Germany is one of the key countries for the development of ecommerce in the European market. Due to the high internet penetration, around 80% of German consumers actively shop online. A significant portion of these transactions takes place through marketplaces. For beginners in ecommerce, this is a simple and accessible way to enter the market with minimal costs. It is not necessary to invest significant resources in creating your own online store or in a complex marketing strategy – the marketplace already provides the necessary infrastructure and access to a broad audience.
For experienced entrepreneurs, online platforms are an excellent way to expand their presence in new markets, test different product categories, and increase their reach without major investments. But which platforms offer the best conditions for sellers?
To help you navigate, we have compared the 10 online marketplaces in Germany and their opportunities for business development.
An online marketplace is a platform that brings together sellers and buyers in a virtual space. It is a type of digital marketplace where hundreds, if not thousands, of sellers offer their products or services to a wide audience of potential buyers.
Online marketplaces operate on a brokerage model: sellers register and list their products. The marketplace, in turn, attracts buyers, offers technical support, provides marketing tools to sellers, and in some cases even offers its own logistical solutions. For this, platforms charge a fee in the form of a percentage of each transaction. For buyers, online platforms are a convenient way to find the desired product at the best price by comparing offers from different providers.
Online marketplaces take on almost all tasks, specifically:
- They create a shared space where supply and demand meet. This simplifies the process of product searching and purchasing for customers and provides sellers with quick and easy access to a broad audience.
- They provide tools for product placement, order management, logistics automation, and payment processing.
- They offer promotional services such as paid advertising, discount campaigns, and participation in special sales. This helps sellers boost their sales.
- They handle billing with customers and ensure secure transaction processing.
- They can offer their own logistics services or coordinate the delivery between the seller and the buyer.
- They provide analytical tools that help sellers track demand, analyze sales figures, and optimize their product range.
- They provide a mechanism to resolve disputes between sellers and buyers related to product quality, delivery, or returns.
Marketplaces undoubtedly attract both aspiring and experienced entrepreneurs due to their accessibility and reach. Popular online platforms offer a variety of benefits:
- They provide access to millions of active buyers, allowing sellers to expand their customer base and increase brand awareness.
- They handle the technical aspects of sales, including order processing, payment system integration, and logistics, making business management easier.
- Sellers do not need to develop their own websites or apps, which reduces the costs of starting and maintaining an online store.
- They offer opportunities for effective product promotion without large investments.
- Most online marketplaces implement rating systems, customer reviews, and guarantees, creating a secure and transparent environment for both parties.
- They make it easy to expand the product range and test new product categories without significant costs.
However, behind this convenience, there are also certain risks:
- On marketplaces, thousands of sellers are active, offering similar products. This makes it difficult to compete for the attention of buyers, especially for beginners.
- The platforms charge a sales commission, a monthly fee, or fees for using additional services such as advertising or logistics. This can significantly reduce profit margins.
- Marketplaces typically do not provide sellers with customer contact details, making it harder to build direct relationships with customers.
- The visibility of products depends on the platform’s algorithms. If a product no longer appears at the top positions, sales can decrease drastically.
The ecommerce market in Germany remains one of the largest and fastest-growing in Europe. Only the United Kingdom has a larger market. Projections suggest that online sales will account for 21% of total retail volume by 2025, which will amount to approximately 161 billion euros. In light of this rapid growth, the popularity of online marketplaces continues to rise. And this isn’t limited to just Amazon and eBay. The market offers a variety of platforms that provide convenient and effective trading tools.
The 10 most important marketplaces in Germany in 2025, both for entrepreneurs and buyers, are:
3.1 Amazon.de
Amazon.de remains the market leader among online marketplaces in Germany and is one of the leading platforms worldwide. Today, it is the main platform for ecommerce, attracting millions of users daily. In November 2023 alone, Amazon.de recorded about 500 million visitors, further confirming the popularity of the online resource among German consumers.
Features of the platform:
- In Germany, Amazon holds more than 50% of the ecommerce market, making it the leading platform for sales.
- Amazon handles the storage, packaging, and delivery of products, allowing sellers to focus on advertising and expanding their product range.
