Marketplaces in Italy
Just like in most European online markets, reaching customers in Italy is easier when you are selling on a marketplace. There are many choices. Most of the marketplaces active in Italy are cross-border platforms. We have listed the biggest online marketplaces in Italy, to help you choose one.
Ecommerce in Italy is growing quickly. More and more consumers have started discovering the ease of ordering goods online. The market is largely dominated by international ecommerce giants, though there are also some local players in the top of the biggest online stores.
Most of consumers in the country shop from omnichannel sellers. It seems that combining offline and online shopping, especially in the product categories of clothing and accessories, works very well. Some of the top platforms specialize in a certain market or product segment. If you want to become a partner seller on a marketplace, you should discover what kind of products are being sold there already. Perhaps your products can tap into a niche.
What convinces shoppers to buy from you? ChannelEngine surveyed over 4500 online shoppers in Europe. Explore the key marketplace shopping trends. Download the Marketplace Shopping Behavior Report 2026.
Top 10 online marketplaces in Italy
International marketplaces dominate the Italian ecommerce market. As you can see below, there are no local marketplaces in the top 10. Joining Amazon, eBay or Zalando can be the best way to reach Italian consumers. Shein and Temu have increased their market share rapidly, making them of interest to retailers as well.
We have listed the channels that will be most useful to European online retailers. It is based on total size, and marketplace or dropshipment GMV.
US-based Amazon is active in many European countries and has acquired a large market share. Online retailers can sell their products on the platform and expand internationally easily. They can also use Amazon's fulfillment and logistics services.
- strong presence in all major European markets
- supports cross-border selling within Europe
- sellers can use FBA (fulfilment)
- strong ads program: immediate product visibility
eBay has been active in Europe for years, and the platform has gained a significant market share in many countries. Retailers can sell their products on the marketplace and use the company's services that make shipping easier.
- strong presence in European markets, especially DE & UK
- lower competition from large(st) brands
- supports cross border trading within Europe
- popular for refurbished, second-hand, and unique products
Allegro
Local heroWith over 128,000 sellers and more than 200 million products, Allegro is a true market leader in Poland. It has around 4.2 million shoppers, internationally. Though there are many competitors on the platform, it is also continually expanding, which makes it interesting for merchants.
- Market leader in Poland
- Localized stores in Poland, the Czech Republic, Slovakia, and Hungary
- Does not compete with its partner sellers
- Offers tools and extra services to sellers
This online platform started out as an online shoe store. It grew quickly and expanded into other countries and expanded its product categories. It is now a well-known international online marketplace, selling shoes, clothing, accessories and beauty products.
- Founded in Germany, active in 29 countries
- Former online shoe store has become a fashion platform
- Works on an invite-only basis with brands
- Buys up your assortment and handles all processes
Asian marketplace Temu entered Europe in 2023. In 2024, European online sellers started to join the platform. In just a couple of years, it has already gained a large market share in most European countries.
- Asian marketplace operating in Europe
- European sellers can join
- Products can be stored in and shipped from its own warehouse
- Immensely popular among European consumers
Bol
Local heroBol started out as an online store selling only books and DVDs. It has changed into a marketplace, with the product range of a department store. It now has 45,000 partner sellers. The Dutch platform is active in Belgium as well.
- Active in the Netherlands and Belgium
- Has a larger market share than Amazon where it is active
- Is a seller on its marketplace as well
- Offers fulfillment and logistics services
Online fashion platform Asos is based in the United Kingdom, but it has a strong presence in Europe. It is online-only, and retailers and brands can sell their products on the platform.
- Based in the United Kingdom
- Online-only
- Team selects startups for the marketplace
- Active in many European countries
Otto
Local heroOtto started out as a mail-order company, and it has grown into an online marketplace. It sells clothing, furniture, as well as domestic electronic appliances, beauty items and more. The platform’s marketplace generates most of Otto’s growth.
- Up to 12.6 million active customers
- Active in more than 30 countries
- Sellers pay monthly fee of 99.9 euros
- Marketplace available for German, Dutch and Polish sellers
French marketplace ManoMano is focused on DIY and home and garden items. It is active in the United Kingdom, Germany, Italy and Spain as well. It has around 50 million online visitors every month.
