Top Marketplaces in the EU (2026)

The European Union is one of the world’s largest and most dynamic e-commerce markets, bringing together 27 member states, over 450 million consumers and a rapidly evolving digital retail landscape. According to Cross-Border Commerce Europe, the European cross-border e-commerce market reached €358.7 billion in 2024/2025, with online marketplaces driving 70% of that total – equivalent to €247.5 billion in GMV. Whether you are a brand looking for scale, a retailer seeking new channels, or a distributor expanding across borders, understanding which EU marketplaces to prioritise in 2026 is a strategic necessity. This guide covers the top platforms operating across EU member states, how they differ, and how to connect your catalogue to them efficiently via Lengow.

The EU marketplace landscape at a glance

• Market scale: EU cross-border e-commerce reached €358.7 billion in 2024/2025, up 10% year-on-year, with 70% generated through online marketplaces (Cross-Border Commerce Europe).
• Top 5 EU markets: Germany, France, Italy, Spain and the Netherlands together generate the majority of EU e-commerce revenue, and all five are served by the continent’s leading marketplace platforms.
• Market leaders: Amazon and eBay together capture more than half of all marketplace-driven turnover in Europe; the top 100 cross-border marketplaces generated €216.82 billion in GMV in 2024/2025, a 10% year-on-year increase (CEP Research).
• EU-native powerhouses: Several of Europe’s most successful marketplaces are born in the EU itself – from Zalando (Germany) and Allegro (Poland) to Vinted (Lithuania) and ManoMano (France), demonstrating the bloc’s capacity to produce globally competitive digital platforms.
• Regulatory framework: The EU’s Digital Services Act (DSA), GDPR and emerging AI regulations are setting global standards for marketplace transparency, seller accountability and consumer protection, making EU market entry more complex but also more trustworthy for buyers.

Top marketplaces in the EU (2026)

1) Amazon

Amazon is by far the dominant marketplace in the EU, with a presence in Germany, France, Italy, Spain, the Netherlands, Poland, Sweden and Belgium. In Q3 2025 alone, Amazon’s global net sales reached $180.2 billion (Amazon IR), and third-party sellers now account for a record 62% of all units sold on the platform. In every one of the five largest EU e-commerce markets, Amazon holds the position of number-one or number-two marketplace by traffic and GMV. Its Pan-European FBA network allows sellers to serve all major EU markets from a single inventory pool, and its Amazon Business channel adds a powerful B2B dimension targeting EU procurement buyers.

• Suits: virtually all product categories; especially strong for electronics, home, garden, sports, fashion and FMCG.
• Notes: VAT OSS compliance is critical for EU sales via Amazon; Pan-European FBA simplifies cross-border logistics but requires careful inventory planning across multiple fulfilment centres.

Connect via Lengow: Sell on Amazon with Lengow.

2) eBay

eBay is the EU’s second-largest generalist marketplace, with deep roots in Germany, France, Italy and Spain. As of Q3 2025, the platform reported a global GMV of $20.1 billion for the quarter, an increase of 10% year-over-year, and counts 134 million active buyers globally (EcommerceByte). In Germany (the largest EU e-commerce market) eBay remains the second most visited marketplace after Amazon. The platform’s strength in pre-owned, refurbished and collectible goods also makes it the go-to destination for circular economy sellers across the EU.

• Suits: new and second-hand goods; especially strong for electronics, fashion, collectibles, automotive parts and DIY tools.
• Notes: eBay’s advertising tools (Promoted Listings) and cross-border trade features are well-adapted to EU seller needs; the platform’s open catalogue model enables broad product listings without prior approval.

Connect via Lengow: Sell on eBay with Lengow.

3) Zalando

Zalando is Europe’s undisputed number-one fashion and lifestyle marketplace, headquartered in Berlin and operating across 25 European markets. Following its acquisition of About You, Zalando’s Q3 2025 revenue surged by 26.5% to €3.02 billion, and the combined group now projects a full-year 2025 GMV of between €17.2 billion and €17.6 billion. With 52.9 million active customers across Europe and over 430 million monthly website visits, Zalando is the fashion platform brands cannot ignore when targeting EU consumers. Its Partner Programme gives third-party sellers access to Zalando’s logistics, marketing tools and data insights.

