How much of online selling goes through marketplaces depends on the market and on how each source counts. In the UK, Amazon.co.uk is the largest marketplace on every measure we found: Amazon's annual report puts US$43.2bn of its 2025 net sales in the UK (revenue, not GMV), and Mintel puts pure-play marketplaces and peer-to-peer platforms at just under a third of UK online retail spending. Germany comes next, where marketplaces took 56.7% of online sales in 2025, then the Nordics, the US and Canada. The growth is in retailer marketplaces such as B&Q, in social platforms such as TikTok Shop and in resale. The finder helps you shortlist where to sell.
Data to November 2026 · Last reviewed 14 November 2026
01
Amazon.co.uk is the largest UK marketplace on every measure we found and eBay is a distant second. The reported growth is in retailer marketplaces, social platforms and resale.
Confirmed
Just under a third
Mintel's share of UK online retail spending taken by pure-play marketplaces and peer-to-peer platforms, 2025
£34.1bn GMV excluding VAT, up 3.7% on 2024 (Mintel: "Combined sales of leading marketplace and peer-to-peer operators were up 3.7% in 2025"). Mintel gives no exact percentage of online spending. Retailer-run marketplaces such as B&Q, Debenhams and Tesco are excluded, and nobody publishes a combined total.
Source: Mintel
Confirmed
27.5%
UK online share of retail sales, 2025 annual average
ONS series J4MC, not seasonally adjusted (27.1% in 2024, 26.7% in 2023). This is a different measure from the 28.8% in the tiles, which is seasonally adjusted, so the two are not comparable.
Source: Office for National Statistics
Amazon publishes UK net sales in its 10-K but no UK GMV or share.
Confirmed
US$43,212m
Amazon's net sales attributed to the UK, 2025 (US$37,855m in 2024, US$33,591m in 2023)
This is Amazon's revenue, not GMV, so it cannot be set against ONS or Mintel figures. For third-party sales it counts only commissions and fulfilment and shipping fees, and it also includes advertising, subscriptions and physical stores. Amazon attributes net sales to countries mainly by the country-focused online and physical stores, so sales through the UK stores to customers elsewhere are included.
Confirmed
Third-largest country
Amazon's UK net sales rank third among its countries in 2025, behind the US (US$489,657m) and Germany (US$45,900m)
Japan is fourth at US$30,688m. UK net sales grew 14.2% on 2024 (our calculation).
Estimated
US$80,712m
ECDB's modelled GMV for Amazon in the UK, 2025
A model in US dollars. ECDB ranks the UK as Amazon's second-largest market, a 10% share of Amazon's own modelled global GMV, which is not Amazon's share of UK retail. It is about 1.9 times the 10-K net sales above, because modelled GMV and reported revenue are different measures (our comparison).
Source: ECDB
Confirmed
More than half
Share of physical product sales in Amazon's UK store that come from independent selling partners, most of them small and medium-sized businesses
Amazon's own statement, undated. (Amazon's own page, undated)
Source: Amazon UK
Confirmed
£8.26bn
Turnover of Amazon UK Services Ltd, 2025, which is not Amazon's UK sales
The company's accounts say it provides fulfilment and corporate support services to Amazon group companies and earns its turnover from a margin on its own administrative expenses. It is a cost-plus service fee, not sales to UK customers. The Guardian reported it as revenues of £8.2bn on 9 June 2026. The accounts are a scanned filing, so we read the figure from the page images of the PDF.
Source: Companies House, Amazon UK Services Ltd (03223028), accounts for 2025 (scanned PDF)
We group the table by basis and sort each group largest first. The groups are not strictly comparable: the first is one vendor's model in US dollars, the second is reported in pounds including VAT, and the rest differ again.
Estimated
Temu and Shein
ECDB models Temu UK at US$4,918m and Shein UK at US$4,194m for 2025. Both are cross-border platforms, larger than Vinted UK and smaller than eBay UK on these models, and they are not in the table above.
Source: ECDB (Temu) and ECDB (Shein)
The growth we could verify is in the places below.
