Getting started in e-commerce is an exciting journey full of opportunities. But one of the first and most important decisions you need to make is choosing the right marketplace for your business. The choice is vast, especially in the European market, where many platforms are vying for your attention. In this blog, we will compare the most popular e-commerce marketplaces in Europe and find out which one suits your business best.
One thing we can say right away: easybill supports them all! All of the marketplaces mentioned have an interface to easybill, making it easier for you to create invoices for your e-commerce orders.
Amazon
Market presence: Amazon is the absolute giant among e-commerce marketplaces and is present in almost every European country. With millions of customers and an enormous reach, Amazon offers a platform that is hard to beat. However, there are some countries in which Amazon has not (yet) established itself as strongly as the local giants, for example in the Netherlands. Here, BOL.com and Zalando are still at the top of the list.
Advantages:
- High visibility: Millions of potential customers can see your products.
- Trustworthiness: Amazon is an established name that customers trust.
- Logistics: With Fulfillment by Amazon (FBA), you can outsource the storage and shipping of your products.
Disadvantages:
- High fees: The sales fees and FBA costs can be high.
- Competition: The competition is enormous, which can mean price wars and pressure on margins.
eBay
Market presence: eBay is also widely used and offers sellers access to a large international audience. What started out as an auction platform has now really established itself among marketplaces. Nevertheless, it is still the 2nd choice for many buyers.
- Diversity: eBay enables the sale of new and used goods.
- Auction format: In addition to fixed-price offers, products can also be auctioned, which can often achieve higher prices.
Disadvantages:
- Fees: Here, too, the sales fees can be considerable.
- Brand image: eBay is often perceived as a platform for used or low-quality items, which can be problematic for premium products.
Etsy
Market presence: Etsy is particularly well known in the niche market for handmade and unique products and has a strong presence throughout Europe.
Advantages:
- Specialization: Ideal for handmade, vintage and unique products.
- Community: A strong, supportive sales community.
Disadvantages:
- Limited product categories: Not suitable for all types of products.
- Fees: Sales fees and transaction costs can add up.
Kaufland
Market presence: Kaufland is a well-known retail chain that also operates a strong online marketplace (Kaufland Global Marketplace) in Germany and is increasingly establishing itself in other European countries.
Advantages:
- Powerful brand: Kaufland is a trusted name, especially in Germany.
- Customer access: The marketplace attracts many customers who appreciate the wide range of products.
- Less competition: Compared to Amazon and eBay, there are fewer sellers here.
Disadvantages:
- Limited internationality: The focus is on the German market, which can be restrictive for international sales.
- Fees: Sales fees are also incurred here, which can add up.
BrickLink
Market presence: BrickLink is a specialized marketplace for LEGO® products and has a dedicated and growing user base in Europe.
Advantages:
- Niche market: Ideal for sellers of LEGO® products and accessories.
- Committed community: Buyers on BrickLink are often passionate collectors and willing to pay higher prices.
- International reach: Although specialized, BrickLink has a worldwide user base.
Disadvantages:
- Limited product categories: Only suitable for LEGO® products.
- Fees: Sales fees and transaction costs may apply.
Comparison table
| Platform | Market presence | Advantages | Disadvantages |
|---|---|---|---|
| Amazon | Pan-europäisch | High visibility, trustworthy, FBA | High fees, high competition |
| eBay | Pan-europäisch | Diverse, auction format | High fees, brand image |
| Etsy | Pan-europäisch | Specialized, strong community | Limited categories, fees |
| Kaufland | Deutschland, Europa | Strong brand, customer access, less competition | Limited internationality, fees |
| BrickLink | Pan-europäisch | Niche market, Dedicated community, International reach | Limited categories, fees |
Conclusion
Choosing the right e-commerce marketplace depends heavily on your business type, your products and your target markets. Amazon offers immense reach, but at a high cost. eBay and Etsy are ideal for specific product categories, while Kaufland is an excellent choice for the German market. BrickLink is perfect for the specialized LEGO® market.
Before deciding, you should thoroughly analyze your specific needs and resources. Each platform has its own strengths and weaknesses, and the best choice is the one that best fits your business strategy.
easybill supports more than 50 connections
With easybill, you are definitely on the right track when it comes to e-commerce. With over 50 connections to marketplaces and, of course, store systems, you have a choice that you won’t find anywhere else. Our comprehensive help center lists all the instructions for the connections and our tutorial videos also offer a perfect introduction to setting up the e-commerce platforms in easybill.
And if that’s not enough, pick up the phone and call our support team. Because here, too, no one will be able to imitate us so quickly: every day from 8:30 a.m. to 5:00 p.m., a first-class team is at your side, working with you to set up the system, clarify even the trickiest questions or work with you to develop the perfect solutions for your business.
Read also:
5 mistakes you should definitely avoid with your Amazon invoices
New feature: Automated eBay credit notes in easybill
Help-Center for Import Manager (german)