• Suits: fashion, footwear, accessories, beauty and lifestyle brands of all sizes.
• Notes: strong sustainability positioning is increasingly a selection criterion for Zalando; the platform’s Zircle resale feature is growing fast and opening new opportunities for circular fashion brands.

Connect via Lengow: Sell on Zalando with Lengow.

4) Allegro

Allegro is the leading marketplace in Poland and the EU’s most important regional e-commerce platform in Central and Eastern Europe. With 157.9 million monthly visitors (Similarweb), it ranks among the top platforms in Europe by traffic. In Q3 2025, Allegro’s GMV grew 9.8% year-over-year and the platform now forecasts full-year 2025 GMV growth of 8–9% (Smartkarma). Originally an auction site founded in 1999, Allegro has evolved into a full-scale marketplace with fast logistics, a loyalty programme (Smart!) and expanding operations in Czech Republic, Slovakia and Hungary — making it the gateway to Central European consumers.

• Suits: all product categories; especially electronics, home, fashion and FMCG targeting Polish and Central European consumers.
• Notes: Polish-language listings and PLN pricing are mandatory; local fulfilment partnerships are a strong competitive advantage on this platform.

Connect via Lengow: Sell on Allegro with Lengow.

5) Bol.com

Bol.com is the leading online marketplace in the Netherlands and Belgium – the two countries that form the EU’s Benelux e-commerce powerhouse. Owned by Ahold Delhaize, bol.com’s parent company reported EU online sales growing 9.7% in Q3 2025, driven explicitly by bol.com’s strong performance (Ahold Delhaize Q3 2025). In the Netherlands, bol.com consistently outranks Amazon.nl in traffic, thanks to its deep local logistics network, cultural alignment and strong reputation. With over 13 million active customers and approximately 50,000 sellers, it is the most important single marketplace for reaching Dutch and Belgian consumers.

• Suits: all product categories; electronics, home, children’s products, books, sports and garden are particularly strong.
• Notes: Dutch-language product data is essential; bol.com’s Fulfilment by bol (FBB) logistics service dramatically improves delivery speed and visibility; local customer service expectations are high.

Connect via Lengow: Sell on Bol.com with Lengow.

6) OTTO

OTTO is Germany’s second-largest online marketplace after Amazon, operated by the Otto Group, one of Europe’s largest e-commerce groups. In its 2024/25 fiscal year, the OTTO marketplace platform’s GMV surpassed €7 billion (a 9% increase), and its active customer base grew 4% to 12.2 million (Interior Daily). By focusing on higher-quality partners (now numbering around 6,200) OTTO drove marketplace sales up by 24% (Ecommerce News EU). Its audience skews towards quality-conscious German consumers, making it a premium alternative to Amazon for brands that want to avoid commoditisation.

• Suits: home & living, furniture, fashion, electronics and garden; well-suited for brands targeting quality-oriented German consumers aged 30–55.
• Notes: seller selection is curated; OTTO tends to favour established brands and distributors with reliable fulfilment; German-language content and DIN/CE compliance are requirements.

Connect via Lengow: Sell on OTTO with Lengow.

7) Cdiscount

Cdiscount is France’s second-largest e-commerce marketplace after Amazon, with a rapidly growing third-party seller ecosystem. In Q3 2025, the platform’s overall GMV grew 1%, entirely driven by its marketplace channel, which saw its own GMV grow 5.5%; third-party marketplace sales now account for a record 69% of all product sales on the platform (Groupe Casino Q3 2025). Its Octopia technology also powers third-party seller programmes at other major French retailers, making it a hub for multi-channel distribution in France. For sellers targeting French consumers across home, electronics and leisure categories, Cdiscount is a strategic complement to Amazon.fr.

• Suits: home & hobby, electronics, leisure, sports, DIY and general consumer goods targeting French-speaking consumers.
• Notes: Cdiscount Pro is a dedicated B2B channel targeting SME buyers; the Octopia platform enables easy expansion onto connected banners such as Brico Dépôt.

