) from the previous edition were removed due to decreased relevance

Overall, the 2025 update focuses more strongly on relevance and active marketplace functionality rather than brand familiarity.

The Top Marketplaces by Category

Generalist Marketplaces

• Amazon (DE, FR, IT) – The global giant serves Swiss consumers via its neighboring country sites, maintaining high relevance despite shipping limitations.
• Temu – A newcomer with explosive growth, Temu appeals to price-sensitive shoppers across all categories, especially fashion and gadgets.
• Galaxus – The undisputed Swiss champion and largest marketplace overall, combining wide assortment, strong logistics, and trusted local service.
• AliExpress – Popular among cross-border shoppers for low-cost imports, though shipping times and customs remain limiting factors.
• Ricardo – Once purely C2C, Ricardo has evolved into a hybrid model with thousands of professional B2C sellers.
• eBay – Still relevant for some categories (especially Home & Living and DIY & Garden), though overshadowed by local and Asian competitors.

Fashion

• Zalando – The #1 fashion marketplace in Switzerland with €1.6 billion in sales; dominant across softlines and accessories.
• Shein – Fast fashion leader among Gen Z, with strong traction and growing cross-category appeal.
• BestSecret – Swiss shoppers’ insider favorite for discounted premium brands and private sales.

Electronics

• Digitec – The go-to destination for electronics and hardware; unmatched in assortment and logistics.
• Manor – A local hero generalist which has lost relevance in the last year but remains interesting for some categories.
• Fnac – The French electronics specialist is relevant for the French-speaking part of Switzerland, too.

Home & Living

• Conforama – Another French competitor which attracts Swiss customers
• Etsy – A top choice for handmade, artisanal, and personalized goods, with a loyal Swiss community of creators and buyers.
• eBay – The 3rd party marketplace remains relevant in some categories.

DIY & Garden

• Digitec – Extends its electronics expertise to smart home and DIY tools.
• eBay – DIY & Garden is one of eBay’s strongest categories in all of Europe, and that is true for Switzerland as well.
• Manor – The traditional Swiss department store strengthening its marketplace model in DIY and home improvement.

Sports

• Zalando – Dominant in softline sportswear, footwear, and lifestyle segments.
• Decathlon – The European sports specialist doesn’t run a specific marketplace business in Switzerland, but exports from France and Germany.
• Manor – Another interesting category for the dwindeling local hero.

Beauty & Care

• Zalando – Expanding its beauty segment with a premium portfolio and strong brand curation.
• Manor – Local omnichannel hero with deep brand trust in beauty and fragrances.
• Shein – The Chinese platform is growing rapidly in beauty assortments.

Market Dynamics & Insights

The Swiss marketplace landscape is characterized by a mix of local dominance and international infiltration.

• Galaxus and Digitec remain unmatched locally – their integration, logistics, and brand trust are unparalleled.
• Amazon continues to serve Swiss consumers indirectly through its German, French, and Italian portals, which limits shipping efficiency but maintains strong relevance.
• Chinese platforms (Temu, AliExpress, Shein) have rapidly captured consumer attention with price-driven offers, particularly in fashion and lifestyle categories.
• DIY & Home remain underdeveloped marketplace segments, leaving room for expansion once logistics and customs barriers ease.

The entry barriers for foreign sellers (VAT registration, customs, import taxes) continue to protect local players but also slow marketplace innovation.

Explore More

Want to dive deeper into the evolving European marketplace map?
Explore our Marketplace Country Quadrants for Germany, France, Italy, and beyond – and subscribe to the Marketplace Universe Weekly newsletter for continuous updates.

Der Beitrag Marketplace Country Quadrant Switzerland erschien zuerst auf Marketplace Universe.

Discover how Amazon’s dominance in Europe is being challenged by Chinese platforms like AliExpress, Shein, and Temu. Explore platform penetration, growth, and regional trends in 2025.

The European e-commerce market is shifting faster than ever. While Amazon continues to hold a strong position in many countries, Chinese platforms such as AliExpress, Shein, and Temu are rapidly expanding their reach, particularly in Southern Europe and Central and Eastern Europe (CEE). The latest data from EU Transparency Reports reveals a striking trend: in several countries, Amazon’s dominance is being challenged as these Chinese platforms capture market share with aggressive growth strategies, competitive pricing, and localized offerings.