- Members of the Prime program receive free shipping, access to exclusive deals, and multimedia content, which fosters customer loyalty.
- The platform offers the opportunity to promote products through sponsored ads.
- The return policy and buyer protection make Amazon a reliable online marketplace for both customers and sellers.
The costs for Amazon.de services:
Professional sellers pay a monthly fee of €39, while individual sellers pay €0.99 per sale. In addition, Amazon charges a sales commission (ranging from 8% to 15%, depending on the category) and a fee for FBA logistics services, including storage and order fulfillment. Sellers may also incur charges for advertising and return costs. Current rates can be found on the Amazon website.
3.2 eBay
Like Amazon.de, eBay attracts millions of buyers through its unique format. The platform offers both classic auctions and the option to buy products at a fixed price. Every month, more than 150 million users from Germany visit the online marketplace.
Features of the platform:
- Sellers can offer their products either for auction, allowing buyers to place bids, or sell them at a pre-set price.
- On eBay.de, sellers can list both new and used products.
- eBay has a huge target audience. It attracts both private buyers and professional sellers.
- A wide range of products: from rare collectibles to everyday goods.
- No monthly fee for individual sellers.
The costs for eBay services:
On eBay.de, the payment system for services consists of two main components: the listing fee and the sales commission. As a private seller, you need to pay a commission of 10%. eBay does not charge a fee for creating listings (up to 320 listings per month). For additional listings, the fee for listing an item is 0.50 Euros.
For business sellers, eBay offers shop subscriptions. The rates start at 39.95 Euros and go up to 499.95 Euros per month. The subscription reduces the cost of listing items and provides access to additional tools. Additionally, a sales commission is charged. Current rates can be found on the eBay website.
3.3 Otto
Otto is one of the leading largest marketplaces in Germany, founded in 1949. The marketplace specializes in the sale of household goods, fashion, electronics, and furniture. Today, Otto attracts more than 45 million users per month and continues to increase its market share in ecommerce.
Features of the platform:
- Otto has 12,000 active customers.
- Unlike other marketplaces, Otto carefully selects sellers and products to meet the expectations of its target audience. To become a seller, you must have a registered business in Germany, ship goods from a German warehouse, and provide German-language customer service.
- The platform offers various payment options, including the ability to purchase in installments. This increases the accessibility of products to a wide audience.
- Otto actively promotes the development of its own brand and offers partners unique opportunities for promotion.
The costs for Otto services:
The marketplace works with partners based on a monthly base fee of €99.90, a sales commission that varies depending on the product type, and a fee of 2.7%. Otto may also charge fees for additional services, including marketing.
3.4 Kaufland.de
Kaufland.de is a rapidly growing marketplace that belongs to one of the largest retail networks in Germany. The platform offers a wide range of products, including electronics, clothing, household appliances, home products, and food, making it a versatile place for online shopping. The marketplace is visited by 32 million users each month.
Features of the platform:
- The connection to the Kaufland supermarket network strengthens trust in the online marketplace.
- Kaufland.de offers both products from well-known brands and goods from local sellers, creating a competitive and diverse marketplace.
- The platform supports sellers not only from Germany but also from other countries, creating opportunities for entry into the international market.
The costs for Kaufland.de services:
The platform charges a sales commission, which varies depending on the product category (typically between 7% and 16%). The monthly fixed fee for sellers ranges from 39.95 to 59.95 euros (excluding VAT) and includes access to management and analytics tools. For more information on current fees, please visit the company’s website.
3.5 Zalando
Zalando.de is the leading fashion marketplace in Germany, launched in 2008. Originally, the company focused solely on shoes. Today, the website attracts over 30 million users per month and is one of the most popular places for shopping clothing, shoes, accessories, and cosmetics.
Features of the platform:
- The platform features over 7,000 brands for fashion apparel and shoes.
- The majority of the marketplace’s visitors belong to the younger generation.
- The marketplace offers free shipping and a 100-day return policy, which attracts buyers.
- Zalando offers partners the opportunity to use marketing tools such as promoting collections, participating in campaigns, and personalized advertising.
- Sellers can integrate their own shops with Zalando and retain control over logistics or leave it to the platform.
