--- title: Top 12 Online Marketplaces in Germany 2026 | byrd description: Discover the top online marketplaces in Germany for 2026, highlighting key players, visitor stats, and seller requirements to maximize your e-commerce success. image: https://blog.getbyrd.com/hubfs/hero-online-marktplaetze-deutschland-2026.png --- [![Getbyrd](https://blog.getbyrd.com/hubfs/raw_assets/public/Getbyrd_May2021/images/Header_logo.svg "Getbyrd")](https://getbyrd.com/en) 12+ fulfillment centers in Europe - [Home](https://getbyrd.com/en) - Product - [Our Fulfillment Services](https://getbyrd.com/en/fulfillment) - [Switching 3PL](https://www.getbyrd.com/en/3pl-switch) - [Returns Portal](https://getbyrd.com/en/returns-portal) - [Dedicated Support](https://www.getbyrd.com/en/account-management) - Integrations - [Overview](https://www.getbyrd.com/en/all-integrations) - [Amazon](https://getbyrd.com/en/amazon-fulfillment) - [Billbee](https://getbyrd.com/en/billbee-fulfillment) - [ChannelEngine](https://getbyrd.com/en/integration-channelengine) - [eBay](https://www.getbyrd.com/en/ebay-fulfillment) - [Mirakl](https://www.getbyrd.com/en/mirakl-fulfillment) - [PlentyOne](https://getbyrd.com/en/plentymarkets-fulfillment) - [PrestaShop](https://getbyrd.com/en/integration-prestashop) - [Procuros](https://www.getbyrd.com/en/procuros-fulfillment) - [Shopify](https://getbyrd.com/en/shopify-fulfillment) - [Shopware](https://getbyrd.com/en/shopware-fulfillment) - [WooCommerce](https://getbyrd.com/en/woocommerce-fulfillment) - [Xentral](https://getbyrd.com/en/xentral-integration) - Solutions - [Baby Products](https://www.getbyrd.com/en/baby-products) - [Beauty, Health & Cosmetics](https://www.getbyrd.com/en/beauty-health) - [Electronics](https://www.getbyrd.com/en/electronics) - [Food, Beverages & Supplements](https://www.getbyrd.com/en/food-beverages) - [Jewelry, Accessories & Watches](https://www.getbyrd.com/en/jewelry-accessories) - [Pet Supplies](https://www.getbyrd.com/en/pet-supplies) - [Toys and Games](https://www.getbyrd.com/en/toys-fulfillment) - [For New Businesses](https://getbyrd.com/en/new-businesses) - [For Established Retailers](https://getbyrd.com/en/established-retailers) - [For Enterprises](https://getbyrd.com/en/enterprise) - [Pricing](https://getbyrd.com/en/pricing) - Fulfillment Center Network - [Fulfillment Center Europe](https://getbyrd.com/en/european-fulfillment-network) - [Austria](https://getbyrd.com/en/european-fulfillment-network/austria) - [France](https://getbyrd.com/en/european-fulfillment-network/france) - [Germany](https://getbyrd.com/en/european-fulfillment-network/germany) - [UK](https://getbyrd.com/en/european-fulfillment-network/uk) - Resources - [Blog](https://blog.getbyrd.com/en) - [Success Stories](https://getbyrd.com/en/references) - [Demo](https://www.getbyrd.com/en/fulfillment-software) - [Whitepaper: E-Commerce Slowdown](https://getbyrd.com/en/survive-and-thrive-ecommerce-whitepaper) - [E-Book: Sustainable Supply Chain](https://getbyrd.com/en/sustainable-e-commerce-supply-chain-e-book) - [E-Book: Cross-Border E-Commerce](https://getbyrd.com/en/cross-border-ecommerce-eu-ebook) - [Whitepaper: 7 Fulfillment Tips](https://getbyrd.com/en/7-fulfillment-tips-whitepaper) - About us - [Team](https://getbyrd.com/en/team) - [Career](https://getbyrd.com/en/jobs) - [Sustainability](https://getbyrd.com/en/sustainability-at-byrd) - [Partnerships](https://getbyrd.com/en/partnerships) - [Press](https://getbyrd.com/en/press) - [Login](https://app.getbyrd.com/en/login?_ga=2.175706018.1283541857.1621736684-626381589.1621482964) - [English](https://blog.getbyrd.com/en/online-marketplaces-germany) - [Deutsch](https://blog.getbyrd.com/online-marktplatze-deutschland) - [Español](https://blog.getbyrd.com/es/los-10-mejores-mercados-en-linea-de-alemania) - [Français](https://blog.getbyrd.com/fr/top-marketplaces-allemagne) [Request a quote](https://www.getbyrd.com/en#angebot-anfordern) # Top 12 Online Marketplaces in Germany for Sellers in 2026 Check out the most attractive e-commerce platforms for retailers in Germany [**Phillip Pitsch**](https://blog.getbyrd.com/en/author/phillip-pitsch) Published: September 30, 2021 Updated: October 02, 2026 ## Table of Content More than every second euro spent online in Germany ends up on a marketplace. According to the [HDE Online-Monitor 2026](https://einzelhandel.de/online-monitor) by the German Retail Federation (HDE), online sales in Germany rose to €92.3 billion in 2025, and 56.7% of that went through online marketplaces. Marketplaces are also growing faster than e-commerce as a whole: their sales grew by 5.9% in 2025, compared with 3.9% for the total market. At the same time, the landscape is shifting. Platforms like Temu and Shein are gaining share, while established marketplaces such as Otto and Kaufland are opening up to sellers from across Europe. That's why we've put together an up-to-date overview of **the top 12 