20+ best online marketplaces in Germany
The e-commerce market is getting bigger and bigger. During the last years, more and more stationary have decided to go online. The key to gaining customer interest is the presence in several online markets. Do you sell clothes in your online store? Great! But who said you couldn’t put them on Zalando either?
The e-commerce market in Germany is one of the largest in the world. Around 75% of German companies work mainly via e-commerce channels. That is why you should get to know better the biggest e-commerce marketplaces in Germany. You don’t have to join them immediately. It is crucial to observe the activities of the largest in the industry. You can learn a lot in this way.
Since online marketplaces are becoming very popular in Germany, you should pay attention to price comparison platforms. If e-commerce cooperates with such a website, it makes shopping much easier for the customer. When he finds out where prices are most favorable, he can make a purchase immediately from this website.
Why do retailers implement online marketplaces?
Expanding Customer Reach
Online marketplaces provide retailers with a platform that allows them to reach a vast number of customers in a relatively short span of time. These platforms already have a substantial customer base actively searching for specific products, which significantly increases the visibility of the retailer’s offerings.
Diversifying Product Offerings
Multiple products can be released simultaneously by retailers participating in online marketplaces. This strategy not only provides customers with a wider range of choices but also generates increased interest in the retailer’s brand, leading to higher revenue.
Enhanced Customer Convenience
Many online marketplaces offer features such as product availability notifications, which significantly enhance the shopping experience for customers. Instead of making repeated trips to a physical store to check for product availability, customers can simply opt to be notified when the product is back in stock.
Leveraging Promotional Opportunities
Online marketplaces often send out newsletters featuring various products from different retailers.Having their products included in these newsletters, retailers can benefit from additional promotional opportunities, further increasing their brand visibility and potential customer reach.
Overview of the German Online Marketplace Landscape
The online marketplace landscape in Germany has been experiencing a steady rise in popularity, with both customers and retailers increasingly leveraging these platforms. This growing supply and demand have naturally led to a surge in overall sales. Between 2015 and 2020, the number of online marketplaces in the DACH region (Germany, Austria, Switzerland) more than doubled, marking a significant 114% increase.
By 2022, around 22% of individuals in Germany were making multiple online purchases monthly, reflecting the growing consumer preference for online shopping. For example, German customers are known for their demand for longer and more detailed product descriptions. This is why item descriptions on Amazon.de, for instance, should not only differ in language from those on Amazon.co.uk but also in content.
A considerable portion of top online stores in Germany have expanded their presence to major online marketplaces that are primarily dominated by Amazon. About 35% of the top 500 online stores offer their products on Amazon, while 40% of the top 50 online stores sell via eBay, among other channels.
However, several strong marketplaces have also emerged over the years. These platforms have become leading destinations in specific niches, both nationally and internationally. A prime example of this is eBay and Otto – other online marketplaces, as well as Zalando, a German fashion marketplace that has carved out a significant presence in the online retail sector.
Examples of online marketplaces
We are living at a time when we move most parts of our lives to the Internet. A company that wants to reach as many customers as possible must appear on at least one of the online marketplaces.
There are a few methodologies we could recognize:
- vertical marketplaces, dedicated to only one category of products or services: Airbnb for rentals or Bolt for transport
- horizontal marketplaces, dedicated to multiple categories, for example Idealo or Amazon
- product marketplaces, dedicated to offering physical products
- virtual marketplaces, dedicated to offering virtual products (e.g. for gamers, virtual currency or virtual assets)
- service marketplaces, dedicated to offering services
- hybrid marketplaces, dedicated to offering both products and services
- niche marketplaces, covering only a small part of the market
We have prepared for you a list of the most popular ones in Germany.
Fasten your seatbelt!
Kaufland.de
Kaufland.de is a combination of high brand awareness and state-of-the-art platform technology
Kaufland.de is one of the biggest and fastest growing marketplaces in Germany! Being part of the Schwarz Group, Kaufland.de belongs to one of Europe’s biggest retailers!
In 2023, Kaufland will open further online marketplaces in the Czech Republic and Slovakia.This step is the underlying foundation for the launch of the ‘Kaufland Global Marketplace’.
With just one registration sellers can sell on many country-specific marketplaces with one registration.
Over 8000 sellers offer more than 40 million products in over 5000 categories on Kaufland Global Marketplace. This attracts 32 million visitors to Kaufland.de every month.
Amazon Germany
The well-known sales platform is also available in Germany.
We do not need to introduce Amazon. With one account on Amazon.de, you can sell your products abroad, but you will receive payment in your currency. Amazon also offers its warehouses if you don’t care about total shipping control. If you prefer to keep your finger on the pulse, you can easily send packages yourself. To start selling on Amazon, you must first create an account as a seller and choose a plan – Basic or Pro. Upload your products’ catalog and create a list from it. Finally, you need to encourage the customer – create creative descriptions of your products and enjoy the possibilities offered by Amazon.de.
OTTO
OTTO is the second-largest e-commerce in Germany, after Amazon.
OTTO is a giant in the fashion and lifestyle industry – it is visited by thousands of users every day. If you are looking for a large audience and marketplace that cares for the environment – OTTO is a place for you. It has a strong sustainability policy and requires the same from its partners. Thanks to this, the customer can have a sense of ethical shopping. The factories in which OTTO manufactures work in full respect for both employees and the environment. Unfortunately, it is still rare to see such large enterprises care for sustainable development. OTTO should be an example to other businesses on how to run it ethically.
Temu
Temu is an online marketplace that offers a one-stop online shopping experience.
Temu provides free shipping on all orders, free returns within 90 days, and a price adjustment policy within 30 days. While the specific details about the range of products or services they offer are not readily available from their website, they do offer some customer-friendly policies. These policies make shopping on Temu a risk-free experience for customers, as they can return products they are not satisfied with and can also get a price adjustment if the price of an item they bought decreases within 30 days.
