Top 30 Online Marketplaces in Europe in 2027: Biggest EU Shopping Sites

Looking for the best online shopping sites in Europe, or the right marketplace to sell on? These are the 30 biggest EU marketplaces and European online stores going into 2027, with the latest verified figures, what to expect in 2027, the best online marketplaces in each European country, European alternatives to Temu and Amazon, and practical tips for shoppers and sellers.

Jump to: Top 30 at a glance · Best marketplaces by country · 2027 outlook · European alternatives · Tips for shoppers · Selling across Europe · FAQ

Top 30 online marketplaces in Europe at a glance

Ranked by European reach and importance for sellers, using officially reported figures where companies publish them. Visitor estimates from traffic tools vary widely, so we only quote figures the companies or regulators publish. For market size and growth, see our ecommerce in Europe statistics.

How big are Europe’s largest marketplaces?

Under the EU Digital Services Act (DSA), the largest platforms must publish their average monthly active users in the EU. These are the most comparable official figures available.

Best online marketplaces in Europe by country

Amazon is strong almost everywhere, but local platforms win in many countries. These are the marketplaces to know in each market.

What to expect from European marketplaces in 2027

The big names will stay the same in 2027, but the rules and the economics around them are changing. These are the trends shoppers and sellers should plan for.

• Steady, not spectacular, growth. European B2C e-commerce is forecast to reach €961 billion in 2026, growing about 5% a year, or 3% after inflation (European E-commerce Report 2026). Expect 2027 to continue at a similar pace, with Southern and Eastern Europe growing fastest.
• Cheap imports get more expensive. 2027 is the first full year in which low-value parcels from outside the EU pay a €3 customs duty plus a €2 EU handling fee per item. Platforms such as Temu and Shein are already working more with sellers who hold stock in Europe, and from 2028 the EU customs data hub should apply normal duty rates to all imports. See our guide to the €3 EU customs duty.
• Tougher platform supervision. The European Commission has preliminarily found Temu in breach of the Digital Services Act over illegal products, with possible fines of up to 6% of global turnover. Expect stricter checks on sellers, product safety and listings across all large marketplaces.
• Marketplaces keep crossing borders. Kaufland now runs nine storefronts after adding Spain and the Netherlands in 2026, Allegro is focusing on Czechia, Slovakia and Hungary, and Zalando is integrating ABOUT YOU. One seller account will reach more countries than ever.
• Second-hand and refurbished keep growing. Vinted grew GMV 47% in 2025 and Back Market 32%, and both are adding categories beyond fashion and phones.
• AI shopping assistants arrive. National e-commerce associations report that more shoppers use AI tools when buying online. Clear, complete product data will decide which products AI assistants find and recommend.
• More compliance work for sellers. The EU Packaging and Packaging Waste Regulation has applied since August 2026, every consumer product needs an EU responsible person under GPSR, and marketplaces increasingly check EPR registrations before you can sell.

What it means for sellers: in 2027, winning on European marketplaces is less about being first and more about fast local delivery, clean product data and compliance. Holding stock inside the EU, close to your customers, covers all three.

The 10 biggest online marketplaces in Europe

By reach across the continent, these platforms are where most European shoppers start.

1. Amazon

Europe’s largest marketplace by reach, with dedicated stores in most big EU markets and Prime delivery.

• Headquarters: US
• Main markets: DE, FR, IT, ES, NL, PL, SE, BE, IE (+ UK)
• Best for: Everything
• Latest figure: 195.2 million average monthly active users in the EU (DSA report, H2 2025).

Seller tip: Start with Amazon.de or Amazon.fr, then expand country by country. FBA is optional: your own EU stock with fast delivery works too.

2. Temu

Fast-growing, app-first marketplace for bargain hunters, designated a very large online platform under the EU Digital Services Act.

• Headquarters: China (PDD Holdings)
• Main markets: Across the EU and UK
• Best for: Low-price general goods
• Latest figure: About 13.2 million monthly users in Poland alone (DSA, H1 2025).

