Germany stands at the heart of Europe with one of the continent’s most powerful consumer economies. In recent years, its ecommerce market has proven both resilient and dynamic. After a brief slowdown, online retail returned to growth in 2024, reaching more than €80 billion in sales. Projections for 2025 are even stronger, with online sales expected to climb above €92 billion.
Marketplaces are driving much of this momentum. More than half of all ecommerce sales in Germany now run through marketplace platforms, with Amazon and eBay continuing to dominate. But what makes the German landscape especially interesting is the strength of local players such as Zalando, Otto, Kaufland, and Douglas. Each of these marketplaces has carved out a strong identity, often focusing on specific categories like fashion, home, or beauty, and building highly loyal customer bases.
For marketplace sellers, this creates both scale and choice. Amazon offers massive reach, but specialized platforms like Zalando or About You can provide better alignment with brand positioning. German consumers are also known for being quality-conscious, environmentally aware, and loyal to retailers they trust - so sellers who adapt to these expectations can gain a significant competitive edge.
The German online marketplace landscape
Chances are, you’re already active on one or two of Germany’s major marketplaces - perhaps Amazon, eBay, or Zalando. But the real growth potential often lies in expanding your reach across multiple platforms. Each marketplace attracts a slightly different audience, emphasizes different product categories, and offers unique tools for sellers.
By expanding into a multichannel strategy, you can diversify your customer base and reduce reliance on a single platform. Selling on multiple marketplaces not only increases your visibility but also allows you to test different categories, pricing strategies, and promotional tools. This creates more touchpoints with buyers and builds resilience in a competitive market.
The challenge, of course, is managing the complexity that comes with multiple sales channels - from inventory synchronization to order fulfillment and product data consistency. This is where marketplace integration software becomes a game-changer. By connecting all your marketplaces through one central hub, you can streamline operations, avoid overselling, and focus on scaling your business instead of juggling manual processes.
The following profiles highlight Germany’s leading marketplaces and what makes each of them valuable. By combining the right mix of platforms with the right integration tools, you can unlock the full potential of Germany’s ecommerce market.
1. Zalando
Category Focus: Fashion, sports, accessories, shoes
Special Features: 2,000+ brands, curated partnerships, free shipping & returns, DHL logistics, 100-day return policy
Zalando has built its reputation as Europe’s largest fashion marketplace by focusing on quality, customer trust, and a highly curated assortment. Buyers come to Zalando for premium and mid-market fashion, sportswear, and footwear, and they expect seamless service, including free returns and fast delivery.
For sellers, Zalando provides access to a very loyal customer base but demands high standards in terms of logistics, branding, and product quality. Merchants must be prepared to invest in polished product content and strict return policies. Those who meet the requirements are rewarded with visibility and access to millions of fashion-focused shoppers.
Learn more about selling on Zalando.
2. AboutYou
Category Focus: Fashion, footwear, accessories, beauty
Special Features: Personalized shopping, mobile-first, influencer partnerships, open marketplace model
About You has grown rapidly by combining ecommerce with personalization and lifestyle marketing. It attracts a younger demographic that values recommendations, curated collections, and influencer-driven engagement. The mobile-first platform is highly interactive, giving buyers a shopping experience closer to social media than traditional ecommerce.
For sellers, About You provides an opportunity to connect with trend-focused shoppers who are open to discovering new brands. The platform works well for both established labels and emerging designers; however, merchants must be prepared to adapt to rapidly changing fashion trends. Strong visuals and influencer collaborations can significantly increase success.
Learn more about selling on AboutYou here.
3. Otto
Category Focus: Fashion, lifestyle, furniture, electronics
Special Features: Vendor approval process, branding opportunities, sustainability focus, German-speaking market
Otto is one of Germany’s most trusted ecommerce names, with a long history and an especially strong following among older demographics. The platform emphasizes sustainability and quality, which appeals to buyers who value reliability over bargain hunting.
For sellers, Otto offers significant reach, but entry is more selective compared to open marketplaces. Vendors must pass a vetting process, ensuring only high-quality brands are represented. While this creates a barrier to entry, it also means less competition and greater customer trust. Merchants highlighting sustainability tend to perform especially well here.
Learn more about selling on Otto.
4. Amazon
Category Focus: All categories
Special Features: Fulfillment by Amazon (FBA), Prime access, advertising tools, Buy Box eligibility, largest EU reach
Amazon dominates Germany’s ecommerce landscape, with the broadest product range and strongest consumer trust. Buyers expect fast shipping, competitive pricing, and reliable service, all supported by Amazon’s Prime ecosystem. The platform’s scale makes it the first stop for many German consumers, regardless of product category.
For sellers, Amazon is both the biggest opportunity and the most competitive environment. Success often depends on mastering FBA, optimizing product listings for visibility, and investing in advertising to win the Buy Box. Margins can be tight, but the massive scale and advanced infrastructure make Amazon a must for most sellers looking to expand in Germany.
