Europe’s top ecommerce markets are becoming increasingly dominated by a handful of major players. A recent report by German data analytics firm ECDB examined the influence of leading online retailers across the continent’s five biggest markets.
Amazon is the clear leader in most of these markets, with sales at least triple those of its closest rival. In Italy and France, it even outsells the next four biggest players combined. The company’s dominance is slightly less pronounced in Spain, but it remains the market leader.
The top five ecommerce players in Italy – Amazon, Shein, Apple, Zalando, and MediaWorld/MediaMarkt – account for 46% of sales among the country’s 250 biggest online retailers. In Spain, Amazon, Shein, El Corte Inglés, Mercadona, and Carrefour control 41% of the market.
Market Concentration Varies Across Europe
While Italy and Spain have the most concentrated ecommerce markets, other countries show different trends. In the UK, the top five players – Amazon, Sainsbury’s, Tesco, Asda, and Argos – account for 40% of sales. However, the next 20 biggest retailers make up a significant portion of the market, with the top 25 players controlling 71% of sales.
Germany’s ecommerce market is similarly structured, with Amazon, Otto, Zalando, MediaMarkt, and Ikea representing 38% of sales among the top 250 retailers. In France, Amazon, Shein, Veepee, Auchan, and Boulanger account for 33% of sales.
A Local Challenger Emerges
One notable exception to Amazon’s dominance is the Netherlands, where local player bol remains the top ecommerce retailer. Although Amazon has gained significant ground, taking second place in 2023, bol continues to lead in various rankings.
The report highlights the growing concentration of ecommerce markets in Europe, with a few large players increasingly dominating the landscape. As the market continues to grow, it will be interesting to see how these trends play out and whether new challengers emerge to take on the established leaders.