A big majority of on-line transactions in Europe happen on marketplaces. In 2025, marketplaces accounted for 61 % of whole ecommerce GMV, in response to ECDB. In different components of the world, this share is even larger. The focus is predicted to extend additional in Europe as effectively.
Globally, marketplaces accounted for 83.4 % of ecommerce GMV final 12 months, ECDB studies. Solely the remaining 16.6 % passed off on first-party on-line shops, amounting to only one-sixth of whole commerce quantity. “{The marketplace} pattern 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 % in 2023 to 60.8 % in 2025. In line with ECDB, it nonetheless lags behind different components of the world as a result of many heritage manufacturers historically give attention to direct-to-consumer gross sales or their very own on-line shops. By comparability, {the marketplace} GMV share within the Americas reached 67.8 % final 12 months, and in Asia as a lot as 97.0 %.
‘Heritage manufacturers in Europe historically give attention to D2C’
Amazon is by far the most important market in Europe, holding main positions in probably the most populous nations. Final 12 months, 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 12 months between 2024 and 2025, marketplaces generated 247.5 billion euros, or 70 % of whole on-line cross-border income.
Additional focus of high platforms is predicted
The pattern towards third-party marketplaces is predicted to proceed, in response to 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 lively on six marketplaces on common.