Yatego
Yatego is often called an online shopping mall.
Yatego offers over 10,000 online stores. You will find here retailers from many industries: from children’s accessories to furniture and car accessories. By creating an account on Yatego you will not only get access to a huge customer base but also the support of a personal adviser for the first 4 weeks. You can also link your Yatego account directly to your own online store.
Etsy Germany
Heaven for manufacturers.
Etsy is a place for handicraft manufacturers or sellers from all around the world. If you create jewelry, paint, or make furniture, you’ll find your customers here. Etsy charges a commission of 20 cents for each item and 3.5% for each transaction.
Booking.com Germany
One of the well-known tourism platform.
Booking.com is an online marketplace of the tourism industry. The world-famous travel platform connects travel lovers to hotels and hosts from all around the world. If you are the owner of a hotel or you offer apartments for rent you should set up an account. Thanks to this platform, your offer will have a chance to reach more tourists visiting your region. Booking charges a commission on completed stays and non-returnable ones.
Zalando
World-famous fashion online marketplace.
With Zalando, you can access clients from 15 countries. You will find over 2,000 brands there and you can become one of them provided you offer clothing, footwear, products falling into the category of sport or accessories. Regardless of whether you own a business or sell individually, Zalando is open to cooperation. Remember, however, that the platform does not cooperate with sellers who do not offer free shipping and returns.
eBay
eBay is a pioneer in e-commerce.
eBay is also a well-known marketplace for all who buy online. Currently, it operates in over 20 countries, thus enabling sales transactions around the world. On eBay, you can find a variety of products – from cosmetics to washing machines. No matter what industry you work in, you’ll fit on eBay.
eBay Kleinzeigen
eBay for both new and used items.
On eBay Kleinanzeigen you can find many things both new and used. It is the eighth largest site in Germany. Everyone who is interested in buying or selling should look at eBay Kleinanzeigen. Many product categories offer a lot of possibilities. You will find here, for example, laptops, clothes, garden items, and even cars or houses.
SHEIN
SHEIN adheres to the concept that “everyone can enjoy the beauty of fashion.”
Online marketplace for music makers.
Thomann is a place for those who love music. You can find here instruments, studio equipment and lighting here. Everything you need to create music and perform professionally. Thomann serves many countries, eg. Germany, Poland, Belgium, and Denmark. Regardless of the country, prices are given in euros.
MediaMarkt
Electronic and technology online marketplace.
MediaMarkt is a German store that has been on the market for almost 40 years! When it succeeded outside the country, MadiaMarkt decided to take over the e-commerce world. On this marketplace, you can find electronic stuff: home cinemas, coffee machines, dishwashers, or games. It is the world’s second electronic e-commerce store in the world.
Saturn
Technology online marketplace, similar to MediaMarkt.
Saturn is another example of the technology industry. It belongs to the MediaMarktSaturn Retail Group which makes it the younger brother of MediaMarkt. On average, their site is visited by over 20 and a half million users per month. Worth visiting if a customer is looking for new headphones or an Xbox. If you offer some technology items, you should be on this marketplace.
Conrad
Conrad is a leading online marketplace in Germany, particularly known for its wide range of electronic products.
With over 9 million products for business customers, Conrad offers a comprehensive selection of items from various categories such as computer & office, multimedia, hobby & household, tools & workshop, building technology & smart living, connectors & cables, measurement technology & power supply, and more. Conrad is committed to providing a seamless shopping experience for its customers. It offers a 48-month long-term warranty for numerous devices in its assortment, providing customers with four years of protection.
Conrad also offers professional data recovery services, ensuring that customers can retrieve their lost or deleted data. In addition to its extensive product range, Conrad also offers services like professional data recovery, selling old smartphones or tablets, and even a marketplace for sellers. This makes Conrad not just a place to buy products, but also a platform for various services related to electronics and technology.
Avocadostore.de
Avocadostore.de is a unique online marketplace in Germany that specializes in eco-fashion and green lifestyle products.
The platform stands out for its commitment to sustainability and ethical shopping, offering a wide range of products that meet stringent sustainability criteria. Avocadostore.de is dedicated to providing a seamless online shopping experience for its customers. It offers a variety of products, from clothing made of recycled materials to biodegradable coffee-to-go cups. The platform is also a haven for vegan shoppers, with a wide array of vegan products, including superfoods, jeans, and t-shirts.
In addition to its eco-friendly products, Avocadostore.de also offers a range of yoga clothing and accessories, making it a one-stop-shop for those leading a sustainable and mindful lifestyle.
Hood.de
Hood.de may be called a lifestyle Zalando.
On this marketplace, you can link your store website, manage inventory and customer data. Hood.de also gives you the opportunity to connect to Google Shopping and PayPal. If you are thinking about joining Hood.de, you have two plans to choose from: basic and professional. In the first one, a commission is between 5 and 8% while in professional from 3 to 7%. In a basic plan, you can offer your customers 500 products, max eight photos to each. While in professional 20,000 items and 16 pics with the possibility of zooming.
Idealo
Idealo is not only an e-commerce platform but also a price comparison website.
The customer can compare prices and make some purchase in one place. Idealo provides you with a variety of items. You can find here products from various departments: cosmetics, home and garden, food and many, many more. All above makes Idealo one of the largest on the most comprehensive e-commerce platforms. In addition to Germany, it is available in France, Poland, Great Britain, Spain, Italy, and Austria.
Lidl
Lidl is a well known in Europe and United States supermarket chain.
Lidl offers groceries and household products. It is not only a giant in the case of brick and mortar. Its e-commerce performance is also promising. Thanks to this online marketplace customers across the country can do grocery shopping without stepping out of the house.
