For small business owners (SMBs) looking to expand into Europe, selecting the right online marketplaces is crucial for growth. Leveraging established platforms enables you to reach millions of European buyers, taking advantage of built-in trust, logistics infrastructure and local market familiarity. Here are the online marketplaces that should form the backbone of your European e‑commerce strategy.
Amazon is perhaps best known as a U.S. e‑commerce leader, responsible for nearly 40% of all U.S. online retail sales, but its influence is rapidly expanding across Europe. Among Europe’s top 20 online stores, amazon.de leads with net sales of $17.36 billion in 2023, capturing 14.3% of that segment and 10.1% of the top 50 stores. Amazon.co.uk follows with $16.61 billion in sales, a 12.7% share of the top 20 and 9% of the top 50.
Combined with amazon.es, amazon.fr and amazon.it, Amazon’s European platforms represent nearly 40% of net sales. Its vast product selection, advanced logistics and support for over 1.7 million independent sellers make it a key platform for cross-border European e‑commerce.
eBay connects 132 million active buyers and over 17 million sellers across more than 190 markets, enabling businesses of all sizes to reach customers globally. In 2024, eBay generated $10.2 billion in revenue with a gross merchandising volume of $74.6 billion. The platform supports entrepreneurs and small businesses by offering accessible tools, global reach and a personalized shopping experience.
Sustainable commerce practices, including recommerce and circular-economy initiatives, reinforce ethical operations. By combining technology, transparency and community impact, eBay empowers sellers to expand efficiently, making it one of the top platforms to prioritize for European e‑commerce growth.
Zalando, founded in 2008 in Berlin, is a leading European online platform for fashion and lifestyle, serving 51.8 million active customers across 25 countries. With a gross merchandise volume of approximately €15.3 billion and €10.6 billion in revenue in 2024, Zalando connects customers, brands and partners through its fashion store, private labels and outlet operations.
Employing 15,000 people across multiple international offices, Zalando leverages advanced logistics, personalized technology and sustainability initiatives to enhance the shopping experience. By combining extensive product selection with convenience and community engagement, Zalando provides SMBs and brands an essential channel to grow their presence in European e‑commerce markets.
Etsy is a global online marketplace connecting around 8 million active sellers with approximately 95 million buyers worldwide. Founded in 2005 in Brooklyn, New York, Etsy specializes in handcrafted, vintage and creative goods, offering over 100 million items for sale. The platform generated $12.6 billion in consolidated gross merchandise sales in 2024, with a strong mobile presence driving a significant portion of transactions.
Etsy also operates the fashion resale marketplace Depop, expanding opportunities for sellers in the sustainable commerce sector. By providing specialized tools and services for creative entrepreneurs, Etsy enables SMBs to reach niche audiences, making it a key platform to prioritize for European e‑commerce growth.
Temu, founded in Boston in 2022 and owned by Chinese e‑commerce giant Pinduoduo, connects consumers with millions of manufacturers, brands and merchandise partners. The platform’s gross merchandise volume reached $15.1 billion in 2023, with over 80 million active users in the United States alone.
Temu leverages direct consumer-to-manufacturer (C2M) sourcing and advanced logistics to offer a wide range of affordable products, from fashion to household items. Rapidly gaining popularity in Europe, including the UK, Germany and France, Temu gives SMBs the opportunity to reach cost-conscious buyers at scale, making it a rising platform to prioritize for European e-commerce expansion.
Expanding across multiple European marketplaces can be highly rewarding, but success depends on a few key strategies. The following tips break down each of these areas to help your business thrive in cross-border e‑commerce:
A European e‑commerce expansion requires more than just launching a website. Prioritizing marketplaces like Amazon, eBay, Etsy, Zalando, and Temu provides both scale and targeted access to diverse audiences. By combining strategic platform selection with localized listings, efficient fulfillment and consistent branding, businesses can create a resilient, high-growth cross-border operation poised for success in Europe.