Top 30 Marketplaces for General Merchandise

The leading marketplaces for general merchandise include Amazon, eBay, Bol.com, Kaufland, Zalando, Allegro, Cdiscount, Otto and ManoMano, alongside strong regional players across Europe, Australia and New Zealand. The right choice depends on the categories you sell, the countries you want to reach, and how much fulfilment and marketing support you need. Below you will find a guide to each marketplace, what it sells, who it serves, and what selling on it involves.

How to choose a marketplace for general merchandise

General merchandise covers a broad mix of categories, from electronics and home goods to fashion, toys and DIY, so the best marketplace is rarely a single platform. Match each channel to your product range and target country, then weigh the commission, any monthly subscription, and the fulfilment and advertising tools on offer. Many sellers start with one or two large generalist marketplaces and add specialist or regional platforms as they grow.

The leading general merchandise marketplaces

The marketplaces below are grouped roughly by reach, starting with the largest global and European generalists and moving through strong national and category focused platforms. Each entry explains what the marketplace is, who it serves, and the practical points of selling there.

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1. Amazon

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Amazon is the largest ecommerce marketplace in the world, with a presence in many countries and a leading share of European online retail. It carries an enormous range of categories, from books and media to clothing and accessories, and it runs its own labels such as Amazon Basics. For sellers, Amazon offers programs and services that help reach more customers and scale, including Fulfillment by Amazon, Amazon Advertising and Amazon Global Selling, all backed by a large base of Prime members.

2. eBay

eBay is one of the oldest and most visited online marketplaces, with a large base of active buyers and listings that span new, used, collectible and vintage goods. It is strongly oriented toward cross border trade, so international demand is a significant part of its volume. Sellers can use tools such as the eBay Global Shipping Program, eBay Managed Payments, Promoted Listings and Seller Hub to run a more efficient and profitable operation.

3. OnBuy

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OnBuy is a fast growing online marketplace in the United Kingdom that carries a wide range of products, from new and used items to collectibles and vintage goods. It serves a sizeable and loyal customer base, with a high share of repeat buyers. Sellers can tap programs and services such as the OnBuy Fulfilment Network, OnBuy Boost and OnBuy Seller Protection to grow reach and protect their accounts.

4. Bol.com

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Bol.com is the leading online platform for general merchandise in the Netherlands and Belgium, with a large active customer base and thousands of sellers. It spans categories such as books, media, electronics and toys. To help sellers scale, Bol.com offers programs and services including Bol.com Fulfilment, advertising and selection tooling, and it benefits from a customer base with a high rate of repeat purchases.

5. Kaufland

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Kaufland is a German hypermarket chain within the Schwarz Group, which also owns Lidl, and its marketplace sells across categories such as food, household, health, beauty, baby and pet. It operates stores in Germany and several other European countries, including France. For marketplace sellers, Kaufland charges a commission of around 9 percent plus a monthly subscription of about 39 euros.

6. Carrefour Spain

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Carrefour Spain is part of the Carrefour Group, one of the largest retail groups in the world, and it sells across food, household, electronics, fashion and sports. It has a large physical footprint in Spain and also reaches shoppers online in other European markets. Commission typically ranges from about 8 to 15 percent depending on category, with a monthly subscription of roughly 14.90 euros, and the platform provides customer service, marketing and logistics support to sellers.

7. E.Leclerc

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E.Leclerc is a French marketplace belonging to the E.Leclerc Group, one of the largest retail groups in France, with categories spanning food, household, health, beauty, culture and leisure. It runs a broad store network in France and reaches additional European markets online. Commission generally falls between about 5 and 15 percent depending on category, alongside a monthly subscription of around 39.90 euros, with customer service, marketing and logistics support available to sellers.

8. ePRICE

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ePRICE is an Italian marketplace focused on categories such as electronics, appliances, home, garden and toys. It combines an online presence with a network of pickup points in Italy and reaches further European markets online. Commission is roughly 7 to 15 percent depending on category, with a monthly subscription of about 29 euros, and sellers receive customer service, marketing and logistics support.

9. Blokker

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Blokker is a Dutch marketplace covering everyday categories such as home, garden, kitchen, toys, personal care and electronics. It pairs a large store network in the Netherlands and Belgium with an online presence in nearby European markets. Blokker is notable for a relatively low commission of around 5 percent plus a modest monthly subscription of about 19.95 euros, and it supports sellers with customer service, marketing and logistics.