Airbnb
Airbnb can be seen as an alternative to Booking.com.
Airbnb is a tourism marketplace mainly for private hosts who want to provide an apartment or room for a short stay. This platform is available worldwide. The service charge is 3% (in China 10%). To make hosts feel safe, Airbnb provides $ 1 million in insurance coverage.
Mobile.de
Online marketplace where you can find a vehicle.
Mobile.de is a German marketplace for both consumers and companies. On this platform, you can sell and buy used or new cars, motorcycles, and even caravans. Companies can also find vehicles useful for larger transports here. In addition to finding the right car, you can also search for the insurer offers here or financial plan.
OnBuy
OnBuy is B2C where sellers can offer new or used products.
OnBuy is a good place where you can sell to over 8 million customers.. On OnBuy you can find many products, thanks to the multitude of categories, it’s easy to search for them. One customer can buy several items from several different sellers in one transaction. This is an extremely convenient option. OnBuy works with PayPal, so if you want to sell on this online marketplace, you must be ready for it.
- 600% year-on-year growth for the past 3 years in a row
- 35 million products
- 8m+ customers
- Expansion into over 140 countries by year-end 2023 underway
Fruugo
Fruugo is available in 32 countries, and sellers can sell to all of them.
There are available payments in up to 22 currencies! The cooperation of this online marketplace is based on the principle of no sale, no fee. This is very fair and facilitates sales to fresh retailers. Fruugo also offers support in currency exchange and customer service.
ASOS
ASOS is one of the e-commerce giants in the fashion industry.
It supplies products to over 140 countries around the world. Every week there are added up to 7000 new items. Who can sell products on ASOS? Young designers or salespeople who are familiar with trends. ASOS also has a mobile application. This app, based on a photo sent by the user matches the products available on ASOS. Sometimes technology may astonish, huh? The fact is – it is definitely worth selling on ASOS.
Rakuten.de
Rakuten.de is a part of the global Rakuten Group, which has a presence in 30 countries and regions worldwide.
It is a unique online marketplace that offers a cashback system for its users. This means that with every purchase made on the platform, users can earn a percentage of their money back. Rakuten.de offers a wide range of products and services from various retailers. The platform is known for its user-friendly interface and its commitment to enhancing the online shopping experience.
It also offers a browser extension to ensure users never miss out on cashback opportunities. Rakuten.de is not just about shopping; it also offers other services like Rakuten TV, Rakuten Kobo, Rakuten Viber, and Rakuten Viki, making it a comprehensive platform for entertainment and communication as well.
Galeria Kaufhof
Galeria Kaufhof is a well-known online marketplace in Germany that offers a wide range of products.
The platform is known for its diverse offerings, including fashion, beauty, sports, home and garden items, and much more. Galeria Kaufhof is committed to providing a seamless online shopping experience for its customers. It offers free shipping on all orders, free returns within 90 days, and a price adjustment policy within 30 days. This makes shopping on Galeria Kaufhof a risk-free experience for customers.
Cyberport
Cyberport is one of the most successful retailers of computer technology and digital entertainment electronics in Europe.
Since its establishment in 1998, Cyberport has developed into an online retailer with a wide range of products around notebooks, smartphones, and televisions. The platform offers daily low prices, extensive filter options, detailed product descriptions, and numerous reviews to help customers find their desired device. Cyberport also offers services like a 30-day free return policy, various payment methods including 0% financing, and international customer service.
Alternate.de
Alternate.de is a leading online marketplace in Germany, renowned for its extensive selection of electronics and tech-related products.
The platform is a tech enthusiast’s paradise, offering everything from gaming PCs and components to smartphones and notebooks. Alternate.de is committed to providing a seamless online shopping experience for its customers. It offers a comprehensive range of products, ensuring that tech enthusiasts can find everything they need in one place. The platform also provides detailed product descriptions and customer reviews, helping buyers make informed decisions. Alternate.de also addresses a variety of other needs. From home cinema fans and smart home enthusiasts to HiFi lovers, everyone can find something to suit their preferences. The platform also offers a range of tools, garden equipment, and outdoor accessories, making it a versatile online shopping destination.
Shopapotheke.com
Shopapotheke.com is a leading online pharmacy in Germany, offering a wide range of pharmaceutical and health-related products.
The platform is known for its comprehensive selection, including over-the-counter medicines, wellness products, and beauty items. Shopapotheke.com is committed to providing a seamless online shopping experience for its customers. It offers free shipping on orders over 19 Euros and delivers within 1-2 working days, ensuring that customers receive their orders promptly. The platform also provides detailed product descriptions and customer reviews to help buyers make informed decisions.
Shopapotheke.com also caters to the needs of pets, with a dedicated section for pet care products. The platform also offers a range of wellness products and beauty items, making it a one-stop-shop for health and wellness needs. Furthermore, Shopapotheke.com is dedicated to customer education, offering a wealth of information on various health topics in its Medikamenten-Lexikon and Symptome-Lexikon. This commitment to customer education and care sets Shopapotheke.com apart as a leading online pharmacy in Germany.
Social media marketplaces
Let’s face it, social media attracts the most people. We spend around 2 hours scrolling down all news and drama on SM. That is why you should use this attention in your favor.
- Since Instagram introduced us to the possibility of shopping directly from the app, it has become an essential place for online shopping lovers. That’s why you should set up a business account and start selling your products through Instagram. Don’t forget about IG Stories. 62% of people claim that they are more interested in the product after seeing it in Stories.
- Facebook also provided us with the option to sell with it. You can connect your store with a Facebook page and make shopping easier for your customers. If you don’t want to sell through social media, use Facebook as a “link” between your customers and your products. Create a fan page or group where customers will be able to share reviews or ask questions.