Seller tip: Temu now works with EU-based sellers holding local stock. Compete on delivery speed, quality and service, not price alone.

3. Shein

Ultra-fast fashion platform with a growing third-party marketplace.

• Headquarters: Singapore / China
• Main markets: Across the EU and UK
• Best for: Fashion and lifestyle
• Latest figure: 155.7 million average monthly active users in the EU (Aug 2025 – Jan 2026, DSA).

Seller tip: Mostly a competitor for fashion brands; low-value imports from outside the EU now carry a €3 per item customs duty, plus a €2 EU handling fee per item from November 2026.

4. eBay

One of Europe’s oldest marketplaces, strong in Germany and the UK and in collectables, parts and refurbished goods.

• Headquarters: US
• Main markets: DE, UK, FR, IT, ES (+ others)
• Best for: New, used and refurbished

Seller tip: eBay rewards fast handling times and tracked delivery, which are easier from a local warehouse.

5. AliExpress

Alibaba’s cross-border marketplace, increasingly shipping from European warehouses.

• Headquarters: China (Alibaba)
• Main markets: Across Europe
• Best for: Low-price general goods
• Latest figure: Designated a very large online platform under the DSA (over 45 million EU users).

Seller tip: Mainly a channel for factories and large resellers; local stock in Europe shortens delivery.

6. Zalando

Europe’s leading online fashion platform, which acquired ABOUT YOU in July 2025.

• Headquarters: Germany
• Main markets: 29 European markets
• Best for: Fashion, shoes and beauty
• Latest figure: 62 million active customers and €17.6 billion group GMV in 2025.

Seller tip: Join the Partner Program or Connected Retail; Zalando expects fast shipping and smooth returns.

7. Allegro

The default place to shop online in Poland, now expanding across Central Europe.

• Headquarters: Poland
• Main markets: PL, CZ, SK, HU
• Best for: Everything
• Latest figure: 21 million active buyers and GMV near PLN 70 billion in 2025.

Seller tip: Stock in Poland helps you meet Allegro Smart! delivery standards. Read our Eastern Europe marketplace guide.

8. Vinted

Europe’s largest second-hand marketplace, expanding beyond fashion into electronics and homeware.

• Headquarters: Lithuania
• Main markets: 26 countries
• Best for: Second-hand fashion and more
• Latest figure: €10.8 billion GMV in 2025 (+47%) and €1.1 billion revenue.

Seller tip: Vinted Pro lets businesses sell next to private members, which is useful for resale and refurbished stock.

9. Kaufland Marketplace

The marketplace of the Kaufland retail chain, expanding fast across Europe.

• Headquarters: Germany
• Main markets: DE, CZ, SK, PL, AT, FR, IT, NL, ES
• Best for: Home, garden and general goods
• Latest figure: More than 13,000 registered sellers across its markets.

Seller tip: One registration covers several countries, so one warehouse in Germany or Poland can serve most of them.

10. bol

The leading marketplace in the Netherlands and Flanders, ahead of Amazon in the Benelux.

• Headquarters: Netherlands
• Main markets: NL, BE
• Best for: Everything
• Latest figure: Partner sellers generate about two-thirds of its sales.

Seller tip: Dutch-language listings and next-day delivery are expected. Stock in the Netherlands makes that easy.

More general marketplaces and national leaders

Strong national platforms that often beat Amazon in their home market.

11. OTTO

Germany’s second-biggest general marketplace, known for quality and trust.

• Headquarters: Germany
• Main markets: DE
• Best for: Home, electronics and fashion
• Latest figure: Platform GMV of about €7.5 billion in 2025/26, with around 6,100 marketplace partners.

Seller tip: OTTO is opening to sellers from the Netherlands and other EU countries in 2026–2027, but expects German service standards.

12. Etsy

The go-to marketplace for handmade, personalised and vintage products.

• Headquarters: US
• Main markets: Across Europe
• Best for: Handmade, vintage and gifts

Seller tip: Great for small brands with unique products. Personalised items need flexible, careful fulfilment.