Estimated
TikTok Shop UK also reaches many small sellers. Press reports of ECDB data give more than 300,000 UK SMEs selling on it.
Estimated
Growth is moving to retailer marketplaces, social platforms and resale, while some marketplaces are shrinking:
Source: Kingfisher and the CMA
What it means for you
Amazon.co.uk is where most UK online buyers already are, and eBay is a distant second. Retailer marketplaces and social channels are where the reported growth is, and each is its own channel with its own feed and returns process.
02
In Germany, Amazon is the largest marketplace by a wide margin. For the rest of the EU no source ranks marketplaces market by market, so we list the major platforms by reported scale.
Confirmed
56.7%
Share of German online sales through marketplaces, 2025
New goods B2C, net, excluding services and vehicles. Amazon Marketplace is 46.1% and other marketplaces are 10.8% (the parts sum to 56.9%, a 0.2-point rounding gap in HDE's chart).
Source: HDE and IFH Köln
Confirmed
€92.3bn
German online sales, 2025
New goods B2C, net, excluding services and vehicles, up 3.9% (€3.5bn). HDE's forecast for 2026 is +4.3% nominal. (2026 is a Forecast)
Source: HDE and IFH Köln
Confirmed
About 5 to 6%
Growth in German marketplace sales, 2025 on 2024
HDE shows +5.4% on one slide and +5.9% on another, against +3.9% for German online sales as a whole. In HDE's figures stationary-based retailers grew 4.0% and manufacturers 3.8%. (two HDE slides differ)
Source: HDE and IFH Köln
HDE and IFH Köln, 2025, share of online sales. Amazon is Amazon.de in total. The remainder is our calculation.
Confirmed
Amazon's own retail 17.2%. Amazon Marketplace 46.1%. Other marketplaces 10.8% (HDE counts TikTok Shop, eBay, Zalando and About You, Otto, ManoMano and Chrono24). All other online sellers about 25.9% (our calculation: 100 minus 74.1, ignoring the 0.2-point rounding gap). HDE counts Temu with online-native retailers, not with marketplaces. (remainder is our calculation)
Source: HDE and IFH Köln
Estimated
€911bn
European B2C e-commerce turnover, 2025
Ecommerce Europe and EuroCommerce, up 7% as reported. This is the corrected series: the 2024 figure was restated from €784bn to €842bn on 10 October 2025. 2026 forecast: €961bn (+5%). Read through a trade-association relay of the report. (relay; 2026 is a Forecast)
Estimated
By region, 2025 (same report)
EU-27 €715.8bn (from €667.6bn). Western Europe €523.1bn (+5%, 57% of the European total). Northern Europe €69.5bn (+6%). Southern Europe +11%. Eastern Europe +14%. Growth is nominal and the report warns that country methods differ. (relay)
Reported by the companies themselves, each in its own currency and with its own definition of GMV. We list them by reported scale. There is no common measure, so the gaps are not stated.
Confirmed
€17.6bn
Zalando group GMV, 2025
Up 14.7%, including About You from 11 July 2025. 62m active customers in the last 12 months (51.8m before).
Source: Zalando
Confirmed
Nearly PLN 70bn
Allegro group GMV, 2025
Allegro's own wording is "GMV nears PLN 70 bln". At the ECB 12-month average of EUR 1 = PLN 4.2796 (13 November 2025 to 13 November 2026) that is about €16.4bn (ours), just under Zalando on any rate in the range. Active buyers grew to 21 million. The group grew about 9% in press reports (not in the release text). The three international marketplaces grew 58%. (+9% is Estimated)
Confirmed
€10.8bn
Vinted marketplace GMV, 2025
Up 47% (€7.3bn in 2024), with group revenue of €1.1bn (+38%) and net profit of €62m, from Vinted's results of 9 April 2026.
Source: Vinted newsroom
Estimated
€7.5bn
Otto (otto.de) platform GMV, financial year to February 2026
About 6% up in press reports, with 12.6 million shoppers and 6,100 partners. Otto Group's own release was not opened. (relay)
Source: Ecommerce News Europe
Confirmed
More than $3.5bn
Back Market GMV, 2025
Worldwide, in US dollars, up 32% (4 February 2026).