- Pinterest – it may not be a trendy marketplace, but it’s worth mentioning here. Many people look for inspiration on Pinterest. So why not use this interest to your advantage? If you are in the fashion industry, interior design, or architecture, you can try yourself on Pinterest. Just make a beautiful and aesthetic picture and use the business option provided by Pinterest, i.e. Shop The Look. You can tag your products on the image, and the customer will be in the checkout with two clicks.
Online marketplace – give it a try!
Now you know why you should implement an online marketplace and have several examples. For sure, online marketplaces give many opportunities for businesses from most industries. Here you have a simple guidebook – we have shown you which marketplace you should pay attention to. And on which you should appear if you want to squeeze the best of e-commerce.
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12 ведущих маркетплейсов Европы
В Европе выручка рынка электронной коммерции составляет 363 млрд. долларов, при ожидаемом ежегодном росте на 7,3%. По оценкам экспертов, к 2022 году объем европейского рынка составит 481 миллиард долларов. Это очень много, учитывая тот факт, что в Европе есть 50 разных стран, более 200 языков и более 28 используемых валют.
Очевидно, что большая часть действия происходит всего в трех европейских странах, то есть Великобритании, Германии и Франции, но в наш список мы также включили рынки, которые лидируют или растут в некоторых других уголках Европы.
Allegro
Allegro – является крупнейшим польским маркетплейсом и номером пять в списке самых посещаемых онлайн-рынков Европы. С 13 миллионами активных пользователей Allegro-хорошая возможность для брендов B2C и профессиональных реселлеров войти на процветающий онлайн-рынок Польши объёмом 10 миллиардов евро.
Единственным препятствием является язык – Allegro работает только на польском языке, поэтому списки продуктов и поддержка клиентов должны быть локализованы.
Аллегро описывает себя как самый большой торговый центр в Польше. Он имеет значительную долю на рынке электроники (62 процента), дома и сада (74 процента) и fashion (46 процентов).
ASOS – один из крупнейших интернет-магазинов Fashion в мире с сайтами в Великобритании, Европе, США и Австралии. Компания нацелена на молодых продавцов. Заметив растущую тенденцию рынков продажи одежды перспективных дизайнеров и авторской моды, она открыла собственный маркетплейс.
Asos продает более 80 000 продуктов и вводит от 2500 до 7000 новых продуктов каждую неделю. Он поставляет в более чем 140 стран из центров исполнения в Великобритании, США, Европе и Китае.
За 2017 году Asos.com принёс почти 2 миллиарда фунтов в год и стал ведущим онлайн-сайтом одежды в Великобритании. С марта 2018 года он также представил свое мобильное приложение, которое имеет 10 миллионов загрузок. Приложение позволяет пользователям загружать изображения одежды, которые им нравятся, и получать ряд совпадающих или похожих вещей, которые есть в ассортименте. ASOS утверждает, что в Великобритании 58% покупок происходит на мобильных устройствах.
Cdiscount
Cdiscount – это французский маркетплейс с примерно 8,6 миллионами активных покупателей и 19 миллионов уникальных посетителей в месяц. Он продает свою продукцию 40 различных категорий с более чем 1 млрд евро в год.
С 2018 года Cdiscount начал поставлять некоторые товары в Бельгию, Германию, Италию и Испанию, что ознаменовало начало его международной экспансии. Растущее трансграничное присутствие Cdiscount привело его к 15-процентному годовому роста чистых продаж.
Во втором квартале 2018 года клиенты Cdiscount сделали 5,8 млн заказов на 11 млн наименований. На данный момент Cdiscount насчитывает 10 000 подключенных продавцов.
Emag – крупнейший сайт электронной коммерции в Румынии с более чем 500 000 уникальными клиентами в день. Продавцы могут размещать товары в более чем 1600 доступных категориях.
В настоящее время платформа объединяет 3 500 продавцов и более 1,4 миллиона товаров. Более 100 миллионов евро дохода и более 1,9 миллиона заказов для партнеров маркетплейса. Самые высокие продажи генерируются в категориях автомобильных аксессуаров, дома и декора, детских товаров и игрушек, моды и спорта.
Flubit
Flubit – крупнейший британский маркетплейс. Каталог более 70 миллионов товаров по категориям, включая дом, сад, игрушки, книги и электронику. Он позиционирует себя как прямой конкурент Amazon. На данный момент у него 1500 британских и ирландских продавцов.
В ноябре 2017 года Flubit был признан номер 10 в рейтинге самых ценных компаний электронной коммерции, поддерживаемой венчурным капиталом, в Европе и номер 2 в Великобритании.
В 2018 году Flubit.com была приобретена известной компанией также занимающейся блокчейн технологиями MonetaryUnit. Согласно сообщению, на момент заключения сделки это сделало Flubit.com крупнейшим в мире маркетплейсом, способным к принятию оплаты в криптовалютах.
Fruugo
Fruugo – базирующийся в Великобритании маркетплейс, доступен в 32 странах, и насчитывает более 25 миллионов активных пользователей. Продавцы регистрируются один раз, чтобы продавать на всех рынках, доступных в портфеле. Сайт поддерживает 22 валюты и 17 языков.
Торговая площадка Fruugo работает с сотнями розничных продавцов на безвозмездной основе и предлагает им услуги по переводу, обслуживанию клиентов, маркетингу и обмену валют. Розничному продавцу нужно только выполнить заказ.
По сравнению с европейскими конкурентами Fruugo является относительно молодым маркетплейсом, но в ближайшие несколько лет он ожидает 200% роста.
Mobile.de
Mobile.de – является немецким маркетплейсом для продажи автомобилей предприятиям и потребителям. У сайта клиенты со всей Европы и он – крупнейший автомобильный рынок в Германии.
