Almost three quarters (72%) of Europe’s consumers shop on a marketplace at least once and month and 53% of these marketplaces generate up €10bn in revenue annually. A fifth hit closers to €100bn. As retailers, they are very powerful.

Yet the European marketplace market is fragmented and uneven. Some 72% of these marketplaces primarily handle local European traffic, while 56% operate in a single European country. In contrast, global marketplaces, predominantly from the US and China make up ‘only’ 28%, but command disproportionately larger Gross Merchandise Volume (GMV) and traffic in the region.

So what does that look like for sellers and brands tapping the European market? Presenting the key data from ChannelX’s latest European Marketplaces Report 2025, we uncover the structure of the market and, through profiles of the top 15 EU marketplaces – including Fnac, Amazon, Shein, Worten and more – uncover the different structures, tactics and business models that drive the sector.

PRESENTATION