- Zalando actively supports ecological initiatives, attracting buyers interested in ethical fashion.
The costs for Zalando services:
A sales commission is charged for participation in the Zalando Partner Program, which varies between 5% and 25% depending on the product category. The platform also offers additional services such as marketing and logistics for a separate fee.
3.6 Etsy
Etsy is a popular international platform focused on selling unique and creative products. In Germany, it is particularly popular with buyers looking for handmade goods, vintage items, and original gifts. The marketplace brings together artisans, designers, and collectors, providing them with a convenient tool to reach the global market.
Features of the platform:
- Etsy offers a platform for selling unique products: handmade items, vintage goods (over 20 years old), and craft supplies, which sets it apart from larger marketplaces.
- The platform actively supports small businesses and artisans by providing them with an audience that values originality and unique approaches.
- The Etsy interface is intuitive, allowing sellers to easily manage their shop, add products, and track orders.
- Etsy is available to buyers worldwide, including in Germany. The online marketplace currently has 95 million active buyers.
The costs for Etsy services:
Etsy charges three fees from sellers:
- Listing Fee – $0.20 per item. The listing is valid for 4 months.
- Sales commission for successful sales – 6.5% of the item price.
- Additional payment processing fee – approximately 4% + 0.30 Euro.
The current rates can be found on the website.
3.7 Media Markt
MediaMarkt is one of the largest online marketplaces for electronics and household appliances in Germany. It combines brick-and-mortar stores with an online platform, offering customers a particularly convenient shopping experience. MediaMarkt is known for its vast product selection, including TVs, smartphones, computers, kitchen appliances, and much more.
Features of the platform:
- Due to its brand recognition, the marketplace enjoys high trust among German consumers of electronics.
- Buyers can order products online and either have them delivered to their home or pick them up at the nearest MediaMarkt store.
- The platform regularly runs sales promotions, special offers, and provides discounts for loyal customers, boosting demand.
- MediaMarkt bietet Verkäufern leistungsstarke Marketing-Tools und die Möglichkeit, ein Publikum anzusprechen, das an hochwertiger Elektronik interessiert ist. Jeden Monat besuchen 65 Millionen einzigartige Nutzer die Plattform.
- Integration with the MediaMarkt.de platform is possible in various ways: through API integration, uploading data in CSV format, using an Excel template, or managing through the back office.
The costs for MediaMarkt services:
Unlike other online marketplaces, listing products on MediaMarkt.de is free. However, sellers are charged a monthly base fee of 39 euros. Additionally, MediaMarkt charges a sales commission, which varies depending on the product category and the cooperation terms. Sellers can also pay for additional services such as promotions, advertising, and logistics. Payments and returns are processed by the platform free of charge.
3.8 Kleinanzeigen
Kleinanzeigen is one of the most popular platforms for private classifieds in Germany. Formerly known as eBay Kleinanzeigen, it specializes in selling new and used goods, as well as providing services. The marketplace is suitable for both private users and small businesses, offering a quick and easy way to find buyers.
Features of the platform:
- The online marketplace features millions of listings, including cars, furniture, electronics, clothing, household goods, and much more.
- Kleinanzeigen is focused on the local market: users can search for goods and services in their region, meet in person, and inspect the items directly.
- Posting ads on the platform is free for both private individuals and a limited number of commercial sellers.
The costs for Kleinanzeigen services:
The marketplace remains free for private ads. However, there are restrictions on the number of free listings in certain categories, particularly real estate and cars. For an additional fee, the platform offers options such as ad promotions and subscriptions.
3.9 Idealo
Idealo.de is one of the largest price comparison platforms in Germany. The platform helps buyers find the best deals on products by providing price information from various online shops. Since 2023, Idealo’s business model has changed: the platform no longer operates as a fully-fledged marketplace. Sellers are now required to have their own online shop to integrate it with Idealo.
Features of the platform:
- To list products on the online marketplace, an online shop must be connected to Idealo—either via an API interface or by uploading data in CSV format.
- Orders are forwarded directly to the seller’s online shop, increasing traffic and revenue.
- With its high visitor numbers, Idealo is a powerful tool for promoting products and boosting online sales. The marketplace attracts an average of 76 million users per month.