online marketplaces in Germany in 2026**, with visitor numbers, fees and the key requirements for sellers. ## What is an online marketplace? An online marketplace is a digital platform where many different sellers offer their products or services, and customers can browse and buy directly on the platform. The marketplace acts as intermediary and central shopping destination at the same time: it brings reach, payment processing and customer reviews, while sellers provide the assortment, the pricing and usually the shipping. Many platforms, such as Amazon, Otto or MediaMarkt, also sell their own stock, which makes them retailer and marketplace in one. This definition excludes price comparison sites like idealo, where no purchase can be completed. Classifieds portals such as Kleinanzeigen.de, which mainly connect private sellers, are not part of this list either. For sellers, marketplaces are often the fastest route to new customers and an attractive way to [expand into new e-commerce markets](https://blog.getbyrd.com/en/cross-border-ecommerce-europe?hsLang=en), and Germany is the biggest prize in Europe. ## Overview of the German online marketplace landscape The key figures on Germany's marketplace business at a glance: - **56.7%** of online sales in Germany were generated via marketplaces in 2025 (HDE Online-Monitor 2026). - **+6.4%:** that's how much marketplace sales grew in Q2 2026 according to the German e-commerce association [bevh](https://bevh.org/detail/erste-halbzeit-im-onlinehandel-kaufneigung-der-deutschen-kehrt-zurueck), compared with 5.1% for e-commerce overall. - **Around €4.7 billion** was spent by German shoppers on Temu and Shein in 2025, roughly 5% of online sales (HDE). - **31%** of online shoppers in Germany ordered from Temu in the past twelve months, 16% from Shein ([Statista Consumer Insights](https://de.statista.com/infografik/35450/umfrage-zum-bestellen-bei-chinesischen-onlineshops/)). - **35%** of people in Germany already use AI for product research, according to HDE. Complete product data matters more than ever. Compared with other markets, such as the [online marketplace landscape in the Netherlands](https://blog.getbyrd.com/en/top-ecommerce-marketplaces-in-the-netherlands?hsLang=en), Germany is mainly characterized by Amazon's strong dominance. Still, some strong marketplaces have established themselves as the go-to destination in their niche, such as Zalando for fashion or MediaMarkt and Saturn for electronics. One more thing to keep in mind if you sell into Germany from abroad: German shoppers expect product information, customer service and returns in German. So let's take a look at the 12 most popular online marketplaces in Germany and their visitor numbers. The data comes from [Similarweb](https://www.similarweb.com/top-websites/germany/e-commerce-and-shopping/) and refers to **August 2026** (data retrieved in October 2026). Please note: the ranking is based on web visits per domain, app visits are not included. For the .de domains, the vast majority of visits come from Germany. For Etsy, we only counted the German share. The figures are indicative, and we cannot guarantee their accuracy. | # | Marketplace | Visits Aug 2026 | Category | Monthly base fee | | --- | --- | --- | --- | --- | | 1 | Amazon.de | 423.4M | Generalist | €39 (Professional) | | 2 | eBay.de | 110M | Generalist | From €39.95 (optional store subscription) | | 3 | Otto | 56.4M | Generalist | €99.90 | | 4 | MediaMarkt & Saturn | 33.9M (mediamarkt.de) + 2.8M (saturn.de) | Electronics | €39 | | 5 | Zalando | 32.9M | Fashion | Not published | | 6 | Kaufland.de | 31.9M | Generalist | From €39.95 | | 7 | Etsy | about 25M from Germany | Handmade, gifts | None | | 8 | Shop Apotheke | 15M | Health, beauty | €39 per country | | 9 | Breuninger | 10.6M\* | Premium fashion | Not published | | 10 | Decathlon | 10.5M | Sports, outdoor | €70 | | 11 | Douglas | 6.2M | Beauty | Not published | | 12 | Galaxus | 3.5M | Electronics, home | None (commission only) | \*A much larger share of visits to breuninger.com comes from outside Germany than for the .de domains, so the figure for Germany is noticeably lower. All fees as of September 2026, excluding VAT, plus commissions. [![Sustainable e-commerce supply chain e-book](https://no-cache.hubspot.com/cta/default/7590762/012ce99e-fc50-47ca-95c3-052aa0b165d8.png)](https://cta-redirect.hubspot.com/cta/redirect/7590762/012ce99e-fc50-47ca-95c3-052aa0b165d8) ## What are the most popular online marketplaces in Germany? ### #1 Top online marketplace in Germany: Amazon.de ![online-marketplaces-germany-2026-amazon-en](https://blog.getbyrd.com/hs-fs/hubfs/online-marketplaces-germany-2026-amazon-en.png?width=500&height=707&name=online-marketplaces-germany-2026-amazon-en.png) - **Visits in August 2026:** 423.4 million - **Product category:** Generalist - **Target region:** Global Like in most Western countries, Amazon is the undisputed