10. Brico

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Brico is a prominent Belgian marketplace specialising in home improvement, gardening and DIY products. It runs a wide store network across Belgium and extends online into nearby markets. Brico charges sellers a commission of around 12 percent plus a monthly subscription of about 29 euros, and it backs sellers with customer service, marketing and logistics for an all in one setup.

11. Leroy Merlin

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Leroy Merlin is a leading home improvement and gardening platform in Europe, carrying everything from DIY and construction to furniture and decoration. It serves a large customer base with a high share of repeat buyers and runs its own labels. For sellers, programs and services such as the Leroy Merlin Marketplace, delivery options and a loyalty program help reach more customers and grow.

12. Public Gr

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Public Gr is a well known marketplace based in Greece, offering a wide array of products including electronics, gaming, books, music and toys. It combines a national store network with an online presence in several other European markets. Commission ranges from about 10 to 15 percent depending on category, with a monthly subscription of roughly 19 euros, and sellers receive customer service, marketing and logistics support.

13. Worten

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Worten is a Portuguese marketplace specialising in electronics, appliances, gaming and entertainment. Beyond its physical stores it maintains a significant online presence in several European markets. Commission runs from about 8 to 15 percent depending on category, with a monthly subscription of around 19 euros, and Worten supports sellers with customer service, marketing and logistics.

14. Nature et Découvertes

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Nature et Découvertes is a French marketplace built for outdoor and nature enthusiasts, with categories spanning outdoor, wellness, gardening and education. It operates a strong store network across several European countries and reaches further markets online. Commission is around 15 percent with a monthly subscription of about 29 euros, and the marketplace provides customer service, marketing and logistics support.

15. Zalando

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Zalando is a leading online fashion and lifestyle platform in Europe, carrying clothing, footwear, accessories and beauty from thousands of brands, plus its own labels. It serves a very large and loyal customer base with a high share of repeat buyers. Sellers can use programs and services such as Zalando Fulfilment Solutions, Zalando Marketing Services and the Zalando Partner Program to expand reach and grow.

16. Kruidvat Marketplace

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Kruidvat Marketplace belongs to the Kruidvat Group, one of the largest health and beauty retailers in the Benelux, and it sells across categories such as baby, health, beauty and body care. It pairs an extensive store network in the Netherlands and Belgium with an online presence in nearby markets. Kruidvat Marketplace charges sellers a commission of around 5 percent plus a monthly subscription of about 19.95 euros.

17. El Corte Ingles

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El Corte Ingles is a Spanish marketplace and one of the largest department store groups in Europe, with categories spanning fashion, beauty, home, electronics and sports. It runs stores in Spain and Portugal and reaches further European markets online. Commission ranges from about 10 to 15 percent depending on category, with a monthly subscription of roughly 25 euros, and the platform offers customer service, marketing and logistics support.

18. Campadre

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Campadre is a dynamic marketplace from Sweden focused on fashion, beauty, home and lifestyle, distinguished as a flash sales site that offers time sensitive deals on branded items at reduced prices. It operates across the Nordics and France. Commission ranges from about 20 to 30 percent depending on category, with a monthly subscription of around 49 euros, and Campadre supports sellers with customer care, marketing and logistics.

19. Manor

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Manor is a Swiss marketplace and one of the largest department store groups in Switzerland, selling across fashion, beauty, home, electronics and sports. It combines a national store network with an online presence in nearby markets. Commission ranges from about 10 to 15 percent depending on category, with a monthly subscription of roughly 29 euros, and sellers receive customer service, marketing and logistics support.

20. Veepee

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Veepee is a France based marketplace selling across fashion, beauty, home, electronics and travel, and it operates as a flash sales site with short term offers on branded items at lower prices. It runs operations across many European countries. Commission ranges from about 20 to 30 percent depending on category, with a monthly subscription of around 49 euros, and Veepee assists sellers with customer service, marketing and logistics.

21. Catch

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Catch is an Australian marketplace covering fashion, beauty, home, electronics and sports, and it is one of the leading ecommerce sites in Australia. Beyond its home market it also reaches shoppers online in other countries. Commission ranges from about 5 to 15 percent depending on category, with a monthly subscription of roughly 29 euros, and Catch provides customer service, marketing and logistics support.

