Top Online Marketplaces in Germany: Large Overview & Comparison

The choice of online marketplace determines visibility, sales, and growth. There are more than 30 active online marketplaces in Germany, ranging from global players like Amazon Marketplace to specialized digital platforms focused on fashion, electronics, or pharmaceutical needs. However, not every online sales platform is suitable for every business model. Choosing the wrong marketplace in Germany can result in limited reach, targeting the wrong audience, or incurring excessive fees. That’s why sellers need to take a strategic, data-driven, and goal-oriented approach when evaluating the top online marketplaces in Germany.

This article delivers exactly that: a practical market analysis of the largest online marketplaces in Germany, including up-to-date user figures, market shares, target group focus, and specific tips for selecting the right platform. Whether B2C, B2B, C2C, or niche commerce: We show where real opportunities lie today and which online marketplace can scale your business in the long term.

The Influence of Online Marketplaces in Germany

Online marketplaces are no longer just a sales channel. They have become an economic engine, a driver of innovation, and a central element in the purchasing behavior of German consumers. Anyone who wants to sell successfully today must understand the mechanisms of these platforms. Their importance goes far beyond click rates and conversion rates.

Role in the digital economy

Online marketplaces play a key role in Germany’s digital infrastructure. They bring together supply and demand, lower market entry barriers for sellers, and provide access to millions of potential customers in both the B2C and B2B sectors.

According to a study by IFH Cologne, more than 50% of total e-commerce sales in Germany now occur via online marketplaces.

Amazon, eBay & Co. are not just technological platforms. They act as full-fledged distribution hubs for small and medium-sized businesses. Especially for SMEs that do not want to or are unable to run their online store, German marketplaces like Otto or Kaufland offer scalable reach and immediate visibility.

International platforms, such as Alibaba for B2B or Etsy for creative niches, are also increasingly shaping the commercial landscape. They create export opportunities, set price levels, and influence supply chains. In this role, online marketplaces are transforming Germany not only as a sales environment but also as a production and logistics hub.

Consumer behavior & reach

Consumer behavior has fundamentally changed: today, shoppers no longer search for individual stores but compare offers on platforms. Around 80 % of German online buyers begin their product search directly on an online marketplace, not on Google, not in a web shop.

What does that mean? Anyone who is not present on the top online marketplaces in Germany loses visibility and relevance. At the same time, this new reality offers major opportunities: with the right positioning, even niche products can be sold on a large scale.

Users’ expectations are high: easy search, fast delivery, transparent reviews, return options, and customer service directly via the platform. Online marketplaces meet exactly these expectations and are setting a new standard in digital shopping. That is why they are now widely regarded as the best online marketplace in Germany, especially from the customer’s perspective.

Statistics: Market Share & User Figures

Numbers speak louder than words. Here are some current insights into the market power of the biggest online marketplaces in Germany:

• Amazon.de is the undisputed number one among online marketplaces in Germany, holding a market share of over 50 % in B2C e-commerce.
• eBay Germany records around 18 million active buyers per month, with a strong presence in the C2C segment and the market for used products.
• Otto.de is one of the biggest marketplaces in Germany, with over 11 million active customer accounts and a strong position in the home & living segment.
• Zalando dominates the vertical niche of fashion with over 50 million active customers across Europe, many of them based in Germany.
• Kaufland.de, formerly real.de, is growing dynamically: more than 11,000 sellers already offer products there with the trend continuing upward.

These figures indicate that the biggest marketplaces in Germany combine enormous reach, set industry standards, and are economically relevant for sellers of all sizes. It holds true that visibility does not equal sales but it is a prerequisite for them.

Types of Online Marketplaces in the German Market

Not every online marketplace operates the same way, and not every platform is suitable for every business model. Anyone looking to sell products online should clearly understand the structure and objectives of the platform.

In Germany, online marketplaces can be roughly divided into six functional types, which differ significantly in terms of target audience, product range, and technical integration. This overview provides a clear classification, including examples, strengths, and areas of application.

B2C marketplaces: direct to end customers

B2C marketplaces target private consumers and typically offer a wide product range, often with integrated logistics, payment processing, and customer service. They are ideal for sellers looking for visibility, volume, and a scalable sales system.