- French marketplace
- Active in 4 other European markets
- Sellers can join and sell to all ManoMano's markets
- Has around 50 million monthly visitors
eMAG
Local heroOnline marketplace eMAG sells IT products, electronics, books, toys, music and movies. While it is based in Romania, it is also active in Hungary and Bulgaria. Online sellers on the marketplace can sell in all three countries, and use eMAG’s fulfillment.
- Romanian platform, active in Hungary and Bulgaria as well
- Has around 9 million active customers
- Offers fulfillment services to partner sellers
- Also offers marketing campaigns and ads tools
BestSecret is an online fashion platform based in Munich, Germany. It offers items from high-end brands such as Dior, Armani, but also Puma, at discounts. To be able to shop on the platform, customers have to become members. So far, a total of one million customers have registered.
- German platform
- Partners with high-end brands
- Offers extra services to merchants
- Available in 27 countries
Online fashion platform from Asia, Shein, has been expanding its market share in Europe in recent years. European sellers can also join the platform and reach millions of customers.
- Fashion platform from Asia
- Open to European sellers since 2023
- Thousands of sales partners in Europe
- Offers logistics services
Chinese online marketplace AliExpress has a significant market share in Europe. Since 2022, European online sellers can join and sell their products to millions of customers. It has partnered with warehouses in Europe, making shipping faster and easier.
- Asian platform
- European merchants can join the marketplace
- Offers extra services
- Popular for dropshipping
About You
Local platformAbout You is an online fashion platform from Germany. It is a well-known marketplace, and in 2025, it relaunched its seller center. This makes it easier for online retailers to join the platform.
- German platform
- Offers extra services to merchants
- Has over 12 million customers
- Active in 28 countries
Kaufland
Local heroThe hypermarket chain from Germany, Kaufland, has become an ecommerce giant. In 2021, it opened its online marketplace. It is active in several European markets, including France, Italy, Austria, Poland, Slovakia and the Czech Republic.
- Started out as hypermarket chain
- Wants to become a European alternative to ecommerce giants
- Merchants can sell in all of its active markets at once
- Free multi-channel marketing in all markets
British B&Q is a DIY, home improvement and garden centre retailing company. It has physical stores and an online presence. Online, it also has a marketplace which makes up almost 40 percent of total online sales.
- Based in the United Kingdom
- Also has physical stores
- No listing fees
- Millions of customers in the United Kingdom
Online furniture and home goods retailer Wayfair is based in the US, but has a strong online presence in several European countries. Sellers can join the marketplace and reach 22 million customers. Wayfair also offers shipping and supply chain solutions.
- Based in the US
- Has around 22 million customers
- Offers several services to partner sellers
- Signing up to become a seller is relatively easy
Social media platform TikTok has its own marketplace: TikTok Shop. Since 2021, it has been active in Europe. Online sellers in several European countries can join and sell their products to consumers.
- Marketplace for social media platform TikTok
- Active in Europe since 2021
- Expanding rapidly into new markets
- More than 100,000 customers in 5 countries
Department store John Lewis sells high-end products in the categories Home & Garden, Furniture & Lights, Electricals, Fashion, Beauty, Baby & Kids, Sports & Travel, Gifts and more. Its marketplace is open to partner sellers.
- Well-known department store in the UK
- Launched a marketplace model for brands in 2025
- Sells luxury items
- Only active within the UK
Next is a chain of stores selling lifestyle items, such as clothes, accessories, furniture, gift items and flowers, beauty products and sports products. It has several brick-and-mortar stores, but it also has a strong online presence with a marketplace model.
- Based in the United Kingdom
- Active in Europe
- Brands can become suppliers or partners after getting vetted
- Currently not open to new sellers
Tesco
Local plaformTesco is a well-known chain of supermarkets, with a strong online presence. In 2024 it opened up its platform and became a marketplace. By doing so, it expanded its range of product categories and now also sells garden furniture, toys, and pet accessories.
- Well-known brand in the United Kingdom
- Active in Ireland and Central Europe as well
- Wide range of product categories
- Sellers must be registered in the UK
Carrefour
Local platformWell-known hypermarket Carrefour has opened up its platform to become a marketplace. By doing that, the company is able to expand its product range. In addition to being featured online, sellers can also place their products for sale in the brick-and-mortar stores.
- French well-known platform
- Active in Romania, Spain, Belgium and Poland as well
- Selling online-only is without fees
- Competes with partner sellers: sells its own products
Veepee
Local platformVeepee is a French online fashion platform that sells brand overstock items through flash sales. These sales are exclusively for members. The store is only active online, and brands or retailers can join the marketplace.