Source: Back Market
Estimated
About €4.7bn
Temu and Shein sales in Germany, 2025
HDE's preliminary estimate. It is part of about €10.9bn from foreign online providers, 11.8% of German online sales. HDE does not count Temu as a marketplace.
Source: HDE and IFH Köln
What it means for you
In Germany, Amazon Marketplace is the first listing to consider. Beyond it, look at Otto, Zalando and the other marketplaces that together make up the other 10.8%.
03
We found no published ranking of Nordic marketplaces, so no source shows which is largest. We show the one marketplace with verified figures first, then the market context.
Confirmed
SEK 1,930.1m
CDON Group GMV, 2025
Up 6%. The CDON segment was SEK 1,393.9m (+5%) and Fyndiq SEK 536.2m (+7%). The fourth quarter was SEK 644.0m (+15%).
Source: CDON
Confirmed
SEK 568m
CDON Group GMV, third quarter 2026
Up 18% (the reported figure is SEK 567.5m). Active customers are over 3 million, and markets outside Sweden are 34% of GMV.
Source: CDON
No published figure
No verified figure
Marketplace share of Nordic online sales
CDON describes marketplaces as a small share of Nordic e-commerce, but the line has no source or date on its investor page, so we show no number. We found no current, published marketplace share for any Nordic country. See the checked table.
Source: CDON
Estimated
€69.5bn
Northern Europe e-commerce turnover, 2025
Ecommerce Europe's regional total, up 6%. Northern Europe is the report's regional grouping and not the same as the Nordics, so read it as scale only. Read through a trade-association relay. (relay)
Estimated
€4,456
Denmark: B2C e-commerce turnover per inhabitant, 2025
The highest in Europe. It is turnover per person, not consumer spend, and the report warns that country methods differ. (relay)
What it means for you
The Nordics are a smaller, growing set of markets where one regional marketplace is growing quickly. Test them with one channel before you plan more.
04
Amazon is the largest US marketplace on every estimate we found, at about $300bn of third-party sales. Census gives the total and Marketplace Pulse gives estimates for each marketplace.
Confirmed
$1,233.7bn
US retail e-commerce sales, 2025
Not adjusted, up 5.4% (margin of error ±1.2%) and 16.4% of total retail sales, against 16.1% in 2024. Total retail grew 3.5%.
Source: US Census Bureau
Confirmed
17.1%
US online share of retail sales, second quarter 2026
Seasonally adjusted, $340.2bn, up 12.2% on the second quarter of 2025. The not-adjusted share for the same quarter is 16.4%, so the 17.1% is not comparable with the 16.4% annual figure and is not a rise. Estimates are provisional and a revision is due on 19 November 2026.
Source: US Census Bureau
Estimated
About a third
Top-ten marketplaces' estimated third-party GMV against US retail e-commerce sales, 2025
Our calculation: $420bn of estimated third-party GMV (Marketplace Pulse) divided by $1,233.7bn of Census retail e-commerce sales is 34.0%. The inputs are published, but one is a GMV estimate and the other is a Census sales figure, so this is a rough guide. (our calculation)
Source: Marketplace Pulse and US Census Bureau
Marketplace Pulse, 19 March 2026, largest first. All are estimates, in US dollars, and cover US third-party sales only. TikTok Shop and Walmart tie at $15bn.
Estimated
Amazon about $300bn. eBay $39bn (eBay's US marketplace, not its $79.6bn worldwide GMV). Temu an estimated $22bn. TikTok Shop $15bn. Walmart $15bn. Wayfair $10bn. Shein marketplace $6bn. Etsy $6bn (US only, not Etsy's worldwide GMS). Whatnot $6bn (live auctions). Target Plus $1bn. The ten sum to $420bn, which is our addition.
