Europe is a huge continent that encompasses dozens of countries, 27 currencies, and over 200 languages . Europe’s top online marketplaces span many of these regions, shaping the continent’s ecommerce landscape.
Businesses looking to expand beyond their borders and enter new markets need to understand popular European markets. While some have a broad reach, there is no one-size-fits-all solution for reaching customers in all European countries. Each ecommerce market targets specific industries, regions, and consumer demographics.
This guide will explore the top seven European online marketplaces for businesses looking to gain a foothold in Europe’s thriving digital economy. We’ll discuss their key features, demographics, and product categories.
European market opportunities
European shopping sites are booming as customers seek more convenient shopping experiences and businesses look to drive international sales. In fact, Europe represents the third largest retail e-commerce market in the world.
And this market will only continue to grow. The International Trade Administration expects Europe’s online shopping revenue to grow by 9.3% annually, reaching $902 billion by 2027. This means that companies have a significant opportunity to tap into growing e-commerce markets and increase revenue.
7 European markets: where to grow and succeed in e-commerce
With so many emerging and evolving markets in Europe, business leaders can struggle to identify the right solutions to support their globalization strategy. They need a firm understanding of the various options to expedite their expansion into new countries .
Consider these popular European online marketplaces based on their industries and target audiences, key features and products:
1. Amazon
Amazon is Europe’s leading marketplace, reaching over 181 million shoppers across 28 European countries .
Top product categories: Electronics and computers account for the majority of Amazon’s sales in Europe. Other algeria whatsapp number data 5 million top categories include fashion, home goods, and games.
Regions and demographics: Italy, France, Germany, and the UK dominate Amazon’s European sales . Millennial shoppers are the largest consumer base in these regions.
Key features: Amazon’s pan-European fulfillment program and European Expansion Accelerator help businesses sell and ship to global customers.
2. eBay
eBay’s unique auction-style marketplace is popular with European thrift stores and collectors.
Top product categories: Hobby & Leisure, Fashion &, Apparel, and Electronics generate the highest how to add cms to an existing website sales volume on eBay.
Regions and demographics: eBay’s most significant European customer base resides in the United Kingdom and Germany .
Key features: eBay was built for global commerce. An impressive 97% of EU-based small businesses on the platform export to international markets.
3. Allegro
With over 20 million active users , Allegro offers competitive prices to its target audience of Central and Eastern European customers.
Top Product Categories: Allegro shoppers primarily search for home and garden items, children’s products, and singapore number electronics, as well as seasonal products during the holidays.
Regions and demographics: Poland represents the majority of Allegro’s online market share, but the platform also reaches Central European countries such as the Czech Republic, Slovakia and Hungary.
Key Features: The Allegro Smart loyalty program offers promotions and free shipping on eligible orders. Shoppers can also use Allegro Pay as a buy now, pay later solution.
4. Cdiscount
Cdiscount is one of the leading e-commerce platforms in France, with 19 million monthly active visitors .
Main product categories: Cdiscount’s product verticals include electronics, home appliances, furniture, fashion and beauty.
Regions and demographics: Cdiscount is among the leading e-commerce platforms in France, but also reaches Germany, Belgium, Italy and other countries.
Key Features: Octopia Fulfillment simplifies logistics for global sellers. The “Cdiscount à Volonté” loyalty program attracts buyers with free shipping and other perks.
5. Zalando
Zalando is a leading fashion marketplace serving a customer base of over 50 million worldwide across 25 European markets .
Main product categories: Zalando focuses on fashion and lifestyle products, including footwear, accessories and selected luxury items.
Regions and demographics: Although Zalando reaches 25 countries, its main revenue generators are Germany, Switzerland and France. Zalando is popular with Gen Z and millennials. The brand helpfully divides its main marketing silos into “ZTypes”.
Key features: Zalando launched ZEOS Fulfillment in 2023 to streamline logistics for fashion and lifestyle sellers.
6. Temu
Temu’s factory-direct model offers fast and affordable purchasing options to 92 million monthly active users in the EU alone.
Main product categories: Temu products cover various sectors 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 Bol’s net sales , while hobby & leisure and electronics are also top categories.
Regions and Demographics: Bol currently ships exclusively to the Netherlands and Belgium, making it a convenient entry point to reach these markets.
Main features: Fulfillment by Bol provides logistics support for companies and customers using the marketplace.
Frequently asked questions
What is the largest online retailer in Europe?
Amazon is Europe’s most popular online marketplace. The e-commerce giant reaches over 181 million users across the European Union. Amazon is particularly popular in Germany and the United Kingdom.
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, create a localization strategy to effectively reach, communicate with, and gain the trust of your new customers. Consider their unique attributes, including their preferred languages and purchasing behaviors.
You may need to register your business to sell products in EU countries and meet regional regulations and requirements for cross-border e-commerce.
What are the three main world markets?
The top three online marketplaces in the world are Amazon, Pinduoduo and Douyin, according to e-commerce data analytics firm ECDB. Pinduoduo and Douyin are both e-commerce powerhouses in China, while Amazon leads the North American and European markets. These three major 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 in France, Germany, Italy, Spain, and the United Kingdom. According to Forrester, e-commerce sales in these countries are expected to grow from €389 billion in 2024 to €565 billion in 2029 .
Successfully expand into European markets with Smartling
Business leaders need to understand the landscape of online markets in Europe before diving into international expansion . Only then can companies optimize their content for each platform to align with industry trends and reach a wider range of potential customers. They will be prepared to thrive in Europe’s dynamic e-commerce environment and drive long-term growth across borders .
Once you’ve chosen your markets, 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.