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!

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These are the 47 most relevant B2C marketplaces for Fashion & Shoes in Europe in 2026

Last update 17.04.2026

The state of the European fashion market

Fashion remains the largest e-commerce category in Europe — but the headline numbers only tell half the story. According to ECDB, the market reached €149.4bn in 2024, is expected to grow to €156.6bn in 2025, and will hit €165.7bn in 2026. Online penetration keeps climbing alongside it, moving from roughly 35% in 2024 to nearly 38% in 2026. On paper, that looks like stable, predictable growth. In reality, it isn’t.

A disproportionate share of that YoY growth sits with a handful of players — most notably Shein and Temu. Add Zalando and a few strong regional platforms like OTTO, bol, Skroutz or Allegro, and you already cover most of the momentum. Behind those platforms, the picture changes.

For much of the mid-market, the last two years have been difficult — squeezed between rising competition, high return rates and constant pressure on margins. The moderate growth expected for 2026 doesn’t suggest that this will ease anytime soon.

Growth is still there. But it’s no longer evenly distributed.

And that has consequences for how the marketplace landscape evolves. Fashion combines massive scale with extreme assortment complexity: sizes, colours, seasons, styles, men’s, women’s, kids. Add to that the fact that marketplace models have been embedded in fashion for years, and the result is a category that doesn’t collapse into a handful of dominant platforms. It spreads across global generalists, fashion-first marketplaces, off-price ecosystems, recommerce players and highly specialised niches — all operating at the same time.

A leaner quadrant — but not a small one

Compared to the 2025 edition, we have significantly reduced the number of platforms: from 66 marketplaces to 47 in 2026.

Not because the market shrank. But because we stopped pretending everything is equally relevant. We applied stricter criteria — focusing on real marketplace activity, clearer platform structures and actual commercial relevance. But at the same time, fashion doesn’t lend itself to a purely data-driven filter: Too many platforms operate in hybrid models. Too much activity happens in places that don’t fully show up in clean KPIs. And too many decisions are still driven by where brands actually sell — not where models say they should.

That’s why this update combines data with direct input from our Marketplace Universe Fashion Community. And integrated knowledge directly from the field.

And one more thing we changed: the X-axis. We moved away from “Budget Segment → Luxus/Premium” and now use Price Driven → Brand Driven — because it better reflects how brands and sellers actually navigate this landscape.

What’s changed?

The lower-priced end of the market has become impossible to ignore. Shein, Temu and AliExpress are no longer fringe cases or uncomfortable additions. They are structural forces in European fashion.

At the same time, off-price has become more visible as its own ecosystem. Best Secret, Veepee, Privalia, Showroomprivé, Secret Sales, DreiVIP, Afound and Dress-for-less are not just stock clearance channels. They are part of how fashion inventory is redistributed at scale.

Recommerce is getting bigger — but still finding its place. The business models like Vinted and Vestiare Collective are evolving fast, and a lot of players from outside the category are trying to get a piece of it too. Watch this space.

There are some marketplaces we deleted from our Fashion Quadrant from last year, because they are not really relevant –  yet or anymore –  for the Fashion Category in Europe. So whom did we delete from this overview? sarenza, Outletcity Metzingen, Yoox (not operating as a marketplace anymore), van Graaf, BrandAlley, Clubefashion, trendyol (mainly in Turkey), avocadostore, Ahlens, M&S, Galeries Lafayette, de Bijenkorf, Harvey Nichols, Harrods, Globus, Douglas, very, ellos, Modivo, Le BHV/Marais.

First time on the quadrant: Vestiaire Collective, Vinted, AliExpress, Frasers Group & TikTok Shop 

And then there is the growing cluster of hybrid specialists and fashion-led marketplaces: Zalando, About You, breuninger, Next, La Redoute, Miinto, Fashionette, Fashion Days, WE Fashion, ASOS,  and others. Different models, different strengths — but all relevant enough for some use cases to remain in the big picture.

The most important players

A few platforms still define the shape of the market.

Zalando remains the clearest reference point for fashion marketplaces in Europe. It combines scale, platform logic and a strong brand environment more convincingly than almost anyone else.

About You continues to build beyond its home region and has become one of the most important fashion-native marketplace players in Europe.

Amazon remains unavoidable. Not because it is the most fashion-specific platform, but because of its scale, traffic and role in basics, repeat purchases and price comparison.

