The world of e-commerce has been undergoing an unprecedented transformation in recent years. At the center of this transformation are now not only brands but also marketplaces. According to the most recent data from Europe, the total volume of cross-border trade has reached €358.7 billion, with €247.5 billion, about 70% taking place through marketplaces. This figure marks a threshold that fundamentally changes the direction of consumer behavior and digital commerce strategies.
Why have marketplaces become so powerful?
Today’s consumers seek time savings, trust, and comfort. Marketplaces almost perfectly meet this triple formula. Reaching different sellers with a single account, comparing prices, reading product reviews, using secure payment systems, and handling returns easily, all these greatly simplify users’ daily lives. As a result, consumers turn not to a single brand but to a reliable “ecosystem.”
A similar picture emerges for sellers. For a brand, adapting its own website for each country and thus entering the market is both costly and risky. However, marketplaces remove these barriers by providing ready infrastructure, localized customer service, logistics integration, and advertising tools. In this way, brands can start selling in multiple markets in a very short time. This dynamic of “easy access” is the main reason why marketplaces have become the backbone of the market in Europe.
The new framework of digital regulation: DSA and DMA
The European Union’s digital policy initiatives have also given a new dimension to the rise of marketplaces. The Digital Services Act (DSA) increases user trust by imposing strict standards on online platforms in areas such as security, transparency, and seller verification. The Digital Markets Act (DMA), on the other hand, obliges large platforms classified as digital “gatekeepers” to take measures that protect competition. Thanks to these regulations, trust increases on the consumer side, while a more predictable competitive environment is created for sellers.
Especially in cross-border trade, this situation supports the growth of marketplaces with a model of “responsible growth.” Success is now measured not only by achieving high sales volumes but also by achieving this volume in a sustainable and legally compliant manner.
The share of marketplaces in European e-commerce: A clear reality
Across Europe, the total e-commerce volume reached €958 billion in 2024, an increase of 8%. A significant portion of this growth came from marketplaces, which stand out with their low-price policies. Consumers are increasingly choosing to shop through platforms every day. In categories that require a wide range of products, such as fashion, electronics, home & living, or personal care, marketplaces both intensify price competition and strengthen the trust factor.
In short, the market in Europe has now become the game of platforms, not brands. In this new order, brands now see presence on marketplaces not as an “alternative sales channel” but as a central growth strategy.
The Turkish perspective: A digital transformation of 3 trillion TL
A similar picture is seen in Turkey. According to the latest data from the Ministry of Trade, the country’s e-commerce volume exceeded 3 trillion TL in 2024 with an increase of 61.7%. The number of transactions reached 5.91 billion, and the retail e-commerce volume exceeded 1.6 trillion TL. This growth has further consolidated the central position of marketplaces in the economy.
The most important players in the cross-category marketplace business in Turkey—Trendyol, Hepsiburada, n11, and Amazon Turkey—form the center of the ecosystem for both consumers and sellers. The sector review report of the Turkish Competition Authority also clearly shows that marketplaces have become the most important channel shaping consumer behavior.
The 2024 figures of Hepsiburada, a publicly traded company, also clearly reflect the marketplace business model. According to the fourth quarter report of 2024, the total transaction volume reached 59 billion TL, of which 69.5 percent came from marketplace (3P) sales. This figure shows that the platform-based economy has also become permanently established in Turkey.
Change in categories: Variety and trust
The growth of marketplaces has not only changed the total sales volume but also the dynamics of product categories. Especially in highly competitive areas such as fashion, cosmetics, electronics, and home & living, users now discover products through marketplaces rather than brands. The accuracy of product descriptions, delivery speed, easy returns, and customer reviews play a decisive role in purchasing decisions.
This requires brands to focus more on content quality, accurate product data, and operational competence. Visibility on marketplaces is no longer achieved solely by uploading products, but through a strategy that combines user experience, speed, and trust.
A new game plan for brands
Marketplace-first growth: When entering the European market, marketplaces should be positioned not as a “test channel” but as the main channel.
Data quality and optimization: Data sets such as product titles, descriptions, and GTIN codes play a decisive role in platform ranking.
Legal compliance: Seller verification and product safety obligations under the DSA are not only requirements but also trust signals that increase conversion rates.
Advertising and visibility: Solutions offered by marketplaces, such as “Sponsored Products” and “Storefront,” can multiply sales volume in combination with organic ranking.
Data-driven decisions in Turkey: Even if no official quota for marketplace share is published, measurement through publicly available data and financial reports is the most reliable method.
2025 and beyond: The era of responsible growth
From 2025 onwards, marketplaces in Europe will stand out not only for their size but also for their compliance and trust standards. With the maturation of the DSA and DMA, platforms will become more transparent, sellers more responsible, and consumers better protected. In Turkey, further growth in e-commerce volume is expected; the share of marketplaces in this growth is expected to increase further with the investments of platforms in innovation and user experience.
Sources
- Cross-Border Commerce Europe – Top 100 Cross-Border Marketplaces Europe 2024/2025
- Ecommerce News Europe
- Reuters – European E-commerce Outlook 2024
- European Commission – Official Pages for the Digital Services Act (DSA) and Digital Markets Act (DMA)
- Republic of Turkey Ministry of Trade – E-Commerce in Turkey (2024)
- Turkish Competition Authority – Final Report of the Sector Study on E-Marketplace Platforms (2022)
- Hepsiburada (D-Market) – Q4 & Full Year 2024 Financial Results and Investor Presentation
