European marketplaces beyond eBay and Amazon

Allegro in Poland, Vinted for clothes, Otto in Germany, Wallapop in Spain - plus how VAT complicates everything.

Local platforms often win

Amazon and eBay are global, but in many European countries, local marketplaces have stronger positions. If you want to buy or sell in specific countries, these are worth knowing.

Allegro (Poland)

Poland's biggest online marketplace, beating both Amazon and eBay there.

Numbers: 14 million active buyers, 135,000+ sellers, over 250 million listings. About 70% market share in Poland.

Why it wins locally: Founded in 1999, so it has deep roots. Polish language and support, local payment options, often better prices than international alternatives.

What sells: Electronics, fashion, home and garden, auto parts, beauty products.

Fees: 8-15% commission depending on category. Listing fees vary.

For non-Polish sellers: You can list, but Polish language helps. Shipping from within the EU is preferred.

Vinted (pan-European)

Peer-to-peer clothing marketplace that's become huge for secondhand fashion. Operates across UK, France, Germany, Spain, Italy, Netherlands, Belgium, Poland, Czech Republic, Austria, Portugal, Lithuania.

The hook: No seller fees. Sellers keep 100%, buyers pay a small protection fee.

What's on it: Women's fashion, designer items, vintage, kids' clothes, shoes, accessories.

Prices are low because: No fees to sellers means lower prices. Lots of competition. Negotiation is expected.

What helps sell: Good photos with natural light, accurate measurements, honest descriptions of flaws, competitive pricing, fast shipping.

Otto (Germany)

Germany's third-largest e-commerce player after Amazon and eBay. Different model though - primarily a retailer that also hosts some third-party sellers.

Focus: Fashion, furniture, home goods, electronics, sports.

For sellers: Otto is selective. You need quality standards, German or EU business registration, and good customer service. Commission runs 15-20%.

Wallapop (Spain)

Spain's local classifieds app - similar to FB Marketplace or Craigslist.

How it works: Location-based, no listing fees, in-app messaging, optional shipping through Wallapop Envíos.

What sells: Electronics, furniture, fashion, sports equipment, vehicles, baby items.

Pricing culture: Expect negotiation. List 10-15% above your minimum. "Precio negociable" is common.

Safety: Meet in public, bring someone for expensive items, cash or secure payment apps.

VAT makes everything complicated

Value Added Tax is a consumption tax across the EU, typically 15-25% depending on country.

Since July 2021:

EU sellers can use One-Stop Shop (OSS) - register in your home country, report all EU sales in one return
Non-EU sellers use Import One-Stop Shop (IOSS) for items under €150, or pay import VAT at customs for bigger items

VAT rates:

Germany: 19%
France: 20%
UK (not EU anymore): 20%
Spain: 21%
Italy: 22%
Poland: 23%
Sweden: 25%

This is why prices in Europe often look higher than US prices - VAT is usually included.

Quick comparison

Platform	Country	Focus	Seller fees
Allegro	Poland	General	8-15%
Vinted	European	Clothing	0%
Otto	Germany	Retail	15-20%
Wallapop	Spain	Local classifieds	Free

The realistic takeaway

If you're selling to specific European countries, local platforms often have better reach than eBay or Amazon. The tradeoff is dealing with different languages, VAT rules, and payment systems.

For buying, these local platforms often have better deals than the global sites, especially for secondhand and local items.

Vinted is genuinely good for used clothing - no seller fees is unusual. Allegro dominates Poland. Wallapop is basically Spain's Craigslist.