Marketplace has become the go-to channel for European consumers when searching, comparing, and purchasing products online. This shift is even more evident during peak shopping moments such as Black Friday and Cyber Monday. According to the DHL E-Commerce Trend Report 2025, the majority of shoppers remain highly active during these periods, with younger generations spending even more than usual. So, what does this really mean for your business? Let’s walk through the data together and explore the practical implications you can act on.
FAQ
What are the main marketplace trends in Europe right now?
European marketplace trends show that Amazon remains dominant in many countries, including Germany, France, Italy, Spain, Austria, and the United Kingdom. However, local platforms like Bol., Allegro, and Cdiscount outperform Amazon in specific markets. Success depends on local adaptation rather than a one size fits all strategy.
Is Amazon still the best marketplace for selling in Europe?
Amazon is still the largest marketplace in Europe and offers strong reach and visibility. That said, it is not always the best option for every country. Local marketplaces often deliver higher trust and conversion rates, making a multi marketplace strategy more effective.
Which consumers are most active during Black Friday?
Gen Z and Millennials are the most active Black Friday shoppers. They show higher trust in promotions, respond well to limited time deals, and are more likely to buy impulsively. Baby Boomers participate less and are generally more price cautious.
What factors influence conversion during Black Friday on marketplaces?
Conversion during Black Friday depends on more than discounts. Free shipping, reliable delivery options, clear return policies, strong reviews, and social proof all play a major role. A smooth checkout experience is critical for turning traffic into sales.
Amazon Still Dominates the European Marketplace Landscape
The DHL 2025 E-Commerce Trend Report is based on a survey of 24,000 online shoppers across 24 global markets, including major European countries. The results show that Amazon has become a popular choice for online shoppers worldwide, with 6 out of 10 online shoppers purchasing on this marketplace.
This dominance is particularly visible in Europe. Amazon remains the most relied-upon marketplace in countries such as Italy, Germany, France, Spain, Austria, and the United Kingdom.
Local Marketplaces Outperform Amazon
Despite Amazon’s strength. DHL’s data clearly shows that it is not the only marketplace shaping consumer behaviour in Europe. In several countries, local marketplaces outperform Amazon.
In the Netherlands, Bol. is the preferred platform. Polish shoppers gravitate towards Allegro, while French consumers favour Cdiscount. In Sweden, purchasing behaviour is split between Amazon and Elgiganten.
This tells us something important: European marketplace trends are not one-size-fits-all. Success in Europe often depends on understanding local preferences and adapting your marketplace strategy accordingly.
Read more: Q4 success is more than Black Friday: Timing is the key.
Demographics Shape Marketplace Preferences
Consumer demographics play a major role in shaping marketplace trends. According to DHL’s findings, Gen Z shoppers are the most frequent users of Shein, attracted by ultra-competitive prices and a wide variety of products. Baby Boomers, on the other hand, show a stronger preference for eBay. Vinted is particularly popular among shoppers who prefer refurbished or recycled items.
For businesses, this means knowing your audience is just as important as knowing your platform. Selling the right product on the wrong marketplace can significantly limit your growth.
How Consumers Shop During Black Friday
Black Friday remains a highly relevant shopping event. The DHL report reveals that 3 out of 4 consumers make purchases during Black Friday or Cyber Monday. This confirms that Black Friday is not just marketing hype, but it’s a sales opportunity with measurable impact.
However, trust in Black Friday offers varies significantly by generation. Gen Z and Millennials are the most confident and active shoppers during this period, with 56% of Gen Z trusting the prices offered by retailers. Baby Boomers are more sceptical, with trust levels at only 38%.
In short, the younger the consumer, the higher the trust in Black Friday promotions, and the higher the likelihood of conversion.
What Really Motivates Black Friday Shoppers
Despite generational differences, motivations remain consistent. Consumers shop during Black Friday primarily for:
- Significant discounts and cost savings
- Access to exclusive offers, and
- Limited-time deals
Gen Z and Millennials are particularly responsive to urgency-driven tactics such as countdown deals, flash sales, and early access campaigns.
Impulse buying is also common, often triggered by viral products or social media trends, especially when combined with flexible payment options like Buy Now, Pay Later. However, many consumers still check reviews and social proof before finalising a purchase, even during fast-paced sales events.
Cross-Border Shopping and Delivery Expectations
Interestingly, Black Friday shoppers are very willing to buy from international sellers if it means securing better prices. However, trust plays a crucial role. Many consumers will only purchase from countries they perceive as reliable.
Price alone is not enough. Delivery experience remains a decisive factor in buying decisions. Around half of consumers will only shop from stores offering free shipping, and most will abandon their cart if their preferred delivery option is unavailable. Return policies also matter. Shoppers carefully review them before completing a purchase.
Best-Selling Product Categories During Black Friday
The most popular online purchases during Black Friday in Europe include:
- Clothing
- Electronics
- Footwear
- Cosmetics and beauty products
- Home furnishings
- Books
These categories consistently attract high demand, making them particularly competitive on marketplaces during peak periods.
What This Means for Your Business
If you are a business owner or marketplace seller, these insights can help you refine your strategy. Here are some practical steps you can take:
- Do not rely on a single marketplace. Use Amazon for a broad reach, but leverage strong local platforms when targeting specific European markets.
- Meet customer delivery expectations. Partner with logistics providers that are trusted locally to build confidence with international customers.
- Protect your reputation. Positive reviews and ratings can directly influence conversion rates during Black Friday.
- Large discounts will not convert without a smooth checkout experience. Offer free shipping, clear delivery options, and transparent return policies.
- Match offers to your audience. Limited-time deals and trending products work best for Gen Z and Millennials.
Ready to Turn Insights into Action?
Black Friday success in Europe is no longer about discounts alone. It is about choosing the right marketplaces, understanding your audience, and delivering an experience that builds trust at every step.
If you want personalised guidance on expanding into European marketplaces, optimising your Black Friday strategy, or improving cross-border performance, we’d be happy to help. Contact us now for a free consultation, and let’s turn market insights into measurable results for your business.
