European e-commerce presents a lucrative alternative to saturated marketplaces like Amazon and eBay. With the continent's cross-border online sales reaching €171 billion in 2021, forward-thinking sellers are discovering untapped potential through local platforms offering direct access to targeted consumer bases.
1. Shopee: Southeast Asia's Powerhouse Expands to Europe
Founded in Singapore in 2015, Shopee has dominated Southeast Asian markets with operations spanning Malaysia, Philippines, Thailand, Vietnam, and Brazil. The platform boasts over 30 million social media followers and represents one of the region's fastest-growing marketplaces.
In September 2022, Shopee entered Poland with aggressive marketing campaigns, quickly ascending to become the country's third-most visited e-commerce platform within months. The platform now serves 10.39 million Polish users, capturing 34.74% market share—second only to local leaders Allegro and Media Expert.
Shopee Registration Requirements
- Business license: Original photos of Hong Kong or mainland China business registration (company or individual)
- Identity verification: Two photos and one video of legal representative holding ID documents
- E-commerce experience: Active store links with minimum 3-month operation history
- Company information: Business address details
- Sales records: Screenshots of recent three-month transaction history
2. AliExpress: Alibaba's Global Marketplace
As Alibaba's international B2C platform, AliExpress serves 220 countries with 150 million active overseas buyers. The platform demonstrates particular strength in European markets, with Russia, Spain, and France as primary destinations. Since 2018, AliExpress Spain has ranked as the country's second-largest e-commerce platform.
AliExpress Registration Essentials
- Corporate registration: Business licenses only (individual registrations discontinued since December 2021)
- Trademark documentation: Either TM (application) or R (registered) certificates covering product categories
3. Allegro: Poland's Domestic Champion
Established in 1999, Allegro enjoys 80% brand recognition among Polish consumers, making it the nation's preferred online shopping destination. The platform's deep understanding of local consumer behavior provides sellers with targeted marketing advantages.
Allegro Seller Requirements
- Business credentials: Mainland China or Hong Kong business license with legal representative ID
- Cross-border experience: Active marketplace store links
- Legal declarations: Sales rights, VAT statements, payment authorization
- Identity verification: Passport, driver's license, or travel document
4. OTTO: Germany's Quality Marketplace
As Germany's largest domestic e-commerce platform, OTTO.de represents trust and quality for local consumers. The marketplace features diverse categories including electronics, home goods, apparel, and office supplies, with particular strength in fashion, home furnishings, and 3C products.
OTTO Seller Criteria
- German business registration: Local company with German VAT registration
- Local operations: German warehouse fulfillment with domestic shipping carriers
- Customer service: German-language phone support during business hours
- Product standards: European EAN/UPC codes and German/EU trademarks
5. Worten: Portugal's Electronics Leader
With 55% brand awareness among Portuguese consumers, Worten dominates the country's electronics and appliance market. The platform combines 230 physical stores with online operations, achieving €120 average order values and annual sales exceeding €110 million.
Worten Seller Conditions
- B2C specialization: Professional sellers only
- Shipping requirements: 25-day maximum delivery to Portugal/Spain
- Product policy: New items only (no used goods)
6. ManoMano: Europe's Home & Garden Specialist
Founded in Paris (2013), ManoMano has become Europe's premier DIY, home improvement, and gardening platform across six countries. The marketplace attracts quality-conscious consumers willing to pay premium prices for specialized products.
ManoMano Seller Terms
- Inventory scale: Minimum 100 SKUs
- Tax compliance: European VAT registration
- Business setup: Company registration with French bank account
- Fee structure: €100 monthly subscription plus category-based commissions
Europe's e-commerce landscape offers diverse opportunities beyond conventional marketplaces. By understanding each platform's unique advantages and requirements, sellers can strategically expand their European market presence.