A highly differentiated ecosystem

What makes the fashion marketplace landscape so difficult to compress is exactly what makes it so interesting: there is no single winning model.

At one end, you have price-driven generalists such as AliExpress, Temu, Allegro and eMAG. These platforms compete through scale, low prices and broad reach.

Then there are the large generalists with stronger local roots or more curated environments, including Amazon, eBay, Kaufland, Miravia, Galaxus, bol, OTTO, Skroutz, El Corte Inglés, John Lewis and Manor.

But fashion in Europe is not defined by generalists alone.

A large part of the category is carried by platforms that are much more fashion-specific – and price-driven. Shein has become the clearest example of a highly price-driven specialist. Showroomprivé, Vinted and Spartoo also play in that broader space, albeit with very different models.

The off-price segment follows its own rules. Best Secret, Veepee, Privalia, Secret Sales, DreiVIP, Afound and Dress-for-less are all built around deal logic, inventory pressure and brand offloading.

And then there is the broad group of more brand-led or segment-led fashion specialists: About You, Happy Size, H&M, Humanic, TikTok Shop, Limango, WE Fashion, Next, ASOS, Debenhams, Frasers Group, Fashionette, Fashion Days, INNO, Miinto, Wehkamp and La Redoute.

Finally, the right edge of the market remains reserved for the clearest fashion-first and brand-led environments: Zalando, Vestiaire Collective, Breuninger and Farfetch.

Conclusion

The 2026 update shows a more edited, curated view of the marketplace landscape for fashion & shoes. We cut the number of platforms from 66 to 47 — not to flatten the category, but to make the landscape more readable without losing what makes fashion different. Because fashion marketplaces in Europe stretch across price logic, brand logic, off-price, recommerce, niche positioning and local heritage. That makes the category messier, but also leaves plenty of room for growth opportunities and profitable niches aside from the big players.

Check out all our other Category and Country Quadrants here!

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These are the 33 most relevant European B2C online marketplaces for Consumer Electronics in Europe

Last update: 26. February 2026

Market overview: Consumer Electronics E-Commerce in Europe

Consumer electronics is not just another retail category. It is the stress test of European e-commerce.

According to ECDB, online revenues in European consumer electronics reached €152.2bn in 2024, grew to €164.0bn in 2025 and are forecast to hit €175.4bn in 2026. After the pandemic spike and a brief stagnation phase, growth has normalized — but it has not disappeared. The category has returned to structurally stable growth, not temporary hype.

What matters more than growth, however, is penetration. Close to 40% of electronics retail in Europe now happens online. Electronics is one of the most digitalized product segments in European retail.

And electronics behaves differently.

Price transparency is extreme. Specifications are standardized. Comparison logic dominates. In such an environment, marketplaces naturally capture a significant share of transactions — especially through 3P models. A large portion of online electronics volume flows through platforms where algorithmic ranking and Buybox dynamics define visibility.This is not a cozy market. It is structurally competitive. And that is precisely why a curated Marketplace Quadrant Electronics is more relevant than ever.

The new quadrant: Why we rebuilt it

We rebuilt the Marketplace Quadrant Electronics because both the data and the market matured.

Two years ago, category-level marketplace data was limited. Today, with ECDB, we have filtered GMV by category, visible 3P shares and cross-country comparability. That allows us to set hard thresholds — including ≥ 80m USD filtered GMV in Electronics and a meaningful 3P structure.

Instead of mapping “everything that exists,” we now filter first, then interpret.

The result: roughly 30 structurally relevant platforms — not 60 logos without hierarchy.

The axes remain intuitive (Price-Driven vs. Brand-Driven; Generalist vs. Specialist), but the underlying selection is far stricter and data-based. In Electronics, “Brand-Driven” also implies service depth, repair capability and retail competence — not luxury positioning.

If you want to understand the exact KPI logic and selection process behind the Marketplace Quadrant Electronics in more detail, you can read our full methodology here:
[Read our detailed Quadrant Methodology]

The most important players

International generalists

As in previous years, generalist marketplaces dominate the electronics category, thanks to their wide reach, high traffic volumes, and aggressive pricing strategies.

• Amazon remains the structurally dominant marketplace in European electronics. Its scale, Prime ecosystem and seller infrastructure make it unavoidable in nearly every country.
• eBay combines price competition with a strong refurbished and recommerce presence. It remains structurally relevant for secondary markets and cross-border volume.
• AliExpress operates on a clearly price-driven logic, focusing on aggressive value positioning. It is structurally important in entry-level and cross-border electronics trade.
• Temu represents the extreme of price-driven marketplace logic. Its expansion into electronics reinforces price pressure across Europe.