13. Cdiscount

One of France’s largest general marketplaces, strong in electronics and home.

• Headquarters: France
• Main markets: FR
• Best for: Everything

Seller tip: French listings and French customer service are a must.

14. Fnac Darty

A major French retailer with a marketplace for electronics, appliances, books and games.

• Headquarters: France
• Main markets: FR, BE (+ ES, PT)
• Best for: Electronics, books and culture

Seller tip: Its customers expect quick delivery and easy returns for electronics.

15. eMAG

The leading marketplace in Romania, also active in Bulgaria and Hungary.

• Headquarters: Romania
• Main markets: RO, BG, HU
• Best for: Electronics and general goods
• Latest figure: More than 64,000 marketplace sellers (2024).

Seller tip: eMAG’s cross-border programme lets you sell in three countries from one account.

16. Rakuten France

A long-running French marketplace (formerly PriceMinister), popular for electronics, books and second-hand goods.

• Headquarters: Japan
• Main markets: FR
• Best for: Everything

Seller tip: A useful second French channel next to Cdiscount and Fnac.

17. Empik

Poland’s leading culture and entertainment retailer, with a growing marketplace.

• Headquarters: Poland
• Main markets: PL
• Best for: Books, media, toys and gifts

Seller tip: A good complement to Allegro for books, toys and gifts.

Best online clothing and fashion stores in Europe

Looking for the best European clothing stores online? These fashion marketplaces and beauty stores are the specialists, where presentation, sizing and returns decide success. Zalando and Vinted (in the lists above) are the biggest; the stores below lead in their niches.

18. ASOS

UK-based fashion platform popular with younger shoppers across Europe.

• Headquarters: UK
• Main markets: UK and across Europe
• Best for: Fashion

Seller tip: Mainly works with brand partners; high return rates make returns handling essential.

19. Notino

Europe’s largest online beauty retailer, with Poland as its biggest market.

• Headquarters: Czechia
• Main markets: 27 European markets
• Best for: Beauty and fragrance
• Latest figure: €1.76 billion revenue in FY2025 (+11.5%) and 40 million customers.

Seller tip: Works mainly with brands and distributors; beauty products need batch and expiry tracking.

20. Spartoo

French online shoe and fashion marketplace.

• Headquarters: France
• Main markets: FR and across Europe
• Best for: Shoes and fashion

Seller tip: Returns-heavy category, so plan reverse logistics from day one.

21. Farfetch

Marketplace connecting luxury boutiques and brands with shoppers, owned by Coupang since 2024.

• Headquarters: UK
• Main markets: Global, including Europe
• Best for: Luxury fashion

Seller tip: For premium brands and boutiques; presentation and packaging matter as much as speed.

22. eObuwie and Modivo

Fashion and footwear platforms of Poland’s CCC Group.

• Headquarters: Poland
• Main markets: PL and selected CEE markets
• Best for: Footwear and fashion

Seller tip: More selective than open marketplaces; returns processing is key.

Electronics, DIY, sports and refurbished marketplaces

Category specialists with loyal, high-intent audiences.

23. Back Market

The leading marketplace for refurbished phones, laptops and other tech.

• Headquarters: France
• Main markets: 17 markets, including most of Europe
• Best for: Refurbished electronics
• Latest figure: More than US$3.5 billion GMV in 2025 (+32%).

Seller tip: Refurbishers need grading, testing and returns handling done consistently.

24. ManoMano

Europe’s specialist marketplace for DIY, home improvement and gardening, for consumers and professionals.

• Headquarters: France
• Main markets: FR, DE, ES, IT, UK
• Best for: DIY, home and garden

Seller tip: Bulky and heavy goods need the right carriers and packaging.

25. Leroy Merlin Marketplace

The marketplace of Europe’s large DIY retailer, expanding beyond its own stock.

• Headquarters: France
• Main markets: FR, ES, IT, PT, PL (+ others)
• Best for: DIY and home

Seller tip: Combines online and store pick-up; check delivery rules per country.

