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EMARKETER

Western Europe Marketplaces 2025

How Brands Should Respond to the Rise of Marketplace-First Shopping

Report by Carina Lamb  |  Oct 29, 2025
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Table of Contents
Executive Summary
Europe’s marketplace landscape is dynamic and rapidly evolving
Brands need a sophisticated marketplace strategy for future growth
Sources
Media Gallery
About This Report
Online marketplaces are a crucial channel for growth in Europe. But brands need a nuanced strategy to navigate the complex, fragmented landscape.
Topics
Ecommerce Sales
Cross-Border Ecommerce
Ecommerce Tactics
Western Europe
Europe
Table of Contents
Executive Summary
Europe’s marketplace landscape is dynamic and rapidly evolving
Brands need a sophisticated marketplace strategy for future growth
Sources
Media Gallery

Online marketplaces, which already command a significant share of ecommerce sales in Europe, continue to gain ground. With consumers preferring marketplaces over specialty retailers and D2C, the channel is an imperative for maintaining growth. However, navigating Europe’s dynamic and fragmented marketplace landscape requires a sophisticated, nuanced approach.

Key Question: How should brands react to the rise of online marketplaces in Europe?

Key Stat: Third-party marketplaces have a 39% share of total ecommerce sales in Europe—rising to 47% in Austria and 45% in Germany and Italy.

Third-Party Marketplaces Are Particularly Dominant in Austria, Germany, and Italy
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Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Europe’s marketplace landscape is dynamic and rapidly evolving
  1. Brands need a sophisticated marketplace strategy for future growth
  2. Sources
  1. Media Gallery

Charts in This Report

Third-Party Marketplaces Are Particularly Dominant in Austria, Germany, and ItalyMarketplaces Are by Far the Most Popular Online Retailers in Europe
Amazon's Ecommerce Sales Are Still Rising Across Europe's Three Biggest MarketsMost Consumers in Europe’s Five Largest Economies Prefer Marketplaces for Cross-Border Shopping
Amazon Is Most Popular in Europe's Top 5 Markets but Doesn't Dominate the Entire Region, (top marketplace in Europe, by country, March 2025)Generalists Selling a Broad Range of Goods Dominate the European Marketplace Landscape
Consumers in Europe Are Much More Likely to Buy Some Products From Marketplaces Than Others, (% of consumers in Europe who have purchased products online from a marketplace, by category, March 2025)

authors

Carina Lamb

Contributors

Sky Canaves
Principal Analyst
Suzy Davidkhanian
VP, Content
Donte Gibson
Senior Charts Editor
Kyndall Krist
Senior Copy Editor
Amy Rotondo
Director, US Research
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
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