The most relevant eCommerce marketplaces for the DACH region

With a combined eCommerce volume of over €115 billion, the DACH region (Germany, Austria, Switzerland) represents one of the most lucrative opportunities in global commerce. However, successfully navigating the DACH region's marketplaces requires more than just translating your product listings into German.

The landscape is diverse: While Germany is an eCommerce heavyweight dominated by international giants, Switzerland operates by its own rules with strong local heroes, and Austria offers a unique blend of cross-border habits and local preferences. This overview breaks down exactly where you need to be to succeed in the heart of Europe.

Key Takeaways

• Germany is Amazon-first but not Amazon-only: To reach the full market volume of €88.8 billion, you must diversify into strong local platforms like OTTO and Kaufland.

• Switzerland is a premium fortress: With the highest per capita spending in the region, local player Galaxus beats Amazon here.

• Austria requires localization: While many Austrians shop on Amazon.de, platforms like Zalando.at and local versions of eBay and Otto are crucial for deep market penetration.

The DACH eCommerce landscape

The DACH region is not a monolith. While the language unites these nations, their eCommerce habits differ significantly. Germany stands as the volume driver, being the largest market in Europe. Switzerland, on the other hand, punches above its weight with the highest per capita eCommerce revenue in the region (€2,667). Austria sits in the middle, benefiting from German infrastructure while developing its own distinct digital identity.

Germany: The heavyweight champion

Germany is the undisputed engine of the region. According to ECDB data, the market volume reached €88.8 billion in 2024, making it a mature and highly competitive battleground.

The generalists: The big four

If you want volume in Germany, you cannot ignore the generalist platforms.

• Amazon.de: The default baseline. It is the starting point for most product searches and essential for visibility.

• OTTO: A German institution. Unlike Amazon’s open nature, OTTO is a curated marketplace. It targets a slightly older, brand-conscious demographic and demands high-quality product data.

• Kaufland.de: Known for its rapid growth and immense reach. It is particularly strong in the non-food sector and offers excellent visibility on price comparison sites.

• eBay.de: Remains a powerhouse for specific categories like automotive parts, refurbished electronics, and collectibles.

Note on disruptors: Chinese platforms like Temu are rising fast in Germany. While they face skepticism regarding quality, their aggressive growth makes them a factor to watch, especially for lower-priced consumer goods.

The specialists: Category kings

To truly penetrate the German market, you need to look beyond the generalists.

• Fashion: Zalando is the undisputed leader here, indispensable for fashion and lifestyle brands.

• Electronics: MediaMarkt and Saturn dominate the tech landscape, enjoying high consumer trust.

• DIY & Home: German DIY chains discovered the marketplace game late, but they are now catching up with interesting concepts. The offline market leader, OBI, offers the most promising approach: It smartly connects its marketplace with powerful Retail Media options and gradual integration into its physical stores (POS).

Austria: More than just a neighbor

With an eCommerce market volume of €10.5 billion, Austria is often treated as an extension of the German market. While this works for logistics, it often fails in marketing and trust-building.

The market leaders

• Amazon: Interestingly, Amazon does not operate a dedicated .at domain. Instead, Austrian consumers primarily shop via Amazon.de. Prime benefits and logistics are seamlessly integrated across the border.

• The Power of ".at": Despite Amazon's dominance via Germany, other major players operate dedicated Austrian versions that are highly relevant. Zalando.at, Kaufland.at, Otto.at, and eBay.at are essential for localized marketing and showing Austrian customers that you care about their specific market.

Logistics alert: The border trap

Don't underestimate shipping costs just because the destination looks close on the map. Shipping a package from Munich to Salzburg covers a much shorter distance than from Munich to Hamburg. However, due to the border crossing, shipping fees can be up to three times higher. Smart logistics planning is essential here.

Emerging trends

Austria is seeing a massive surge in popularity for Asian marketplaces. Temu and Shein are gaining significant traction, particularly among younger demographics, challenging established players in the low-price segment.

Switzerland: High rewards, special rules

Switzerland is the "special case" of the DACH region, generating €16.1 billion in online revenue. It is not in the EU, uses the Swiss Franc (CHF), and has four national languages. However, for sellers willing to adapt, it offers the highest price levels in Europe.

The local heroes defeating Amazon

Unlike in DE and AT, Amazon is not the market leader here.

• Digitec Galaxus: This local giant is the undisputed ruler of Swiss eCommerce. The combined revenue of Digitec (electronics) and Galaxus (general merchandise) reached CHF 3.23 billion recently. They offer a trusted environment and a fiercely loyal customer base.

• Zalando.ch: The leader in fashion, with a Europe-wide reach that translates effectively to the Swiss market.

The non-EU challenge (and opportunity)

Selling to Switzerland requires mastering logistics and customs.

• Customs & DDP (Delivered Duty Paid): To compete, you must ensure a seamless experience. The customer should not be bothered with customs fees upon delivery. Using the DDP Incoterm is virtually mandatory for a good customer experience.

• Pricing Power: Switzerland boasts the highest price levels in Europe. Combined with a low Value Added Tax (VAT) of only 8.1%, this allows for attractive margins that often justify the extra logistical effort.

The path to DACH market expansion

The DACH region offers a diverse mix of volume (Germany) and high-margin potential (Switzerland). Success requires a granular approach: leveraging the reach of Amazon.de for Germany and Austria, while strictly adhering to local preferences and customs rules for Switzerland's lucrative market.