Europe is often the first stop for UK retailers looking to expand across borders. With Germany generating £89.4 billion in eCommerce revenue alone, Europe offers access to hundreds of millions of new customers without the need to ship products to the other side of the globe.
Online marketplaces offer one of the easiest ways to enter these markets. With established audiences and strong brand recognition, UK retailers can use them to find buyers without investing in localised websites or cross-continent warehouses. In many cases, these platforms also handle payment and taxes.
Which European marketplaces are best for your brand, though? In this article, we look at the leading European marketplaces, their unique features and the types of retailers they suit.
1. Amazon
Surprise, surprise, Amazon is the undisputed leader in European eCommerce, with a dedicated presence in Germany, France, Italy, Spain, the Netherlands, Sweden, Poland and Turkey.
According to Similarweb, Amazon’s German marketplace (amazon.de) has over 380 million monthly visitors and an average visit duration of more than six minutes.
The Fulfilment by Amazon (FBA) service makes it easy to start selling on the continent. You’ll need to import your products into the country you wish to sell in, but Amazon will handle everything else, storing goods in an Amazon fulfilment centre and delivering them to customers.
Benefits of selling on Amazon in Europe:
- Use one account to reach customers in the UK, France, Germany, Italy and Spain
- Uncomplicated VAT registration and collection
- Free listing and translation tools to remove language barriers
Click here to start selling on Amazon today.
2. Allegro
Allegro is Poland’s largest online marketplace, boasting over 20 million active buyers and over 160,000 merchants. UK retailers looking to tap into Central and Eastern Europe will find Allegro a fantastic entry point.
The platform started life in 1999 as an auction site. Today, Allegro is a powerhouse platform, with a particularly strong presence in the automotive, electronics, fashion, and home and garden categories.
The Polish eCommerce market is robust, with monthly revenues expected to reach $25 billion in 2025.
Benefits of selling Allegro:
- Get a seller account for free
- Enjoy a 0% sales commission fee for the first 90 days
- List once and sell across Poland, Slovakia and the Czech Republic from a single account
Click here to start selling on Allegro today.
3. Cdiscount
Cdiscount is France’s leading domestic marketplace, attracting 19 million unique monthly users across more than 40 product categories.
The platform offers UK retailers several advantages, including multi-lingual account managers, no long-term contracts and a comprehensive suite of seller tools.
Benefits of selling on Cdiscount:
- Sell products with no opening fees or sales limits
- Logistics expertise with 540,000 sqm of warehouse space
- 7 million active customers
Click here to start selling on Cdiscount today
4. OTTO
OTTO is Germany’s leading online marketplace, with more than 12 million active customers and a daily visitor count of three million.
Known for its focus on fashion, homeware, electronics and lifestyle, OTTO is trusted by German consumers for quality and reliability. The marketplace stands out for its strong brand loyalty, less direct competition from international sellers and high standards for product compliance and customer service.
Please note that you must have a business registered in Germany to sell on OTTO.
Benefits of selling on OTTO:
- Over 12 million active customers
- 3 million customers per day
- Up to 35 orders per second
Click here to start selling on OTTO today.
5. bol.com
bol.com is the largest marketplace in the Netherlands and Belgium, serving millions of users with a broad product range that includes books, electronics, toys and home goods.
As the market leader in Dutch-speaking Europe, bol.com supports both local and international sellers and is recognised for its sustainability and trusted brand reputation.
Benefits of selling on bol.com:
- 13 million customers throughout Belgium and the Netherlands
- Only pay commission fees for sold items
- Customer service in Dutch and English
Click here to start selling on bol.com today.
6. Zalando
Zalando is Europe’s top online fashion marketplace, operating in over 25 countries and serving around 50 million customers. With more than 5,800 brands, Zalando is the go-to platform for apparel, footwear and accessories.
Fashion and lifestyle retailers with strong branding and the ability to meet Zalando’s quality and style requirements will find exceptional pan-European exposure.
Please note that you can’t apply to sell on Zalando. It’s an invite-only platform.
Benefits of selling on Zalando:
- 50 million customers across 25 countries
- Wholesale partnership model
- Access customer shopping behaviour via the Zalando Retail Center
7. ManoMano
ManoMano is Europe’s leading marketplace for DIY, home improvement and gardening products, with a strong presence in France, Spain, Italy, Germany and the UK.
ManoMano requires merchants to provide a high-quality service, including responding to messages within 24 hours, sending tracking identifiers and having less than 3% of orders refunded.
Benefits of selling on ManoMano:
- More than 7 million individual and professional customers
- Reach customers in 6 markets
- An aggregator marketplace that lets you control logistics
8. Fruugo
Fruugo is a global online marketplace based in the UK, with a significant European footprint. It offers a cross-border platform that supports multiple languages and currencies, making it easy for UK retailers to reach customers in over 40 countries.
Retailers seeking international expansion without the complexity of managing multiple localised storefronts will find Fruugo’s cross-border capabilities and streamlined logistics particularly attractive.
Benefits of selling on Fruugo:
- Automatic translation technology translates products in 28 different languages
- Only pay fees when you make sales
- Fruugo actively markets products in 46 countries
Click here to start selling on Fruugo today.
9. eMag
eMAG is the leading eCommerce marketplace in Romania and a major player in Central and Eastern Europe, with operations in Hungary and Bulgaria as well. The platform offers a wide range of product categories and serves millions of customers across the region.
Retailers aiming to access fast-growing Eastern European markets, especially those in electronics, home, and lifestyle products, will benefit from eMAG’s strong local brand recognition and expanding regional reach.
Benefits of selling on selling on eMag:
- More than 5 million active customers
- No onboarding or account management fees
- Pay as you sell
Click here to start selling on eMag today.
What to do before you sell on a European marketplace
Before you dive into a European marketplace, there are several things to consider:
- Fees, rules and regulations. Each marketplace will have specific VAT, compliance and customs requirements. Make sure your team is abreast of the platform’s requirements and able to meet them.
- Localisation messaging. Success on European marketplaces often requires businesses to localise some or all of the customer experience, from product listings to marketing to customer service. Think about whether you can do this in-house or whether you’ll need to use a translator or a translation app.
- Logistics and fulfilment. Efficient cross-border delivery is essential when selling on marketplaces. You may not be able to match a local vendor’s delivery times, but you should come close. While some marketplaces have their own fulfilment services, working with a cross-border expert like Pro Carrier can simplify delivery and returns.
For more tips on selling successfully abroad, read our guide to European cross-border eCommerce.
Make the most of European marketplaces with Pro Carrier
Expanding into Europe is a great way for UK retailers to reach a wider audience, drive growth and diversify revenues.
The best marketplace will depend on your products, target market and goals. Take time to understand each marketplace’s strengths and offerings. Start small, selecting one or two at first, before expanding as you succeed.
Give customers an exceptional delivery experience wherever you sell with Pro Carrier. Speak to an expert today to learn how our cross-border delivery and returns services make shipping simple.