A big majority of on-line transactions in Europe happen on marketplaces. In 2025, marketplaces accounted for 61 p.c of whole ecommerce GMV, in keeping with ECDB. In different elements of the world, this share is even greater. The focus is predicted to extend additional in Europe as nicely.
Globally, marketplaces accounted for 83.4 p.c of ecommerce GMV final yr, ECDB stories. Solely the remaining 16.6 p.c happened on first-party on-line shops, amounting to simply one-sixth of whole commerce quantity. “{The marketplace} development is in full swing”, the ecommerce knowledge supplier concludes. Market adoption is rising in each area.
Marketplaces in Europe
The GMV share of marketplaces in Europe grew from 56.2 p.c in 2023 to 60.8 p.c in 2025. In accordance with ECDB, it nonetheless lags behind different elements of the world as a result of many heritage manufacturers historically deal with direct-to-consumer gross sales or their very own on-line shops. By comparability, {the marketplace} GMV share within the Americas reached 67.8 p.c final yr, and in Asia as a lot as 97.0 p.c.
‘Heritage manufacturers in Europe historically deal with D2C’
Amazon is by far the biggest market in Europe, holding main positions in probably the most populous international locations. Final yr, the American firm recorded double-digit progress in each Germany and the UK, its two key European markets.
Cross-border ecommerce
Marketplaces play a key position within the progress of cross-border ecommerce, as analysis by Cross-Border Commerce Europe confirmed final autumn. Within the monetary yr between 2024 and 2025, marketplaces generated 247.5 billion euros, or 70 p.c of whole on-line cross-border income.
Additional focus of prime platforms is predicted
The development towards third-party marketplaces is predicted to proceed, in keeping with ECDB, driving additional focus amongst main platforms. On-line sellers use a number of platforms to supply their merchandise. Worldwide analysis by ChannelEngine confirmed that they’re energetic on six marketplaces on common.