The costs for Kleinanzeigen services:
Sellers pay CPC (Cost per Click), which is the cost for each redirect to their website. The standard price per click is €0.56, though the rate may vary depending on the product category.
3.10 Alibaba
Alibaba is the world’s largest online marketplace for wholesale trade. The platform is geared towards the B2B sector and offers sellers the opportunity to sell goods in large quantities to buyers worldwide.
Features of the platform:
- The ability to sell goods in bulk or find reliable suppliers from Asia and other regions.
- Transparent business conditions thanks to the rating system and buyer protection.
- Alibaba provides access to millions of buyers worldwide.
The costs for Alibaba services:
Alibaba does not charge buyers any fees, but sellers must pay for a subscription to list their products. The subscription costs vary depending on the membership level. A “Gold Supplier” membership costs between 1,399 and 5,999 US dollars per year. There is also a free subscription, allowing sellers to list up to 50 products on the platform.
The market for sales platforms in Germany offers numerous opportunities for both beginners and experienced entrepreneurs. However, each platform has its own unique features that need to be considered when choosing. To maximize the benefits of a marketplace, it is important to properly assess one’s goals, resources, and the needs of the target audience. Here are some key factors that can help you make the decision:
- First, you should determine who your customers are. If you are selling mass consumer goods, it makes sense to choose universal marketplaces in Germany like Amazon or eBay. For niche products, you should opt for platforms that specialize in your product category.
- Examine the number of sellers and the level of competition on the platform. If the market is oversaturated, it will be harder to stand out. You might want to start with a less popular marketplace to test your product.
- Online marketplaces in Germany charge sales fees, subscription fees, and additional costs. Consider these expenses in advance when planning your budget.
- Check how easy it is to integrate your product range with the platform. Some marketplaces, like Idealo, require your own website, while others offer simple registration and management through the user account.
- If you only want to operate in Germany, focus on local marketplaces like Otto or Kaufland. If international presence is important to you, consider platforms that enable cross-border trade.
Conduct an analysis of multiple online marketplaces in Germany and start with the marketplace that best suits your business. After achieving successful sales on one platform, gradually expand your presence on others to minimize risks and reach a broader audience.
German consumers are known for their attention to product and service quality, as well as their high expectations for delivery speed. If you are operating in the German market, it is crucial to focus on the organization of logistics to meet these demands, especially in a highly competitive marketplace environment. A partnership with 3PL companies can significantly simplify the entry into any marketplace. Fulfillment-Box, for example, offers a full range of 3PL services, including fulfillment, storage, and pre-shipping services. We help you efficiently manage orders from all your sales channels.
Our advantages:
- Warehouses at strategic locations in Germany: Fulfillment-Box has three large warehouses in key regions of Germany to ensure convenience and fast delivery nationwide. With advantageous locations, we minimize transport time and help you deliver your goods to customers quickly.
- Integration with leading marketplaces: We support full integration with major online marketplaces in Germany, such as Amazon, eBay, OTTO, Kaufland, and others. This allows us to automatically synchronize order data and simplify their processing and shipping.
- Fulfillment from A to Z: Our team handles the entire order process: from receiving and storing goods to packaging, shipping, and returns management. You don’t have to waste time on routine tasks. Use this time to expand and develop your business across all popular platforms.
- Multichannel order processing: We support order fulfillment not only from online marketplaces but also from online stores and other sales platforms. No matter where the customer makes a purchase, we ensure a consistent standard for processing and delivery.
- Amazon FBA Prep-Center Services: As part of our prep-center services, we handle the packaging, labeling, and preparation of goods for shipment to Amazon FBA in accordance with the platform’s strict standards.
- Flexibility and scalability: We offer a tailored approach for businesses of all sizes: from newcomers entering the marketplace to experienced sellers looking to expand their market presence.
By partnering with us, sellers gain access to a proven logistics infrastructure and 15 years of experience with the demands of the German market. We guarantee speed, reliability, and full compliance with the standards of the leading marketplaces in Germany. Fulfillment-Box helps you improve customer service and successfully compete on the most demanding ecommerce platforms.
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