Top EU Marketplaces to Sell on in 2025
With Amazon Europe drawing over a combined 1 billion visits per month and emerging platforms like Temu gaining traction fast, 2025 is shaping up to be a breakthrough year for ecommerce retailers targeting the EU.
For retailers looking for long-term success, choosing the right EU marketplaces will be key to achieving it.
Today’s European consumers are more open than ever to buying from international brands, especially when marketplaces serve as trusted, localized platforms.
At the same time, advancements in logistics and payments have simplified what used to be complex—making multichannel selling across Europe faster, easier, and more profitable.
In this guide, we’ll break down the top-performing and fast-rising EU marketplaces in 2025.
You’ll get a clear view of platform fees, optimization strategies, regulatory insights, and actionable advice, so you can make informed, growth-driven decisions for your next stage of European expansion.
With the stage set for massive growth, let’s explore why the European ecommerce landscape should be a top priority for global retailers in 2025.
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Why Expand into European Marketplaces?
With over 450 million potential customers and some of the world’s most digitally engaged shoppers, Europe offers ecommerce brands a unique combination of scale, diversity, and sophistication.
From the high-spending markets of Germany and the Nordics to the fast-growing ecommerce adoption in Eastern Europe, the region continues to offer untapped revenue opportunities for brands that think globally.
Brands entering the European market in 2025 are gaining access to:
- Strong consumer spending—particularly in Western and Northern Europe
- Digital-first buyers who embrace cross-border shopping
- Expanding demand in emerging markets like Poland, Romania, and the Baltics
But it’s not just about size—it’s about readiness. European buyers are increasingly embracing cross-border commerce, and retailers who adapt quickly can gain a real edge.
Cross-border ecommerce is now table stakes
What used to be a logistical challenge is now a competitive edge. European buyers increasingly expect access to international products—delivered quickly, priced transparently, and supported locally.
By listing on leading EU marketplaces, you can:
- Open up new, high-value revenue streams outside your home market
- Smooth out seasonal sales cycles by reaching buyers in different regions
- Build brand recognition across multiple countries simultaneously
And while tapping into cross-border demand is crucial, long-term success depends on more than just reach—it also requires resilience.
Diversify to stay agile and future-proof your growth
Relying on a single sales channel—like Amazon—puts your business at risk. From algorithm shifts to rising fees and policy updates, the stakes are too high to stay dependent.
Expanding into multiple EU marketplaces allows you to:
- Build operational resilience across platforms
- Reduce risk from marketplace-specific disruptions
- Find niche audiences on specialized platforms with lower competition
So where should you focus your efforts in 2025? Below, we break down the top EU marketplaces worth your attention.
Top EU Marketplaces to Sell on in 2025
Europe’s marketplace ecosystem is more dynamic than ever, offering brands a powerful mix of established platforms, niche opportunities, and emerging disruptors.
Whether you’re scaling an established brand or testing new regions, here’s your 2025 guide to the marketplaces that matter.
Amazon Europe
Amazon remains the dominant force in European ecommerce, offering unmatched reach across major markets.
Key Statistics:
- Over 1 billion monthly visitors across major EU markets (Germany, UK, France, Italy, Spain)
- European Professional Seller fees: €39/month plus category-specific commissions (typically 8-15%)
- Fulfillment by Amazon (FBA) offering comprehensive logistics support
Unique Selling Points:
- European Fulfillment Network (EFN) allows inventory pooling across EU marketplaces
- Advanced advertising tools and brand registry protections
- Strongest consumer trust ratings in most EU markets
Best For: Brands seeking maximum reach and those with products that benefit from Prime eligibility.
eBay Europe
eBay maintains strong positioning in specific EU markets, particularly the UK and Germany, with a more flexible selling structure.
Key Statistics:
- Approximately 474 million monthly visitors in Europe
- Monthly subscription of 39 PLN (around €8–€9) required for basic selling; 10-12% final value fees for most categories
- Strong second-hand market alongside new products
Unique Selling Points:
- Lower barrier to entry than Amazon for new sellers
- Auction format options alongside fixed-price listings
- Particularly strong in collectibles, automotive, and electronics categories
Best For: Sellers with unique, one-of-a-kind items or those testing European markets before deeper investment.
Allegro
Poland’s ecommerce powerhouse Allegro has expanded significantly, now serving multiple Eastern European countries.
Key Statistics:
- 163.6 million monthly visitors, dominating the Polish market
- Commission rates typically range from 8-15% depending on category
Unique Selling Points:
- Market leader in Poland with 80% of online shoppers using the platform
- Smart! delivery program competing with Amazon Prime
- Less competition from international sellers compared to Amazon
Best For: Brands targeting Eastern European markets, particularly Poland and neighboring countries.