Local Heroes

• Allegro (Poland) is the structural backbone of Polish e-commerce and highly price-driven in electronics. For brands active in CEE, it is often more relevant than international platforms.
• bol (Netherlands & Belgium) is deeply embedded in the Dutch and Belgian markets. Its marketplace structure makes it central for electronics distribution in the Benelux region.
• OTTO (Germany) has expanded its marketplace significantly and positions itself slightly more brand-driven than pure price platforms. Its curated seller structure differentiates it from hyper-competitive marketplaces.
• Kaufland (DACH & CEE) is quite price-driven and cross-border oriented. It has become a relevant challenger in Central and Eastern Europe, but is now also reaching out to France and Italy.
• Galaxus (Switzerland & Germany) is traditionally strong in Switzerland and has grown significantly in Germany through Galaxus.de. It differentiates through structured data and curated presentation.
• Cdiscount (France) remains a price-competitive French marketplace with significant electronics volume. It plays a strong role in mid-market and promotional segments.
• Fnac (France, Iberia) combines marketplace logic with strong retail and advisory DNA. It sits more on the brand-driven side due to service orientation and category competence.
• Trendyol (Turkey) has expanded its electronics marketplace significantly and operates largely on a price-driven logic. It is structurally central for the Turkish market.
• Hepsiburada (Turkey) integrates marketplace and retail elements and remains a central Turkish platform for electronics.
• eMAG (Romania & CEE) is a structural leader in Romania and surrounding markets. It is a key marketplace backbone in CEE.
• CDON (Nordics) operates as a Nordic marketplace with cross-border focus. Electronics is one of its most visible and competitive categories.
• OnBuy (UK) is strongly price-driven and focused on marketplace volume in the UK. Electronics is one of its most prominent traffic drivers.

Electronics Specialists

• MediaMarktSaturn (DACH & Europe) combines marketplace expansion with retail infrastructure, installation services and after-sales capabilities. Service depth and retail competence position it slightly on the brand-driven side.
• Boulanger (France) positions itself as a service-oriented electronics specialist with advisory focus. Its differentiation lies in retail competence, not just price.
• MediaExpert (Poland) launched its marketplace in autumn 2025, adding a new structural player to the Polish market. It remains price-competitive but category-focused.
• Unieuro (Italy) is an Italian electronics specialist with marketplace development underway. It balances price competitiveness with growing service orientation.
• Teknosa (Turkey) is a Turkish electronics-focused retailer with marketplace expansion. Its positioning remains largely price-driven.
• PC Componentes (Spain) is deeply rooted in electronics and IT. Technical assortment depth is its core strength.
• LDLC (France) represents one of the strongest technical specialists in Europe. Its positioning is clearly brand- and competence-driven, especially in IT and gaming hardware.
• Morele (Poland) is a price-driven electronics specialist in Poland, particularly strong in IT components.
• Argos (UK) is a major UK retail player with a comparatively young marketplace structure. Its marketplace model is still evolving.
• Elkjøp Group (Nordics) operates with its three retail brands ElGiganten, Gigantii and Elkjop across the Nordic region as a strong electronics specialist. Retail remains central, with marketplace elements complementing the model.
• Digitec (Switzerland) is an electronics-focused specialist with strong structured assortment. It sits slightly more on the brand-driven side due to technical depth.

Recommerce Specialists

While many CE retailers are also offering second hand and refurbished products (MediaMarktSaturn stands out in particular), there are specialist platforms that solely focus on recommerce.

• Back Market emphasizes quality control and trust in refurbished electronics. Its differentiation lies in structured trust architecture.
• Refurbed combines refurbished electronics with visible quality assurance. It competes on credibility as much as on price.
• Vinted remains a generalist platform but has growing relevance in electronics resale. Trust and community logic define its positioning more than service depth.

Outlook 2026: Price transparency meets Agentic pressure

Electronics is the category where Agentic Commerce will hit first — and hardest. Because products are comparable and specifications are standardized, AI agents can optimize selection almost instantly. They filter, rank and decide based on structured data and price-performance logic. In such an environment, hyper-fragmented marketplace landscapes lose relevance. Volume concentrates. Visibility concentrates. Structural strength wins.