Его платформа позволяет покупать и продавать подержанные и новые автомобили, мотоциклы, автодома и фургоны, а также грузовики, коммерческие и коммунальные автомобили. Платформа компании также позволяет пользователям искать дилеров, а также находить финансовые и страховые услуги.
Компания была основана в 1996 году и базируется в Клайнмахнове, Германия, но с 2004 года работает как дочерняя компания eBay Inc.
OnBuy
OnBuy – базируется в Великобритании и работает в 36 странах. Позиционирует себя как альтернатива Amazon.
В настоящее время OnBuy предлагает 300 000 товаров в реальном времени, представленных в широком спектре категорий, включая книги, DVD-диски, одежду, мебель, бытовую электронику и игрушки.
Торговая площадка была запущена в ноябре 2017 года и достигла миллиона «живых» товаров уже через шесть месяцев.
OTTO – является вторым по величине розничным интернет-магазином в Германии и претендует на звание крупнейшего интернет-магазина по продаже Fashion товаров и lifestyle-товаров.
Изначально он начинался как офлайн-бренд, но теперь 90% его товаров продаются в Интернете. Также есть торговая площадка, на которой он сам продает товары и позволяет продавать сторонним продавцам.
У компании 9 миллионов активных клиентов и она охватывает 45% всех немецких домохозяйств. Для продавцов рынка OTTO предоставляет самую большую возможность электронной торговли в Германии после Amazon.
PriceMinister
PriceMinister – был основан в 2001 году и является ведущим французским маркетплейсом с 22 миллионами покупателей и 9 миллионами посетителей в месяц. Это эквивалентно одной трети всех пользователей интернета во Франции.
В 2010 году он был куплен Rakuten, и с тех пор неуклонно растет. Теперь он работает в 20 странах и принимает в среднем более 30 000 заказов в день, что делает его второй наиболее посещаемой платформой электронной коммерции во Франции (после Amazon).
PriceMinister это 130 миллионов товаров и 5 000 активных продавцов.
Real.de
Ранее известный как Hitmeister, Real.de является третьей по величине онлайн-площадкой Германии.
Она продает миллионы продуктов в 5000 различных категориях, включая мебель, медиа, музыку, электронику, кухонные принадлежности, предметы домашнего обихода и садовые товары, спортивное оборудование, косметику, детские товары, автомобильные аксессуары.
Real.de предлагает доставку в 30 стран мира, ежемесячно посещается 10 миллионами человек и имеет 6,5 миллиона клиентов.
Zalando
Zalando – немецкий маркетплейс, который расширился до общеевропейского игрока. Это особенно заметно в Германии, где он может похвастаться 95% узнаваемостью бренда среди взрослых покупателей, но в последние годы он также расширяется в другие страны и открыл центры исполнения в Швеции и Бельгии в 2017 году.
Последние цифры говорят, что у них есть 20 миллионов активных покупателей и 7,4% доли рынка Fashion Западной Европы, который составляет 42 млрд долларов.
Онлайн маркетплейсы в Европе: рейтинг и характеристики
Помимо Amazon и eBay, в Европе существуют десятки онлайн маркетплейсов. Но, несмотря на экономическое единство в ЕС, разделение по странам и языкам остается значительным.
Европейский Союз (за исключением Великобритании) является третьим по величине рынком электронной коммерции в мире с общим объемом розничных онлайн продаж 498 миллиардов долларов в год.
Amazon и eBay лидируют на рынке в континентальной Европе, так же как и в США и Великобритании. Однако если присмотреться, можно увидеть огромное количество европейских онлайн площадок. При этом если Amazon и eBay продают по всей Европе в целом, то большинство европейских локальных маркетплейсов сосредоточены только на одной стране или небольшом количестве тесно связанных стран.
Кажется, что когда дело доходит до онлайн коммерции, бОльшая часть рынка в Европе разделена по старым географическим и языковым границам, несмотря на единую валюту, открытые границы и тысячи общих правил.
Эти различия отражаются и в цифрах по общему росту онлайн-покупок в Европе. В Европе в целом доля онлайн розничной торговли составляет 16,2% от общего объема розничной торговли. Например, в Германии этот показатель составляет 19,9%, а в Италии – всего 6%.
Интернет-магазины стали популярными во многих европейских странах, но различия в платежных системах, логистических барьерах, культуре и языке означают, что до единого пространства онлайн торговли ещё далеко.
Также мы рекомендуем прочитать практическую инструкцию о том, что такое DMT или минимальный порог стоимости товара, который нужно учитывать при работе с международными маркетплейсами.
Сначала мы рассмотрим онлайн площадки с более чем 20 миллионами посещений в месяц из Европы.
Amazon – ведущая онлайн торговая площадка с чуть менее миллиардами посещений в месяц. Европа и США похожи по размеру как с точки зрения ВВП, так и населения. Но Amazon в США имеет более чем в два раза больше трафика, чем Amazon в Европе – около двух миллиардов посещений в месяц. Это отражает бОльшую долю Amazon на рынке онлайн торговлеи в США и более высокой конкуренции в Европе.
eBay – второй по величине онлайн маркетплейс в Европе, но на него приходится всего 37% европейского трафика Amazon. Несмотря на свою раннюю популярность в Европе, eBay значительно отстает от Amazon во всех крупных странах.
Первым сюрпризом в списке для тех, кто не знаком с европейской онлайн торговлей стал польский Allegro. Польша сейчас является развитой экономикой в результате быстрого роста за последние тридцать лет. Allegro вырос вместе с экономикой страны и теперь насчитывает 185 миллионов посещений в месяц, 96% из которых приходятся на Польшу.