• Amazon is the dominant example in this category: wide reach, Prime logistics, high competition, but enormous sales opportunities.
• Zalando focuses on fashion and lifestyle, offering a curated product selection and a loyal target audience, making it ideal for brand-oriented sellers.

Advantage: Direct access to millions of customers, professional system, and high conversion rates.

Disadvantage: Intense competition, platform dependency, and fee structure.

B2B marketplaces: for business customers

B2B platforms are specifically designed for trade between companies. The focus here is on large volumes, discounts, technical specifications, and often long-term business relationships.

• Alibaba is the global leader in this segment. German sellers use the platform to source products cost-effectively from Asia or to gain visibility for themselves as wholesalers.

Typical features: minimum order quantities, requests for quotations, payment terms, and industry-specific requirements.

Relevance: Especially important for manufacturers, resellers, importers, and export-oriented providers.

C2C platforms: consumer to consumer

C2C (consumer-to-consumer) means that private individuals sell to other private individuals. These online marketplaces typically have lower entry barriers and no fixed fee structures, but also offer less protection for sellers.

• eBay Kleinanzeigen (now “Kleinanzeigen.de”) is the classic example: local, straightforward, and strong in used products, furniture, electronics, and services.

Interesting for sellers? Yes, for clearance items, regional promotions, or returned goods. However, there is little scalability, often manual processing, and limited professionalization.

Generalist marketplaces: for (almost) everything

These platforms cover a wide range of categories, target broad audiences, and combine B2C, C2C, and, in some cases, even B2B on a single interface.

• Amazon, eBay, and Kaufland.de are the most well-known generalist online marketplaces in Germany.
• Sellers benefit from massive reach on these online marketplaces, but they also have to contend with tough competition and algorithm-driven product placement.

Typically, a good starting point for newcomers, with the option to later grow into niche segments.

Vertical and niche marketplaces: targeted access

Vertical marketplaces focus on a specific segment, such as fashion, pharmacy products, or DIY, and offer particularly targeted customer engagement in these areas.

• Etsy: handmade, unique, creative. Ideal for small manufacturers, creatives, and limited-edition products.
• ShopApotheke: specialized in medicines and health products, with a strong focus on product safety.
• About You: strong in fashion, using a storytelling approach, influencer campaigns, and a mobile app focus.

Advantage: less competition, better placement opportunities, and often higher profit margins.

Disadvantage: smaller reach, specific requirements, and limited product variety.

Price comparison platforms: gaining a competitive edge

Price comparison websites are not traditional marketplaces but rather aggregators. They redirect traffic to external shops or integrate marketplace features with a strong focus on price and performance.

• Idealo: one of the most well-known providers in Germany, with millions of monthly users.
• Geizhals: strong in the technology sector, especially among price-conscious buyers with a high affinity for comparisons.

Relevance for sellers: perfect for lead generation, expanding reach, and price optimization, especially when your shop or an external online marketplace is already connected.

Online Marketplaces: The Biggest Players on the German Market

German e-commerce is dominated by a few major platforms but they differ significantly in structure, target audience, product range, and seller requirements. Anyone who wants to position their products effectively must know:

Where are my customers? Where do I have opportunities for visibility and where might I be paying too much for too little reach?

The following overview presents the biggest online marketplaces in Germany in a direct comparison with a focus on what really matters to sellers.

Comparison Table: Germany’s Leading Online Marketplaces

Amazon: Reach Meets Competition

Amazon is considered the leading online marketplace in Germany and is difficult to avoid for many sellers. The platform’s enormous visibility, well-established infrastructure, and access to millions of potential customers make it particularly attractive but also highly competitive at the same time.

Those who use the Amazon marketplace benefit from:

• Prime logistics (FBA) which significantly increases conversion rates. 
• Access to millions of active buyers.
• A powerful advertising system (Amazon Ads).

Challenge: extremely high competition, algorithm-driven placement, and strong price pressure. For beginners, setup, keyword optimization, and performance tracking are essential.

eBay: Multi-Format Platform with a Strong C2C Foundation

eBay was one of the first German online marketplaces and has evolved from an auction platform into a versatile sales space. It combines B2C and C2C and is particularly strong in the areas of secondhand goods, electronics, car accessories, and collectibles.

Highlights for sellers:

• Flexible shop model
• Low entry barriers
• Excellent visibility for niche product ranges

Note: Competition is also high here but significantly less automated than on Amazon.

