Online marketplaces tighten their grip on Europe’s ecommerce landscape

Marketplace share keeps rising in Europe

Marketplaces are becoming the dominant force in European ecommerce, steadily increasing their share of total online sales. Recent data from ECDB shows that in 2025, these platforms were responsible for roughly 61 percent of the region’s gross merchandise value (GMV), highlighting a continued shift in consumer behavior.

Gap with global markets remains

Although marketplace adoption is growing, Europe still trails behind other regions. Globally, more than 80 percent of ecommerce transactions take place via marketplaces, leaving only a small portion for direct online stores. This indicates that Europe may continue moving in the same direction in the coming years.

Legacy brands slow the shift

One factor behind Europe’s slower transition is the presence of established brands that traditionally prioritize their own direct-to-consumer channels. However, the growing reach and convenience of marketplaces are pushing more sellers to expand beyond their own webshops.

Amazon leads across key markets

Among marketplace operators, Amazon continues to dominate the European landscape. The company holds strong positions in major markets such as Germany and the United Kingdom, where it has maintained solid growth.

Cross-border ecommerce driven by platforms

Marketplaces are also playing a central role in cross-border ecommerce. A large share of international online sales within Europe now runs through these platforms, enabling sellers to reach customers in multiple countries more easily.

Sellers adopt multi-platform strategies

The influence of marketplaces is expected to grow further. Merchants are increasingly present on several platforms at once, using a multi-channel approach to expand their reach. On average, sellers are now active on multiple marketplaces, reflecting a broader shift toward platform-based ecommerce strategies.