Selling in Germany: Best Marketplaces for E-commerce in 2026

Germany is the largest e-commerce market in Europe. Over €100 billion in annual online sales. More than 60 million active online shoppers. If you're selling in the Netherlands or Belgium and looking to expand, Germany is the logical next step.

But which marketplaces should you prioritize? And how do you manage inventory and orders across multiple German channels without drowning in complexity?

Here's a practical breakdown of the top German marketplaces and how to connect them to your existing operation.

Amazon.de — The dominant player

Amazon needs no introduction. In Germany, it captures roughly 50% of all online marketplace sales. More than 90 million monthly visits. Almost every product category.

Why sell on Amazon.de:

• Massive reach across all demographics
• FBA (Fulfillment by Amazon) handles logistics if you want
• Prime customers convert at higher rates
• Trust is built-in — German shoppers default to Amazon

The challenge:Amazon is competitive. Margins can be thin. And you're playing by their rules. But if you're serious about Germany, you probably can't skip it.

Stockpilot connects directly to Amazon, syncing inventory and importing orders automatically. If you're already selling on Amazon NL or other EU regions, adding Amazon.de is straightforward.

Kaufland.de — The fast-growing challenger

Kaufland has emerged as Germany's second-largest marketplace. Over 32 million monthly visits and growing. Originally a supermarket chain, their online marketplace now spans electronics, home goods, fashion, and more.

Why sell on Kaufland:

• Lower competition than Amazon
• Strong brand recognition in Germany
• Growing customer base looking for alternatives to Amazon
• Competitive fee structure

Good fit for:Sellers who want German reach without going head-to-head with Amazon's most aggressive categories. Kaufland attracts deal-seekers and shoppers who prefer alternatives.

Stockpilot integrates with Kaufland for real-time inventory sync and order management across your other channels.

eBay.de — The established alternative

eBay remains significant in Germany with over 20 million monthly visitors. It's particularly strong for electronics, collectibles, automotive parts, and second-hand goods — but also works for new inventory.

Why sell on eBay.de:

• Established buyer base
• Works for both new and used products
• Auction and fixed-price options
• Lower barrier to entry than some platforms

Good fit for:Sellers with diverse inventory, refurbished goods, or niche products. Also useful as a secondary channel to capture buyers who prefer eBay over Amazon.

Stockpilot syncs eBay orders and inventory alongside your other marketplaces.

Mirakl-powered marketplaces — MediaMarkt, Decathlon, and more

Many large European retailers run their marketplaces on Mirakl's platform. In Germany, this includes MediaMarkt (electronics), Saturn, and international players like Decathlon (sports).

Why this matters:

• Access to specialized audiences (tech buyers, sports enthusiasts)
• Less competition than Amazon for specific categories
• Trusted retail brands drive traffic

Stockpilot connects to Mirakl Connect, giving you access to dozens of enterprise marketplaces through one integration.

Otto.de — Fashion and lifestyle leader

Otto is Germany's largest home-grown e-commerce platform. Over 20 million monthly visitors, primarily shopping for clothing, furniture, and home décor. Unlike Amazon, Otto has a premium positioning and loyal customer base.

Why sell on Otto:

• Dominant in fashion and lifestyle categories
• High repeat purchase rates and customer loyalty
• Premium positioning — customers expect quality
• Free shipping and returns standard in Germany

Good fit for:

Fashion brands, furniture, home goods, and lifestyle products. If you sell quality products with decent margins, Otto's audience is willing to pay.

The catch:

Otto is selective about sellers. They curate their marketplace and have onboarding requirements. But for the right products, the audience is valuable.

Stockpilot supports Otto integration — contact us for setup details.

Zalando.de — The fashion specialist

Zalando is Europe's leading online fashion platform. In Germany alone, over 15 million monthly visitors focused specifically on clothing and shoes. If you sell fashion, this is where German shoppers go.

Why sell on Zalando:

• The destination for fashion in Germany
• High trust and strong brand recognition
• Excellent mobile app engagement
• Free shipping and 100-day returns attract buyers

Good fit for:

Fashion brands, clothing, shoes, accessories. Zalando's audience is fashion-focused and converts well for the right products.

The catch:

Zalando is highly selective. They curate their marketplace carefully and have strict requirements. But if you're in fashion and can meet their standards, the reach is unmatched.

Stockpilot supports Zalando integration — contact us for setup details.

Managing multiple German channels

Here's the real challenge: selling on five German marketplaces means five dashboards, five inventory systems, five places where orders can slip through the cracks.

Without a central system, you'll either:

• Update stock manually across platforms (slow, error-prone)
• Oversell because inventory didn't sync fast enough
• Miss orders because you forgot to check a tab
• Spend hours on admin instead of growing your business

Stockpilot solves this by connecting all your German channels — plus your Dutch, Belgian, and other EU marketplaces — into one dashboard. Inventory syncs in real time. Orders flow into one queue. You manage everything from one place.

Getting started

If you're already selling on bol.com or Amazon NL, expanding to Germany follows the same playbook:

1. Choose your priority German marketplace (Amazon.de for reach, Kaufland for growth, TikTok Shop for younger audiences)
2. Connect it to Stockpilot alongside your existing channels
3. Set up inventory sync so stock is always accurate
4. Configure order forwarding to your warehouse or fulfillment partner
5. Start selling

The German market is too big to ignore. With the right tools, managing it alongside your existing operation doesn't have to be complicated.