26. Decathlon Marketplace

Decathlon opened its platform to third-party sports brands in several European countries.

• Headquarters: France
• Main markets: Several EU markets
• Best for: Sports and outdoor

Seller tip: A strong channel for sports brands that complement Decathlon’s own ranges.

27. PcComponentes

Spain’s leading electronics retailer and marketplace.

• Headquarters: Spain
• Main markets: ES, PT (+ FR, IT)
• Best for: Electronics and gaming

Seller tip: Spanish listings and fast Iberian delivery are expected.

Regional leaders in Central, Eastern and Northern Europe and the UK

Smaller markets with less competition and loyal local shoppers.

28. Alza

The largest online retailer in Czechia, with a marketplace since 2021.

• Headquarters: Czechia
• Main markets: CZ, SK, HU, AT
• Best for: Electronics and tech

Seller tip: Czech shoppers expect next-day delivery and AlzaBox pick-up.

29. PHH Group (Pigu.lt, 220.lv, Kaup24.ee)

The leading general marketplace group in the Baltics and Finland.

• Headquarters: Lithuania
• Main markets: LT, LV, EE, FI
• Best for: Everything
• Latest figure: More than 4,000 marketplace sellers.

Seller tip: One account covers three Baltic countries and Finland, and a 3PL warehouse in Estonia reaches all of them quickly.

30. Notonthehighstreet

UK marketplace for small, independent and personalised brands.

• Headquarters: UK
• Main markets: UK
• Best for: Gifts and independent brands

Seller tip: UK sales from the EU now need customs declarations and UK VAT handling.

Honourable mentions

• Price comparison sites: idealo (Germany and others), Ceneo (Poland) and Heureka (Czechia and Slovakia) send shoppers to shops rather than selling themselves, but they strongly influence where people buy.
• Classifieds: OLX (Poland, Romania, Bulgaria, Portugal and Ukraine) is huge for second-hand and local sales, but is now focused on cars, property and jobs.
• Ukraine: Rozetka and Prom lead the Ukrainian market.
• Cross-border marketplaces: Fruugo and OnBuy help sellers list in many countries at once.

We removed Wildberries and Joom from this list because sanctions and logistics make them unrealistic for most EU sellers, and Wayfair after it closed its German business in early 2025.

European alternatives to Amazon, Temu, eBay and Vinted

Many shoppers want to buy from European companies instead of the big US and Chinese platforms, for faster delivery, easier returns or product safety. There is no single European copy of Amazon or Temu, but these European marketplaces cover most needs:

Watch out for: European marketplaces also host sellers from outside the EU. Check the seller’s address and the dispatch country before you buy.

Read more: European alternatives to Temu, by category.

Shopping on European marketplaces: what to know

• 14-day returns: when you buy online from an EU trader, you generally have 14 days to withdraw from the purchase.
• Check who the seller is: marketplaces must show whether you are buying from a business or a private person, which affects your consumer rights.
• Watch for import costs: sellers shipping from outside the EU may add VAT and, since 1 July 2026, a €3 customs duty per item on low-value parcels, plus a €2 EU handling fee per item from November 2026.
• Delivery times: items shipped from EU warehouses usually arrive in 1–3 days, while cross-border parcels from Asia take longer.

Selling on European marketplaces: how to choose

1. Start where your customers are. Pick one big general marketplace (Amazon, Allegro or bol) plus the specialist for your category (Zalando, ManoMano or Back Market).
2. Reuse accounts across countries. Amazon, Allegro, eMAG, Kaufland and PHH Group all let one account reach several markets.
3. Localise. Listings, customer service and returns in the local language matter more than anything else.
4. Hold stock inside the EU. Marketplaces reward fast delivery, and EU stock avoids customs delays for your customers.
5. Plan VAT early. The EU’s One-Stop Shop (OSS) simplifies VAT for cross-border B2C sales, but storing stock in several countries can require local VAT registrations.

Related reading: Top online marketplaces in Eastern Europe · How the Waredock platform works · Our warehouse locations · What is customs clearance?

Frequently asked questions