top dog of e-commerce in Germany, with almost four times as many visits as eBay. The 423.4 million visits refer only to Amazon.de, so visits to Amazon.com from Germany are not included. According to Amazon's [SME Impact Report 2025](https://www.aboutamazon.de/news/unser-beitrag-fuer-unternehmer-innen/amazon-kmu-report-2025), around 47,000 small and medium-sized businesses from Germany sell on Amazon, and more than 80% of them sell internationally too. **For sellers:** On the Professional plan, you pay €39 per month according to [Amazon](https://sell.amazon.de/preisgestaltung), plus a referral fee per category, for example 7% for electronics or 15% for kitchen. Since December 2025 and January 2026, some referral fees for low-priced products have [dropped significantly](https://www.aboutamazon.eu/news/empowering-small-business/update-to-european-referral-and-fulfilment-by-amazon-fees-for-2026), for example to 5% for apparel up to €15. You can ship via Fulfillment by Amazon (FBA) or yourself or through a fulfillment provider (FBM). Learn more in our article on [Amazon FBM Ship+](https://blog.getbyrd.com/en/amazon-fbm-ship-plus?hsLang=en). #### **Chief advantage(s) of Amazon:** Amazon is by far the best-known marketplace in Europe. Selling there guarantees enormous reach and customer trust. The flip side: lots of competition and little direct customer contact. ### #2 Top online marketplace in Germany: eBay ![online-marketplaces-germany-2026-ebay-en](https://blog.getbyrd.com/hs-fs/hubfs/online-marketplaces-germany-2026-ebay-en.png?width=500&height=707&name=online-marketplaces-germany-2026-ebay-en.png) - **Visits in August 2026:** 110 million - **Product category:** Generalist - **Target region:** Global eBay is a global marketplace pioneer and the clear number two in Germany. Private individuals and businesses sell side by side here, from collectibles and spare parts to the latest tech. Since March 2023, private selling on eBay.de has been [free of charge](https://www.ebayinc.com/stories/press-room/de/ebay-de-macht-das-private-verkaufen-kostenlos/), and since November 2025, eBay Live has brought live shopping to Germany. **For sellers:** According to [eBay](https://www.ebay.de/help/selling/fees-credits-invoices/gebhren-fr-gewerbliche-verkufer-die-der-zahlungsabwicklung-teilnehmen?id=4809), business sellers pay a fixed fee of €0.35 per order (€0.45 above €10) plus a commission per category, for example 12% for clothing or 7% for computers. Since [July 1, 2026](https://www.ebay.de/verkaeuferportal/news/seller-news/2026-juni/gebuehrenaenderungen), flat rates apply in around 30 categories, and used and refurbished items cost only 5%. Store subscriptions start at €39.95 per month. Weighing up the channel? Read our article on the [pros and cons of eBay](https://blog.getbyrd.com/en/pros-and-cons-of-ebay-for-e-commerce?hsLang=en). #### **Chief advantage(s) of eBay:** German consumers have trusted eBay for decades, and almost every online shopper knows the platform. eBay is especially strong in tech, car parts, refurbished goods and collectibles, so wherever customers search for specific products. ### #3 Top online marketplace in Germany: Otto ![online-marketplaces-germany-2026-otto-en](https://blog.getbyrd.com/hs-fs/hubfs/online-marketplaces-germany-2026-otto-en.png?width=500&height=707&name=online-marketplaces-germany-2026-otto-en.png) - **Visits in August 2026:** 56.4 million - **Product category:** Generalist - **Target region:** Germany Otto is a household name in German e-commerce. In the 2025/26 financial year, OTTO's gross merchandise volume (GMV) reached €7.5 billion according to the [Otto Group](https://www.ottogroup.com/en/medien/newsroom/meldungen/successful-financial-year-2025-26-the-otto-group-posts-significant-progress-across-all-profit-levels.php), with 12.6 million active customers shopping from more than 19 million products. The biggest change for international sellers in 2026: according to [OTTO Market](https://www.otto.market/en/howitworks/requirements.html), companies based in the Netherlands, Poland, Austria, France and Spain can now sell on otto.de, not just German companies. According to the [OTTO FAQ](https://www.otto.market/en/faq/faq.html), you can ship from a warehouse in Germany or elsewhere in the EU, and categories such as food and pet food have opened up as well. **For sellers:** You need your own VAT ID from your home country (outside Germany via the OSS scheme), you sell to consumers and you offer German-speaking customer service. Small businesses under the German small business rule (§ 19 UStG) are excluded. The costs: a €99.90 monthly base fee plus a commission per category including a 2.7% payment fee, for example 7% for electronics ([assortment overview](https://www.otto.market/en/howitworks/assortment-overview.html)). Otto does not offer its own fulfillment service. #### **Chief advantage of Otto:** Otto is a well-known