24 March 2026

Otto.de opens marketplace access to Dutch sellers

Otto.de has started allowing Dutch businesses to apply as marketplace sellers, opening the door to partners from outside Germany. The move marks the first step in Otto’s broader push to attract merchants from other European countries.

Dutch businesses can now apply directly

Until now, selling on Otto.de required a German legal entity and a German VAT number. That requirement has now been relaxed for companies from the Netherlands. Dutch sellers can apply using their domestic legal entity and Dutch VAT registration, as long as they are enrolled in the OSS scheme.

Otto keeps its curated marketplace model

Otto is continuing to position its marketplace as a selective platform rather than an open marketplace for all merchants. The company says retailers are screened individually before being admitted, with the aim of maintaining quality standards across the platform.

This approach fits Otto’s broader marketplace strategy, which focuses on controlled growth and a more carefully managed seller environment.

Fixed monthly fee for sellers

Businesses that join Otto.de pay a monthly base fee of 99.90 euros, regardless of how many products they list. Otto presents the platform as a marketplace with broad reach, clear admission criteria and a transparent fee structure for retail partners.

German-language service remains mandatory

For Dutch sellers, joining Otto.de also comes with operational requirements. Customer service must be provided in German, which means merchants need to be prepared to support buyers in the local language.

In addition, sellers must be able to handle returns through a warehouse in Germany, the Netherlands or a number of selected EU countries.

Access to a large German customer base

Otto says its platform reaches 12.2 million active customers. That makes the marketplace an attractive option for Dutch merchants looking to expand into Germany without building their own local ecommerce presence from scratch.

The company is aiming to further strengthen its position in the German online retail market, where it ranks among the country’s largest marketplaces.

Otto remains a major player in Germany

In 2024, Otto was the third-largest marketplace in Germany based on gross merchandise volume, behind Amazon and eBay. The company has stated that it wants to become the leading online marketplace in the German market, while continuing to prioritize quality in seller selection.

Growth resumes after weaker period

After facing a more challenging period, Otto.de is now seeing solid growth again. The marketplace business has played an important role in that recovery, helping the parent company return to profitability.

Dutch opening is notable after local market exit

The decision to welcome Dutch sellers is striking given Otto’s recent withdrawal from the Netherlands. The brand had a long history there, first in mail order and later in ecommerce, but announced last summer that it would stop its Dutch operations.

At the same time, cross-border marketplace competition is increasing. Bol, the market leader in the Netherlands, has also been opening its platform to more international sellers, first from Europe and increasingly from outside the region as well.

Source