Zalando
Zalando has cemented its position as Europe’s leading fashion marketplace with continued growth.
Key Statistics:
- 12 million monthly visitors focusing on fashion and accessories
- Commission rates ranging from 5-25% depending on product category and services utilized
- Strong presence in 25 European markets
Unique Selling Points:
- Premium positioning with emphasis on sustainability and ethical fashion
- Advanced mobile shopping experience with industry-leading app engagement
- Partner fulfillment options reducing logistical complexity
Best For: Fashion and lifestyle brands prioritizing a premium shopping experience.
Temu
Chinese marketplace Temu has rapidly expanded its European presence, disrupting established players.
Key Statistics:
- 292 million monthly active users globally as of early 2025
- Particularly strong growth in the UK and France
- Aggressive pricing strategy with heavy promotional discounting
Unique Selling Points:
- Gamified shopping experience with rewards and time-limited deals
- Extremely competitive pricing appealing to value-conscious consumers
- Heavy investment in social media marketing and user acquisition
Best For: Retailers of competitively priced goods who can maintain margins despite platform pressure for low prices.
Bol.com
Bol.com, The Netherlands’ leading marketplace has expanded its reach in the Benelux region.
Key Statistics:
- Leading marketplace in the Netherlands and Belgium
- Over 40 million products available across all categories
- Commission rates from 5-15% depending on product category
Unique Selling Points:
- Stronger market share than Amazon in the Benelux region
- Select+, a Prime-like loyalty program with growing subscription base
- Strong logistics network optimized for regional delivery
Best For: Brands targeting Dutch and Belgian consumers, particularly in home goods and electronics.
ASOS Marketplace
UK-based ASOS continues to expand its marketplace presence for fashion brands.
Key Statistics:
- Platform hosts over 900+ independent sellers
- 20% commission on sales
- Focus on trendy apparel with a large European customer base
Unique Selling Points:
- Direct access to fashion-forward 20-30-year-old demographic
- Boutique-style storefronts with brand storytelling opportunities
- Strong editorial content driving customer engagement
Best For: Independent fashion labels and vintage clothing stores.
Cdiscount
France’s second-largest marketplace Cdiscount offers strong domestic reach.
Key Statistics:
- Second-largest marketplace in France with approximately 40 million products
- 20 million unique monthly visitors
- €39.99/month plus 15% commission rate for most products
Unique Selling Points:
- Strong presence in home appliances and consumer electronics
- Cdiscount à volonté (CDAV) loyalty program with free shipping benefits
- Integrated fulfillment solution with warehouses across France
Best For: Brands targeting the French market, particularly in home and tech categories.
Otto.de
Otto is Germany’s second-largest ecommerce platform after Amazon.
Key Statistics:
- Operating in 20+ countries with strong German market presence
- Approximately 10 million active customers
- Monthly basic fee of €99.90 and commission rates from 7-18% depending on category
Unique Selling Points:
- Trusted German brand with high consumer confidence
- Strong presence in home furnishings and apparel
- Comprehensive seller support with German market expertise
Best For: Retailers of home goods, furniture, and apparel targeting German consumers.
Emerging Marketplaces to Watch
ManoMano
ManoMano, the specialized home and garden marketplace, continues its expansion across Europe.
Key Statistics:
- Over 50 million annual visitors and growing rapidly
- Present in France, Spain, Italy, Germany, UK, and Belgium
- €100 per month plus commission rates from 15%-25% depending on category
Unique Selling Points:
- Category specialization in DIY, home improvement, and gardening
- Technical product knowledge and customer support emphasis
- Lower competition than generalist marketplaces
Fruugo
Fruugo is a purely cross-border marketplace facilitating international selling across 46 countries.
Key Statistics:
- Operations across all European markets with translation into 26 languages
- No monthly fees with commission at 15% plus processing fee
- Automatic currency conversion and tax calculation
Unique Selling Points:
- Single integration provides access to multiple markets
- Handles translation and localization automatically
- Pay-per-sale model with no upfront costs
OnBuy
OnBuy.com is a UK-based marketplace with European expansion plans.
