Trading sites like eBay have become essential for businesses looking to expand their reach across multiple markets. Still, several European marketplaces provide excellent alternatives for online sellers exploring options beyond eBay. These platforms cater to different markets, industries, and customer preferences, allowing merchants to expand their reach and diversify their sales channels. Let’s discover such opportunities!
European eBay Alternatives
German Marketplaces
In 2024, the German e-commerce market experienced a 1.1% increase in sales, reaching €80.6 billion — the first growth since 2021. This upward trend aligns with broader market projections, as Grand View Research reports that the sector generated $792.6 million in revenue in 2023 and is expected to expand significantly, reaching $2,767.8 million by 2030 with a CAGR of 19.6% from 2024 to 2030.
A key driver of this growth is the dominance of major marketplaces, particularly Amazon.de. In January 2024, the platform attracted over 440 million visits, with users spending an average of nearly seven minutes per session. eBay.de is the second most popular platform, recording 155 million visits.
This strong marketplace activity reflects Germany’s high level of e-commerce adoption, where 99% of adults shop online and 39% make purchases weekly. The COVID-19 pandemic further accelerated this digital shift, reinforcing the country’s position as a leading e-commerce market in Europe.
OTTO Market
OTTO is one of Germany’s largest e-commerce platforms, specializing in fashion, home goods, and electronics. It boasts over 11 million active users, offering sellers access to a premium audience that values quality and reliability.
However, OTTO has a selective approval process, favoring established brands with strong reputations. Sellers benefit from advanced advertising tools, logistics support, and access to Germany’s affluent consumer base.
While OTTO is ideal for well-known brands, smaller sellers may struggle to gain traction due to high competition and entry requirements.
Try M2E Otto Connect if you sell Otto through Magento (Adobe Commerce). Or use Otto Market by M2E for your Shopify or other platform store.
Kaufland Global Marketplace
Kaufland Global Marketplace provides sellers access to Germany and other European markets through a single platform. It operates as a traditional retailer and an online marketplace, ensuring high consumer trust.
Sellers can leverage automated order management, marketing tools, and integration with various e-commerce platforms. Kaufland offers competitive commission rates, multilingual customer service, and extensive marketplace support.
However, competition is fierce, and compliance with EU regulations, such as EPR, is essential. The platform is ideal for selling consumer electronics, household goods, and grocery items.
Try M2E Kaufland Connect if you sell Kaufland with Magento (Adobe Commerce). Or connect your Shopify or other platform store to the Kaufland Global Marketplace using Kaufland Global Connect.
Amazon
Amazon Germany (Amazon.de) is the leading e-commerce marketplace in the country, offering access to millions of buyers. As part of Amazon’s global network, it provides a trusted shopping experience with fast delivery, Prime benefits, and strong brand recognition.
Sellers can use Fulfillment by Amazon (FBA), automated order processing, and robust advertising tools. The marketplace supports multiple selling models, from individual merchants to large-scale businesses, with competitive fees and access to Amazon’s European fulfillment network.
However, high competition and strict compliance requirements, including VAT registration and product safety regulations, make optimizing listings and streamlining operations essential. If you sell on Amazon with Magento (Adobe Commerce), try M2E Pro Magento Amazon Extension for seamless integration and inventory management. Or connect your Shopify or other platform store to Amazon using M2E Multichannel Connect.
French Marketplaces
As of 2024, online sales account for 23% of fashion purchases in France, with platforms like Shein, Temu, and Amazon playing a major role in driving growth. Alongside this shift, the second-hand market is also expanding, making 12% of sales in clothing, leather goods, and footwear, with Vinted emerging as a key player.
Consumer behavior is evolving in response to economic pressures, as 68% of French shoppers report that inflation has impacted their purchasing habits — 50% are buying fewer clothes, while 27% are opting for more affordable options.
This focus on cost-conscious shopping extends beyond fashion, fueling growth in the refurbished electronics market. Back Market, a leading French company in this sector, has attracted 15 million customers and sold 30 million devices across 18 countries over the past decade. In 2023, the company achieved €320 million in revenue, reflecting an impressive 45% year-over-year growth.
Cdiscount
Cdiscount is France’s second-largest online marketplace, offering various products, from electronics to home goods. With over 20 million registered users, it provides fulfillment services similar to Amazon’s FBA, allowing sellers to streamline logistics. The marketplace supports sellers with advertising tools, financing options, and access to localized logistics solutions.
Understanding French consumer expectations and optimizing pricing strategies are key to succeeding on this platform. Due to Cdiscount’s focus on competitive pricing, sellers must carefully manage margins to remain profitable.
Rakuten PriceMinister
Rakuten PriceMinister, part of the global Rakuten network, is a well-established French marketplace emphasizing customer loyalty and cashback incentives. Sellers can benefit from its promotional tools, including Rakuten Points, which encourage repeat purchases.