In this article, we dive deep into the numbers to uncover which platforms dominate which countries, where penetration is skyrocketing, and which markets are witnessing the fastest growth among Chinese platforms. We explore regional trends—from the Nordics to Southern Europe—and reveal a surprising insight: in countries where Amazon’s presence is weaker, AliExpress, Shein, and Temu are not just filling the gap—they’re expanding at record pace. By the end of this analysis, you’ll understand where Amazon remains unchallenged, which markets are turning into battlegrounds for Chinese marketplaces, and why AliExpress, often underestimated, is quietly becoming a European powerhouse.

Understanding “Penetration”: How Many Users Are Actually Using These Platforms?

When we talk about penetration, we mean the share of a country’s population that actively uses a given platform in a given period. For instance, if Amazon has a penetration of 65% in Germany, roughly 65% of German internet users visited or used Amazon in that period.

These numbers are sourced from EU Transparency Reports, published under the Digital Services Act (DSA). Under the DSA, Very Large Online Platforms (VLOPs)—platforms with more than 45 million monthly active users in the EU—must track their average monthly users per EU country using standardized methods and report them publicly at least twice per year. This ensures transparent, comparable data for platforms like Amazon, AliExpress, Shein, and Temu, allowing analysts and businesses to track market reach and growth across Europe.

Amazon: Still Strong, but Losing Ground in Some Markets

As of HY1/2025, Amazon remains dominant in Western Europe, with penetration rates of:

• Germany: 65.4%
• France: 53.8%
• Italy: 68.9%

However, Amazon’s position is less dominant in Poland (9.8%) and the Nordics, where penetration is significantly lower. In Sweden, Denmark, and Finland, Amazon’s share of the market is relatively modest, signaling opportunities for other players.

The Rise of Chinese Marketplaces

AliExpress: The Quiet Powerhouse

Often underestimated, AliExpress has a formidable presence in Europe:

• Spain: 72.5% penetration
• Italy: 33.4%
• France: 48.8%

Its strong growth in Italy (+8.0%) and France (+4.6%) indicates that AliExpress is expanding quickly, competing not just with Amazon but also with Shein.

Shein: Surging in Southern Europe

• Spain: 52.6% penetration, growth of +13.2 percentage points
• France: 39.8%, growth of +14.5 percentage points
• Poland: 24.1%, growth of +9.0 percentage points

Shein continues to expand rapidly in Southern Europe, especially in markets where Amazon’s growth has plateaued.

Temu: Breaking Out in CEE

• Poland: 36.2% penetration, growth of +37.5 percentage points
• Spain: 25.7%, growth of +34.0 percentage points
• Italy: 21.9%, growth of +29.0 percentage points

Temu is a relative newcomer but is growing faster than any other platform in Poland, signaling the strategic importance of CEE markets for Chinese platforms.

Regional Trends: Where the Competition Heats Up

Southern Europe: A Battleground for AliExpress and Shein

In Spain and Italy, Chinese platforms are capturing market share aggressively:

• AliExpress: 72.5% in Spain, 33.4% in Italy
• Shein: 52.6% in Spain, 39.8% in France

Amazon remains present but is no longer unchallenged. Southern Europe has quickly become a key battleground for these platforms.

CEE: Poland as a Growth Hotspot

Poland is witnessing a Chinese platform boom, led by Temu, with strong contributions from AliExpress and Shein. The country’s lower Amazon penetration creates a clear opening for newcomers.

Nordics: Amazon Holds, but Chinese Players Are Creeping In

In the Nordic countries, Amazon maintains a strong presence, but growth from Shein and AliExpress is visible:

• Shein: +1.0 percentage points in Finland
• AliExpress: steady growth, slowly increasing its footprint

While still dominated by Amazon, the Nordics show early signs of market diversification.

Weak Amazon, Strong Chinese Players: A Clear Pattern

The data reveals a direct correlation: where Amazon is weaker, Chinese platforms grow faster.

Poland: Amazon penetration 9.8%, AliExpress 40.2%, Temu 36.2%
Southern Europe: In Spain and Italy, AliExpress and Shein are dominant as Amazon’s growth slows

This trend shows that Chinese marketplaces are exploiting gaps in Amazon’s regional coverage, using competitive pricing, fast delivery, and localized assortments to gain traction.