name in Germany and is considered the largest domestic alternative to Amazon and eBay. Many customers, especially older online shoppers, trust the company. You sell under your own brand name, and the clear focus on Germany is an advantage if that's your target market. ### #4 Top online marketplace in Germany: MediaMarkt & Saturn ![online-marketplaces-germany-2026-mediamarkt-saturn-en](https://blog.getbyrd.com/hs-fs/hubfs/online-marketplaces-germany-2026-mediamarkt-saturn-en.png?width=500&height=707&name=online-marketplaces-germany-2026-mediamarkt-saturn-en.png) - **Visits in August 2026:** 33.9 million (mediamarkt.de) plus 2.8 million (saturn.de) - **Product category:** Electronics and home appliances - **Target region:** Europe MediaMarkt successfully made the move from electronics superstore to e-commerce and runs a joint marketplace with Saturn: your products appear in both stores. According to [CECONOMY](https://www.ceconomy-mms.com/en/article/mediamarkt-und-saturn-auf-kurs), more than 2,600 sellers now offer around 4 million products there, with growth in the high double digits. **For sellers:** According to [MediaMarkt](https://www.mediamarkt.de/de/about-us/marketplace), you pay €39 net per month plus a commission per category, and listing products is free. Besides electronics, smartphones, TV and gaming, large home appliances and home & living are open too. #### **Chief advantage(s) of MediaMarkt & Saturn:** Specialization. Unlike generalists, you reach a highly tech-savvy audience with little wastage, and with two well-known brands at once. ### #5 Top online marketplace in Germany: Zalando ![online-marketplaces-germany-2026-zalando-en](https://blog.getbyrd.com/hs-fs/hubfs/online-marketplaces-germany-2026-zalando-en.png?width=500&height=707&name=online-marketplaces-germany-2026-zalando-en.png) - **Visits in August 2026:** 32.9 million - **Product category:** Fashion, shoes, beauty - **Target region:** Europe Zalando is Europe's leading online fashion company. In 2025, the Berlin-based company generated a gross merchandise volume of €17.6 billion with 62 million active customers according to its [annual results](https://corporate.zalando.com/en/investor-relations/zalando-full-year-2025-results), and in Q2 2026 GMV grew by 20.7%. Visits via the Zalando app come on top of the 32.9 million. Since July 2025, [About You](https://corporate.zalando.com/en/investor-relations/zalando-and-about-you-successfully-complete-transaction) has also been part of Zalando, but continues as a separate brand with its own marketplace (aboutyou.de: 10.7 million visits in August 2026). **For sellers:** Through the Partner Program, you can sell in up to 26 countries. In Q2 2026, partners already accounted for 36.9% of GMV in Zalando's core business according to [Zalando](https://corporate.zalando.com/en/financials/zalando-q2-2026-results). According to the [Zalando Partner University](https://partner.zalando.com/university/article/country-specific-onboarding-requirements), you need, among other things, OSS registration or local VAT IDs, 13-digit EANs and a return window of at least 30 days. Zalando does not require your own webshop or free shipping. Fees are only shown in the partner portal. #### **Chief advantage(s) of Zalando:** Zalando serves the fashion niche better than any other European marketplace. Its shoppers tend to be younger than Otto's and are very willing to buy, and one partner account makes you visible across Europe. ### #6 Top online marketplace in Germany: Kaufland ![online-marketplaces-germany-2026-kaufland-en](https://blog.getbyrd.com/hs-fs/hubfs/online-marketplaces-germany-2026-kaufland-en.png?width=500&height=707&name=online-marketplaces-germany-2026-kaufland-en.png) - **Visits in August 2026:** 31.9 million - **Product category:** Generalist - **Target region:** Europe Kaufland.de has long since grown beyond its supermarket roots into one of the big generalists. The visit count matches Kaufland's own figure of [up to 32 million visitors per month](https://unternehmen.kaufland.de/presse/newsroom/2026/juni/mehr-europa-mehr-auswahl-kaufland-marktplatz-kommt-nach-spanien-und-in-die-niederlanden), with over 45 million products on sale. Since [September 8, 2026](https://unternehmen.kaufland.de/presse/newsroom/2026/september/kaufland-marktplatz-waechst-weiter-start-in-den-niederlanden), Kaufland has also been live in the Netherlands, bringing it to eight countries, including Austria, Poland, the Czech Republic and France. **For sellers:** One subscription covers all Kaufland countries: according to [Kaufland Global Marketplace](https://www.kauflandglobalmarketplace.com/konditionen/), Basic costs €39.95 per month and Plus €59.95. Commissions range from 4 to 16% depending on the category, for example 7% for electronics. Important: Fulfillment by Kaufland was discontinued in February 2025, so you ship yourself or through a fulfillment partner. See how