The platform is powerful in electronics, books, and fashion categories. However, competition is intense, and the fee structure can be complex. Sellers should optimize their listings, participate in Rakuten’s marketing programs, and focus on customer retention strategies to boost sales.
Fnac
Fnac is a leading French marketplace specializing in electronics, books, entertainment, and cultural products. It attracts tech-savvy customers and provides various advertising tools to enhance product visibility.
Fnac’s fulfillment options simplify logistics, and sellers can leverage its strong reputation to gain customer trust. Still, maintaining competitive pricing and excellent customer service is crucial. The platform is particularly beneficial for sellers in the consumer electronics and multimedia sectors.
La Redoute
La Redoute is a well-known French marketplace focusing on fashion, home decor, and lifestyle products. It has a strong reputation in France and caters to mid-to-premium customers.
The platform offers marketing tools, personalized recommendations, and customer loyalty programs to boost seller success. Sellers targeting this marketplace should prioritize quality product imagery, compelling descriptions, and localized customer service.
Meanwhile, learn how to create a description of an eCommerce product that sells.
La Redoute is an excellent option for brands looking to establish a presence in the European fashion and home decor industries.
Italian Marketplaces
Italy’s e-commerce market is on a strong growth trajectory. Revenue is expected to reach $1,319.6 million by 2030, reflecting a CAGR of 16.6% from 2024 to 2030. In 2023, the market generated $451.2 million, highlighting its rapid expansion.
Despite this growth, Italy’s e-commerce penetration rate stands at 45.65%, suggesting ample opportunities for further digital adoption compared to other European markets. Marketplaces play a crucial role in this ecosystem, with 57.7% of Italian businesses leveraging these platforms to sell their products and services, underscoring their importance in driving online sales.
Zalando
While Zalando operates across multiple European countries, it has a strong presence in Italy as a fashion marketplace. The platform’s Partner Program allows brands to list products alongside Zalando’s inventory.
Zalando offers sellers access to millions of fashion-conscious shoppers, fulfillment services, and data-driven insights to optimize sales.
Success on Zalando requires high-quality product presentation, competitive pricing, and strong brand positioning, as it primarily targets premium and mid-tier fashion buyers.
Spartoo
Spartoo is a European fashion marketplace specializing in footwear, clothing, and accessories. It has a significant market share in Italy and France, attracting a customer base that values style and brand reputation.
Spartoo provides sellers with logistics support, advertising tools, and access to a large audience of fashion enthusiasts. Sellers should focus on professional photography, detailed descriptions, and competitive pricing to stand out.
The platform is well-suited for small — to medium-sized fashion brands looking to grow internationally.
Other Fast-Growing Alternatives
Expand beyond Amazon and eBay with fast-growing marketplaces that offer new audiences and seller perks. From TikTok Shop’s social commerce to ManoMano’s niche focus, here’s where to sell next!
OnBuy
OnBuy is a rapidly growing UK-based marketplace that positions itself as a seller-friendly alternative to eBay and Amazon. It does not compete with its sellers and offers lower commission fees.
The platform expands across Europe, allowing merchants to reach a broader audience. OnBuy supports multiple payment methods, offers seller protection, and provides various promotional tools to increase visibility.
While its buyer base grows, early adoption can give sellers a competitive edge. Its seller-centric approach makes it particularly attractive for independent retailers.
Are you selling on OnBuy with Magento (Adobe Commerce)? Try M2E OnBuy Connect by M2E developers. Or connect your Shopify or other platform store to OnBuy using M2E Multichannel Connect.
TikTok Shop
TikTok Shop is transforming social commerce by integrating shopping features directly into its social media platform. It is ideal for brands targeting younger audiences and allows sellers to drive sales through video content and influencer collaborations. TikTok Shop provides a built-in ad platform, livestream shopping events, and direct product links within video content.
Success in TikTok Shop requires a content-driven strategy and the ability to engage with trends. Sellers should be prepared to invest in video marketing and influencer partnerships to maximize their potential.
Try TikTok Shop integration from M2E Cloud for Shopify, WooCommerce, BigCommerce, Ecwid, or M2E TikTok Shop Connect for Magento (Adobe Commerce).
Temu
Temu is one of the fastest-growing online marketplaces with millions of active shoppers in the US, UK, EU, and other countries such as Canada, Brazil, and Australia.
Temu is built as a mobile-first platform, delivering a smooth and engaging shopping experience that helps sellers connect with millions of active buyers worldwide.
The platform integrates interactive features like flash deals, bonus campaigns, and rewards programs, encouraging customers to shop more and return frequently.
Temu does not charge any marketplace fees or commissions to local sellers. All revenue from sales goes directly to the seller without additional platform costs.
Temu offers a quick and simplified onboarding process
- 1 minute — Create your account
- 10 minutes — Complete your application
- 1 day — Receive application results
Additionally, M2E has launched an e-commerce integration with Temu to simplify the process for local sellers in the EU, UK, and the US. This integration allows you to quickly connect your store and leverage the exclusive benefits of Temu and M2E.