Connect via Lengow: Sell on Cdiscount with Lengow.

8) Vinted

Founded in 2008 in Vilnius, Lithuania, Vinted has grown into Europe’s largest C2C second-hand marketplace, now operating in over 22 European countries with more than 100 million members. In 2025, Vinted surpassed a GMV milestone of €10 billion and generated revenue of over €1 billion, while carrying a valuation of approximately €8 billion (Ecommerce News EU). The platform is the dominant secondhand fashion destination in France, Germany, Poland, Belgium, the Netherlands and beyond. A growing Vinted Pro offering also opens the platform to professional sellers meeting volume criteria across multiple EU countries.

• Suits: fashion, accessories, children’s clothing, electronics and home goods sellers (both individual and professional) targeting the rapidly growing recommerce segment.
• Notes: EU-headquartered and fully aligned with circular economy values; Vinted’s recommerce model benefits from the EU’s right-to-repair and sustainability regulatory tailwinds; Vinted Pro requires meeting volume and category eligibility criteria per country.

9) ManoMano

ManoMano is Europe’s leading marketplace for DIY, home improvement and garden products, headquartered in Paris and operating across France, Germany, Spain, Italy, Belgium and beyond. The company has raised over $730 million in funding, the highest of any native European B2B marketplace (Statista) and its estimated GMV remains in the multi-billion euro bracket. Its dedicated ManoMano Pro channel serves trade buyers – artisans, contractors and construction professionals – making it the go-to platform for both B2C and B2B in the DIY sector across the EU.

• Suits: tools, hardware, electrical, plumbing, garden and building materials brands targeting both consumers and professional trade buyers.
• Notes: highly specific technical product data (compatibility, dimensions, certifications) is essential for strong conversion; ManoMano Pro is a fast-growing B2B segment adding a professional procurement audience.

Connect via Lengow: Sell on ManoMano with Lengow.

10) Decathlon

Decathlon is Europe’s number-one sports retailer, and its marketplace is rapidly becoming a key digital channel across the EU. In 2024, Decathlon generated €16.2 billion in total revenue and saw its digital sales reach 20% of the total (Lengow). The group is actively expanding its third-party marketplace model, which is now open to external sellers in over 10 EU countries. For brands in sports, outdoor and fitness, Decathlon’s marketplace combines high brand trust, a vast loyal customer base and strong EU-wide physical store infrastructure with growing digital reach.

• Suits: sports equipment, outdoor gear, fitness accessories, cycling, running, hiking and water sports brands.
• Notes: sellers must align with Decathlon’s sustainability commitments; technical product data and compliance with EU safety standards are key requirements for listing.

Connect via Lengow: Sell on Decathlon with Lengow.

Who should sell where in the EU?

• Pan-EU reach (all categories): Amazon, eBay.
• Fashion & lifestyle: Zalando.
• Central & Eastern Europe (Poland and beyond): Allegro.
• Netherlands & Belgium: Bol.com.
• Germany (quality-focused): OTTO.
• France: Cdiscount, ManoMano.
• DIY, tools & home improvement (EU-wide): ManoMano, Amazon.
• Sports & outdoor: Decathlon.
• Second-hand & recommerce: Vinted, eBay.

How to sell on EU marketplaces with Lengow

One platform, the entire EU. Lengow connects your product catalogue to all major EU marketplaces from a single feed management interface, removing the complexity of managing localised data, currency, tax rules and order flows across multiple countries.

• Native connectors: Amazon, eBay, Zalando, Allegro, Bol.com, OTTO, Cdiscount, ManoMano, Decathlon and many more are all available directly through Lengow.
• Localisation at scale: automatically adapt product titles, descriptions, attributes and categories for each marketplace’s language, taxonomy and buyer expectations – across German, French, Dutch, Polish, Italian, Spanish and more.
• EU compliance: manage VAT OSS obligations, GPSR product safety requirements and DSA seller accountability requirements with structured product data and compliant feeds built into Lengow’s workflows.
• Automation: rules-based repricing, stock synchronisation across all EU channels, and promotional feed rules reduce manual workload and keep your listings competitive in real time.