Kaufland works in Poland in our overview of [online marketplaces in Poland](https://blog.getbyrd.com/en/online-marketplaces-in-poland?hsLang=en). #### **Chief advantage(s) of Kaufland:** A broad customer base and a well-known brand that shoppers trust from the supermarket. Add the expansion: one account gets you customers in eight countries. ### #7 Top online marketplace in Germany: Etsy ![online-marketplaces-germany-2026-etsy-en](https://blog.getbyrd.com/hs-fs/hubfs/online-marketplaces-germany-2026-etsy-en.png?width=500&height=707&name=online-marketplaces-germany-2026-etsy-en.png) - **Visits in August 2026:** about 25 million from Germany (5.38% of 465.8 million worldwide) - **Product category:** Handmade, vintage, gifts - **Target region:** Global Etsy is the go-to place for handmade goods. In the English-speaking world, Etsy leads the pack behind Amazon and eBay among the [top online marketplaces in the UK](https://blog.getbyrd.com/en/online-marketplaces-uk?hsLang=en), and in Germany it adds up to around 25 million visits every month. Worldwide, Etsy had 86.5 million active buyers and 5.6 million sellers in 2025 according to [Etsy](https://investors.etsy.com/news-events/press-releases/detail/218/etsy-inc-reports-fourth-quarter-and-full-year-2025-results). **For sellers:** According to [Etsy](https://www.etsy.com/legal/fees/), a listing costs $0.20, plus a 6.5% transaction fee and, for a German bank account, 4% + €0.30 for [payment processing](https://www.etsy.com/legal/etsy-payments/). There is no monthly base fee. #### **Chief advantage(s) of Etsy:** Its engaged community and a comparatively transparent pricing structure. For small brands with a distinctive style, Etsy is often the easiest way into marketplace selling. ### #8 Top online marketplace in Germany: Shop Apotheke ![online-marketplaces-germany-2026-shop-apotheke-en](https://blog.getbyrd.com/hs-fs/hubfs/online-marketplaces-germany-2026-shop-apotheke-en.png?width=500&height=707&name=online-marketplaces-germany-2026-shop-apotheke-en.png) - **Visits in August 2026:** 15 million - **Product category:** Health, beauty, supplements - **Target region:** Europe Shop Apotheke started in 2001 as the online store of a pharmacy in Cologne and, as part of Redcare Pharmacy, is now headquartered in Venlo in the Netherlands. In 2025, the group generated €2.94 billion in revenue with 13.9 million active customers according to [Redcare Pharmacy](https://ir.redcare-pharmacy.com/en/news/redcare-pharmacy-strong-growth-in-2025-surpassing-eur-1bn-in-rx-revenue-adj-ebitda-up/4d756ba7-ebd1-4b54-8610-bcb06263b44d). Since the end of 2021, there has been a marketplace for third-party sellers, now live in Germany, Austria, Italy and Belgium. **For sellers:** According to [Shop Apotheke](https://www.shop-apotheke.com/partner/marktplatz/), you need an EU legal entity, a VAT ID and written customer service in the local language. Open categories include supplements, beauty, pet supplies, sports and baby. The costs: €499 one-off, €39 per country per month and a standard commission of 16%. The marketplace runs on Mirakl, and byrd integrates directly with Mirakl: once you're accepted on Shop Apotheke, your orders flow to byrd automatically and tracking numbers are sent back to the marketplace. Learn more on our [Mirakl fulfillment](https://getbyrd.com/en/mirakl-fulfillment) page. #### **Chief advantage(s) of Shop Apotheke:** Focus and trust. Especially with health products, customers don't take risks and prefer a platform they know to be reputable. ### #9 Top online marketplace in Germany: Breuninger ![online-marketplaces-germany-2026-breuninger-en](https://blog.getbyrd.com/hs-fs/hubfs/online-marketplaces-germany-2026-breuninger-en.png?width=500&height=707&name=online-marketplaces-germany-2026-breuninger-en.png) - **Visits in August 2026:** 10.6 million\* - **Product category:** Fashion & lifestyle - **Target region:** Europe Breuninger was founded in 1881 as a fashion house in Stuttgart and is now one of Germany's leading addresses for premium fashion and lifestyle. Since 2020, Breuninger has also opened its online store to partners: according to [Breuninger](https://digital.breuninger.com/digital-business_customer-success), brands and retailers sell to more than 2 million active customers a year in over ten countries. \*A larger share of visits to breuninger.com comes from abroad, so the figure for Germany is lower. **For sellers:** The marketplace is curated, and Breuninger does not publish its terms. #### **Chief advantage(s) of Breuninger:** Its long tradition and the trust customers place in the brand. Add the curated selection that underlines exclusivity and quality. Ideal for premium brands that don't want to sit next to bargain-bin products. ### #10 Top online marketplace in Germany: Decathlon ![online-marketplaces-germany-2026-decathlon-en](https://blog.getbyrd.com/hs-fs/hubfs/online-marketplaces-germany-2026-decathlon-en.png?width=500&height=707&name=online-marketplaces-germany-2026-decathlon-en.png) - **Visits