That does not mean only the biggest survive. It means the clearest models survive:

• Platforms with scale and data density.
• Specialists with real service or technical competence.
• Recommerce players with credible trust architecture.

What will struggle are the half-hearted marketplace add-ons — the platforms that exist, but lack structural depth.

Europe does not need 200 electronics marketplaces. It likely does not even need 30 in the long run.

The Marketplace Quadrant Electronics 2026 does not predict who will survive. But it makes one thing clear: consolidation is not a theory — it is a structural consequence.

Key Takeaways: Marketplace Quadrant Electronics 2026

• European consumer electronics e-commerce is approaching €175bn in 2026 and remains one of the most digital retail categories.
• A significant share of volume flows through 3P marketplace models, reinforcing platform dominance.
• Roughly 30 marketplaces meet our structural relevance criteria for the Marketplace Quadrant Electronics 2026.
• The market is dominated by powerful international and local generalists — yet strong electronics specialists retain defensible positions.
• Electronics remains highly price-driven, but service depth and retail competence create meaningful differentiation.
• Recommerce platforms are structurally embedded in the ecosystem.
• Agentic Commerce is likely to accelerate consolidation and reward structural clarity over marketplace inflation.

Have we missed a marketplace? Do you have any input to add to our quadrant? Let us know!

Check out all our other Marketplace Category and Country Quadrants here!

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These are the 50 most relevant European marketplaces for Beauty & Care (2025 Update)

Last Update: 19. September 2025

The Beauty & Care category continues to evolve rapidly, with more retailers and platforms pushing into the market. Despite increasing competition and growing regulation, especially around pharmacy-linked products, Beauty & Care remains one of the most dynamic verticals in European e-commerce.

Our updated Marketplace Quadrant now includes 50 marketplaces, up from 47 in 2024. The growth is mostly driven by platforms from outside the traditional beauty industry who are expanding their assortments to include personal care and cosmetics. The quadrant includes everything from pure beauty players to pharmacy marketplaces, fashion platforms and generalists.

What’s new?

New entries:

• Temu: Now active in the beauty segment with aggressive pricing and high visibility.
• AliExpress: Offering a large assortment of low-price cosmetics and accessories.
• TikTok Shop: The emerging platform for viral beauty brands, especially in Gen Z.
• Next & Very (UK): Both generalists include substantial beauty categories and are pushing their young marketplaces.
• John Lewis (UK): Premium department store with curated beauty offering and a new marketplace.
• Skroutz (GR): Greek unicorn marketplace with a notable presence in care and cosmetics.
• La Redoute: French lifestyle platform with a growing beauty assortment.
• n11 (TR): Turkish generalist active in various beauty categories.
• Etsy: Growing segment of handmade and indie beauty brands.

Removed:

• eMAG: No longer relevant as a marketplace in Beauty & Care.
• de Bijenkorf: Market relevance too low.
• 24S: Discontinued marketplace operations.
• Modivo: Not active in beauty.
• Afound: Shut down.
• H&M: Beauty no longer offered via marketplace model.
• Sephora: Not operating a true marketplace.

The European Beauty & Care Marketplace Landscape

While some specialist platforms have struggled or disappeared, others are gaining ground:

• Amazon remains the key international player with beauty and care as core categories.
• Douglas is among the few focused beauty/care marketplaces. A powerhouse in offline retail, the marketplace has nevertheless been struggling to gain momentum.
• DocMorris and Redcare Pharmacy (formerly Shop Apotheke) continue to expand as a hybrid pharmacy/marketplace model.
• Zalando and Asos both offer wide beauty selections, tapping into existing fashion audiences.
• TikTok Shop is rapidly becoming a launchpad for beauty brands.
• Temu, AliExpress, and Shein are attacking the category from the low-cost end.
• Veepee, Showroomprive, and BrandAlley are relevant off-price players.
• fnac and Skroutz show how generalists can build beauty relevance with regional strength.
• PerfumesClub, and Carethy continue to serve select customer bases with a clear focus on beauty.

Where business models converge

The Beauty & Care quadrant brings together a wide mix of business models. Pure beauty platforms such as Douglas or pharmacy-based marketplaces like Redcare share the stage with international mass players like Amazon, Shein, Temu, and AliExpress. Fashion marketplaces such as Zalando, Asos, and La Redoute continue to blur category lines, while content-driven newcomers like TikTok Shop reshape how consumers discover and shop for beauty.

