The world of e-commerce has undergone an unprecedented transformation in recent years. At the centre of this transformation are no longer just individual brands, but marketplaces. According to the latest data from Europe, the total volume of cross-border e-commerce has reached €358.7 billion, of which €247.5 billion, approximately 70%, is generated through marketplaces. This ratio marks a critical threshold that is fundamentally changing the direction of consumer behaviour and digital commerce strategies.
Why Have Marketplaces Become So Powerful?
Today’s consumers are looking for convenience, trust, and time savings. Marketplaces respond to these three expectations exceptionally well. Reaching multiple sellers through a single account, comparing prices, reading product reviews, using secure payment systems, and managing returns easily all make the customer journey more convenient. As a result, consumers increasingly prefer a trusted ecosystem rather than relying solely on individual brands.
The situation is similar from the seller’s perspective. Adapting a brand’s own website to each country and entering new markets is a costly and risky process. Marketplaces, however, remove many of these barriers by offering sellers ready-made infrastructure, localised customer service, logistics integrations, and advertising tools. This allows brands to begin selling in multiple markets within a relatively short period. This ease of access is one of the main reasons marketplaces have become the backbone of European e-commerce.
The New Framework of the Digital Economy: DSA and DMA
The European Union’s digital economy policies have added a new dimension to the growth of marketplaces. The Digital Services Act, or DSA, introduces strict standards for online platforms in areas such as security, transparency, and seller verification, thereby increasing consumer trust. The Digital Markets Act, or DMA, imposes obligations on major platforms defined as digital gatekeepers in order to protect competition. These regulations increase confidence among consumers while also creating a more predictable competitive environment for sellers.
This framework supports the growth of marketplaces, particularly in cross-border trade, through a model of responsible growth. Success is no longer measured only by high sales volumes. The ability to generate this volume sustainably and in compliance with legal requirements has also become a key indicator of performance.
The Share of Marketplaces in European E-Commerce: A Clear Reality
The total volume of European e-commerce reached €958 billion in 2024, representing an annual increase of 8%. A significant part of this growth came from marketplaces known for their competitive pricing strategies. Consumers are increasingly turning towards platform-based shopping. In categories that require extensive product variety, such as fashion, electronics, home and living, and personal care, marketplaces are strengthening both price competition and consumer trust.
In brief, the European market is no longer shaped primarily by brands, but by platforms. Under this new model, brands have started to view marketplaces not as an alternative sales channel, but as a central component of their growth strategies.
The Turkish Perspective: A TRY 3 Trillion Digital Transformation
A similar picture can be seen in Türkiye. According to the latest data published by the Ministry of Trade, Türkiye’s e-commerce volume increased by 61.7% in 2024 and exceeded TRY 3 trillion. The number of transactions reached 5.91 billion, while retail e-commerce volume surpassed TRY 1.6 trillion. This growth has further strengthened the central role of marketplaces within the economy.
The main players in Türkiye’s multi-category marketplace sector, including Trendyol, Hepsiburada, n11, and Amazon Türkiye, are at the centre of the ecosystem for both consumers and sellers. The sector inquiry report published by the Turkish Competition Authority also clearly indicates that marketplaces have become one of the primary channels shaping consumer behaviour.
The 2024 financial results of publicly listed Hepsiburada also provide a clear view of the marketplace business model. According to the company’s fourth-quarter 2024 report, total gross merchandise value reached TRY 59 billion, with marketplace, or third-party, sales accounting for 69.5% of this amount. This ratio demonstrates that the platform-based economy has also become a permanent feature of the Turkish market.
Transformation Across Categories: Variety and Trust
The growth of marketplaces has changed not only total sales volume, but also the dynamics of individual product categories. In highly competitive sectors such as fashion, cosmetics, electronics, and home and living, consumers increasingly discover products through marketplaces rather than directly through brand websites. The accuracy of product descriptions, delivery speed, ease of returns, and customer reviews all play a decisive role in purchasing decisions.
This requires brands to place greater emphasis on content quality, product data accuracy, and operational performance. Visibility on marketplaces can no longer be achieved simply by uploading products. Brands must develop strategies that combine user experience, speed, and trust.
A New Game Plan for Brands
Marketplace-First Growth
When entering the European market, brands should position marketplaces as a primary channel rather than merely using them as a testing environment.
Data Quality and Optimisation
Datasets such as product titles, descriptions, and GTIN codes play a critical role in internal marketplace rankings.
Legal Compliance
Seller verification and product safety obligations under the DSA are not merely regulatory requirements. They also function as trust signals that can improve conversion rates.
Advertising and Visibility
Marketplace solutions such as sponsored products and storefronts can create a multiplier effect on sales volume when combined with strong organic visibility.
Data-Driven Decision-Making in Türkiye
Although an official overall marketplace share has not been published, the most reliable approach is to measure market dynamics through publicly available data and financial reports.
2025 and Beyond: The Age of Responsible Growth
From 2025 onwards, European marketplaces will stand out not only because of their scale, but also because of their compliance and trust standards. As DSA and DMA practices mature, platforms will become more transparent, sellers more accountable, and consumers better protected. In Türkiye, e-commerce volume is expected to continue growing, while the share of marketplaces in this growth is likely to increase further as platforms invest in innovation and user experience.
Ultimately, there is now a clear reality in global e-commerce:
Marketplaces are defining not only the future of shopping, but also the future of the digital economy. For brands, success depends on making the right strategic moves within this new platform-based environment. Brands that combine trust, data, compliance, and experience will be able to transform the enormous potential offered by marketplaces into sustainable, long-term growth.
References
Cross-Border Commerce Europe, Top 100 Cross-Border Marketplaces Europe 2024/2025
Ecommerce News Europe
Reuters, European E-Commerce Outlook 2024
European Commission, Official Digital Services Act and Digital Markets Act Pages
Republic of Türkiye Ministry of Trade, The Outlook of E-Commerce in Türkiye, 2024
Turkish Competition Authority, Final Sector Inquiry Report on E-Marketplace Platforms, 2022
Hepsiburada, D-Market, Q4 and FY 2024 Financial Results and Investor Presentation