Otto: Quality Over Quantity

Otto.de is one of the most traditional German marketplaces, originally a pure mail-order company. Today, Otto operates a marketplace model where external sellers can list their products after a thorough review process.

Typical features:

• Focus on fashion, furniture, electronics, and home & living
• Strict requirements for product data and fulfillment
• High customer loyalty in the DACH region

Advantage: Those who are accepted benefit from a reputable environment with clear quality standards.

Kaufland: The New Generalist on a Growth Path

Since acquiring real.de, Kaufland.de has developed into one of the fastest-growing marketplaces in Germany. The platform focuses on a broad assortment strategy ranging from electronics to drugstore products.

Strengths:

• Attractive fee structure
• Professional seller portal with API integration
• Part of the Kaufland ecosystem (online + stationary)

Particularly interesting: for smaller sellers who want to quickly build reach with comparatively low entry costs.

Etsy: Platform for Creatives & Handmade Products

Etsy is the leading online marketplace for creative goods, unique items, handcrafted products, and vintage items, globally recognized, and is also well represented among online marketplaces in Germany. It offers:

• Target Group-Specific Environment
• International reach without high entry barriers
• Community-driven search and visibility

Disadvantages: limited product selection (only handmade, vintage, or design items), high price sensitivity.

Zalando: Fashion Only, but with Impact

Zalando is the leading vertical online marketplace for fashion in Europe, with millions of loyal customers and strong app usage. Through the “Zalando Partner Program,” brands can list their products directly.

Special features:

• Enormous reach potential in fashion
• Close integration of logistics and returns management
• High standards for brand image and data quality

Who is it suitable for? Brands with a fashion focus and a clean backend but not for low-budget products or no-name sellers.    
 

Top Online Marketplaces in Germany

In addition to established giants like Amazon, eBay, or Otto, there are numerous other online marketplaces in Germany, either as new players with disruptive approaches or as specialized providers with a clear target group strategy.

For sellers, this creates new opportunities but also challenges: new requirements, new user behavior, and new platform rules. Those who want to remain competitive should be familiar with these emerging or specialized online marketplaces in Germany, especially if they aim to target niche markets or establish alternative sales channels.

Temu: Disruptive Newcomer with an Aggressive Price Focus

Temu is one of the fastest-growing online marketplaces in Germany and has reached particularly price-sensitive target groups through aggressive pricing strategies. But what does this mean for sellers?

What makes Temu stand out:

• Extremely low prices thanks to direct shipping from Asia
• Hardly any barriers for new sellers, ideal for dropshipping
• Intensive advertising campaigns on social media and Google

The platform is less suitable for long-term brand building but offers exciting opportunities for volume-oriented assortments. Anyone selling their needs to be fast, flexible, and highly competitive in terms of price. In the competition for the best online sales platform in Germany, Temu clearly targets quantity over quality.

MediaMarkt & Saturn: Electronics Experts with Marketplace Ambitions

As established brands with high name recognition, MediaMarkt and Saturn combine brick-and-mortar retail with a growing online reach. Both are evolving into relevant German online marketplaces for tech products.

Relevant advantages for sellers:

• Trusted brand perception among consumers
• Wide range of consumer electronics and household appliances
• A combination of Click & Collect, online store, and online marketplace

MediaMarkt and Saturn are particularly attractive for manufacturers and distributors of tech products who want to benefit from the trust built through physical retail. Among the biggest marketplaces in Germany, they are increasingly being recognized as serious e-commerce players.

About You: Fashion Tech with a Digital DNA

About You targets a young, fashion-conscious audience and is one of the most advanced sales platforms in Germany for the fashion segment. The platform stands out with digital storytelling and influencer integration.

What sets you apart:

• Focus on mobile-first and app commerce
• Very high requirements for data quality and brand alignment
• Strong placement opportunities for stylish, brand-driven assortments

For sellers in the fashion, lifestyle, and accessories segment, About You offers an excellent stage to position themselves in a premium environment but not without effort. Compared to other online marketplaces in Germany, image takes precedence over quantity here.

Kleinanzeigen: Local, Used, Authentic

As a former part of eBay, Kleinanzeigen.de is one of the most widely used C2C marketplaces in Germany. However, commercial sellers can also benefit from it, especially in the local or used products segment.