Premium department stores like John Lewis, Next, and Very lean into curated assortments and brand-led appeal, while off-price platforms like BrandAlley, Veepee, and Showroomprive create reach through discount mechanics. Meanwhile, the pharmacy segment is becoming more marketplace-friendly, with DocMorris and Redcare enabling third-party offers.

Conclusion

Beauty & Care remains a category in motion. Even with some major exits, the number of relevant platforms has grown. The market is increasingly shaped by players from outside the traditional beauty industry: generalists, discounters, and content platforms all want a piece of the beauty boom. At the same time, regulatory complexity—especially around pharmacy and OTC products—continues to shape how and where sellers can operate.

With 50 active marketplaces now on our radar, this quadrant reflects just how multifaceted the Beauty & Care landscape has become.

Did we miss a marketplace? Want to share insights from your region? Let us know!

Curious about other categories? Explore all our Marketplace Universe Quadrants for Fashion, Home & Living, Electronics, and more.

Der Beitrag Marketplace Quadrant Beauty & Care 2025 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!

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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!

Der Beitrag Marketplace Quadrant Home & Living 2025 erschien zuerst auf Marketplace Universe.

Zalando’s takeover of About You gets greenlight from EU
It’s official: The EU Commission has approved Zalando’s acquisition of About You, roughly six months after the initial announcement. The deal is valued at €1.2 billion. Together, the two fashion platforms now serve around 65 million customers across Europe. With the merger, Zalando aims to better respond to pressure from Shein and Temu – and prepare for a future shaped by AI-powered commerce. More on LinkedIn

More News

US tariffs slow down Temu & Shein – Amazon gains ground
New tariffs imposed by the US government are hitting ultra-cheap platforms like Temu and Shein hard. Early market data suggests that Amazon is benefiting from the shift. While many Chinese Amazon sellers ship from US-based FBA warehouses, Temu and Shein still rely heavily on long-distance shipping. Read more at Retail Dive 

Amazon and dm eye pharmacy market potential
Amazon continues to expand its US pharmacy business with new digital prescription services and Medicare offerings. In Europe, however, entering the market remains difficult. Even established players like Redcare and DocMorris are still posting losses – partly due to strict regulation. Meanwhile, drugstore chain dm is increasingly moving into the OTC space. See more at Forbes (Amazon)  Stores-Shops (EU-Market; German) 

dm in talks with Shein – Sheglam cosmetics may hit store shelves
German drugstore chain dm is reportedly in negotiations with Shein to bring its viral beauty brand Sheglam into physical retail. If talks are successful, Sheglam products could appear in dm stores as early as October 2025. dm says the move is driven by high demand among younger consumers. More at Manager Magazin (Geman)

Zalando has brought back product recommendations

For a long time, they had disappeared – but now Zalando is testing product reviews, recommendations, and verified purchases again. It seems to be a response to the rise of AI-powered search, which increasingly relies on high-quality content and contextual information. See more on LinkedIn (German).

Bol opens up to non-EU sellers
For the first time, Dutch marketplace bol is allowing sellers from outside the European Union to join the platform. Around 100 non-EU merchants are expected to onboard in 2025, provided their goods are warehoused within Europe. With nearly 87% of Dutch consumers shopping online, the Netherlands has the highest e-commerce penetration in Europe. Full story at Ecommercenews: bol and online shoppers.

Robotic News

Amazon: more robots than humans soon?
Amazon now has more than 1 million robots deployed in its logistics centers worldwide – and automation is ramping up quickly. Projections indicate that the number of warehouse robots may soon surpass the number of human workers. The company currently employs around 1.5 million people globally. Read more at Wallstreet Journal. 

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Der Beitrag Marketplace Universe News 07.07. 2025 – About You takeover approved / dm negotiates with Shein / bol opens for Non-EU-Sellers erschien zuerst auf Marketplace Universe.

These are the most important marketplaces for selling to the NETHERLANDS (2025 Edition)

Last Update: 22.06.2025

The Netherlands is one of the most mature e-commerce markets in Europe – and yet often overlooked. With a high online penetration rate, strong local platforms, and growing international competition, it’s a fascinating market to watch. That’s why we’ve updated our Marketplace Country Quadrant Netherlands to reflect the most relevant players and trends in 2025.

The Market

The Dutch e-commerce market continues to show solid growth. In 2024, total online turnover reached €20.7 billion, a +3.1% increase year over year. With a population of 17.9 million, an average per capita e-commerce turnover of €1,238, and an online retail share of 18%, the Netherlands ranks among the most developed digital commerce markets in Europe.

