RetailX – European Marketplaces, 2023

Marketplaces have become an important platform for ecommerce globally, driven by changing consumer habits. This trend presents both a threat and an opportunity for European retailers. The threat lies in marketplaces potentially taking away customers, undercutting prices, and disrupting business models. On the other hand, being part of a marketplace provides retailers and brands with access to a larger customer base, as more customers shop on marketplaces than anywhere else online. This can also help retailers expand into new markets with lower capital expenditure and risk, thanks to the logistical support offered by these platforms. In Europe, marketplaces account for 85% of web traffic, and 62% of the top 100 retailers in the region are marketplaces. Western and Eastern Europe have the highest uptake of marketplace shopping, attracting 83% and 85% of top 100 traffic respectively. Central and Southern Europe have slightly lower marketplace penetration, but still receive over 80% of web traffic. The Nordics have the lowest marketplace uptake, with only 45% of the top 100 retailers being marketplaces, but still attracting 68% of traffic. Of the 24 leading marketplaces in Europe, 11 are pure marketplaces that connect buyers and sellers without offering their own products. Seven of these are generalist marketplaces, while four are specialized in categories like fashion, consumer electronics, or recycled products. The remaining 13 marketplaces assessed are either mixed marketplaces, selling their own products along with third-party products, or retailer-run marketplaces that sell products related to the retailer's core items.