Top Marketplaces in Germany (2026)

This guide highlights the top marketplaces in Germany for 2026, who they're best for, and what to keep in mind when onboarding. You'll also find links to sell via Lengow.

Germany at a glance

• Online goods sales: €83.1B in 2025 (+3.2%, gross incl. VAT); BEVH and the EHI Retail Institute forecast further growth of +3.8% in 2026.
• Marketplaces: around 56% of online goods sales (~€46.2B in 2025) and the main growth driver alongside re-commerce (E-Commerce Institute).
• Heavy online buyers: ~83% of internet users shop online.

The top marketplaces in Germany (2026)

1) Amazon

Amazon is the clear leader in Germany and continues to outpace the wider market. In 2024, Amazon's revenue in Germany grew by about +8.7% (Ecommerce News EU; ad revenue also grew strongly — source). Sellers benefit from unparalleled reach across categories (electronics, home, everyday goods) and robust retail media.

• Suits: most consumer categories; FBA boosts delivery SLAs and Buy Box share.
• Notes: competitive pricing, content quality and availability management are core to success.

Connect via Lengow: Sell on Amazon with Lengow.

2) OTTO

A trusted German brand with a curated marketplace and loyal customer base. OTTO reports ~12.2M active customers and GMV around €7B in FY 2024/25 (OTTO – At a glance; see also Otto Group FY24/25 press release). Onboarding is selective, with requirements around customer service and domestic returns (OTTO Market presentation).

• Suits: fashion, home & living, consumer electronics, premium mid-market assortments.
• Notes: quality bar for listings and operations is high; brand trust is a differentiator.

Connect via Lengow: Sell on OTTO with Lengow.

3) Kaufland

Generalist marketplace scaling fast in Central and Western Europe. In 2025, Kaufland announced expansion to France and Italy with go-live planned for late summer (Kaufland newsroom).

• Suits: mass-market catalogues; wide category coverage; cross-border growth via the "Global Marketplace".
• Notes: attractive for price-competitive offers; ensure accurate attributes and delivery times.

Connect via Lengow: Sell on Kaufland with Lengow.

4) Zalando (Partner Program)

Europe's (and Germany's) leading fashion platform. In 2025, Zalando reported ~52.4M active customers and Q1 revenue growth of 7.9% YoY as the platform moves further upmarket and expands B2B services (Reuters).

• Suits: fashion, footwear, accessories, beauty; brand-building with premium consumers.
• Notes: strong data/attribute requirements; consider ZEOS and Partner logistics options.

Connect via Lengow: Sell on Zalando with Lengow.

5) eBay

A staple for long-tail, refurbished and value-oriented categories, with powerful search visibility. eBay reported ~134M active buyers globally in 2025 (Capital One Shopping research roundup; see also eBay Investor Relations).

• Suits: refurbished tech, auto parts, collectibles, niche SKUs; promotional mechanics drive demand.

Connect via Lengow: Sell on eBay with Lengow.

6) MediaMarktSaturn Marketplace (MediaMarkt & Saturn)

Germany's leading consumer electronics retail group operates a growing marketplace. MediaMarkt highlights access to 21M+ potential customers and "65M unique visits/month" across two of Germany's top online shops (MediaMarkt; see also Saturn and marketplace updates reported in the trade press here).

• Suits: consumer electronics, gaming, smart home, accessories; brand manufacturers and authorized resellers.

Connect via Lengow: Sell on MediaMarktSaturn with Lengow.

7) Idealo (Preisvergleich + Direktkauf)

Hybrid price comparison plus marketplace checkout ("Direktkauf"). Idealo states ~78M monthly visits and 50k+ merchants across Europe (idealo Partner). New CPC conditions took effect for new merchants in April 2025 (idealo – Verkaufen).

• Suits: price-competitive catalogues; fast movers in electronics, appliances, home & DIY.

Learn more: Sell on idealo with Lengow.

8) ABOUT YOU

Fashion marketplace focused on younger, style-conscious consumers with partner and marketplace models. In 2025, ABOUT YOU eased access with a new Seller Center and expanded retail media support for partners (Seller Center; Ecommerce News EU).

• Suits: apparel, footwear, accessories, DTC fashion brands seeking incremental reach.

9) ManoMano

Vertical marketplace for DIY, home improvement and gardening with strong traction in Germany. Public dashboards indicate solid traffic and demand in 2025 (Similarweb; category context: Mordor Intelligence – Germany DIY).

• Suits: tools, building materials, garden, heating & plumbing; pro and enthusiast audiences.

Connect via Lengow: Sell on ManoMano with Lengow.

10) Temu

The fast-growing cross-border marketplace has become a fixture in German online shopping. A 2025 ECC CLUB / IFH Köln survey found 38% of German consumers have ordered from Temu at least once, ahead of Shein (21%) and AliExpress (16%). Under the EU Digital Services Act, Temu reported an average of ~129.7M monthly users across the EU in H2 2025, up from 115.7M six months earlier (Ecommerce News EU). Germany counts an estimated 16M monthly active users, placing Temu among the country's top-five marketplaces, and by Q3 2025 Europe had overtaken North America as Temu's largest revenue region (Ecomcrew).

• Suits: price-aggressive, high-volume assortments and test-and-learn launches; budget-conscious shoppers.
• Notes: as a Very Large Online Platform under the EU Digital Services Act, Temu faces heightened scrutiny on product safety and compliance; pricing freedom and brand control are limited, so it suits a short-term test channel more than brand-building.

Connect via Lengow: Sell on Temu with Lengow.

Who should sell where?

• Generalist volume (broad catalogues): Amazon, Kaufland, eBay, Temu.
• Fashion & lifestyle: Zalando, ABOUT YOU, OTTO.
• Electronics: MediaMarktSaturn, Amazon, OTTO, eBay.
• DIY / Home improvement: ManoMano, Amazon, OTTO, idealo (Direktkauf).

How to sell on German marketplaces

Lengow lets you manage product data, attributes, and availability for multiple marketplaces from one place. You can automate category mapping, synchronize stock and prices, and centralize orders, reducing catalog errors and time-to-list.

• Amazon, OTTO, Zalando, Kaufland, eBay, idealo & more: native integrations available via Lengow.
• Rules & quality: enforce pricing rules, hide low-stock items, standardize attributes, and comply with marketplace data specs.