Europe’s Marketplace Landscape: Beyond Amazon

Recent reports highlight how Europe’s eCommerce landscape is increasingly defined by

regional marketplaces rather than a single dominant player. While Amazon continues to hold

a strong position in the UK and Germany, non-Amazon platforms are taking the lead across

much of continental Europe — creating a more fragmented but dynamic environment for

brands.

Using Luzern’s proprietary marketplace insights, we see distinct regional powerhouses

emerging. Zalando continues to dominate fashion and lifestyle categories in Germany, the

Nordics, and the Benelux region, while Otto remains a trusted destination for consumer

electronics and home goods in Germany. In France, Veepee and Cdiscount command

significant shopper loyalty, with flash sales and discount-driven models attracting millions of

active users. Meanwhile, Bol and Allegro are proving equally influential in the Netherlands

and Poland, respectively — both offering brand-friendly ecosystems with growing 3P seller

bases.

This decentralisation presents both opportunities and challenges for brands. On one hand, the

fragmentation demands more nuanced strategies and regional partnerships. On the other, it

offers brands more control, better margins, and access to highly engaged audiences that

Amazon cannot easily replicate.

According to Luzern’s European eCommerce Industry Report 2025, over 79% of brands

plan to expand into new marketplaces — signalling that diversification is no longer

optional but essential for growth in today’s competitive European landscape.

For Luzern and our partners, this shift reinforces the importance of a multi-marketplace

strategy — one that leverages data, pricing intelligence, and agile fulfilment to meet

customers where they are shopping most. As Europe moves further away from a one-platform

model, brands that can localise effectively and balance reach with profitability will lead the

next wave of marketplace growth.