Далее следует российский ритейлер и торговая площадка Wildberries со 150 миллионами посещений в месяц из Европы, 92% из которых – из России. Wildberries был также запущен в США в 2020 году и имеет 13 локализованных версий своего сайта. Однако Wildberries ещё не оказала значительного влияния за пределами России и некоторых соседних стран.
Пятый – Zalando – единственная крупная общеевропейская торговая площадка, не считая Amazon и eBay. Zalando – немецкая компания, но при этом у неё значительный трафик приходится на Италию, Францию, Нидерланды, Польшу и другие страны.
О том, почему важны качественные фотографии для маркетплейсов, читайте тут
Большинство оставшихся компаний из рейтинга выше с более чем 20 миллионами посещений в месяц в значительной степени ориентированы на отдельные страны или максимум две-три страны с тесными географическими и историческими связями. Во-первых, 95% трафика Ozon приходится на Россию. Bol.com ориентирован на Нидерланды и Бельгию. Otto – это немецкий розничный продавец и онлайн площадка, а Ciscount.com – французская компания, которая занимается продажей в основном потребителям во Франции. eMAG ориентирован на Восточную Европу, особенно на Румынию, а Fnac – еще один французский маркетплейс.
Онлайн площадка товаров для дома ManoMano является исключением из вышеперечисленного. ManoMano имеет по-настоящему межъевропейский трафик из таких стран как Франция, Италия, Испания, Германия и Великобритания. Кроме них, Etsy также продаёт по всей Европе.
Возможно, это иронично, что две американские компании лидируют в электронной коммерции в Европе. Хотя Amazon и eBay, безусловно, сильнее в одних странах, чем в других, они в основном продают по всему континенту. Почти все крупные внутренние европейские онлайн площадки сосредоточены на своей стране, иногда вместе с одной или двумя соседними странами, несмотря на то, что они являются частью самого тесно интегрированного экономического блока в мире.
Amazon был запущен в Германии и Великобритании в 1998 году. За ним последовала Франция в 2000 году, затем Италия – намного позже в 2010 году и Испания – в 2011 году. Последними европейскими сайтами Amazon, запущенными в 2020 году, были Нидерланды и Швеция. Ходят слухи о расширении в Швейцарии.
У Amazon 981 миллион посещений в месяц из Европы (за исключением Великобритании), что составляет 19% от общего объема трафика по сравнению с 38% в США. Важно отметить, что, хотя у Amazon есть локализованные сайты только в семи европейских странах, Amazon продаёт по всей Европе. В частности, Amazon Germany широко используется покупателями в Австрии, Швейцарии, Нидерландах и Восточной Европе. Бельгийские потребители совершают покупки на Amazon France, а ирландские покупатели активно пользуются Amazon.co.uk, хотя это может измениться после Brexit.
Amazon имеет более 50 распределительных центров в континентальной Европе, в том числе девять в Польше и Чехии – странах, где у компании нет локализованного сайта. Такие программы как Prime, Prime Now и Amazon Business были также запущены на европейских площадках Amazon. Доставка на следующий день в Европе уже давно стала нормой для Amazon Prime, поскольку в Европе более высокая плотность населения, что делает доставку намного проще, чем в США.
Amazon имеет единую систему регистрации продавцов для своих европейских площадок. Это означает, что одну учетную запись можно использовать для продаж на всех сайтах. Amazon – ведущая торговая площадка в Германии, Франции, Швейцарии, Италии, Испании и Великобритании, что делает ее очевидным выбором для производителей, стремящихся выйти на рынки крупнейших экономик Европы.
eBay начал свою глобальную экспансию в 1999 году с запуска сайтов в Германии, Австралии и Великобритании. Как чисто онлайн торговая площадка, не нуждающаяся в физических складах, eBay сравнительно легко смогла вырасти на международном уровне.
Сегодня в Европе (за исключением Великобритании) eBay имеет четырнадцать локализованных сайтов и 367 миллионов посещений в месяц, что составляет 22% от общего объема трафика по сравнению с 41% в США. Помимо Великобритании, которая является вторым по величине рынком eBay, eBay особенно силен в Германии.
eBay имеет глобальную систему учетных записей, что означает, что продажи можно осуществлять одинаково во всех странах, а продавцы имеют постоянный профиль по всему миру. Однако это не означает, что объявления с одного сайта eBay автоматически отображаются в стандартных результатах поиска по всему миру. Успех трансграничных продаж на eBay обычно требует отдельно переведенного контента для каждой страны.
Продавцы могут отправлять международные заказы напрямую или использовать программу глобальной доставки eBay (GSP), которая позволяет им отправлять заказы на склад в своей стране для дальнейшей доставки покупателю. eBay рассчитывает стоимость международной доставки, налогов, пошлин и сборов для покупателя отдельно, поэтому заказ может рассматриваться продавцом как обычная внутренняя покупка. Сборы GSP могут быть очень высокими.
К eBay следует серьезно отнестись компаниям, стремящимся выйти на рынок Европы, и особенно тем, кто определил рынки Германии и Великобритании для себя ключевыми.
Allegro – это торговая площадка для одной страны, где 96% трафика приходится на Польшу. В Польше относительно небольшое население – 38 миллионов человек, и она только недавно стала развитой экономикой. Однако у Allegro 20 миллионов клиентов и 185 миллионов посещений в месяц. Это делает площадку третьей по величине в Европе.
Allegro была основана в 1999 году. Контрольный пакет акций компании принадлежит консорциуму инвестиционных фондов, а в октябре 2020 года Allegro объявила о проведении IPO своих акций на Люксембургской фондовой бирже.