22. Kohl's

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Kohl's is a United States marketplace offering fashion, beauty, home essentials, electronics and sports equipment, and it is one of the most expansive department store chains in the country. It complements its large store network with online reach into additional markets. Commission ranges from about 10 to 15 percent depending on product type, with a monthly subscription of around 29 euros, and Kohl's supports sellers with customer service, marketing and logistics.

23. TheMarket

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TheMarket is a prominent New Zealand marketplace offering a diverse range across fashion, beauty, home, electronics and sports, and it is one of the leading ecommerce platforms in New Zealand. It has earned the trust of a significant share of local shoppers and has begun expanding internationally. For sellers, this gives a route to reach both local and international audiences through a single platform.

24. VidaXL

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VidaXL is a Dutch marketplace specialising in products for home, garden, garage and DIY, selling both its own brand and items from third party sellers. It operates in many countries and serves a large customer base. VidaXL charges sellers a commission of around 15 percent plus a monthly subscription of about 49 euros, and it provides customer service, marketing and logistics support.

25. ASOS

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ASOS is a leading online fashion and beauty platform in Europe, carrying clothing, footwear, accessories and cosmetics from many brands, plus its own labels such as ASOS Design. It serves a large customer base with a high share of repeat buyers. Sellers can use programs and services such as the ASOS Marketplace, ASOS Premier Delivery and ASOS Rewards to reach more customers and grow.

26. Allegro

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Allegro is a leading online general merchandise platform in Poland, carrying a wide range from new and used items to collectibles and vintage goods. It serves a very large and loyal customer base with a high rate of repeat purchases. Sellers can use programs and services such as Allegro Fulfilment, Allegro Ads and the Allegro loyalty program to expand reach and grow.

27. Cdiscount

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Cdiscount is a leading online general merchandise platform in France, spanning electronics, appliances, furniture and fashion, with its own labels alongside third party sellers. It serves a large customer base with a high share of repeat buyers. Sellers can use programs and services such as Cdiscount Fulfilment, Cdiscount Ads and Cdiscount à Volonté to reach more customers.

28. Fnac

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Fnac is a leading online cultural and leisure platform in France, carrying books, music, games and toys, and it is part of the wider Fnac Darty group. It serves a large customer base with a high share of repeat buyers. Sellers can use programs and services such as Fnac fulfilment and marketing tools, plus its membership program, to grow reach.

29. Otto

Otto is a leading online general merchandise platform in Germany, spanning electronics, appliances, furniture and fashion, with its own labels alongside many third party brands. It serves a large and loyal customer base with a high rate of repeat purchases. Sellers can use programs and services such as Otto fulfilment and marketing tools, plus the Otto Club, to reach more customers.

30. ManoMano

ManoMano is a leading online DIY and gardening platform in Europe, carrying everything from tools and materials to plants and furniture. It serves a large customer base with a high share of repeat buyers and runs its own labels. Sellers can use programs and services such as ManoMano Fulfilment, ManoMano Advertising and its loyalty program to expand reach and grow.

A few more marketplaces worth knowing

Beyond the core list, several specialist and regional platforms round out the general merchandise landscape. They are smaller in scope than the leaders above but can be a strong fit for the right catalogue.

Spartoo

Spartoo is a leading online footwear and fashion platform in Europe, carrying shoes, bags, clothing and accessories from many brands, plus its own labels. It serves a large customer base with a high share of repeat buyers. Sellers can use programs and services such as Spartoo fulfilment, marketing tools and a loyalty program to reach more customers.

Real

Real is a German online hypermarket platform spanning groceries, household, electronics and toys, with its own labels alongside third party sellers. It serves a sizeable customer base with a high rate of repeat purchases. Sellers can use programs and services such as Real fulfilment and advertising, plus the Real Payback program, to grow reach.

How e-tailize helps you sell across these marketplaces

Selling general merchandise across many marketplaces means juggling listings, stock, orders, data and ads on platforms that all work differently. e-tailize brings that into one place so you can manage every channel from a single platform instead of logging in everywhere. You can centralise and automate product and inventory management and order fulfilment, bring your marketplace data streams together for clear analytics, and build and manage advertising campaigns centrally to save time.