Otto makes European Power Play

European seller should have on their radar. Last year, 11.7 million customers bought on Otto, including 2.9 million new shoppers, and the assortment has surged to more than 18 million items. Over 6,500 marketplace partners now trade on the platform, with around one‑third of Otto’s online revenue already coming from marketplace sellers. That puts Otto firmly as Germany’s No. 2 e‑commerce player, behind Amazon but ahead of most other rivals.

Otto’s strength lies in its focus: it has built deep trust with German households over decades, with a reputation for quality, curated ranges and reliable service rather than a race‑to‑the‑bottom marketplace. Shoppers who are wary of counterfeit, ultra‑cheap or low‑quality products on open marketplaces often turn to Otto for a safer, more controlled experience, even if prices are not always the lowest.

Now Otto is making its boldest move yet: opening its marketplace to European selling partners beyond Germany for the first time. Support for EU VAT numbers, cross‑border payouts and broader KYC checks will transform Otto from a German‑only marketplace into a truly European platform, dramatically widening its assortment and price competition while still maintaining strict quality and sustainability standards. The marketplace will remain gated, with sellers vetted to exclude disposable, ultra‑cheap goods, protecting the Otto brand and giving approved merchants a less crowded, higher‑intent environment than Amazon.

For ambitious European brands, this is a rare chance to ride the growth of Germany’s second‑largest e‑commerce platform while it scales across the EU. If you are interested in listing on Otto please get in touch with paul@tambo.io