World – E-Commerce Marketplaces Control the Retail Market 

ECDB, a reputable e-commerce market analyst tool that derives its market intelligence insights from a precise review of billions of transactions, issued a report emphasizing that most of Europe’s e-commerce transactions are concluded on or through e-commerce marketplaces. 

The report indicated that roughly 61% of all e-commerce transactions in Europe in 2025 have taken place at an e-commerce marketplace. This is significant evidence that aligns with the growing influence of e-commerce platforms since the COVID-19 period. 

To invoke an even stronger feeling concerning the influence of the e-commerce marketplace giants on a global scale, moving outside Europe, in America, and Asia, these numbers are significantly higher. In America, online contracts have been concluded through e-commerce marketplaces in around 68%, while in Asia, this has been staggering at more than 90%. 

E-commerce Marketplaces 

The ECDB report undoubtedly indicates that shoppers are preferentially buying online through marketplaces. This indicates that numbers for direct-to-consumer retail(brick and mortar) are significantly loosing its market share. 

Amazon is the leading e-commerce marketplace in Europe, as the answer is based on its position across all EEA states compared to the revenue made with other e-commerce marketplaces in the same space. It holds a dominant position in Germany and the UK, the most populous European countries. 

Cross-border e-commerce 

Marketplaces hold a leading position in the cross-border e-commerce market. This is one of the reasons why most of the online retailers are registered third-party sellers on one or more than one marketplace.