in August 2026:** 10.5 million - **Product category:** Sports and outdoor - **Target region:** Europe Decathlon is best known for its affordable own brands. Since 2021, however, partners have also been selling on decathlon.de, including major sports brands. According to [Decathlon](https://www.decathlon.de/landing/marketplace-marktplatz-partnerprogramm/_/R-a-marketplace), the marketplace is aimed at registered businesses that organize shipping, storage and customer service themselves. **For sellers:** €70 per month plus a commission per category. #### **Chief advantage(s) of Decathlon:** A very clearly defined audience: anyone searching on decathlon.de wants to do sports. For sports, outdoor and bike brands, that's reach with little wastage. ### #11 Top online marketplace in Germany: Douglas ![online-marketplaces-germany-2026-douglas-en](https://blog.getbyrd.com/hs-fs/hubfs/online-marketplaces-germany-2026-douglas-en.png?width=500&height=707&name=online-marketplaces-germany-2026-douglas-en.png) - **Visits in August 2026:** 6.2 million - **Product category:** Beauty and fragrance - **Target region:** Europe Douglas is Europe's leading beauty retailer. In the 2024/25 financial year, the Douglas Group generated €1.5 billion in e-commerce according to its [results](https://www.eqs-news.com/news/corporate/douglas-group-achieves-solid-sales-growth-and-doubles-net-income-in-volatile-financial-year-2024-25/15613020-0c26-40fe-af63-29cb174e6fdf), or 32.8% of total sales. Since 2019, Douglas has expanded its assortment with selected brands through a partner program. **For sellers:** The program is curated, and Douglas does not publish its fees. #### **Chief advantage(s) of Douglas:** A premium environment for beauty, fragrance and skincare, with a brand customers have known for generations. ### #12 Top online marketplace in Germany: Galaxus ![online-marketplaces-germany-2026-galaxus-en](https://blog.getbyrd.com/hs-fs/hubfs/online-marketplaces-germany-2026-galaxus-en.png?width=500&height=707&name=online-marketplaces-germany-2026-galaxus-en.png) - **Visits in August 2026:** 3.5 million - **Product category:** Electronics, home, toys - **Target region:** Europe Galaxus is Switzerland's largest online retailer and is growing fast in Germany: according to [Galaxus](https://www.galaxus.de/de/page/galaxus-waechst-2025-um-17-prozent-40859), its German revenue rose by 15% to €418 million in 2025. The marketplace has been live in Germany since January 2023, and Galaxus is also active in Austria, Italy, France, Belgium and the Netherlands. **For sellers:** Galaxus selects its sellers, and you apply via the partner portal according to [Galaxus](https://www.galaxus.de/de/page/werden-sie-lieferant-16191). There is no base fee, Galaxus earns through commission. #### **Chief advantage(s) of Galaxus:** A fast-growing channel with a curated seller base, a broad assortment from tech to home, and customers in six EU countries. ### New players: Temu, Shein and TikTok Shop Three platforms grab most of the headlines in 2026. For many European brands, they are above all new competitors for customers' attention. - **Temu:** around 20.9 million users per month in Germany in H2 2025 (Temu's own DSA filing). Since 2024, European sellers with local stock can sell on Temu as well. Since July 1, 2026, an [EU customs duty of €3](https://www.consilium.europa.eu/en/press/press-releases/2025/12/12/customs-council-agrees-to-levy-customs-duty-on-small-parcels-as-of-1-july-2026/) per item category applies to low-value parcels from non-EU countries, and in May 2026 the European Commission imposed a [€200 million fine](https://digital-strategy.ec.europa.eu/en/news/commission-fines-temu-eu200-million-breaching-digital-services-act) under the Digital Services Act. - **Shein:** was already among the ten online stores with the highest revenue in Germany in 2024 according to [EHI](https://www.ehi.org/presse/onlinehandel-in-deutschland-legt-wieder-zu/). According to [Händlerbund](https://ohn.haendlerbund.de/themen/marktplaetze/shein-marktplatz-deutschland-fokus-lokale-haendler), around 600 German sellers use the Shein marketplace (March 2026). - **TikTok Shop:** live in Germany since [March 31, 2025](https://newsroom.tiktok.com/de-de/tiktok-shop-start), with a 9% commission (7% for electronics and beauty) according to [TikTok](https://seller-de.tiktok.com/university/essay?knowledge_id=1531082143074070&lang=de-DE). Most interesting for brands with strong creator content. ### Outlook: what changes by 2027 Some changes for sellers are already confirmed or announced: - **Zalando:** according to [FashionUnited](https://fashionunited.com/news/business/zalando-consolidates-partnership-models-connected-retail-to-be-discontinued/2026042371971), the Connected Retail model will be discontinued on June 30, 