Online marketplaces in Germany: opportunities for retailers and brands
5/14/2025
Definition and importance of online marketplaces
Online marketplaces are digital platforms where multiple sellers offer their products, giving customers a wide selection. Unlike traditional online shops, marketplace operators usually don’t sell their own products but provide infrastructure for transactions, payment processing, logistics, and sometimes customer service.
In Germany, marketplaces are a vital part of eCommerce, with around 54% of online purchases happening through such platforms. They offer key benefits for sellers:
- Reach: access millions of potential customers without major marketing efforts.
- Trust: leverage the credibility of established platforms like Amazon or Otto.
- Infrastructure: use built-in services such as payments, returns, and often fulfillment.
However, rising competition, high fees, and stricter quality requirements mean that sellers need a clear marketplace strategy and strong fulfillment partners to succeed.
Market overview and user behavior in Germany
Germany is one of the largest and most dynamic eCommerce markets in Europe. Online marketplaces play a prominent role in this.
Market shares of major marketplaces
- Amazon dominates with ~50% market share, particularly strong in electronics, fashion, and FMCG.
- eBay holds about 15%, with a strong presence in used goods and regional sales.
- Otto stands at 10%, focusing on fashion, furniture, and household goods.
- Other key platforms: Zalando, Kaufland.de, Idealo, About You — each strong in its niche.
User behavior on German marketplaces shows clear trends:
- Convenience: easy search, fast delivery, and transparent return policies matter most.
- Price sensitivity: German customers love price comparisons and special deals.
- Security concerns: trust in data and payment security is high. Platforms provide perceived safety.
Shoppers expect fast order processing, flexible delivery options, and real-time order updates—only possible with smart eCommerce fulfillment.
The role of marketplaces in the future of eCommerce
The global eCommerce market is booming. Sales are increasing year by year, shifting the power in digital commerce toward large platforms.
Marketplaces have become key sales channels, and brands must rely on specialized eCommerce solutions to manage logistics and expand their reach.
A look at the landscape shows: competition is fiercer than ever—but the opportunities for scalable success are immense.
Top 10 online marketplaces in Germany
Here we present the most important marketplaces in detail—including visitor numbers, focal points, and special features:
1. Amazon
- Visits/month: 419.4M
- Category: generalist
- Reach: global
Amazon dominates with Prime benefits, same-day delivery in metropolitan areas, and a huge product selection. Fulfillment by Amazon (FBA) offers logistics services to retailers, but many retailers still rely on their own fulfillment solutions for greater flexibility.
2. eBay
- Visits/month: 131M
- Category: generalist
- Reach: global
In addition to auctions, eBay is increasingly developing into a fixed-price platform. Ideal for retailers with niche products or second-hand goods.
3. Otto Market
- Visits/month: 50.9M
- Category: Fashion, Lifestyle, Home
- Reach: Europe
Otto has made a name for itself as a trustworthy supplier and focuses specifically on sustainable products and high service quality.
4. Temu
- Visits/month: 44.3M
- Category: generalist, discount-focused
- Reach: global
Wide product selection, aggressive growth, and high visibility among bargain hunters.
5. Shopapotheke / Redcare Pharmacy
- Visits/month: 44.3M
- Category: Health, Pharma, Beauty
- Reach: Europe
Strong trust bonus for pharmacy products. Ideal for brands in the health, beauty, and nutritional supplement sectors.
6. Etsy
- Visits/month: 31.1M
- Category: Handmade, Gifts, DIY
- Reach: global
High customer loyalty through a community approach. Ideal for creative professionals, smaller brands, and customizable products.
7. MediaMarkt
- Visits/month: 30.9M
- Category: Electronics & Appliances
- Reach: global
A strong player with high brand trust, particularly in the electronics sector.
8. Kaufland
- Visits/month: 30M
- Category: generalist
- Reach: Europe
Strong brand recognition thanks to supermarket presence. Good mix of product range, value for money, and customer trust.
9. Zalando
- Visits/month: 26.6M
- Category: Fashion, Beauty
- Reach: Europe
The best choice for fashion retailers – especially for younger target groups with high purchasing interest. Niche platform with a focus on fashion.
10. Breuninger
- Visits/month: 21.8M
- Category: premium Fashion & Lifestyle
- Reach: Europe
High-quality target group. Ideal for brands operating in the premium segment. Early entry into e-commerce, now a strong platform for designer products.
Conclusion: why marketplaces are crucial for eCommerce success
Online marketplaces are powerful tools for boosting reach, brand awareness, and sales. In Germany, platforms like Amazon, eBay, or Otto stand out thanks to user-friendliness and trust.
But to succeed in these dynamic environments, you need more than just listings: smart B2C or B2B shipping strategies, scalable fulfillment, and responsive logistics are essential.
everstox supports you with a strong fulfillment network, intelligent software, and direct marketplace integration—so you can scale efficiently and keep your customers happy.
Frequently asked questions
What role do online marketplaces play in Germany’s eCommerce sales?
How do online marketplaces differ from eCommerce platforms?
Why is it important for sellers to understand the marketplace landscape?
What should eCommerce businesses consider when choosing a marketplace?
About the author
Anna Kraus
Expert for eCommere & logistics
With over seven years of experience in online marketing, Anna is responsible for the content strategy and editorial development of the everstox website. Her work focuses on eCommerce, logistics, and supply chain management, translating complex operational topics into clear, relevant, and actionable insights.
Since joining everstox in 2024, Anna has taken full ownership of the company’s editorial content, including blog articles, in-depth industry pieces, and the complete everstox glossary. Her content connects current trends in eCommerce and logistics with the real-world challenges faced by growing brands, helping decision-makers navigate an increasingly complex operational landscape.
Anna holds a bachelor’s degree from the University of Salzburg and earned a Master of Business Administration with a focus on health management from IU International University. Her master’s thesis on occupational health management reflects her analytical mindset and her interest in how integrated strategies can strengthen long-term business performance.
By combining academic rigor with hands-on marketing experience, Anna delivers content that goes beyond surface-level commentary. Her work offers readers a clear, well-informed perspective on the intersection of digital innovation, logistics, and supply chain operations, with a strong focus on practical relevance and strategic clarity.
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