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In Germany and Italy, marketplaces have the highest weight in the e-commerce market. Data based on online retail sales estimated for January 2024 indicated that ** percent of transactions were carried out on marketplaces in each country. In turn, marketplaces' share stood at ** percent in France.

Diverse product offerings drive marketplace growth

The rise of marketplaces can be attributed to their ability to offer a wide range of products from various brands. Fashion items are particularly prevalent, accounting for nearly ** percent of direct-to-consumer brands' offerings on these platforms. Electronics follow as the second most common category. This diversity appeals to consumers, with nearly ** percent of French online shoppers appreciating marketplaces for their extensive product selection. Additionally, ** percent value competitive pricing, while ** percent are drawn to fast delivery options.

Amazon leads in a competitive landscape

Among the various marketplaces, Amazon stands out as the dominant player in Europe. In 2023, the e-commerce giant's gross merchandise volume exceeded *** billion U.S. dollars, far surpassing its closest competitor, eBay, which recorded **** billion U.S. dollars. Amazon's stronghold is particularly evident in Italy, where it accounted for over ** percent of desktop traffic in the e-commerce and shopping category in December 2023.