Learn more about becoming a seller on Amazon.
5. eBay
Category Focus: All categories
Special Features: eBay Kleinanzeigen for local sales, customizable storefronts, marketing tools, flexible seller accounts
eBay remains one of Germany’s largest marketplaces, attracting buyers across all demographics with its mix of auctions, fixed-price items, and local classifieds. Buyers expect variety, good deals, and creative listings, making it a versatile marketplace for many categories.
For sellers, eBay provides an accessible platform for testing new products, moving excess stock, or reaching niche audiences. With strong promotional tools and customization options, sellers can build visibility, but success often depends on competitive pricing and active engagement with deals and offers.
Learn more about selling on eBay.
6. Decathlon
Category Focus: Sports, outdoor, lifestyle, leisure, homeware
Special Features: Own fulfillment service, smart product filters, mix of in-house and international brands
Decathlon is a household name for sports and leisure in Germany, trusted for quality and affordability. Buyers seek everything from entry-level gear to specialized equipment, and they associate the marketplace with making sports accessible.
For sellers, Decathlon is a niche but powerful platform if their products align with sports and active lifestyle categories. Its loyal audience ensures steady demand, but merchants must deliver on quality and pricing. With Decathlon’s fulfillment service, logistics are simplified and customer satisfaction is strengthened.
Learn more about becoming a seller on Decathlon.
7. Kaufland
Category Focus: Groceries, electronics, fashion, home goods
Special Features: Fast-growing online presence, international expansion, streamlined onboarding, marketing support
Kaufland.de combines the reputation of a well-established retail chain with an ambitious online marketplace strategy. Buyers trust the brand and are attracted by the broad assortment that spans food, electronics, home, and lifestyle. The platform is gaining traction quickly, drawing millions of monthly visitors.
For sellers, Kaufland.de is attractive due to its straightforward onboarding process and marketing support. It’s especially valuable for merchants seeking to expand into multiple European countries, as the platform is scaling into new regions. Sellers benefit from the credibility of the Kaufland name and exposure to a diverse customer base.
Learn more about selling on Kaufland here.
8. MediaMarkt
Category Focus: Electronics, household appliances
Special Features: Electronics-focused assortment, tech-savvy audience, strong retail legacy
MediaMarkt is Germany’s most recognized consumer electronics retailer, with both a massive store presence and a growing ecommerce platform. Buyers expect to find top brands, reliable appliances, and competitive prices, especially in electronics and gaming.
For sellers, MediaMarkt offers a focused audience with high purchase intent. It is best suited for merchants in electronics, gaming, or household tech who want to access customers already primed for these categories. The competition is strong, but brand trust enhances seller credibility.
Learn more about selling on MediaMarkt.
9. ShopApotheke
Category Focus: Health, pharmaceuticals, wellness, cosmetics
Special Features: Licensed online pharmacy, compliance-driven, strong trust, and fast delivery
ShopApotheke has established itself as a leader in online healthcare and wellness across Europe. Buyers come for reliable access to pharmaceuticals, supplements, and beauty products, often with the expectation of prescription-level trust and speed.
For sellers, ShopApotheke provides an opportunity to reach a health-conscious audience that values credibility. It is especially strong for beauty and wellness products that complement its pharmaceutical core. Sellers need to meet regulatory requirements but benefit from a loyal and repeat-driven customer base.
Learn more about selling on ShopApotheke.
10. Douglas
Category Focus: Beauty, cosmetics, skincare, fragrance
Special Features: Premium beauty positioning, omnichannel presence, loyalty program, curated assortment
Douglas is a household name in European beauty retail, with strong brand awareness in both offline and online channels. Buyers are drawn to its curated premium assortment and loyalty-driven shopping experience, especially for trusted beauty and fragrance products.
For sellers, Douglas offers a premium positioning that enhances brand credibility. It works best for beauty brands that align with its curated catalog and can meet customer expectations around quality and service. The omnichannel reach — online and in-store — further strengthens visibility for participating brands.
Learn more about becoming a seller on Douglas.
11. Home24
Category Focus: Furniture, home goods, décor, lifestyle
Special Features: Online-only model, large assortment, flexible returns, trend-driven catalog
Home24 is Germany’s largest online furniture and home lifestyle marketplace, known for its wide assortment and modern design focus. Buyers appreciate the convenience of online furniture shopping combined with consumer-friendly return policies, which lower the barriers for large purchases.
For sellers, Home24 provides strong visibility in the growing home & living category. Its trend-driven catalog makes it especially attractive for contemporary brands and suppliers. Merchants must adapt to competitive pricing and logistics challenges but gain access to a growing customer base moving away from offline furniture shopping.
Learn more about selling on Home24.
