Top marketplaces in Germany: where to sell in 2026

The top marketplaces in Germany are a big part of why this country is home to such a thriving eCommerce market. If you want to grow sales here, the real question isn’t “Should we sell there?” but “Which platforms actually fit our products and margins?”

This guide for sellers walks through the best online marketplaces Germany has to offer, what each one is good at, and where the pitfalls are. We’ll also look at how a solid multichannel eCommerce platform like Channable helps you simplify key tasks like product feed management and PPC optimization, without getting overloaded with manual work.

Key takeaways

• Germany is an Amazon-first market, so most brands pair Amazon with one or two specialist marketplaces instead of “being everywhere”
• Each marketplace has a different role: some are great for reach, others for branding or price-driven demand
• Growing across popular e-commerce platforms in Germany is much easier when product data, stock and orders run through one central system like Channable

Why multi-marketplace selling matters in Germany

When it comes to online shopping, Germany is Europe’s fourth-largest eCommerce market by revenue. Over 50% of online sales here come from online marketplaces. However, if you’re only selling through Amazon, you’re missing out on a lot of local demand.

German marketplace expert Ingrid Lommer, Co-Founder of Marketplace Universe, explains:

“Germany is one of Europe’s largest e-commerce markets — and it’s Amazon-first. Roughly 60% of total online turnover runs through Amazon, with all other marketplaces adding about 12% on top. Winning here means choosing a very short list and executing flawlessly.”

Ingrid emphasizes that the game is less about signing up for every platform and more about picking a small set that fits your products, price level and operations:

“Treat Germany as Amazon-anchored portfolio management (at least outside of fashion): lock down Amazon fundamentals first (content score, Buy Box share, OOS <2%, reviews), then layer one specialist per category for incremental, profitable reach. Use the other relevant generalists (especially eBay and Kaufland) as channels for special assortments which are too competitive on Amazon. Tie Retail Media and content spend to KPI lifts, not just revenue. In Germany, process beats tactics.”

Quick German marketplace comparison

Here’s a short overview of the ten most popular e-commerce platforms Germany has to offer. We’ll cover each one in more detail below.

Marketplace	Main focus	Ideal for	Notes
Amazon.de	Generalist	Scalable assortments, wide reach	Non-negotiable channel for most
eBay	Generalist, strong C2C/B2C mix	Refurb, outlet, auto parts, collectors	Very price sensitive
OTTO	Fashion, home, electronics	Branded assortments, mid-market customers	Curated, stricter onboarding
Zalando	Fashion	Mid to premium fashion and lifestyle	Category leader in fashion
Kaufland.de	Generalist	Price-competitive ranges	Strong on price comparison sites
Decathlon	Sports and outdoor	Sports gear, active lifestyle products	Omnichannel, value focus
MediaMarkt / Saturn	Electronics	Consumer electronics, accessories	High trust in tech
Hornbach	DIY, tools, garden	Home improvement, garden, household	Established and technically mature
home24	Home and living	Furniture, decor, premium home assortments	Strong in DACH region
TikTok Shop	Generalist, focus on beauty, fashion, interior and electronics	Gen Z brands, trend products	Driven by visual trends, influencer marketing, and short-form video

Top marketplaces in Germany in detail

Amazon.de

For most sellers, Amazon.de is the starting point in any German marketplace comparison. It combines huge reach with familiar Prime delivery and a very search-driven shopping experience.

Ingrid Lommer says: “Amazon is your non-negotiable baseline. Win with PDP hygiene (variations, attributes, reviews) and availability discipline. Amazon punishes stockouts harshly. Retail Media works when content scores are high and prices are consistent across channels.”

Ideal product categories: You name it. As in other markets, Amazon is a go-to in Germany for everything from electronics to household goods, toys, DIY and beyond.

Key advantages:

• Largest audience of all marketplaces in Germany
• Mature ad tools and fulfilment options

Key watchpoints: To perform well, you need clean product detail pages, stable availability and consistent prices. If your content is weak or stockouts are frequent, Amazon pushes you down in visibility quickly.

Tip for sellers: Lock down your basics first (content score, Buy Box share, less than 2% OOS, reviews). This relies on correct attributes, solid German copy, clear images, realistic delivery promises. After building a strong business, scale your Amazon advertising and expand to other channels one at a time to reach more specialized audiences.

eBay

eBay is one of the best online marketplaces Germany has for price-sensitive shoppers and refurbished goods. It still plays a big role in categories where condition, rarity or vehicle fit matter.

Ingrid Lommer explains: “eBay is great for price-sensitive and refurbished demand, especially in electronics. It’s extremely relevant for certain categories, like car parts and collectibles. Structured data, warranties and clear returns drive conversion. Use markdown events to move stock without undermining your Amazon price architecture.”