Следуя модели eBay, Allegro представляет собой онлайн маркетплейс для других продавцов и не занимается продажей товаров от своего имени. Сегодня у него 125 000 продавцов и выставлено 200 миллионов предложений. Это двенадцатый по величине онлайн маркетплейс в мире. С точки зрения аналогичных по формату маркетплейсов, ориентированных на одну страну, только Rakuten, Taobao, Pinduoduo и Trendyol больше по своим размерам. При этом эти площадки расположены в гораздо более крупных азиатских странах – Япония, Китай и Турция. Поэтому Allegro – действительно феномен.
Allegro охватывает все: от электроники, моды и бакалеи до автомобилей, товаров для хобби и промышленных товаров. Программа лояльности под названием Allegro Smart! направлена на поощрение повторных покупок.
В Allegro можно легко зарегистрироваться самостоятельно, но для иностранных продавцов требуется загрузка документов компании.
Top 10 Online Marketplaces in Germany
Typically, online marketplaces are e-commerce websites that are mainly characterized by 2 factors:
- Online shoppers can make the purchase on the website or in the app
- There is a high number of buyers and sellers
However, the abovementioned characteristics exclude price comparison sites on which no purchase can be completed. Considering these characteristics and limitations, we are going to, for the purpose of this article, focus only on the marketplaces that sell physical goods.
Online marketplaces have been gaining popularity for some time. During the pandemic, this trend has further accelerated. By 2023 , user penetration is projected to reach 81.5% and is anticipated to rise to 83.9% by 2027.
That comes as no surprise, as online shoppers love to shop in these “one-stop” online malls from the comfort of their homes. In 2021, the revenue of the world’s largest marketplaces amounted to a total of $5.5 trillion. Europe generated total e-commerce revenues of $634 billion in 2022 .
Overview of the German online marketplace landscape
In Germany, too, the popularity of online marketplaces is also gaining serious traction. steadily. This applies to both customers and retailers. Growing supply and demand naturally result in more sales overall.
- In the DACH region (GER, AUT, SUI) alone, the number of online marketplaces more than doubled between 2015 and 2020 (+114%)
- In 2022, approximately 22% of individuals in Germany made multiple monthly online purchases
- 35% of the top 500 online stores in Germany also offer their products on Amazon
- 40% of the top 50 online stores sell via eBay, among other channels
- German customers demand longer and more detailed product descriptions than other customers. That’s why descriptions of items on Amazon.de, for example, should differ from those on Amazon.co.uk not only in terms of language but also in terms of content.
Compared to other markets, such as the online marketplace landscape in the Netherlands , Germany is primarily characterized by a strong dominance of Amazon. Nevertheless, some strong marketplaces have emerged in recent years that have become the number one national and international shopping destinations in certain niches. One of these is the German fashion marketplace Zalando.
Let’s take a look at the most popular online marketplaces in Germany in terms of visits. The data comes from Similarweb and refers to April 2023.
What are the most popular online marketplaces in Germany?
#1 Top online marketplace in Germany: Amazon.de
- Visits per month in Germany: 434.9 million
- Product category: Generic
- Target region: Global
Like in most Western countries, Amazon is the absolute top dog in e-commerce in Germany. To be clear; 448.9 million visits refer only to Amazon.de. Visits to Amazon.com are therefore not included here.
Chief advantage of Amazon:
Amazon is by far the most well-known marketplace in Europe. Selling through this online marketplace guarantees an attractive number of visitors as well as their trust.
#2 Top online marketplace in Germany: eBay & eBay Kleinanzeigen
- Visits per month in Germany: 159.2 million
- Product category: Generic
- Target region: Global
In addition to the 170.2 million visits per month to ebay.de, there are another 16.9 million visits to ebay-kleinanzeigen.de in Germany. However, the latter is mainly used by private sellers.
Chief advantage of eBay:
As is the case with Amazon, German consumers place a lot of trust in eBay. The online marketplace is one of the pioneers in this field and is known to almost every online shopper. In addition, eBay also has a high monthly number of visitors.
#3 Top online marketplace in Germany: Otto Market
- Visits per month in Germany: 60.8 million
- Product category: generic
- Target region: Europe
Otto is a force to be reckoned with in German online retailing and Europe. The Hamburg-based e-commerce company is the largest B2C online retailer for fashion and lifestyle in Europe and is also among the global leaders in other areas of online shopping.
The marketplace Otto market, however, has some relatively strict criteria to be approved as a seller, which makes it hard for many non-German sellers to be accepted. These include:
- You need the German legal form of a company and a German VAT ID (excluding small entrepreneurs according to § 19 UStG)
- You act as a seller to end customers
- You offer a German-speaking customer service
- You ship from a German warehouse
- You sell products with a standard VAT rate of 19%.
Chief advantage of Otto Market:
Otto is a well-known business name in Germany and is considered the largest domestic alternative to Amazon and eBay. As a result, older German online shoppers, in particular, place their trust in the Otto Group. In addition, it is possible for sellers on the Otto marketplace to sell under their own brand name. Moreover, the clear focus on the German-speaking market can be seen as an advantage if this corresponds to your target market.
#4 Top online marketplace in Germany: Zalando
- Visits per month in Germany: 35.8 million
- Product category: Fashion
- Target region: Europe
Zalando is another German online marketplace that has managed to join the international e-commerce elite. Zalando has become the leading online fashion company in Europe. In fact, the turnover of the Berlin-based company has grown by at least 20% annually over the past 10 years. This trend doesn’t seem to stop in the near future.
As a Zalando seller, you must have your own website and offer free shipping and returns.
Chief advantage of Zalando:
In contrast to Otto, shoppers on Zalando tend to be younger, but also more willing to buy. In addition, Zalando serves the fashion niche better than any other European competitor at the moment.
#5 Top online marketplace in Germany: Etsy
- Visits per month in Germany: 151.8K
- Product category: Craft, Gifts & Arts
- Target region: Global
Etsy is the rising star when it comes to self-made products. Especially in the English-speaking world, this niche marketplace is increasingly making a name for itself and leads the field of top online marketplaces in the UK behind Amazon and eBay. Comparably, Etsy is also gaining popularity among German shoppers.