Source: Marketplace Pulse
Estimated
About $15bn
Walmart Marketplace US third-party GMV, an estimate
Growth of about 50% in the first quarter of Walmart's financial year 2027 (to 30 April 2026), with about 200,000 sellers. It is about 10% of Walmart's roughly $150bn US e-commerce.
Source: Marketplace Pulse
Estimated
$15bn
TikTok Shop US third-party GMV, 2025, an estimate
Marketplace Pulse's estimate. We found no growth figure for TikTok Shop US that we could verify.
Source: Marketplace Pulse
What it means for you
In the US, Amazon first, then Walmart, whose marketplace is growing about 50% on an estimate. Treat each marketplace's GMV estimate as a guide to scale, not a forecast of your own sales.
05
Amazon is the largest marketplace on the one share we could trace, an eMarketer forecast, and Walmart is second. Sources are thin, so we show what we could verify and nothing more.
Estimated
About 45.1%
eMarketer's forecast of Amazon's share of Canadian retail e-commerce, with Walmart at 6.8%
From an eMarketer article of 4 June 2026 ("Walmart at 6.8% versus Amazon's 45.1%, per our forecast"). It does not say which year the forecast is for, so we leave it undated. A third-party forecast. (a forecast, year not stated)
Source: eMarketer
Estimated
About 41.5%
eMarketer's earlier forecast of Amazon's share of Canadian retail e-commerce, from its 2023 report
Its key stat was that Amazon "will account for 41.5% of retail ecommerce sales in Canada this year". The report body is for subscribers. (2023 report)
Source: eMarketer
Confirmed
6.1%
Online share of Canadian retail sales, December 2025
C$4.3bn, seasonally adjusted, up 3.6% on the year, from 5.8% in November. It excludes purchases from foreign-based retailers. Statistics Canada.
Source: Statistics Canada
No published figure
Temu
We found no Temu Canada figure and no Canada-wide marketplace share, so we leave them out.
Source: Not applicable
What it means for you
Plan Canada as a test market. Start with the channel where evidence is strongest, track your own results, and treat third-party shares as a guide only.
06
Amazon is the largest marketplace in the UK, Germany, the US and Canada. Amazon publishes net sales for the UK, the US, Germany and Japan in its 10-K but no GMV or share for any country, so every Amazon share on this page is a third-party estimate. Where sources give different answers we show a range and name the basis.
Amazon.com Inc. Form 10-K for 2025, net sales attributed to countries, millions of US dollars. This is revenue, not GMV, and it is not a share. The UK is listed first and Japan is shown for scale.
Third-party estimates, each on its own basis, so the rows are not a ranking.
Estimated
66.8%
ECDB's estimate of Amazon's share of the UK top-10 marketplaces' GMV, 2024
US$62.7bn of US$93.8bn. It is a share of the top-10 marketplaces and not of UK online retail, so it cannot be compared with the German or US shares.
Source: ECDB
Confirmed
46.1% marketplace, 63.3% in total
Amazon's share of German online sales, 2025
Amazon Marketplace (third-party sellers) is 46.1%. Amazon in total is 63.3%, because it adds 17.2% from Amazon's own retail. The 63.3% is not a marketplace share. The figures are an IFH Köln estimate built on Amazon's reported German turnover and include sales shipped from abroad. (a third-party estimate)
Source: HDE and IFH Köln
Estimated
About 36% to 40.5%
Amazon's share of US e-commerce, 2025
The two ends use different bases. Marketplace Pulse says "roughly 36%" on about $440bn of estimated GMV (35.7% if you divide that by Census sales). eMarketer's 40.5% is its February 2025 forecast for 2025, including third-party sales. The chart title is on eMarketer's page and the data behind it is for subscribers.
Source: Marketplace Pulse and eMarketer
Estimated
About 45.1%
eMarketer's forecast of Amazon's share of Canadian retail e-commerce
Walmart is at 6.8% in the same forecast. The article does not give the year. (a forecast, year not stated)
Source: eMarketer
Estimated
$830bn
Amazon and its sellers' GMV in 2025, of which 69% is third-party (up from 60% in 2019). A Marketplace Pulse estimate.