Typical use cases for sellers:

• Selling returns, B-stock, or individual items
• Regional visibility without major advertising costs
• Simple listings without technical barriers

Although Kleinanzeigen cannot be automated like traditional online marketplaces, the platform offers real reach for flexible, low-cost sales, especially in niche markets.

Idealo: Price Comparison with a Marketplace Component

Idealo is one of the largest online marketplaces in Germany when it comes to price-sensitive customers. Many users start their product search directly here, ideal for sellers offering strong value for money.

Why Idealo is attractive:

• Millions of monthly users with a clear intent to buy
• A combination of price comparison and direct sales
• Full control over pricing, shipping, and product presentation

As part of a multi-channel strategy, Idealo is almost indispensable, especially for those who want to strengthen their presence not only through their own online shop but also on major German marketplaces.

Geizhals: Tech-Oriented & Comparison-Focused

Geizhals is one of the most popular tech-focused online marketplaces in Germany. The target audience is extremely well-informed and values detailed comparison data. Those who are honest, transparent, and price-competitive will succeed here.

Key advantages:

• Detailed filtering and comparison features
• Target audience: tech enthusiasts, gamers, hardware buyers
• Full integration of reviews and shipping information

Geizhals provides access to an obviously defined segment and is perfectly suited for technical product ranges where performance matters more than price. For those looking to differentiate themselves on marketplaces in Germany, this is a rewarding environment.

ShopApotheke: Healthy Growth in the Health Market

ShopApotheke is one of the top destinations among vertical German online marketplaces for health products. The platform is heavily regulated, which presents both a challenge and an opportunity for many sellers.

What sellers can expect:

• Strict approval requirements (e.g., GMP, PZN, registration)
• A highly trust-based customer base
• Focus on OTC products, wellness, personal care, and dietary supplements

Anyone operating in the healthcare sector can hardly ignore Shop Apotheke, especially if product safety and brand reputation are key elements of their strategy. Compared to other online sales platforms in Germany, trust takes precedence over speed here.

Breuninger: Premium & Lifestyle with a Marketplace Strategy

Originally rooted in the brick-and-mortar luxury segment, Breuninger is successfully transforming into a German online marketplace for high-end products. The platform remains selective and that is precisely its advantage.

What Breuninger stands for:

• Exclusive brand environment and selective product listing
• Customers with high purchasing power and strong quality awareness
• Strict assortment control and curated product presentation

Ideal for manufacturers and brands that value image building, presentation, and discerning target audiences. Those aiming to play in the top league of top online marketplaces in Germany can focus on quality over quantity here.

Alibaba: The Global B2B Powerhouse with Opportunities for German Sellers

Although Alibaba is not primarily considered a German marketplace, many sellers from Germany use the platform for sourcing, distribution, or export.

Why Alibaba matters:

• International visibility in the B2B segment
• Opportunity to acquire customers worldwide
• Find and compare cost-effective manufacturing partners

Especially for manufacturers or resellers looking to enter new markets, Alibaba is indispensable. In a world where online marketplaces in Germany are merging with global platforms, Alibaba is a key player in the B2B sector.

Tips for Choosing an Online Marketplace for Selling in Germany

The right marketplace can accelerate your business or slow it down. With high fees, intense competition, and limited visibility, choosing the right platform is crucial. Sellers should evaluate online marketplaces in Germany not just by size but by strategic fit.

1. Align Target Audience and Product Range

Not every German online marketplace appeals to the same customer base. What works on Amazon might flop on About You or Etsy and vice versa.

Ask yourself the following questions:

• Is my product suitable for the mass market (e.g., Amazon) or for niche segments (e.g., Etsy)?
• Am I selling B2C, B2B, or C2C?
• How old, price-sensitive, and digitally savvy is my target audience?

Only when your product range and target audience align with the marketplace can a platform become the best online sales platform in Germany for your business.

2. Understand and Plan for the Cost Structure

Many sales platforms in Germany attract sellers with easy listings but charge high commissions or hidden fees in the background. Without realistic cost calculations, you can quickly end up operating at a loss.

What to pay attention to:

• Monthly base fees and variable sales commissions
• Costs for advertising, storage, and shipping (e.g., with FBA or fulfillment services)
• Additional charges for special placements or tools

Don’t compare the largest online marketplaces in Germany solely by revenue potential. Consider the actual operating expenses as well.