Ideal product categories:

• Refurbished electronics
• Auto parts
• Collectibles and enthusiast items

Key strengths:

• Flexible pricing and promotions
• Strong demand for deals and used stock

Tip for sellers: Use detailed attributes, warranties and clear return policies to build trust. Markdown events and outlet offers are a good way to move stock that is hard to sell on Amazon without ruining your price points there.

OTTO

OTTO has evolved from a catalogue brand into a curated marketplace with a loyal audience that values reliability and solid service.

Ingrid Lommer says: “OTTO is a tightly curated marketplace with a slightly older, demanding but not very price-sensitive audience where brand fit and reliability matter. Invest in imagery, copy quality and SLAs. Expect steadier demand and stronger brand control than on open platforms. But be prepared for the returns backlash.”

Ideal product categories:

• Fashion and shoes
• Home and living
• Consumer electronics with clear branding

Key strengths:

• Trusted German brand image
• Customers are less price-obsessed than on open marketplaces

Key watchpoints: Onboarding is more selective and content standards are strict. Invest in strong imagery, accurate German descriptions and good delivery performance. Also plan for returns in fashion.

Tip for sellers: Treat OTTO as a brand channel, not a clearance bin. Tailor your assortment, keep messaging consistent with your brand site and track returns closely.

Zalando

In fashion, Zalando is the category leader. For many fashion brands, it’s at the top of any list of top marketplaces in Germany.

From Ingrid Lommer’s perspective: “Zalando is Germany’s fashion ring-leader. It’s indispensable for nearly every mid- and premium-tier fashion brand, but hard to get listed on the extremly closed marketplace. Zalando shoppers respond well to branding, inspiration and story-telling, and they’re not overly price-sensitive. Use Amazon mainly for basics. Pair Zalando with OTTO for scaled fashion coverage.”

Ideal product categories:

• Mid and premium fashion
• Footwear and accessories

Key strengths:

• Strong discovery and inspiration experience
• Good environment for brand storytelling

Key watchpoints: Marketplace access is selective and returns rates are high, as in most fashion. Data quality for sizes and attributes must be very tight.

Tip for sellers: Use Zalando for brand building and higher value ranges, then keep basics or price-driven items on Amazon or eBay.

Kaufland.de

Kaufland.de is a generalist marketplace that started out as the online channel for the popular Kaufland hypermarket chain. It’s known for its strong visibility on local price comparison sites.

Ingrid Lommers says: “Kaufland has a broad reach and pragmatic onboarding. The plaform relies heavily on its positioning on local price comparison sites. Wins come from complete listings, tight pricing and competitive delivery promises. It’s useful for incremental breadth, provided your price/stock governance is tight.”

Ideal product categories:

• Everyday consumer goods
• Electronics, household, toys, small appliances

Key strengths:

• Broad audience reach in Germany
• Good channel for price-competitive assortments

Key watchpoints: You win with complete and correct data. Poor attributes or missing specs mean low visibility. Pricing and delivery promises need to be tight.

Tip for sellers: Use Kaufland.de to extend reach once your processes on Amazon are stable. Keep a close grip on your pricing rules across both channels.

Decathlon

Decathlon is a familiar European brand for sports and outdoor buyers across Germany. Its marketplace extends the range beyond its own label.

Here’s Ingrid Lommer’s take: “Decathlon is a value-for-money leader. Originally from France, this multichannel retailer has spread out far and wide across Germany. Customers are particularly fond of the seamless integration of online store, online marketplace and offline retail stores. . Focus on functional content (materials, use cases, sizing) and keep your eyes peeled for gaps in Decathlon's retail assortment.”

Ideal product categories:

• Sports equipment and clothing
• Outdoor gear
• Bicycles and accessories

Key strengths:

• Strong brand trust on value for money
• Tight integration between online shop and local stores

Tip for sellers: Focus on clear, functional content: materials, use cases, sizing. Look for gaps where Decathlon’s own brands are weak or missing and fill those niches.

MediaMarkt / Saturn (MMS)

MediaMarkt and Saturn are household names in German electronics. Their combined marketplace (MMS) is the natural specialist partner next to Amazon in this category.

In Ingrid Lommer’s view: “MMS is your specialist partner beside Amazon for electronics. They enjoy extremely broad brand awareness and trust within the German market. Success is highest in assortment niches which the MediaMarkt's retail doesn't cover. Especially interesting is the platform's new verticals strategy which opens the accepted assortment to a lot of new categories. Be prepared for a really crazy Black Week!”

Ideal product categories:

• Consumer electronics
• Smart home and accessories
• Gaming and entertainment hardware

Key strengths:

• High brand recognition for electronics
• Customers trust service and expertise

Key watchpoints: Onboarding can be more technical and requirements for specs and safety data are strict. Performance expectations around availability and delivery are high.

Tip for sellers: Bring your strongest, most compliant tech assortment here, not your experimental products. Use MMS as the specialist layer beside Amazon for electronics.