Amazon's own consolidated net sales were US$716,924m, a revenue measure that is not comparable with GMV.
Source: Marketplace Pulse
What it means for you
An Amazon figure only means something with its country, year, source and measure. Net sales, GMV and a share of online sales are different numbers.
07
Sector coverage is uneven. Where we found no verified figure we say so.
Confirmed
B&Q (DIY.com) marketplace GMV rose 44.3% to £445m in the year to 31 January 2026, including VAT. The range is 3.7m SKUs, and marketplace contributed about £15m of profit after directly attributable run costs. Kingfisher's group marketplace GMV is £518m (+58%), 15% of group e-commerce sales (10% a year earlier). Castorama France lists 1.6m SKUs.
Wayfair, a US home goods marketplace, has an estimated $10bn US third-party GMV. We found no UK figure for Wayfair. (Wayfair is Estimated)
Source: Kingfisher and Marketplace Pulse
Estimated
Decathlon group GMV was €20.7bn in 2025, up 7.1% (net sales €16.8bn, +5.6%), from Decathlon's own press page. Digital is 20.2% of sales, counting e-commerce, connected store orders and external marketplaces together, so it is not a marketplace share. Decathlon UK's turnover was £285.5m in 2025 (from £260.6m), with online sales up 28.3% to £85m, and its online and marketplace sales rose 25% in the first five months of 2026. The UK figures are Retail Gazette's reading of Decathlon UK's accounts and trading. We found no verified marketplace-only figure for outdoor and sports in the UK. (group GMV is Confirmed; the UK figures and the 20.2% are Estimated)
Source: Decathlon and Retail Gazette
Confirmed
We found no verified marketplace figure for jewellery and watches in the UK or Europe. HDE lists Chrono24 among Germany's other marketplaces. Published estimates for it conflict, so we show none. Etsy's worldwide marketplace GMS was $10,460.7m in 2025. (Etsy, Form 10-K)
Source: Etsy and HDE
Confirmed
Back Market reported more than $3.5bn GMV for 2025, up 32% (US dollars, worldwide). Other refurbished marketplaces publish no verified figure.
Source: Back Market
Estimated
Growing: Vinted (+47% GMV, 2025), Back Market (+32% GMV), Zalando (+14.7%, includes About You), B&Q (+44.3%), Debenhams Group (+14.9%). Falling: Etsy (consolidated GMS -5.3%, partly Reverb's sale), Not On The High Street (£185m in 2022 to £84m in the year to 31 March 2025), Fruugo (transaction value down 33% in 2025) and ManoMano UK (-12%, an ECDB model). Each uses its own measure, so compare the direction and not the size.
Home and DIY: Castorama (Kingfisher's French banner) in the EU, Wayfair in the US. Outdoor and sports: Decathlon in the EU. Jewellery and watches: Chrono24 in Germany and Etsy in the US. Refurbished tech: Back Market in the EU and the US. Fashion and resale: Zalando and Vinted in the EU.
What it means for you
Choose a niche marketplace after you have a presence on the general ones. It is usually a smaller audience that buys closer to your range.
08
Many retailer marketplaces run on the Mirakl platform. The Mirakl figures below are vendor data from Mirakl's own customer base, so they describe Mirakl's customers and not the whole market.
Confirmed
Who runs on Mirakl, with the verified dates.
Mirakl's 2025 launches also include Bauhaus, Bunzl, JCB, Limango and Ulta Beauty.
Confirmed
£445m
B&Q marketplace GMV, year to 31 January 2026
Up 44.3%. Kingfisher's audited results are independent of Mirakl and show a marketplace growing faster than the Mirakl platform average. Kingfisher's GMV includes VAT and revenue is the commission, which is lower.
Source: Kingfisher
Vendor data. Each report has a different sample, so they are not one trend.