- Well-known French platform
- Members-only sales
- Is selective in admitting brands to the marketplace
- Prefers adding manufacturers over online stores
Cdiscount
Local platformOnline platform Cdiscount sells a large range of products, from household electronics, furniture, mobile phones, laptops, to beauty and car supplies. In addition to its own marketplace, the company also offers its software solution to other retailers. They can then build their own marketplace.
- Sell to 9 million active customers via the marketplace
- Unlimited amount of products can be added
- Works with a monthly fee of 39,99 euros plus 15% commission per sale
- Has an API solution to automate processes
Showroom Privé is a French online platform that specializes in flash sales. It offers daily exclusive sales to its members. It is also active in Spain, Italy, the UK, the Netherlands, Portugal, Belgium, Poland and Germany
- Member-only flash sales
- Has around 21 million members, mostly women
- Sellers need to contact the platform before being able to sign up
- Does not compete with sellers
Leroy Merlin is a brand that focuses on home improvement and DIY. It has brick-and-mortar stores, as well as an online presence. At the end of 2020, it opened its marketplace. It is active in Portugal, Italy, Poland and Spain as well.
- French brand with physical stores
- Competes with partner sellers, sells its own products
- Active in several European countries
- Does not offer extra services to sellers
La Redoute is a French closed marketplace selling fashion, home decor, beauty products, electronics and more. It is one of the biggest online stores in France. While active in many countries, retailers can only sell to French customers after a screening from the company.
Founded in Paris in 2014, Back Market is a global marketplace dedicated to verified refurbished technology. It now has 17 million customers across 17 markets. Online sellers can use the platform to quickly expand internationally.
Well-known French retailer of home decor and furniture, Maisons du Monde, opened up its website to online retailers in 2020. It has a focus on brands and retailers that sell products made in France.
Well-known German retailer of electronics and appliances MediaMarkt, has opened up its website to European online sellers. The marketplace is active in several countries, and it is the driving force behind the company's online growth.
Inno is a Belgian department store that launched its marketplace in 2021. New brands were added, some of them were offline only while others are also available in physical stores. The website is visited by millions of customers, and over 200 well-known brands are now available.
Belgian DIY hardware store Brico is part of the Maxeda DIY Group. It was the first DIY Group in the Benelux that launched a marketplace. With it, retailers and brands can offer their products for DIY projects to a large amount of customers.
Decathlon is a chain of sportswear stores. It sells sports clothing, footwear and accessories. It is based in France, but active across Europe. Brands and online retailers can join the marketplace, after a screening by the company.
Redcare is an online pharmacy, based in the Netherlands. It is active in Austria, Belgium, Germany and Italy. It is also active under the names Shop Apotheke and Farmaline. Sellers can join the marketplace to sell cosmetics, healthcare products and more.
Spanish department store El Corte Inglés has physical stores in Portugal and Spain. Online, it has become a marketplace. The marketplace specializes in fashion, beauty, home products and electronics. It is a trusted seller in the market, making it an interesting platform for retailers.
PcComponentes is a well-known online store in Spain. It sells tech products like phones, gaming consoles, televisions, computer parts and laptops. It was founded in 2005 as an online store, and currently has over 100,000 items available. It also has several brick-and-mortar stores in Spain.
Miravia is a marketplace that actively works with influencers. Sellers and brands can create and design their own stores on the platform, and apply loyalty programs. While it is based in Spain, it is owned by Alibaba.
This online department store sells fashion, furniture and more. It is one of the oldest ecommerce companies in the Netherlands, as well as one of the first companies becoming a marketplace. While it is still a popular platform, its market share has decreased.
Dutch drug store chain Kruidvat launched its own marketplace in 2023. At first, it was focused on baby products only, but it has added new categories over time. The company is active in the Benelux region. Partner sellers can reach millions of weekly online visitors.
Dutch supermarket chain Albert Heijn has a significant online presence. It has ranked within the top 10 online stores in the Netherlands for years. In its Voordeelshop (its outlet), brands can join the platform and sell their products.
Dutch DIY store Praxis is part of the Maxeda DIY Group. This was the first DIY Group in the Benelux that launched a marketplace. With it, it wants to offer more than 1 million products to consumers. Retailers selling DIY products can join the marketplace.