The top 5 online stores in the country are: Bol, Albert Heijn, Coolblue, Shein, and Amazon – with Bol, Shein and Amazon being marketplaces.

Amazon’s traffic penetration in the Netherlands has now grown to 35%. However, local champion Bol.com still maintains its lead – for now. We discussed this ongoing battle for marketplace dominance in Episode 102 of “Let’s talk Marketplace” with Thomas Philip-Bashar from Channable, one of the key tech providers in the Dutch ecosystem.

Generalist Marketplaces

The generalist box in the quadrant has seen the biggest shake-up. Besides Bol.com and Amazon, platforms like AliExpress, Temu, and Wehkamp remain strong players.

The most notable change is the inclusion of Shein. Once a pure fashion platform, Shein now offers products in nearly every category – from home goods to beauty and electronics – making it necessary to classify the Chinese giant as a generalist in the Dutch market.

Category Leaders

Fashion

• Zalando
• About You
• WeFashion

Shein would be the second-largest fashion player – but since it’s now listed among the generalists, WeFashion moves back into the quadrant.

Electronics

• MediaMarkt
• eBay
• Refurbed

While Coolblue remains the dominant retailer, it doesn’t operate a third-party marketplace model. That’s why it’s not included here.

Home & Living

• Leen Bakker
• FonQ
• eBay

Blokker has dropped out of the quadrant after filing for insolvency last year. eBay moves in due to its continued relevance in this category.

DIY & Garden

• Praxis
• eBay
• MediaMarkt

Sports

• Decathlon
• Zalando
• MediaMarkt

Obelink gets an honorary mention as a niche player for outdoor and camping supplies.

Beauty & Care

• Kruidvat
• Douglas
• Zalando

Wehkamp, though now listed among the generalists, continues to play a significant role in this category.

Honourable Mentions

• Catawiki, a curated marketplace for collectibles and special FMCG items, remains an interesting player outside the main categories.
• Marktplaats and Vinted are strong C2C platforms, but not part of the B2C-focused quadrant.

A Market Shaped by Local Heroes

One of the most striking aspects of the Dutch e-commerce market is its unique and locally-rooted landscape. For a long time, global marketplace giants didn’t prioritize the Netherlands – and in that vacuum, strong local players flourished. Platforms like Bol.com, Wehkamp, Kruidvat, WeFashion, and Leen Bakker built solid customer bases, broad assortments, and loyal followings.

But the time when these players could act undisturbed by international competition is over. Amazon has significantly stepped up its game in the Netherlands. Temu and Shein are growing rapidly across multiple categories. And platforms like MediaMarkt are leveraging their European footprint to strengthen their marketplace operations locally. The Dutch market is still highly local – but it’s no longer insulated.

Want more?
Check out our other country and category quadrants on the main overview page to stay up to date with the marketplace landscape across Europe!

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

These are the 49 most relevant online marketplaces for DIY & GARDEN

Last update: 02. June 2025

While marketplaces in mature categories like fashion and electronics have entered a phase of consolidation—or in some cases, decline—the DIY & Garden segment is still in growth mode. New players are entering, established retailers are launching or scaling their platforms, and consumer behavior continues to shift toward online discovery and fulfillment for home improvement, outdoor living, and pet-related DIY needs.

Our updated Marketplace Quadrant DIY & Garden now includes 49 marketplaces across Europe, capturing both the generalists that have historically dominated this space and the growing wave of specialist retailers that are now investing heavily in platform strategies.

Why service matters more than price

Unlike other retail segments, the usual split into “budget” vs. “premium” doesn’t apply cleanly in DIY. A single retailer may sell high-end tools and entry-level paintbrushes in the same cart. That’s why we’ve adjusted our quadrant logic:

The X-axis positions marketplaces on a scale from low-touch budget platforms (price-driven, minimal support) to specialist retailers (higher service levels, expert advice, and project-driven sales strategies). It’s not about who’s cheaper, it’s about how much help the customer gets.

The most important players

The generalists

The traditional DIY trade was late to the marketplace game. In the meantime, generalist platforms secured major market share:

• Amazon dominates in Germany, France, the UK, Spain, and Italy
• eBay and AliExpress are strong across Northern and Southern Europe
• Temu is gaining visibility fast in the low-price DIY segment
• Local heroes like bol.com (NL), Galaxus (CH), Cdiscount and La Redoute (FR), and Allegro (PL) continue to perform well
• Skroutz (GR) and Very (UK) are now included for their relevance in their respective countries.