Key Statistics:
- Growing rapidly with over 11,000 sellers
- Monthly fee of £25 (Standard) or £69 (Partner) or £249 (Professional) per month with commission rates from 7-15%
- Aggressive growth strategy targeting European expansion
Unique Selling Points:
- Non-competing marketplace (doesn’t sell products directly)
- Transparent fee structure with seller-friendly policies
- Strong customer service focus and seller support
Not all platforms are created equal. To help you compare them side by side, here’s a breakdown of key selling costs and considerations across the top EU marketplaces:
| Marketplace | Monthly Fee | Commission Range |
| Amazon EU | €39.00 | 8-15% |
| eBay EU | Optional (€19.99) | 10-12% |
| Allegro | 39 PLN | 8-15% |
| Zalando | None | 5-25% |
| Temu | None | 5-10% |
| Bol.com | €40.00 | 5-15% |
| ASOS | None | 20% |
| Cdiscount | €39.99 | 15% |
| Otto.de | €99.90 | 7-18% |
| ManoMano | €100.00 | 15-25% |
| Fruugo | None | 15% + processing |
| OnBuy | £25/£69/£249 | 7-15% |
When balancing fees against potential returns:
- Consider sales volume potential alongside commission rates
- Factor in additional services that may justify higher fees (fulfillment, customer service)
- Calculate total cost of selling including VAT obligations and shipping
- Evaluate the value of marketplace-specific tools and promotional opportunities
Choosing the right platform is just the beginning. To actually stand out and drive conversions, your listings must meet—and exceed—European shopper expectations.
Optimizing Your Listings for EU Marketplaces
SEO Strategies for Marketplace Success
Each EU marketplace uses distinct algorithms for product visibility. To maximize your ranking:
- Research and incorporate marketplace-specific keywords (German terms on Otto.de, British terms on UK marketplaces)
- Optimize for mobile search as European mobile commerce continues to grow
- Use backend search terms strategically while maintaining relevance
- Monitor search term performance and adjust listings accordingly
Content Optimization for European Consumers
European consumers have specific expectations when shopping online:
- Invest in high-quality, lifestyle-focused product photography
- Create detailed, benefit-focused product descriptions
- Include comprehensive technical specifications and measurements
- Ensure accurate translation and localization for each market
- Adapt to local cultural preferences and shopping behaviors
Tools and Analytics for Performance Monitoring
Leverage technology to optimize your European marketplace presence:
- Invest in marketplace-specific analytics tools to track performance
- Use A/B testing for titles, images, and pricing strategies
- Implement inventory management systems for cross-platform synchronization
- Utilize AI-powered tools for competitive price monitoring and adjustment
Of course, success in the EU isn’t just about visibility—it’s also about compliance, delivery, and operational efficiency. Here’s how to navigate the more complex side of selling across borders.
Navigating Regulatory and Logistical Challenges
EU VAT Compliance Essentials
VAT compliance remains one of the most complex aspects of selling in Europe:
- Register for VAT in each applicable EU country based on your sales thresholds
- Consider using the OSS (One-Stop Shop) scheme for simplified reporting
- Implement automated VAT calculation tools to ensure accurate collection
- Maintain proper documentation for cross-border transactions
- Stay informed about changing VAT regulations across EU member states
Shipping and Fulfillment Options
Efficient logistics are crucial for European marketplace success:
- Evaluate marketplace fulfillment programs (Amazon FBA, Zalando Fulfillment, etc.)
- Consider European 3PL providers with multi-country capabilities
- Implement regional inventory placement for faster delivery times
- Offer transparent international shipping with duty calculation
- Provide localized return solutions to meet EU consumer protection requirements
Technology Partners and Integration Solutions
The right technology stack can significantly reduce operational complexity:
- Implement multichannel management platforms like Linnworks to centralize operations
- Use API integrations to automate listing creation and inventory updates
- Deploy order routing technology to optimize fulfillment decisions
- Leverage translation services for accurate product content localization
- Consider specialized EU compliance services for regulatory guidance
With so many variables in play, how do you decide where to begin? Here’s how to turn insight into action.
Conclusion: Selecting the Right EU Marketplaces for Your Business
As you plan your European marketplace strategy for 2025, consider these key takeaways:
- Begin with marketplaces aligned with your product categories and target demographics
- Start with 2-3 platforms initially rather than attempting simultaneous launches across all EU marketplaces
- Invest in proper localization and compliance to build consumer trust
- Leverage marketplace-specific promotional tools to gain early visibility
- Continuously evaluate performance metrics to inform expansion decisions
European marketplaces are evolving fast. From sustainability-driven shopping behaviors to AI-powered recommendations and mobile-first buying, the landscape in 2025 is packed with opportunity.
But success doesn’t come from listing everywhere at once.
Brands seeing the most growth are the ones taking a strategic approach—matching their products to the right platforms, streamlining cross-border operations, and focusing on customer experience from day one.
With Linnworks, you can manage that growth from a single platform—tracking inventory across borders, syncing listings in real time, and avoiding overselling as your order volume increases. It’s how brands like Direct Plants and Powersport Superstore built reliable multichannel operations that scale with demand.
Looking to grow across Europe without adding complexity? Schedule a free demo to discover how Linnworks keeps your business connected, visible, and in control—no matter how many marketplaces you sell on.