Chief advantage of Etsy:
One of the biggest advantages of Etsy is its collaborative community. In addition, this all-American online marketplace has a comparatively transparent price structure.
#6 Top online marketplace in Germany: About You
- Visits per month in Germany: 15.0 million
- Product category: Fashion
- Target region: Europe
About You was founded in 2014 as a subsidiary of the Otto Group and has since been on a successful path in e-commerce. With its focus on fashion and its youthful, “cool” appearance, About You is in direct competition with Zalando. About You focuses even more strongly on young target groups. In general, the presentation on About You is more emotional than on other online marketplaces.
Chief advantage of About You:
About You is considered a young, trendy online platform and has a sophisticated logistics concept. The German company is likely to be an attractive alternative, especially for online retailers with a target group below 30 years of age.
#7 Top online marketplace in Germany: Shopapotheke.com
- Visits per month in Germany: 12.8 million
- Product category: Health and pharmaceuticals
- Target region: Europe
Shopapotheke Europe started in 2001 as the online store of a stationary pharmacy in Cologne. Since 2004, non-prescription drugs can be sold online. In the meantime, the online store has its headquarters in Venlo, in the Netherlands. In addition to medications, the product range also includes beauty products and dietary supplements.
Chief advantage of Shopapotheke:
The most obvious advantage of this marketplace is the focus and trust of customers in the pharmaceutical industry. Especially in this sector, online shoppers do not take any risks when buying medicines and other non-prescription health-related remedies.
#8 Top online marketplace in Germany: Alternate.de
- Visits per month in Germany: 4.5 million
- Product category: Gaming, Electronics
- Target region: Global
Similar to the previously mentioned online marketplace, Alternate.de specializes in a comparatively narrow niche. The online marketplace is well-known in this community, not least due to its sponsorship of e-gaming. In addition, electrical appliances are also offered.
Chief advantage of Alternate.de:
Here, too, one can clearly speak of the advantages coming from the active community. This makes Alternate.de an interesting option for all online retailers in this niche. After all, the average person who visits this marketplace usually has a clear interest in buying.
#9 Top online marketplace in Germany: Hood.de
- Visits per month in Germany: 3.0 million
- Product category: Generic
- Target region: Global
Behind Austria and Germany, most visitors come from China (even ahead of Switzerland). Additionally, the website traffic of this marketplace has increased rapidly in recent months and shows no signs of stopping.
Chief advantage of Hood.de:
The main advantage of Hood.de is its comparatively low cost and fee structure. It is also known as a transparent marketplace sales portal.
#10 Top online marketplace in Germany: Avocadostore.de
- Visits per month in Germany: 963.6K
- Product category: Sustainable products, organic products
- Target region: Germany
Avocadoshop.de is the green answer to Amazon, eBay, and Co. They sell sustainable and preferably environmentally friendly products for men, women, and children. The clear focus is on clothing, accessories, and personal care, as well as home and living products.
Chief advantage of Avocadoshop.de:
The main advantage of Avocadoshop is clearly its sustainable orientation. This attracts environmentally conscious customers, most of whom are not as price-sensitive as shoppers on Amazon, for example.
Alternative or complement to online marketplaces in Germany
Online marketplaces are an excellent option to increase e-commerce sales, take the first steps in online commerce or expand into new markets. Nevertheless, running a standalone online store has some advantages over selling on Amazon and the like. These benefits include:
- Greater control over all processes
- Possibility of branding
- Differentiation from the competition (so, price is no longer the only selling factor)
- Direct contact with customers
- Building relationships with customers (returning & loyal customers)
- Possibility to build customer lists
- Possibility of cross-selling and up-selling
- More customer data insights
- Flexible cost structure
- Customizable packaging
- Focus and emphasis on sustainable processes
How 3PLs like byrd can help
One of the greatest strengths of many marketplaces is having optimized logistics. Amazon in particular has set new standards, from which end customers benefit. At the same time, expectations of fast and cheap or free shipping are rising as a result. This applies to online marketplaces in Germany as well as to online companies and online stores of all sizes.
For most of these companies, it is not feasible to offer a comparable level of e-commerce fulfillment i ndependently and at a cost-covering level.
This is where so-called 3PLs (third-party logistics providers) or simply fulfillment companies come into play. They offer online retailers the opportunity to outsource logistics in order to compete with the “big players” on an equal footing.
Through automated fulfillment processes, from storage, picking, and packing to shipping, everything is done for you. Efficient returns logistics are also taken care of.
In addition, optimized processes ensure that orders are processed immediately and that no time is lost. Shipping millions of parcels give fulfillment companies a relatively large bargaining power over the most popular parcel delivery companies in Germany . Better prices can then be passed on to e-commerce companies.
In addition, 3PL companies like byrd have many different warehouses where you can divide your goods among them. This reduces the shipping distance to your customers, which reduces both shipping time and the impact on the environment. byrd’s fulfillment network is especially relevant for cross-border logistics to minimize proximity to the end customer. Additionally, during seasonal peaks or other bottlenecks (such as during the covid-19 pandemic), you benefit from a resilient supply chain because there is no total shutdown of shipments when one warehouse has to be closed.
Last but not least, with most 3PLs it is also possible to offer individualized packaging and thus stand out from the competition. With customizable packaging , D2C brands can thus leverage one more efficient marketing channel and continue to work on brand building.
byrd makes all of this possible and has a close-knit, high-performance fulfillment network in Germany. In addition, through fulfillment locations in the leading European e-commerce markets, we offer the ability to quickly and easily enter other European countries and fulfill online orders efficiently and easily.