Conclusion: Europe’s E-Commerce Landscape Is Changing

Amazon’s dominance in Europe remains strong in Western Europe, but the rise of Chinese platforms—AliExpress, Shein, and Temu—is undeniable. These players are growing rapidly in Southern Europe and CEE, capturing market share and challenging Amazon’s position.

For retailers, understanding these shifts is critical: markets that seem mature may already be turning into battlegrounds for fast-growing competitors. Meanwhile, AliExpress, often overlooked, is quietly becoming a powerful force in Europe, reshaping the competitive landscape.

As these platforms continue to innovate and expand, European e-commerce is entering a new era—more competitive, diverse, and dynamic than ever before.

Want to check out how the presence of the Chinese platforms changed with in our year? Find our last year’s analysis of the Transparency Reports Data here.

Der Beitrag Europe’s E-Commerce Shake-Up: How Chinese platforms Attack Amazon erschien zuerst auf Marketplace Universe.

Marketplaces in CEE: Central and Eastern Europe remain strongly growing markets with significant potential, especially in the marketplace business. But what does the marketplace landscape look like in the individual countries from Poland to Romania, from Greece to the Czech Republic? Supported by our partner Base, we have compiled the key players and highlighted where changes are taking place.

Little Amazon, a lot of Aliexpress and Temu

It is striking that Amazon plays only a minor role in Central and Eastern Europe – with the exception of Poland. There, Amazon ranks third behind the local hero Allegro and Aliexpress. Equally noteworthy: Aliexpress is strongly represented in all markets and is almost always among the top 5 marketplaces. In most countries, Temu and Shein are also strong players. In Poland, the Czech Republic, and Hungary, Vinted is also a firmly established player in the fashion segment and unrivalled in the second-hand sector.

Significant local heroes

The region is also characterized by diverse local heroes. The Allegro Group is the undisputed market leader in its home market Poland, but it is also strong in the Czech Republic, Slovakia, and Hungary. eMAG is the market leader in Romania and Hungary and has a strong position in Bulgaria. Heureka – originally from the Czech Republic – is now well established in many countries, including Slovakia, Hungary, and Romania. Heureka has also gained a strong foothold in the Adriatic countries Slovenia and Croatia. The Turkish marketplace Trendyol is also pushing into the CEE markets and is becoming more important in the Czech Republic, Romania, and Greece.

A special case is Alza: The status of the leading Czech online store Alza is unclear and can best be described as a selective dropshipping model. Therefore, the store is not included in our overview. 

And if you’d like to dive even deeper into the exciting markets of Central and Eastern Europe, listen to our podcast episode 113. In this episode, we discuss the latest developments and unique characteristics in the Poland marketplace landscape with Marcin Czyczerski, the former CEO of CCC/Modivo. Here’s the episode “LTM 113: The Polish Marketplace Landscape – or: Why no one can get past Allegro“.

The CEE countries in detail

The GMV figures are taken from the ECDB database.

Poland: All Allegro or what?

• The dominant player is Allegro with a GMV of €12.767 billion in 2024. Key categories are electronics, fashion, household goods, and beauty & care.
• Empik is an important marketplace for books, music, and media, with a GMV of €377 million in 2024. It has expanded into categories such as lifestyle products, toys, and fashion.
• Morele – originally a retailer for electronics and household appliances – has opened up to a marketplace model and reached a GMV of €195 million in 2024.
• Modivo is a rapidly expanding fashion platform belonging to the CCC Group. GMV in 2024 was €93 million.
• Growth is also seen in Fruugo’s multi-vendor marketplace model. GMV in Poland was €17 million in 2024.
• Ceneo is a price comparison site and therefore has been excluded from the marketplace overview.

Czech Republic & Slovakia: Eureka, I found it!

• The market leader is Heureka with a GMV of €1.596 billion. Originally the largest product search engine in Central and Eastern Europe, Heureka has also entered the marketplace world. It is strong in DIY, home & living, and electronics.
• The once well-known marketplace Mall was acquired by Allegro and absorbed into the Allegro Group. In 2024, Mall in the Czech Republic still generated a GMV of €139 million.
• Aukro combines auctions and marketplace functions, with Aukro Collecting & Art (for art, collectibles, antiques) and Aukro Bazar (for electronics, household appliances, clothing, etc.). GMV in 2024 was €273 million.
• Also noteworthy are the marketplaces of Kaufland (€115 million GMV), Decathlon (€91 million GMV), and Trendyol (€73 million GMV).
• Among the newcomers, Dr. Max (beauty & care) and Sportissimo (sports) have established themselves and achieved respectable revenues. The beauty platform WeWell, on the other hand, has disappeared from the market.
• Zoot operates only a marginal marketplace business, with the vast majority of its sales coming from its own retail. For this reason, we have also excluded Zoot from the overview.