2027, and partners move into the Partner Program. Until the end of 2027, marketplace service fees there are reduced by two percentage points. - **Otto:** after the Netherlands, Poland, Austria, France and Spain, OTTO has also announced Denmark according to [ChannelX](https://channelx.world/2026/05/otto-now-open-to-european-sellers/). No date has been set yet. - **Kaufland:** Spain is announced as the next market according to [Kaufland](https://unternehmen.kaufland.de/presse/newsroom/2026/september/kaufland-marktplatz-waechst-weiter-start-in-den-niederlanden). - **EU customs:** from November 1, 2026, product identifiers become mandatory for low-value imports, and an additional EU handling fee has been announced. The €3 duty applies until July 1, 2028, after which the regular customs tariffs apply ([European Commission](https://taxation-customs.ec.europa.eu/news/guidance-and-legal-text-temporary-flat-fee-low-value-imports-which-will-apply-until-1-july-2028-2026-06-08_en)). This mainly affects platforms that ship directly from non-EU countries, such as Temu and Shein. ### Many other marketplaces Beyond these top 12, there are many more sales platforms that can be an attractive channel for online sellers. These include the curated marketplaces of DIY chains OBI and Hornbach, the sustainability marketplace avocadostore.de, the generalist hood.de and About You. Conrad and METRO run their own B2B marketplaces for business customers. Thomann often shows up in lists like this, but only sells its own stock. And not every marketplace lasts: according to [etailment](https://www.etailment.de/magazin/2026-09-03-bild-schliesst-seinen-marktplatz), the BILD Marktplatz is closing again after around two years. ## Alternative or complement to online marketplaces in Germany Online marketplaces are an excellent way to sell more, take your first steps in e-commerce or expand into new markets. Still, running your own [online store has some advantages over selling on Amazon](https://blog.getbyrd.com/en/success-without-amazon-fba?hsLang=en) and co. These include: - More control over pricing, assortment and processes - Building your own brand instead of being interchangeable in search results - Standing out from competitors, so price is no longer the only selling point - Direct contact with customers and your own customer data - Repeat customers, newsletters, cross-selling and upselling - No commissions and a more flexible cost structure - Custom packaging and inserts Most successful brands combine both: their own store as the foundation and two or three marketplaces for extra reach. --- --- ## How 3PLs like byrd can help One of the biggest strengths of many marketplaces is their logistics. Amazon in particular has set standards that now apply to everyone: customers expect fast and affordable shipping, whether they order on a marketplace or in an online store. And marketplaces keep a close eye on it: delivery times, cancellations and returns all influence your visibility. For most sellers, reaching that level on their own and cost-effectively isn't realistic. That's where [3PLs](https://blog.getbyrd.com/en/ecommerce-fulfillment-3pl-fulfillment?hsLang=en), or third-party logistics providers, come in. They take care of storage, pick & pack, shipping and [returns](https://blog.getbyrd.com/en/reverse-logistics?hsLang=en), so you can compete with the big players. Thanks to high parcel volumes, fulfillment providers also get better rates from the [most popular parcel delivery companies in Germany](https://blog.getbyrd.com/en/top-5-delivery-companies-in-germany?hsLang=en). With [byrd](https://getbyrd.com/en/), you keep your stock in one place and serve all channels from there: orders from Amazon.de (FBM), eBay, Otto, Kaufland, Zalando and MediaMarkt, as well as Mirakl-based marketplaces such as Shop Apotheke, can be connected to byrd and run through the same warehouse as the orders from your own store. This matters especially for Otto and Kaufland, which currently don't offer their own fulfillment for sellers. You decide which products you sell on which marketplace, and you always see stock, orders, shipments and returns in one dashboard. Find out how it works on our page on [fulfillment in Germany](https://www.getbyrd.com/en/european-fulfillment-network/germany). Selling into Germany from abroad? Plan your German VAT registration, EORI number and LUCID packaging registration early. Our [timeline for VAT, EORI and LUCID](https://blog.getbyrd.com/en/german-vat-registration-eori-lucid-timeline?hsLang=en) shows you what to start when. And if you want to grow beyond Germany, byrd's [European fulfillment network](https://getbyrd.com/en/european-fulfillment-network) brings you closer to your customers, for example with a location in [Poland](https://www.getbyrd.com/en/european-fulfillment-network/poland). With custom packaging, every delivery becomes part of your brand. ## Frequently asked questions about online marketplaces in Germany **What is the largest online marketplace in Germany?