Europe is a massive continent that spans dozens of countries, 27 currencies, and over 200 languages. The top online marketplaces in Europe cover many of these regions, shaping the continent’s e-commerce landscape.

Businesses looking to expand across borders and enter new markets must understand popular European marketplaces. Although some boast an extensive reach, there’s no one-size-fits-all solution for reaching customers across European countries. Each e-commerce marketplace targets specific industries, regions, and consumer demographics.

This guide will explore the top seven European online marketplaces for businesses seeking a foothold in Europe’s thriving digital economy. We’ll discuss their key features, demographics, and product categories.

 

European marketplace opportunities

European shopping sites are booming as customers seek more convenient buying experiences and companies look to drive cross-border sales. In fact, Europe represents the third-biggest retail e-commerce market in the world.

And that market will only continue to grow. The International Trade Administration expects Europe’s online shopping revenue to grow 9.3% each year, reaching $902 billion by 2027. This means businesses have a significant opportunity to tap into growing e-commerce markets and increase revenue.

 

7 European marketplaces: Where to grow and succeed in e-commerce

With so many emerging and evolving marketplaces in Europe, business leaders may struggle to pinpoint the right solutions to support their globalization strategy. They need a firm understanding of the various options to streamline their expansion into new countries. 

Consider these popular European online marketplaces based on their target industries and audiences, key features, and products:

 

1. Amazon

Amazon is the top marketplace in Europe, reaching over 181 million shoppers across 28 European countries.

2. eBay

eBay’s unique, auction-style marketplace is popular among European thrifters and collectors.

 

3. Allegro

With over 20 million active users, Allegro offers competitive pricing for its target audience of Central and Eastern European customers.

  • Top product categories: Allegro buyers primarily seek items related to home and garden, children’s products, and electronics—plus seasonal products during the holidays.
  • Regions and demographics: Poland represents most of Allegro’s online market share, but the platform also reaches Central European countries like the Czech Republic, Slovakia, and Hungary.
  • Key features: The Allegro Smart loyalty program offers deals and free shipping for eligible orders. Shoppers can also use Allegro Pay as a buy now, pay later solution.

 

4. Cdiscount

Cdiscount is one of France’s leading e-commerce platforms, boasting 19 million active monthly visitors.

  • Top product categories: Cdiscount product verticals include electronics, home appliances, furniture, fashion, and beauty.
  • Regions and demographics: Cdiscount is among the top e-commerce platforms in France, but it also reaches Germany, Belgium, Italy, and other countries.
  • Key features: Octopia Fulfillment streamlines logistics for global sellers. The “Cdiscount à Volonté” loyalty program attracts shoppers with free shipping and other perks.

 

5. Zalando


Zalando is a leading fashion marketplace that serves a customer base of over 50 million across 25 European markets.

  • Top product categories: Zalando focuses on fashion and lifestyle products, including footwear, accessories, and select luxury items.
  • Regions and demographics: Although Zalando reaches 25 countries, its top revenue drivers are Germany, Switzerland, and France. Zalando is popular among Gen Z and millennials. The brand helpfully breaks down its primary marketing silos into “zTypes.”
  • Key features: Zalando launched ZEOS Fulfillment in 2023 to streamline logistics for fashion and lifestyle sellers.

 

6. Temu

Temu’s direct-from-factory model provides fast and affordable purchase options to 92 million monthly active users in the EU alone.

  • Top product categories: Temu products span various verticals, such as fashion, electronics, home decor, and fitness. 
  • Regions and demographics: Temu’s largest markets in Europe are Germany, France, and Italy. The site targets young, budget-conscious shoppers.
  • Key features: Temu’s local-to-local shipping model fulfills European orders from local warehouses for faster delivery times. 

 

7. Bol


Bol is a leading e-commerce marketplace in the Netherlands and Belgium, reaching 13 million active customers.

  • Top product categories: Fashion products generate 30% of net sales for Bol, while hobby & leisure and electronics are also top categories.
  • Regions and demographics: Bol currently ships exclusively to the Netherlands and Belgium, making it a practical entry point to target these markets.
  • Key features: Fulfillment by Bol offers logistics support for businesses and customers who use the marketplace.

 

Frequently asked questions

 

What is the biggest online retailer in Europe?

Amazon is the most popular online marketplace in Europe. The e-commerce giant reaches more than 181 million users across the European Union. Amazon is particularly popular in Germany and the U.K.

 

How do you start selling on online marketplaces in Europe?

Before you start selling on online marketplaces, research the most popular platforms in your target regions. Once you’ve identified your platforms, build a localization strategy to efficiently reach, communicate with, and gain the trust of your new customers. Consider their unique attributes, including their preferred languages and shopping behaviors.

You may need to register your business to sell products in EU countries and meet regional regulations and requirements for international e-commerce.

 

What are the three major world marketplaces?

The top three online marketplaces in the world are Amazon, Pinduoduo, and Douyin, according to e-commerce data analytics company ECDB. Pinduoduo and Douyin are both e-commerce powerhouses in China, while Amazon leads the North American and European markets. These top three marketplaces collectively accounted for nearly $2 trillion in sales in 2024.

 

Is online shopping popular in Europe?

Online shopping is popular in European countries, particularly France, Germany, Italy, Spain, and the U.K. According to Forrester, e-commerce sales in these countries are expected to grow from €389 billion in 2024 to €565 billion in 2029.

 

Expand to European marketplaces successfully with Smartling

Business leaders must understand the landscape of online marketplaces in Europe before they dive into international expansion. Only then can businesses optimize their content for each platform to align with industry trends and access a wide range of potential customers. They’ll be prepared to thrive in Europe’s dynamic e-commerce environment and drive long-term growth across borders.

Once you choose your marketplaces, you need the tools to communicate with your new audience. That’s where Smartling’s localization services come in. With intuitive translation integrations and AI tools, Smartling helps you produce high-quality translations at efficient costs so you can reach shoppers in their preferred languages. Your e-commerce messaging will sound natural and compelling, increasing consumer trust and driving sales.

Are you expanding to countries in Europe, the Middle East, and Africa (EMEA)? Check out our eBook, “Translating for EMEA Markets: Tips from Local Experts.” You’ll uncover expert insights on reaching global customers with localized experiences.

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