Hungary: Led by eMag

• With a GMV of €438 million, eMag is the leading marketplace. It offers a wide range of products, with key categories including electronics, household appliances, toys, fashion, and beauty.
• Pepita.hu now has 2,400 online and offline partners offering products through its marketplace. The assortment is broad, with a focus on electronics, IT, household appliances, and DIY. The platform also operates in Romania, Slovakia, Poland, Bulgaria, Croatia, as well as in Germany and Austria.
• Allegro also acquired Mall here, which had a GMV of €18 million in 2024.
• The newcomer Fizz.hu has gained a foothold. This generalist belongs to OTP Bank, the largest local financial institution.
• Also noteworthy are Vinted (€117 million GMV) and MediaMarkt (€110 million GMV).

Romania & Bulgaria: Trendyol and Temu attack

• eMAG is the largest marketplace in Romania and dominates the market in categories such as electronics, fashion, household appliances, and toys. GMV in 2024 was €1.332 billion.
• OLX (C2C, general goods) is frequently used in Romania for buying and selling second-hand goods, from electronics to cars to real estate.
• CEL is a marketplace with around 1,800 partners and more than 1 million products, primarily in consumer electronics, household appliances/home & garden, and fashion. GMV in 2024 was €162 million.
• With its opening to marketplace operations, Vivre remains a newcomer as a platform for home décor and furniture.
• Trendyol (€223 million GMV) and Temu (€211 million GMV) are showing strong growth.
• The Heureka Group is well represented with its price comparison service Compari.ro.

Greece: No way around Skroutz

• With a GMV of €1.314 billion in 2024, Skroutz is the largest marketplace in Greece. Key categories are electronics, pet products, fashion, and groceries. The marketplace also serves countries such as Romania, Hungary, Poland, the Czech Republic, Slovakia, and Bulgaria.
• Public.gr has its roots in electronics, media, and books but has significantly diversified. Categories such as home & garden, toys, and beauty now also contribute significantly to revenues. GMV in 2024 was €224 million.
• Trendyol is also gaining ground in Greece, although its GMV of €57 million is still relatively modest.

Other countries: Croatia & Slovenia

Emerging markets also include the Adriatic countries such as Croatia and Slovenia. In Croatia, Kaufland.hr and Modivo are noteworthy. In Slovenia, the local hero is Mimovrste, a generalist, along with the hybrid marketplace Enaa. Skroutz is also known in Slovenia.

Conclusion: Key Takeaways from Central and Eastern Europe Marketplace Landscape

• Limited Amazon Presence: Amazon is minor in CEE, except for Poland, where Allegro and Aliexpress lead, highlighting the importance of regional players.
• Strong Local Marketplaces: Allegro, eMAG, Heureka, and Trendyol dominate, offering solid competition to international giants and driving regional growth.
• Second-Hand Platforms Rising: Vinted leads in second-hand fashion, especially in Poland, the Czech Republic, and Hungary, reflecting the sustainability trend.
• Diverse Market Opportunities: With newcomers like Temu, Trendyol, and Vivre, CEE offers growth potential for international brands adapting to local preferences.
• Future Growth: CEE remains a rapidly expanding region with numerous opportunities for brands to tap into emerging markets and diverse customer segments.

Do you want to compare the CEE markets with last year’s status? Check out our 2024 overview here.

Der Beitrag CEE hits different: Don’t miss these Marketplaces in Central and Eastern Europe! erschien zuerst auf Marketplace Universe.

These are the 24 most important B2C marketplaces for selling to POLAND – 2025 Update

Poland remains one of the most vibrant and competitive e-commerce markets in Europe. With strong local players, rising household incomes, and growing interest from international platforms, the country continues to be a dynamic landscape for marketplace sellers. Our updated Marketplace Country Quadrant Poland highlights the most important platforms brands and retailers should know in 2025.