3. Check integration options and interfaces

Technical connectivity is the key to scalability. Manual updates cost time and compromise data quality. Modern online marketplaces in Germany offer API access, ERP integrations, and plugins. Take advantage of them.

Technically important:

• Are there interfaces to your shop system, inventory management, or PIM?
• Does the marketplace support multichannel synchronization?
• How are data import and export handled?

Automation is crucial, especially on the top online marketplaces in Germany, particularly for growth-oriented companies.

4. Realistically Assess Visibility & Competition

Simply being “listed” is not enough on the major online marketplaces in Germany. Visibility is the result of ranking algorithms, advertising measures, and relevance.

Questions for analysis:

• How strong is the competition in my category?
• How is product placement determined (price, reviews, delivery time)?
• Are there paid options to increase visibility?

Smaller retailers can often achieve more on niche platforms with a clearer focus than in the shark tank of the largest online marketplaces in Germany.

5. Consider Logistics & Fulfillment

An often underestimated factor: How is shipping handled? Today’s customers expect Amazon-like delivery times, even on other platforms. Your choice of marketplace directly impacts your delivery quality.

Logistics factors:

• Does the platform offer its fulfillment services (e.g., Amazon FBA)?
• How flexible are the shipping options?
• Are return processes standardized?

This is typically the deciding factor in whether a German online marketplace truly fits your processes or whether it creates additional effort.

6. Trust, Rating Systems & Support

Customer satisfaction depends not only on the product but also on trust in the platform. Online marketplaces with poor service or unfair rating systems can put your reputation at risk.

Check the following:

• How transparent and fair is the rating system?
• Are there buyer protection measures, conflict resolution options, and support services?
• How much control does the seller have over customer communication?

Strong support makes a German marketplace more user-friendly and protects your brand.

Never Base Your Decision Solely on Reach

A high market share does not automatically mean the best channel for your business. There is a wide selection of online marketplaces in Germany and each platform has its own rules.

Strategic thinking should consider:

• Product type & target audience
• Margins & costs
• Processes & systems
• Visibility & competition
• Customer expectations & logistics

This way, you won’t just find any marketplace but your marketplace. One that delivers long-term sales, scaling, and brand value.

And What Happens After the Sale? Processes That Are Often Underestimated

Many sellers rightly focus on reach, fees, and target audiences when choosing a marketplace. However, true efficiency only becomes evident after the sale: in shipping, returns management, and documentation. Those who operate on multiple online marketplaces in Germany simultaneously need scalable processes; otherwise, organizational stagnation threatens.

It is worthwhile to take a look at specialized services like Shipstage. The platform connects sellers with shipping providers and automates key steps such as carrier price comparison, label printing, tracking, and returns management, all centrally controlled through a single interface.

Especially with growing order volumes and multi-channel strategies, this can be crucial to ensuring customer service, speed, and oversight, allowing you to focus on what really matters: selling on the top online marketplaces in Germany.

FAQ

How do online marketplaces differ from traditional e-commerce platforms?

Classic e-commerce platforms only provide the infrastructure for individual shops, whereas online marketplaces bring together multiple sellers on a shared digital sales platform, directly integrating reach and competition.

Which online marketplace is considered to be the best for selling in Germany?

Amazon is currently considered the best online sales platform in Germany, primarily due to its reach, logistics solutions, and strong conversion performance. However, depending on the product segment, other online marketplaces in Germany may be the better choice.

Why is an overview of the online marketplace landscape so important for retailers?

Since online marketplaces in Germany differ significantly in terms of business model, target audience, and fees, entering the wrong ecosystem without a well-founded overview can be a costly mistake.

What factors should e-commerce companies consider when choosing an online marketplace in Germany?

Key factors include target audience, product category, fee structure, level of competition, and integration options, especially in the top marketplaces in Germany, where small details can have a major impact.

Can multiple online marketplaces in Germany be utilized to increase sales?

Yes, many retailers consciously rely on multi-channel strategies across several German marketplaces to increase visibility and sales potential.

What fees do the major marketplaces in Germany charge sellers?

Fee structures vary depending on the platform. Major online marketplaces such as Amazon, eBay, or Zalando usually charge a sales commission on each product sold. In addition, monthly base fees or optional costs for additional services such as advertising, logistics, or preferred placements may apply.