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Market Leaders
Amazon
Amazon dominates Europe’s e-commerce landscape, attracting 1.2 billion monthly visitors from just the top five countries. With over 86,000 active third-party sellers across European marketplaces and an impressive 2,700 products sold every minute, Amazon leads with fast delivery options and competitive pricing.
eBay
Following closely, eBay claims the second spot with 463 million monthly visitors, particularly strong in the UK, , followed by 147.8 million from Germany, 46.9 million from Italy, 24.2 million from France, and 11.7 million from Spain.
Allegro
Allegro secures third place, offering B2B and C2B services across diverse categories. With 290 million items available, Allegro attracts 209 million monthly visitors and maintains a 10% conversion rate.
Zalando
Zalando dominates the fashion sector as Europe’s fourth-largest marketplace, drawing 121 million monthly visitors. Operating across most of Europe, it features 600,000+ items from over 2,500 brands and generates 430 million monthly views. Notably, 80% of traffic comes from mobile devices.
Kaufland
Kaufland.de emerges as Germany’s leading food and drink marketplace, operating 1,000+ stores across eight countries. They’ve successfully expanded beyond groceries to challenge established players like Amazon.
Source: Gominga.com
Key Market Statistics by Country
UK: Leads in online shopping, with Amazon and eBay controlling approximately 90% of online sales
Germany: Second-largest market, projecting €109 billion in 2023
- 67.9 million online shoppers
- Key players: AliExpress, Cdiscount, eBay, Fnac/Darty, La Redoute, Veepee
Spain: 33.82 million users
Market leaders: Amazon, El Corte Inglés, AliExpress, Temu
Italy: Strong market presence dominated by Amazon and Temu
Industry Trends
- Europe ranks as the world’s third-largest e-commerce sector
- Growing popularity of B2B online marketplaces
- Increasing global marketplace attraction for retailers
- Mobile shopping dominance
- Rising importance of review management platforms for market insights
- Rapid growth predictions across all segments
The European e-commerce landscape combines established giants with innovative newcomers, creating a dynamic market that serves diverse consumer needs across regions and categories.
