Marketplaces Account for 61% of European Ecommerce

Why It Matters

The shift toward marketplaces reshapes distribution channels, forcing heritage brands to rethink direct‑to‑consumer strategies while amplifying the reach of sellers across borders. Concentration among a few platforms also raises competitive and regulatory stakes for the European digital commerce ecosystem.

Key Takeaways

• Marketplaces represent 61% of European ecommerce GMV in 2025.
• Global marketplace share reached 83.4% of ecommerce GMV last year.
• Amazon leads European marketplace growth, double‑digit gains in Germany and UK.
• Cross‑border sales generated €247.5 bn (~$270 bn), 70% of online revenue.
• Sellers operate on average six marketplaces, driving platform concentration.

Pulse Analysis

The European ecommerce landscape is undergoing a structural transformation as marketplaces claim a clear majority of sales. ECDB’s data shows the share rising from 56.2% in 2023 to 60.8% in 2025, narrowing the gap with the Americas (67.8%) and still trailing Asia’s near‑total dominance at 97%. This acceleration reflects consumer preference for the convenience of aggregated product listings, price competition, and the logistical expertise that large platforms provide, especially as the region’s digital maturity catches up with global trends.

Amazon’s continued expansion in Germany and the United Kingdom underscores the platform’s pivotal role in driving growth. While many European heritage brands have historically favored direct‑to‑consumer (D2C) models, the double‑digit marketplace growth signals a strategic pivot. Sellers benefit from Amazon’s extensive logistics network and trusted buyer base, but the shift also pressures brands to balance brand‑centric experiences with the cost efficiencies of third‑party channels. The cross‑border dimension amplifies this effect, with marketplaces delivering roughly $270 bn in cross‑border sales—70% of the total—highlighting their importance for reaching customers beyond national borders.

The data also reveals a pronounced concentration among top platforms. Sellers now list products on an average of six marketplaces, a pattern that fuels platform power and creates barriers for newcomers. This multi‑platform approach maximizes exposure but also intensifies competition for visibility and pricing. As the marketplace model matures, regulators may scrutinize market dominance, while logistics providers will need to scale to meet the heightened demand for rapid, cross‑border fulfillment. Brands that can seamlessly integrate D2C initiatives with marketplace strategies are likely to capture the most value in this evolving ecosystem.