** Amazon.de. With 423.4 million visits in August 2026, Amazon is almost four times ahead of eBay (110 million). According to HDE, 56.7% of German online sales went through marketplaces in 2025. **Which online sales platforms are there in Germany?** The most important generalists are Amazon, eBay, Otto and Kaufland. They're joined by specialists such as Zalando and Breuninger (fashion), MediaMarkt/Saturn and Galaxus (electronics), Shop Apotheke (health), Douglas (beauty), Decathlon (sports) and Etsy (handmade). Newer players are Temu, Shein and TikTok Shop. **What are good alternatives to Amazon and eBay in Germany?** For most sellers, Otto and Kaufland are the strongest alternatives, both with more than 30 million visits per month. For fashion, Zalando is worth it, for electronics MediaMarkt/Saturn and for handmade products Etsy. **How much does it cost to sell on Otto?** Otto charges a €99.90 monthly base fee and a commission per category, for example 7% for electronics. The 2.7% payment fee is included in the commission (as of September 2026). **Can I sell on Otto as a company based outside Germany?** Yes, if your company is based in the Netherlands, Poland, Austria, France or Spain. You need a VAT ID from your country, use the OSS scheme, offer German-speaking customer service and ship from a warehouse in Germany or the EU. **What's the difference between Otto and Kaufland?** Both are German generalists with more than 30 million visits per month. Otto is strong in furniture, home and tech and charges a €99.90 monthly base fee. Kaufland starts at €39.95 per month and gives you access to eight countries with one account. **Do I need my own fulfillment for marketplaces?** Not necessarily. Amazon offers its own fulfillment with FBA, while Otto and Kaufland currently don't. If you sell on several marketplaces, a fulfillment provider is often the better choice, because all your stock sits in one place and every channel is served from there. ---   ## As seen on               [![Getbyrd](https://blog.getbyrd.com/hubfs/raw_assets/public/Getbyrd_May2021/images/Footer_logo.svg "Getbyrd")](https://getbyrd.com/en/) - Services - [Fulfillment](https://getbyrd.com/en/fulfillment) - [New Businesses](https://getbyrd.com/en/new-businesses) - [Established Retailers](https://getbyrd.com/en/established-retailers) - [Enterprises](https://getbyrd.com/en/enterprise) - [European Fulfillment Network](https://getbyrd.com/en/european-fulfillment-network) - Integrations - [Amazon FBM](https://getbyrd.com/en/amazon-fulfillment) - [Billbee](https://getbyrd.com/en/billbee-fulfillment) - [Mirakl](https://getbyrd.com/en/mirakl-fulfillment) - [ChannelEngine](https://getbyrd.com/en/integration-channelengine) - [PlentyONE](https://getbyrd.com/en/plentymarkets-fulfillment) - [PrestaShop](https://getbyrd.com/en/integration-prestashop) - [Shopify](https://getbyrd.com/en/shopify-fulfillment) - [Shopware](https://getbyrd.com/en/shopware-fulfillment) - [WooCommerce](https://getbyrd.com/en/woocommerce-fulfillment) - [Xentral](https://getbyrd.com/en/xentral-integration) - Locations - [Logistics Locations Europe](https://getbyrd.com/en/european-fulfillment-network) - [UK](https://getbyrd.com/en/european-fulfillment-network/uk) - [Austria](https://getbyrd.com/en/european-fulfillment-network/austria) - [France](https://getbyrd.com/en/european-fulfillment-network/france) - [Germany](https://getbyrd.com/en/european-fulfillment-network/germany) - Partner - [Become a partner](https://getbyrd.com/en/partnerships) - About us - [Team](https://getbyrd.com/en/team) - [Blog](https://blog.getbyrd.com/en) - [Our Customers](https://getbyrd.com/en/references) - [Press](https://getbyrd.com/en/press) - [Career](https://getbyrd.com/en/jobs) - [Sustainability](https://getbyrd.com/en/sustainability-at-byrd) - Additional links - [Terms and Conditions](https://getbyrd.com/en/tac) - [Privacy Policy](https://getbyrd.com/en/privacy) - [Imprint](https://getbyrd.com/en/imprint) - [Contact](https://getbyrd.com/en/contact) - [Help](https://support.getbyrd.com/en/knowledge-base) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Phillip Pitsch", "url" : "https://blog.getbyrd.com/en/author/phillip-pitsch" }, "dateModified" : "2026-10-02T08:25:28.705Z", "datePublished" : "2021-09-30T15:39:00.000Z", "headline" : "Top 12 Online Marketplaces in Germany 2026 | byrd", "image" : [ "https://blog.getbyrd.com/hubfs/hero-online-marktplaetze-deutschland-2026.png" ], "mainEntityOfPage" : { "@id" : "https://blog.getbyrd.com/en/online-marketplaces-germany", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://api.hubapi.com/avatars/v1/signed-uris/1ClMKDwgEEgtnZXRieXJkLmNvbRiayvb9BSD_sesFKidicmFuZGluZzphcGk6d2ViOnVzZXItdHJhZmZpYzp1cy1lYXN0LTEyDDIuMjAyLjEyNS43MBIZAHsNx2Q747acIaTrTi2IsGzRxJC60wqRSg" }, "name" : "byrd technologies" } } ```