TikTok Shop generates far more sales in the United Kingdom than in other European countries. This year, the platform’s gross merchandise value (GMV) in its pioneering European market is expected to rise to almost 5 billion euros.
Ecommerce giant Amazon has announced that it will expand its service Global Warehousing and Distribution into Europe by the end of the year. It will launch in Germany, France, Italy, Spain and the United Kingdom. With it, sellers can reach customers across multiple countries from one single Amazon-operated facility.
Sellers no longer primarily measure their success on marketplaces by sales volumes, but by the returns they generate. Profit margin has overtaken net sales as the top success metric, while almost half of sellers (49 percent) added two or three new marketplaces over the past year.
Temu has broken into the top 10 online retailers in almost every European country. In four countries, the platform owned by China’s PDD Holdings even ranks first, according to ECDB, based on its 2025 data. Worth noting that none of these countries has a local Amazon storefront or a major domestic marketplace.
Chinese ecommerce platforms such as AliExpress, Banggood, Shein, and Temu are more popular than average in Southern Europe, according to research by the European Central Bank (ECB). Shoppers are attracted by low prices and a wide product range.
Amazon Warehousing & Distribution, or AWD, will launch in five European countries this week. The service allows Amazon sellers to store products with the ecommerce giant for extended periods. From this bulk inventory, Amazon replenishes stock at FBA fulfillment centers based on demand.
After introducing a marketplace model in France, Zooplus has now also opened up its website to customers in Germany. The online pet retailer has pan-European platform ambitions, as its seller registration page makes clear: “Become our partner and unlock new markets across Europe!”
Last November, Vinted Go launched a pilot called Rescued Value. Packages that could not be delivered or returned are relisted on the secondhand marketplace through this dedicated account. In an interview with Ecommerce News, the platform reported that more than 100,000 products have already found new owners through this program.
Online marketplace Rakuten France has announced that it closing at the end of the year. The platform was looking for a buyer, after disappointing traffic and sales. There were several potential buyers, but it now says that it did not find a viable solution with any of them.
New reports on ecommerce in the five biggest European online markets shows that online shopping is still increasing in popularity. By 2029, online revenues in Germany, the United Kingdom, Spain, Italy and France could reach a total volume of 600 billion euros. This is driven by the use of AI in online shopping.
The founder of French online marketplace PriceMinister, Pierre Kosciusko-Morizet, has announced that he is preparing a takeover bid for Rakuten France. This Japanese company acquired the French platform in 2010. This will mean a return to his former company, sixteen years after selling it.
Joybuy, JD.com's online department store, is becoming a marketplace. The platform will soon open its doors to selected third-party sellers from both Europe and China. Through a major promotional campaign, Joybuy hopes to boost its popularity among European shoppers this summer. “Why wait until November to shop smarter?”
Agentic marketplace intelligence company Merchantee has raised 1.8 million euros in a funding round. With the capital injection, it wants to expand into Poland and Germany this year. It also has plans for further expansion in 2027.
Online fashion platform Zalando has partnered with French second-hand platform Vestiaire Collective. The partnership is an effort to accelerate the German platform’s position in the pre-owned market. As a result, the French platform will be able to offer items directly on Zalando.
Rakuten France, formerly known as PriceMinister, is looking for a buyer for its marketplace. The platform has lost traffic and active customers in the last 10 years. If no one comes forward, the marketplace will be closed before the end of this year.