Confirmed
$14.6bn
2026 Seller Report: GMV of marketplaces on the Mirakl platform, 2025
Up 31% against 6.86% for traditional e-commerce ($6.42tn), which Mirakl calls 4.5 times faster. Sample: more than 100,000 sellers and 150m SKUs. 34% of sellers are on two or more marketplaces, and merchants entering marketplaces grew 26%. Published 15 April 2026. (vendor data)
Source: Mirakl
Confirmed
17.5 times
Average GMV per seller on two or more marketplaces against one
$10,073,917 against $575,093, Mirakl sellers only. It describes sellers already on several channels. It does not show that adding a channel multiplies your own sales. (vendor data)
Source: Mirakl
Confirmed
$9.6bn
2025 Index: GMV of 153 operators, 2024 data
Up 34.3%, about four times the 8% to 9% e-commerce growth of the time. Published 15 October 2025. A different sample and year from the 2026 Seller Report, so the two are not one trend. (vendor data)
Source: Mirakl
Confirmed
Mirakl's own 2025 results
Annual recurring revenue of $218m (+23%), 45 new enterprise customers and 36 launches. More than 35 customers have over $100m GMV. (vendor data)
Source: Mirakl
Confirmed
Holiday 2025
Black Friday (28 November) GMV was $154m (+45%) and Cyber Monday (1 December) $131m (+33%). Cyber Weekend, 28 November to 1 December, was $497.8m (+40%). North American Mirakl marketplaces grew 79%, with orders up 54% and average order value up 16%. All figures are Mirakl platform data. (vendor data)
Source: Mirakl
What it means for you
A retailer marketplace is one more channel with its own catalogue, stock and orders. If you sell in more than one, keeping them in sync matters more than adding the next one.
09
This is INDEZ's view, built only on the figures on this page. It is a view and not a forecast.
10
Twenty-two figures that appear in marketplace round-ups, grouped by region with the UK first, each with a verdict and the number to use instead. Amazon publishes net sales by country but no country GMV or share, so every Amazon country share is a third-party estimate. We checked on 14 November 2026. We kept every currency as published and mark each conversion as ours.
11
Where the figures come from and how far to trust them.
Amazon figures: net sales and shares
Amazon publishes net sales for the UK, the US, Germany and Japan in its 10-K but no GMV or share for any country. Net sales are revenue (for third-party sales, only fees), so we show them apart from the shares. Every Amazon country share here is a third-party estimate, and the US range reflects two different bases.
Traffic panels disagree
We show no website-traffic panel figures. The panels we found conflict and we could not verify them.
ECDB models are estimates
ECDB models GMV by country in US dollars. We use its figures only where we opened its own page, label them Estimated, and keep them apart from figures the companies report. Grips's US$34m for ManoMano UK could not be confirmed, so we show only ECDB's figure.
Mirakl is vendor data
Every Mirakl figure describes Mirakl's own customers and is published by Mirakl. We say so beside each group of figures. Kingfisher's audited results are the independent check.
Forecasts
TikTok Shop UK's 2026 figure, OnBuy's 2026 projection, HDE's 2026 forecast, Ecommerce Europe's 2026 outlook and eMarketer's Amazon shares are forecasts. They are labelled Forecast or Estimated and kept apart from outturns.
Thin coverage
Canada, the Nordics and niche sectors such as jewellery and watches have few verified figures. We say "No published figure" where that is the case and leave out guesses.
Basis and currency
GMV and revenue, third-party and total, share of online and share of retail, financial and calendar year, and reported and estimated figures are all different measures. We label each. Currencies are shown as the sources published them. We convert only where we say so, and mark each conversion as ours with its ECB rate: TikTok Shop UK (€2.63bn is about US$3.04bn at EUR 1 = USD 1.1565) and Allegro (PLN 70bn is about €16.4bn at EUR 1 = PLN 4.2796), both ECB 12-month averages to 13 November 2026.
Cite the original source for each figure where you can. To cite this page:
This page gives general information only. It is not financial, legal or professional advice. We checked the figures against the named sources as at 14 November 2026. Marketplace data is updated often, estimates can be revised, and sources can change, so check the source before you rely on a figure.
We connect your store to Amazon, eBay and retailer marketplaces such as those on Mirakl and B&Q. We keep stock, orders and pricing in sync, so each new channel is easier to run.