European Marketplaces

The term "marketplace" has been prevalent on the global e-commerce scene for a long time. But what marketplaces exist in Europe, and why should we not focus solely on the biggest players? I will discuss this further in my article today.

What is a Marketplace?

A marketplace is a place where merchants offer their goods across various categories. Marketplace platforms charge merchants a commission for facilitating sales. Merchants must adhere to certain rules that differ from one marketplace to another. Thus, a marketplace platform acts as an intermediary, connecting buyers and sellers, often handling transactions, logistics, and customer service.

Types of Marketplaces

General Marketplace: Large platforms like Amazon and eBay offer various products across different categories.

Specialized Online Marketplaces: Marketplaces focused on specific segments, such as Zalando (fashion), Etsy (handmade goods), or Booking.com (travel).

B2B Marketplace: Platforms that connect businesses, such as Alibaba, which focuses on wholesale sales.

How Many Marketplaces Are There in Europe?

Europe is home to many marketplaces that vary in size, focus, and target audience. By 2025, there are said to be hundreds of them.

The Most Notable Include:

• Amazon
• eBay
• Allegro
• Zalando
• Etsy

Who is Selling on Marketplaces Suitable For?

Manufacturing Companies and B2B Sellers: I often encounter large traditional manufacturing companies entering platforms like Amazon. It allows them to expand abroad without needing foreign partners and profit-sharing.

Small and Medium Enterprises: Marketplaces provide a great opportunity for small businesses that lack the resources to develop their own e-shops in multiple languages and handle local marketing in Europe, Asia, or America.

Startups: Marketplaces allow new entrepreneurs to test the market without significant investments in marketing and technology. They can receive product feedback and achieve high turnover quickly without substantial costs for language adaptations of e-shops and numerous experts.

Individuals and Artisans: For those who create handmade products or unique goods, such as artists and craftsmen, marketplaces are ideal for showcasing their products and reaching a broader audience. From my experience, these manufacturers and sellers can tap into distant markets through marketplaces they would not have access to otherwise, often due to language barriers.

Do you need advice on where to sell your products?