Major European ecommerce marketplaces

E-commerce has become an integral part of daily life, with marketplaces playing a
key role in facilitating online transactions. The European e-commerce market, ranked
as the third largest globally, is expected to reach a turnover of approximately EUR
712 billion in 2023, with over 300 million people shopping on European marketplaces
and online stores.

Marketplaces thrive by offering customers a vast selection, allowing cross-sector

shopping similar to traditional department stores. This attracts both consumers
seeking diverse products and retailers looking to reach a broad customer base
without establishing elaborate e-commerce platforms. Marketplaces have extended
beyond B2C to gain popularity in the B2B sector.

The top five marketplaces in Europe in 2023 include:

1. Amazon
2. eBay
3. Zalando
4. Cdiscount
5. Allegro

While Amazon dominates across Europe and globally, each country's e-commerce
landscape has unique players. In the United Kingdom, Amazon and eBay constitute
about 90% of online sales, with additional contributions from Asos and Fruugo.
Germany follows as the second-largest e-commerce market, with Zalando and Otto
joining Amazon and eBay. France, as the third-largest marketplace, experiences
dynamic growth, with key players including Amazon, ManoMano, Cdiscount,
Fnac/Darty, La Redoute, and Veepee.

In Spain, Amazon, El Corte Inglés, Veepee, and Ali Express dominate the e-commerce
market, while Italy, a significant player in Southern Europe, sees Amazon and eBay as
primary platforms, with the ePrice platform gaining prominence.

Overall, the European e-commerce landscape is diverse, with marketplaces adapting

to regional preferences and consumer behaviors.
Leading online marketplaces in Europe as of April 2023,
based on number of monthly visits (in millions):

Difference in Marketplaces between Amazon, Ebay and Zalando

Amazon, eBay, and Zalando are three distinct online marketplaces, each with its own
focus and business model. Here are some major differences between the three:

1. Business Model:
 Amazon: Started as an online bookstore, Amazon has evolved into a
massive e-commerce platform offering a wide range of products,
including electronics, clothing, books, and more. It sells products
directly (first-party sales) and allows third-party sellers to list their
products on the platform (third-party sales).
 eBay: Originally an auction-style platform, eBay has transformed into a
comprehensive online marketplace. It primarily operates on a peer-to-
peer model, where individuals and businesses can buy and sell new or
used products through auctions or fixed-price listings.
 Zalando: Zalando is a specialized fashion e-commerce platform. It
focuses exclusively on clothing, footwear, and accessories, offering a
wide range of fashion items from various brands.
2. Product Focus:
  Amazon: Offers a vast array of products, spanning multiple categories,
including electronics, books, household goods, and more. It caters to a
broad customer base.
 eBay: Features a diverse range of products, including both new and
used items. While it started with auctions, eBay now also facilitates
fixed-price transactions.
 Zalando: Specializes in fashion retail, providing a platform for the sale
of clothing, shoes, and accessories from various brands.
3. Seller Model:
 Amazon: Operates both as a retailer selling its own products and as a
platform for third-party sellers. The majority of products on Amazon
come from third-party sellers.
 eBay: Primarily functions as a platform for individual sellers and small
businesses. It allows sellers to auction items or list them at a fixed price.
 Zalando: Functions as a platform for fashion retailers and brands to sell
their products. It does not sell products directly but facilitates
transactions between buyers and sellers in the fashion industry.
4. Buying Experience:
 Amazon: Known for its user-friendly interface, fast shipping (especially
with services like Amazon Prime), and extensive product reviews.
Amazon prioritizes customer experience.
 eBay: Offers a dynamic buying experience with both auction-style
bidding and traditional fixed-price purchasing. The buying experience
may vary depending on the seller.
 Zalando: Focuses on a curated and visually appealing shopping
experience, particularly tailored to the fashion industry. It may
emphasize style inspiration and trend discovery.

While these platforms share the commonality of being online marketplaces, their
specific models, focus areas, and user experiences set them apart, catering to
different customer needs and preferences.

Marketing strategies of Amazon, Ebay and Zalando

Brief overview of the marketing strategies employed by Amazon, eBay, and

Zalando:

1. Amazon:
 Customer-Centric Approach: Amazon is renowned for its
customer-centric approach. The company prioritizes customer
satisfaction, offering fast and reliable shipping (Amazon Prime),
easy returns, and excellent customer service.
  Personalization and Recommendation Engine: Amazon
utilizes a sophisticated recommendation engine that analyzes
customer behavior and purchase history to provide
personalized product recommendations. This encourages
cross-selling and upselling.
 Prime Membership Program: Amazon has successfully
promoted its Prime membership program, offering benefits like
free and fast shipping, access to streaming services, and
exclusive deals. This program fosters customer loyalty.
 Diverse Advertising Solutions: Amazon has a robust
advertising platform, allowing sellers to promote their products
through various channels, including sponsored products,
display ads, and video ads.
 Innovation and Technology: Constant innovation, such as the
introduction of voice-activated shopping through Alexa,
showcases Amazon's commitment to leveraging technology for
a seamless shopping experience.

2. eBay:
 Auction and Bidding Model: eBay's auction-style format,
where buyers can bid on products, creates a sense of
excitement and engagement. However, eBay has also
incorporated fixed-price listings to offer a more traditional
shopping experience.
 Seller-Centric Focus: eBay places emphasis on empowering
individual sellers and small businesses. The platform provides
tools and resources for sellers to create appealing listings and
build their brand.
 Deals and Promotions: eBay frequently runs promotions and
deals, encouraging buyers to browse and make purchases.
Special discounts and limited-time offers contribute to a sense
of urgency.
 Mobile App and Accessibility: eBay has invested in a user-
friendly mobile app, recognizing the importance of mobile
 shopping. The app allows users to easily browse, bid, and
manage their transactions on the go.

3. Zalando:
 Fashion-Focused Marketing: Zalando positions itself as a
fashion destination, emphasizing the latest trends and styles.
Marketing campaigns often focus on showcasing a curated
selection of clothing, footwear, and accessories.
 Partnerships and Collaborations: Zalando collaborates with
fashion influencers, designers, and brands to enhance its brand
image. Exclusive partnerships and limited-edition collections
contribute to a sense of exclusivity.
 Content Marketing: Zalando invests in content marketing,
creating editorial content, style guides, and trend reports to
engage and inspire customers. This content not only promotes
products but also adds value to the customer experience.
 Loyalty Programs: Zalando has implemented loyalty programs
and membership benefits, encouraging repeat purchases. VIP
access to sales, early product releases, and personalized
recommendations are part of these programs.
 Social Media Engagement: Zalando actively engages with its
audience on social media platforms, leveraging visual content
and influencers to create a vibrant and interactive community.

Each of these e-commerce giants employs unique strategies aligned with its
business model and target audience, showcasing adaptability in the
competitive online retail landscape.