The Market: Growing steadily, but with local guardrails

With a population of 36 million and an average household income of $23,000 (up 6% YoY), Poland has become a serious contender in European e-commerce. In 2024, total e-commerce turnover reached €17.7 billion, up 7.5% from the previous year. The online share of total retail stands at 14.6%, with room for further growth.

More than 60% of Polish consumers shop online regularly. Affordability remains a key driver, but interest in premium and specialized offerings is growing. The top five online stores in Poland in 2024 were:

• Allegro
• MediaExpert.pl
• AliExpress
• Amazon
• Temu

Four of the top five are marketplaces – underscoring the central role they play in Poland’s digital economy.

Marketplace Momentum: Local champions defend their turf

Marketplaces account for 50-60% of Poland’s total e-commerce volume. But what sets Poland apart is the strong position of local champions – most notably Allegro, which continues to dominate with a turnover 10x higher than Amazon.pl.

While Amazon, Temu, and AliExpress are gaining ground, they face significant resistance from established local ecosystems. Other local giants like Empik and Morele are also maintaining their foothold, especially in niche or specialized categories.

That said, the competitive landscape is heating up – and new category dynamics are emerging.

What’s changed since last year?

There have been only minor changes to our Poland quadrant in 2025, but they’re telling:

Exits

• Castorama dropped out of Home & Living – overtaken by Shein in relevance.
• Modivo lost its spot in Beauty due to Shein’s growing footprint in that category.

New Entries

• Modivo has been added back – this time in the Fashion box, where it continues to perform strongly.
  

Observations

• Morele is now relevant in three categories: Electronics, DIY & Garden, and Sports (especially for electronics-based fitness gear).
• Vinted was removed from the quadrant but remains highly relevant as a second-hand and off-price channel in Fashion and other soft categories.
• Farfetch is an interesting niche player in high-end Fashion.
• Shein continues to expand, gaining ground in Fashion, Beauty, and Home & Living, but growing more slowly than in Western Europe.

The most important marketplaces in Poland – 2025

Generalists
Allegro, Amazon, AliExpress, Temu, Empik 

Fashion & Shoes
Zalando, Shein, Modivo

Electronics
Morele, MediaMarkt, eBay

Home & Living
Black Red White, Leroy Merlin, Shein

DIY & Garden
Leroy Merlin, Castorama, eBay

Sports
Decathlon, Zalando, Morele

Beauty & Care
Douglas, Zalando, Shein

Poland’s Unique Market Dynamics

Poland’s e-commerce market is maturing, but its trajectory is different from many Western peers. Local players still dominate – not just Allegro, but also large retailers without marketplaces, such as Doz.pl (Beauty), Media Expert (Electronics), or Oponeo (Auto Parts), which remain highly competitive and limit the growth of foreign newcomers.

The lack of local marketplace conversions from these retail giants means global players are stepping in – but slowly and with mixed results. Amazon is still not seen as a leader in Fashion, and Shein’s expansion is notably slower here than in Spain or France.

That said, the demand for variety and cross-border access is growing, which could shift dynamics over time.

Explore More

Compare this quadrant with others: Check out our Marketplace Country Quadrants for Italy, France, Spain, or the Netherlands to see how market dynamics differ across Europe.

Visit our Quadrants Main Page to explore category-based and country-based analyses.

Do you have anything to add to our country quadrant for Poland? Let us know!

Der Beitrag Marketplace Country Quadrant Poland erschien zuerst auf Marketplace Universe.

These are the 24 most important B2C marketplaces for selling to SPAIN

Last Updated: 12.08.2025

Spain continues to be one of Europe’s most exciting and fast-evolving e-commerce markets. With strong year-on-year growth and a highly dynamic competitive landscape, marketplaces are becoming increasingly central to digital commerce in the country. Our newly updated Marketplace Country Quadrant Spain highlights the most important platforms brands and retailers should know in 2025.

The market: A high-growth environment with room to grow

Spain is the fourth-largest e-commerce market in Europe. In 2024, e-commerce turnover reached €32.6 billion, growing by 13.2% over the previous year. The online share of total retail sits at 12%, leaving plenty of room for continued expansion.