Bol.com
Bol.com is the largest online retailer in the Netherlands and Belgium, offering fulfillment services and a well-established buyer base. Bol.com’s strong reputation, localized support, and marketing tools benefit sellers.
The marketplace integrates with multiple e-commerce platforms, making it easier for sellers to manage their listings.
Still, the platform has stringent requirements, and competition is high. To succeed, sellers must offer localized content, strong customer service, and fast shipping options.
ManoMano
ManoMano specializes in home improvement, gardening, and DIY products, making it a niche marketplace for European sellers. It provides targeted traffic, a knowledgeable customer base, and tailored support for professional vendors.
Sellers on ManoMano benefit from product recommendation engines, detailed technical product descriptions, and direct customer engagement. Competition within its niche is growing, and sellers must focus on high-quality images and technical specifications to stand out.
Best European Marketplaces by Category: Where to Sell What
Choosing the right marketplace is key to success if you want to expand your sales beyond Amazon and eBay. Each platform caters to specific product categories and audiences, so knowing where your items fit best can maximize visibility and sales.
Whether you’re selling fashion, electronics, home improvement, or trending products, here’s a breakdown of the best marketplaces for each category:
- ManoMano – Best for DIY, home improvement, and gardening products.
- Bol.com – Strong in electronics, books, toys, and home essentials (especially in the Netherlands and Belgium).
- Allegro – Dominates electronics, auto parts, fashion, and home & garden (especially in Poland).
- Cdiscount – Great for electronics, appliances, home decor, and toys in France.
- OnBuy – A generalist marketplace with strong electronics, toys, home & garden, and fashion categories.
- OTTO – Best for fashion, furniture, and home appliances, focusing on the German market.
- Kaufland – Strong in electronics, household goods, and general consumer products, expanding across Europe.
- Rakuten PriceMinister – Best for electronics, books, gaming, and collectibles in France.
- Spartoo – A top marketplace for shoes, clothing, and fashion accessories.
- Zalando – The go-to platform for premium and high-street fashion, footwear, and accessories.
- La Redoute – Best for fashion, home decor, and furniture, focusing on French and European markets.
- ASOS – A leader in trendy fashion, beauty, and accessories, targeting younger audiences.
- Fnac – Best for electronics, books, gaming, and entertainment products in France and Spain.
- TikTok Shop – Ideal for trendy, viral beauty, fashion, gadgets, and accessories products.
- Temu – Focuses on budget-friendly electronics, fashion, home goods, and accessories, similar to AliExpress.
If you want to get more about shared marketplaces and how they shape online selling, check out this article. Still, if you prefer eBay, learn how to sell internationally.
FAQ About European eBay Alternatives
Q1: Which marketplace is easiest for new sellers to join?
OnBuy and Kaufland offer clear onboarding for new sellers. How? OnBuy has a straightforward registration process, low fees, and excellent support, making it easy to start selling quickly. Kaufland also provides clear setup steps and responsive support, with a transparent fee structure for new sellers entering the European market. Thus if you are selling with Magento (Adobe Commerce) try OnBuy Magento Integration by M2E developers or M2E Kaufland Connect. If you prefer selling on Kaufland with other data sources like Shopify, try M2E Multichannel Connect.
Q2: What’s the best marketplace for cross-border sales in Europe?
Kaufland, Cdiscount, and Rakuten offer strong cross-border capabilities, while Bol.com is great for Benelux.
Q3: Can I sell on multiple marketplaces at the same time?
Yes, using multichannel tools like M2E Cloud can help sync inventory across different platforms. Read our blog to learn about preventing oversells during the holidays with M2E Cloud inventory management.
Q4: What’s the biggest challenge when selling on European marketplaces?
Localization and competition are key hurdles, but the real challenge lies in navigating the complex legal framework. Sellers must comply with VAT regulations, product safety standards, consumer protection laws, and data privacy rules like GDPR. Managing compliance across multiple EU countries is essential to avoid fines, maintain customer satisfaction, and establish credibility.
Q5: How does Temu compare to other European marketplaces?
Temu is focused on budget-friendly, high-volume sales, similar to AliExpress, but with aggressive marketing in Europe. If you are selling with Magento (Adobe Commerce), try out M2E Temu Connect by M2E developers or by M2E Cloud to deal with other data sources (for example, Shopify).
The Bottom Line
Many sellers use European eBay to tap into the continent’s growing e-commerce demand, but they also diversify their sales channels by leveraging other marketplaces and trading sites. These marketplaces offer unique advantages depending on your business model and target audience. Whether you focus on fashion, electronics, home improvement, or general merchandise, diversifying beyond eBay can open up new revenue streams. By understanding marketplace-specific requirements and leveraging their unique features, sellers can optimize their sales strategies and expand successfully in the European e-commerce market.