Hornbach

Hornbach is the "Project" DIY retailer of Europe. The marketplace is technically mature and relatively selective.

Hornbach don't just want a product listing; they want items that fit into a larger renovation goal. It is a stable, well-integrated environment where professional quality beats price wars.

Ideal product categories:

• Construction materials & building supplies
• Heavy machinery & professional tools
• Sanitary & bathroom installations
• Garden architecture (wood, stone, fences)

Key strengths:

• High Basket Value: Customers often buy in "project sizes" (bulk/pallets) rather than single items.
• Loyal "Pro" Audience: Access to semi-professionals who value availability and specs over lowest price.
• Mature Tech Stack: Hornbach has been refining its interconnected retail strategy longer than many competitors, offering stable interfaces (Mirakl-based).

Key watchpoints: The "Project" filter is real—if your product is purely decorative or low-spec, it may be rejected. Logistics requirements are stricter regarding pallet shipping and construction-site delivery.

Tip for sellers: Don't bring your "lifestyle" assortment here. Hornbach works best for "heavy" categories. Ensure your logistics are set up for large/heavy goods, as this is where the platform outpaces Amazon and DIY players.

home24

Home 24 has become a major online player in the DACH home and living category.

Ingrid Lommer advises: “German home & living pure-player home24 is thriving and growing fast, but onboarding takes time. Sit them next to Amazon for premium Home & Living traffic.”

Ideal product categories:

• Furniture
• Home decor
• Lighting and textiles

Key strengths:

• Strong regional footprint in DACH
• Customers look for quality and style, not just the cheapest option

Key watchpoints: Onboarding can take time and assortment curation is selective.

Tip for sellers: Use this channel for premium ranges or styles where you want more control over presentation than on generalist marketplaces.

TikTok Shop

TikTok Shop has rapidly evolved from a social feature into a "Shoppertainment" marketplace. While Amazon captures intent-based search, TikTok Shop captures discovery-based impulse.

It is not where people go to buy, it is where products go to find people and about the 'virality potential' and visual demonstration. The platform’s algorithm favors high-engagement video content over SEO keywords. Be prepared for the 'TikTok Made Me Buy It' phenomenon, where sales graphs don't look like steady lines, but like sudden, massive spikes.

Ideal product categories:

• Beauty & personal care which includes skincare routines, "before & after" make-up, and viral hair tools.
• Impulse tech & gadgets that are visually satisfying cleaning tools, unique phone accessories, and problem-solving smart home devices.
• Fashion & apparel which typically includes fast fashion, shapewear, and trend-driven accessories.
• Food & beverage such as novelty snacks, freeze-dried candy, and visually appealing drinks.

Key strengths:

• Virality since a single video can drive thousands of orders in hours.
• Younger demographics leads to a direct line to Gen Z and Millennial wallets that traditional retail struggles to reach.
• Frictionless checkout as the in-app purchase path reduces drop-off significantly compared to linking out to a website.

Key watchpoints: Content is the new rent. TikTok requires a constant stream of fresh videos (organic, affiliate, or paid) to stay visible. Seller shipping performance is monitored strictly; "late dispatch" penalties can result in instant shop closures. Customer questions often come via comments and DMs, requiring a more social, real-time service approach.

Tip for sellers: Don't dump your entire catalog here. Bring your top 5-10 "Hero Products" that have a visual "wow" factor or a clear problem-solution hook. Invest in an affiliate strategy (sending free samples to creators) rather than just traditional ads. Think of your product listing as a script, not a spec sheet.

How Channable supports multi-marketplace selling in Germany

Once you sell on more than one marketplace, the real challenge is less “where to list” and more “how to keep everything in sync.” Prices, stock levels, titles and attributes need to stay up to date everywhere to avoid overselling and bad reviews.

This is where a central marketplace integration helps. With Channable, you can:

• Keep one source of truth for product data, then tailor feeds for Amazon, eBay, OTTO, Kaufland.de and others
• Sync inventory and orders across all connected channels so you do not sell the same unit twice
• Use rules to adjust titles, attributes and prices per marketplace without manual edits in ten backends
• Catch common issues before you publish, so you get fewer listing rejections

German brands and agencies use this setup to test new marketplaces with a smaller, high-margin subset first. When the numbers look good, they expand the assortment without rewriting their processes.

Ready to succeed in Germany’s top marketplaces?

Germany is a big and competitive eCommerce market, but you don’t need to be everywhere. Use this overview of the top marketplaces in Germany to decide where your products have the best fit, then go deep on those platforms instead of spreading yourself too thin.

When you’re ready to scale across several marketplaces, a central setup for product data, stock and orders keeps things manageable. Channable helps you do exactly that so you can focus on the channels that bring real, profitable growth instead of fighting spreadsheets all day.

Start managing your German marketplace listings efficiently with Channable.