The specialists

A wave of large DIY retailers is now building out marketplace functionality—some from scratch, others through acquisition and integration. These include:

• B&Q/Kingfisher (UK): Strong growth and active partner onboarding
• Leroy Merlin and BRICOMAN (Adeo Group)
• Praxis and Brico (Maxeda Group, active in Benelux)
• In Germany, Hornbach, in March, OBI, have followed suit and are vigorously promoting their marketplaces. Bauhaus had to restructure after technical issues and is now at the brink of starting with a new software provider.
• Castorama and BUT: New additions strengthening the French landscape

These players are leveraging deep category expertise, strong offline logistics, and access to relevant brands to challenge generalists head-on.

For special and niche product ranges

While not all marketplaces in this quadrant are dedicated solely to DIY, several serve key subcategories:

• Zooplus: Now live with a functioning marketplace in France, relevant pet assortments – and directly competing with already established marketplace Fressnapf.
• Toolineo: B2B-focused but interesting for premium B2C power tool customers
• Obelink: Specialised in outdoor and camping, with overlap into DIY categories
• Autodoc: One of the biggest car parts online retailers in Europe launched their marketplace late last year – and is ready to take on market leader eBay with it.
• MediaMarkt: Relevant for any DIY product that comes with a plug
• Vente Unique, Maisons du Monde, wehkamp, Empik, Black Red White: All have overlapping assortments in outdoor furniture and garden decor

What changed since the last update?

In this version, we’ve cleaned up the quadrant and removed players that no longer fit the category or have exited the marketplace model:

Out:

• Darty – Focuses primarily on white goods, not DIY
• Vakante Veilingen – No longer relevant
• Argos – Not operating as a marketplace
• ePrice – Rapid decline in activity and relevance
• Etsy, Rue du Commerce, CDON – Either too niche or too focused on other categories

Conclusion: A sector still in motion

The DIY & Garden sector is not yet saturated in terms of marketplace maturity. If anything, it’s just getting started. Generalists still hold much of the volume, but retailers with category expertise are catching up fast—and working to transform their platforms from product catalogues into project-focused ecosystems.

As marketplace infrastructure and seller onboarding improve, the next wave of competition could be about more than product listings—it could be about guiding customers through full renovation or outdoor projects, not just selling drills and decking boards.

Have we missed a marketplace? Do you have any input to add to our quadrant? Let us know!

Der Beitrag Marketplace Quadrant DIY & Garden 2025 erschien zuerst auf Marketplace Universe.

Shein and Temu have announced price increases in the US in response to high tariffs on imports from China and the expiry of the de minimis rule on April 25. Until 2024, around 1.4 billion packages from China had entered the US duty-free under this rule. BBC (Overview)  LinkedIn (de minimis rule)

More News

Shein appears to be one step closer to its goal of listing on the London Stock Exchange: the UK Financial Conduct Authority has granted preliminary approval for a listing. However, it remains unclear how the trade war between China and the US will affect a possible listing. Standard

Trump’s customs policy is also affecting Amazon Haul: The Temu copy now also offers discounted products from well-known brands such as Adidas, Levi’s, and Gap, which are shipped from US warehouses instead of China. However, they cost about the same as in the main Amazon store, which means that the focus on entry-level prices under 20 dollars is no longer a factor. TheVerge

Big Merger in the German Baby & Kids market: Baby-Walz will take over its competitor Babymarkt.de, a omnichannel retailer with brick & mortar stores, an online shop and a marketplace.The stores will be closed, the online shop will continue. If Baby-Walz will also keep the Babymarkt marketplace running is yet unclear. Exciting Commerce

News From Italy

Italian online sales rose by 6% in 2024 to a total of 85.4 billion euros. More than half of retailers sell on marketplaces, but most only on one or two. Amazon is the dominant platform with 40%, followed by eBay with 14%, Leroy Merlin with 7%, ManoMano with 6%, and Facebook with 5%. For the majority of retailers selling on marketplaces, the share of sales is less than 50%. EcommerceItalia

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Der Beitrag Marketplace Universe News 22.04.2025 – temu’s Response to tariffs / Customs consequences for Amazon Haul / Baby Walz swallows Babymarkt erschien zuerst auf Marketplace Universe.