Europe main online marketplaces by visits 2023

As of April 2023, Amazon appeared as the most popular online marketplace in Europe, registering approximately 1.3 billion monthly visits. eBay ranked second, with more than 474 million visits, followed in third place by Allegro, which attracted close to 199 million visits.

Second-hand digital marketplaces are growing in popularity in Europe

Online marketplaces are thriving in Europe, with Amazon dominating most rankings. However, as the demand for pre-loved products has grown among European consumers, other players have seen great success in this online segment. EBay and Vinted are the most prominent recommerce sites in the region, the former being a general merchandise marketplace with a range of product categories, and the latter being specialized in second-hand fashion and accessories. Lower prices and sustainability are high on the list of reasons why Europeans are interested in buying used items online, according to consumers in Germany, Italy, France, and the United Kingdom (UK). Furthermore, the highest share of second-hand online shoppers and sellers can be found in Norway and the Netherlands.

Spotlight: Vinted

The founders of Vinted established the company in Lithuania in 2008 with the goal of providing a platform for selling clothes from their wardrobe. It quickly became a popular second-hand fashion and accessories platform across Europe, generating over 596 million euros in revenue in 2023. In the same year, the company’s app ranked as the sixth most downloaded fashion and beauty app worldwide, competing with widely known names such as SHEIN and Nike. In Europe, users downloaded the Vinted app the most in the United Kingdom (UK), Italy, Poland, and France.

Leading online marketplaces in Europe as of April 2023, based on number of monthly visits (in millions)

Characteristic	Number of European visits in millions*
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Release date

August 2023

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Region

Europe

Survey time period

April 2023

Special properties

* Excluding the United Kingdom / Including pure-play marketplaces or retailers with a third-party marketplace

Supplementary notes

According to source, data excluded online retailers whose online marketplace forms a very small part of their overall business, as well as price comparison sites, and marketplaces that only support business-to-business (B2B) trade.

The source does not provide a date of release, the date given is that of last access.

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