Elgiganten (known in Norway as Elkjøp) is a marketplace that specializes in consumer electronics and appliances. It is a leading platform in the Nordics and has around 19 million customers. Online retailers can join the platform and sell in the whole region.
Swedish well-known department store chain Åhléns has physical stores in the Nordic countries. It is also active online, and concentrates on three categories: fashion, beauty and homeware. Retailers can join the platform after a screening.
Swedish marketplace Fyndic was founded in 2010. It is a platform where online merchants can sell their residual stock. Around 1,400 retailers sell their goods on the platform, in categories like beauty, mobile accessories, toys and electronics.
Based in Sweden and founded in 1999, CDON is currently one of the largest online marketplaces in the Nordics with more than 2 million customers. Sellers can add products ranging from electronics to beauty supplies and everything in between.
Stadium is a Swedish retailer with a focus on sports. It has physical stores all across the Nordics. On Stadium Connect, retailers and brand can join the company's marketplace. They can then sell their products through Stadium's channels.
Tradera is a Swedish marketplace for sustainable shopping. It is a circular platform, where consumers and businesses can sell a wide range of products. Categories include fashion, home decor as well as tech and games.
Modivo
Local platformFounded in 2019 as an online fashion store, Modivo has grown significantly. It is part of the Eobuwie.pl Group. With the lauch of its marketplace, it was able to add more product categories. It has 300 partner sellers, and is available in 10 other markets.
Polish department store Empik has over 300 physical stores. It also has an online marketplace, with 30,000 partner sellers. It has a focus on Poland, with 10 million monthly website visitors.
Worten
Local heroWorten is Portugal’s major marketplace. It specializes in consumer electronics, appliances and entertainment products. It allows third-party sellers on the platform, alongside Worten’s own inventory. Merchants can easily reach customers in Portugal and Spain through this marketplace.
Galaxus
Local heroOnline department store Galaxus sells more than five million products, from household goods to toys and sporting goods. It was launched in 2012 and is a subsidiary of Digitec Galaxus AG. It is also active in Austria, Italy, France, Belgium and the Netherlands.
Digitec
Local heroDigitec is a local online store selling PCs, as well as other IT products and consumer electronics. It was founded in 2001 and is currently the online electronics market leader. There are ten branches of the company spread across German- and French-speaking Switzerland.
Online store Fashion Days was founded by Swiss entrepreneurs, and is currently active in Romania, Bulgaria and Hungary. Since 2015, it is part of eMAG Group. It sells a big variety of brands of clothing, footwear and accessories.
Okazii
Local platformLaunched in 2000, Okazii is now a well-known online marketplace in Romania. It sells products in categories from fashion, to electronics, books, car parts and more. The marketplace hosts more than 1,000 sellers.
Trendyol
Local heroTurkish marketplace Trendyol has more than 260 thousand sellers. In addition to goods, it also has its own delivery solution, food and grocery deliveries and its own digital wallet. It has 30 million customers and is internationally active.
Heureka
Local platformPrice comparison and online shopping app Heureka is well-known in Central Europe. It is based in the Czech Republic, but the Group is active in 9 countries. Merchants can sell their products in all of those markets, after registering their existing online store on the platform.
- Based in Czechia, active in 9 European countries
- Has 23 million monthly visitors
- Partner sellers can add their products to this price-comparison platform
- Has a network of more than 55,000 partnered stores
Alza
Local heroAlza is the biggest online marketplace in the Czech Republic. It has more than 5 million active customers and sells products in categories from computers to toys and beauty. Sellers can create an online shop on the platform and use the company’s physical showrooms.
- Well-known platform in Czechia
- Sellers do not need to own an online store
- Does not offer fulfillment or logistics services
- Does provide customer support for partner sellers
Teknosa
Local platformTeknosa is a Turkish electronics retailer, with more than 140 brick-and-mortar stores as well as an online store. It works with an omnichannel model, marketplace sellers can sell their products in the online store and in physical stores.
N11
Local platformOnline marketplace N11 is Turkish and sells products in categories ranging from fashion to home and living, sports, accessories and electronics. It has 17 million registered users. Sellers can use the platform to sell internationally as well.
Hepsiburada
Local heroHepsiburada started out as an online store, but switched to a marketplace model in 2015. It sells products in 30 categories, like electronics, fashion and office. It has around 12 million active customers.