Around 60% of the Spanish population shop online regularly, a number that keeps rising each year. The strongest categories remain fashion and electronics, but food, home, and DIY are gaining traction and becoming more relevant than in many neighboring countries.

The top 5 online stores in Spain in 2024 by turnover were:

• Amazon
• AliExpress
• Shein
• Carrefour
• Temu

All five are marketplaces — a clear sign of how central platforms have become to Spanish e-commerce.

Marketplace Momentum: Rapid development and global domination

Spain’s marketplace landscape has developed at breakneck speed over the past three years. The COVID-19 pandemic gave marketplaces an extra push — and they haven’t slowed down since. While local marketplaces exist, the market is dominated by foreign players, especially from the US and China.Even the most relevant local platforms, El Corte Inglés and PC Componentes, face heavy competition from international giants.

What’s changed since last year?

Several changes in platform relevance and positioning have led to a reshuffling of our quadrant:

• Exits:
  • Privalia, Brico Depot, Sprinter, Conforama, and Maisons du Monde lost relevance and were removed.
  • Alcampo/Auchan was displaced by Carrefour, which is now much stronger across categories.
• New entries:
  • Carrefour gained enough relevance to be placed among the generalists.
  • Vinted was added to the Fashion category due to increasing B2C second-hand activity.
  • TradeInn joins the Sports category after a strong year.
  • Veepee was added in both Home and Beauty due to rising traffic and turnover.
• Re-positioning:
  • Shein is no longer just in Fashion — it now appears in Home & Living, Beauty, and Sports as well. It nearly made the Generalists box but remains listed in categories due to a more focused impact.
  • eBay dropped from the Generalists box but remains somewhat relevant in DIY, Home & Living and Electronics.

The generalists

Amazon continues to dominate all categories, while AliExpress, Temu, and Shein reflect the increasing power of Chinese platforms. Carrefour’s growing importance in several categories pushed it into the generalists list. Miravia is also gaining traction quickly, especially in fashion and electronics. Local hero El Corte Ingles is the only Spanish player in the Generalists’ box.

The Chinese front

Shemu has taken the Spanish market by storm. Shein has catapulted itself to second place among the top-selling online shops in Spain within two years and dominates the fashion industry. It’s no wonder that the Shein marketplace, which only opened in April 2024, has already thrived in Spain and that many products from Western premium brands have found their way to the Spanish offshoot via a wide range of channels. This makes the Spanish market a difficult one for fashion brands because it is extremely price-sensitive. Temu has also become indispensable in Spanish e-commerce after only a year on the market. 

The specialists

Fashion & Shoes

• Shein
• Zalando
• Vinted

Shein is the top player here, surpassing all competition in fashion turnover — even Amazon. Zalando remains strong, while Vinted represents the growing second-hand trend, with B2C sales on the rise.

Electronics

• MediaMarkt
• PC Componentes
• Backmarket

MediaMarkt and PC Componentes are trusted names in Spain. Backmarket maintains relevance with its refurbished offering, but lost its spot in some other countries.

Home & Living

• Shein
• Veepee
• eBay

Shein’s low prices and aggressive expansion give it a foothold in home goods. Veepee‘s promotional model and strong presence in Spain make it a valuable channel. eBay remains a broad-use platform, especially for niche and second-hand goods.

DIY & Garden

• eBay
• ManoMano
• Leroy Merlin

Leroy Merlin continues to be the most prominent DIY marketplace in Spain. eBay and ManoMano are widely used for tools and supplies. Other platforms have struggled to gain a foothold.

Sports

• Decathlon
• Shein
• TradeInn

Decathlon still dominates sports equipment and apparel. Shein is gaining ground in fashion-related categories. TradeInn, based in Girona, has had a successful year and is becoming a serious player.

Beauty & Care

• Shein
• PromoFarma
• Veepee

PromoFarma continues to build relevance as a marketplace for health and pharmacy products. Veepee also plays a growing role in discounted beauty items.

Explore more

Curious how Spain compares to other major European markets? Dive into our updated Marketplace Country Quadrants for
France, Italy, Germany, Poland, UK, Switzerland and the Netherlands – each offering a detailed look at the most relevant marketplaces per category on our Marketplace Quadrants main page.

Do you have anything to add to our country quadrant for Spain? Let us know!

Der Beitrag Marketplace Country Quadrant Spain erschien zuerst auf Marketplace Universe.