Marketplaces listing optimization

The e-commerce merchant market is gaining momentum like no other industry in Germany, but smaller online shops don’t seem to be reaping as many benefits. This is because most traders and customers concentrate on a few major trading platforms. These platforms are essential to e-commerce, as they are constantly accessible to everyone and offer a wide range of products. However, there is a broad choice of platforms, and the decision on which one best supports sales depends on each seller’s strategy.

The clear multichannel leaders in the German retail landscape are Amazon and eBay. However, smaller platforms such as Kaufland and OTTO are gaining traction. These marketplaces have become prominent players in the e-commerce scene, and we’ll explore each one to see what benefits they can bring to your retail business.

Online marketplaces are one of the most important sales channels on the internet. By connecting with a marketplace, online retailers can expand their reach far beyond the limits of their own websites and physical stores. In addition to large global players like Amazon and eBay, marketplaces like Kaufland and OTTO are also driving sales in German-speaking countries. The marketplace that’s right for you depends not only on your business strategy but also on what each platform offers. Since different marketplaces cater to different needs, it’s crucial to test several platforms to see which aligns best with your sales goals.

One key to success on any marketplace is listing optimization. By optimizing your product listings with well-crafted descriptions, high-quality images, and relevant keywords, you can ensure that your products stand out from the competition. Whether you’re selling on Amazon, eBay, Kaufland, or OTTO, listing optimization increases product visibility, improves search rankings, and helps convert visitors into buyers. Testing different marketplaces alongside listing optimization strategies is a great way to find the best platform for your products and grow your online retail business effectively.

Amazon is the leading online marketplace in Germany and worldwide, offering a vast selection of products at competitive prices. While Amazon itself functions as a retailer, it also provides tremendous opportunities for third-party sellers. Customers benefit from this because they have access to a wide range of products, often at the best prices.

Amazon operates in 14 countries, with Germany being one of its key markets. In 2023, Amazon’s revenue in Germany reached approximately 37.6 billion USD. With such a large presence, it is clear that sellers can reach millions of potential buyers. However, with so many sellers competing for attention, it’s essential to stand out, which is where listing optimization comes into play. Optimizing your product listings is vital for ensuring your products are discovered and clicked on by potential customers.

For sellers, creating a seller account is straightforward, with a monthly fee of €39 for the Professional Selling Plan. Additional fees, known as referral fees, range between 8% and 15% per sale, depending on the product category. One of the most effective tools sellers can use to differentiate their products is Enhanced Brand Content (EBC), which allows for rich, visually appealing product descriptions. EBC lets sellers add high-quality images, detailed product descriptions, and other media to product pages, creating a more engaging and informative shopping experience for customers. This enhanced content has been shown to increase sales by up to 10%, as it can improve the conversion rate from visitors to buyers.

Listing optimization, including rich content such as product images, videos, and detailed descriptions, plays a crucial role in increasing a product’s visibility and appeal. By offering more detailed and engaging product information, sellers can answer potential buyers’ questions upfront and help them visualize how the product fits into their lives. This can create an emotional connection with customers, making them more likely to purchase.

Moreover, Amazon’s focus on customer satisfaction means that negative reviews and customer dissatisfaction can hurt your visibility and sales. Having high-quality, optimized content in your product descriptions helps maintain transparency and trust with customers, leading to better reviews and long-term success on the platform.

As part of Amazon’s infrastructure, sellers can also take advantage of various marketing tools, including targeted ads, to further enhance product visibility. However, without the right listing optimization, even the best marketing efforts can fall flat. In 2024, Amazon continues to make it easier for sellers to create compelling listings with tools like EBC, but it’s ultimately up to sellers to use these features to create descriptions that not only inform but also persuade potential customers to click “Buy.”

Listing optimization is no longer just a nice-to-have; it’s an essential tool for success on Amazon, helping sellers improve their rankings, increase conversions, and ultimately boost sales.

eBay is one of the largest online marketplaces in Germany, with 16.5 million active buyers. Like Amazon, it originated in the USA, but eBay offers a unique platform for both new products and second-hand goods, including B-grade items. Sellers on eBay can choose between fixed-price listings or auctions, offering flexibility in how they sell their products.

Unlike Amazon, eBay allows merchants to reach a global audience, which is particularly appealing to commercial sellers. To start selling, you can choose from four different shop options based on your business needs.

For beginners or those with smaller sales volumes, the Basis-Shop is ideal. At a cost of 39.95 euros per month, it allows you to post up to 400 fixed-price listings and 40 auctions without any additional listing fees. For long-term growth, the Top-Shop subscription is an excellent choice. At 79.95 euros per month, it lets you list up to 2,500 fixed-price items. The Premium-Shop is tailored for high-volume sellers, offering unlimited listings and 250 free auctions for a monthly fee of 299.95 euros. Finally, the Platin-Shop is designed for large-scale sellers, with a monthly fee of 4,999.95 euros, providing unlimited listings and 400 free auctions.

While eBay does not have a shipping service like Amazon, you have the flexibility to manage shipping yourself or work with a third-party provider. However, you will need to account for additional costs associated with shipping and order fulfillment.

For success on eBay, listing optimization is crucial in boosting visibility and increasing sales. Detailed, engaging product descriptions, high-quality images, and customer reviews can help differentiate your listings, attract more buyers, and ultimately drive conversions. Listing optimization ensures that your product listings stand out in a competitive marketplace, making it easier for potential buyers to find and trust your products. A well-crafted product page not only informs customers but also builds trust, which is essential for long-term success on eBay’s platform.

Kaufland positions itself as “the German player” in the market and was founded through the merger of Hitmeister and Kaufland. Today, Kaufland.de is a major sales channel for retailers and manufacturers. The website offers shipping to around 30 different countries and supports over 10 payment methods, making it a convenient platform for both local and international buyers.

Kaufland also has a popular Payback program, offering shoppers points for every item purchased, which can be redeemed for discounts or used to pay for future purchases. Listing articles on Kaufland is free and unlimited for traders, but a commission of between 6.5% and 12.5% is charged on each sale. For enhanced visibility, Kaufland offers a marketing package with a monthly fee of €39.95, and for an additional €9.95, sellers can include a link to their own online shop.

One of Kaufland’s key advantages is the integration of online and offline business, which is expected to expand further in the future. Currently, marketplace retailers can deliver parcels to over 280 Kaufland stores, streamlining logistics and increasing customer convenience.

For sellers looking to succeed on Kaufland.de, listing optimization is essential. By ensuring your product listings are clear, compelling, and fully optimized with high-quality images, detailed descriptions, and strategic keywords, you can improve your visibility on the platform and increase your chances of making a sale. Listing optimization not only enhances product discoverability but also improves the overall shopping experience, leading to higher conversion rates and customer satisfaction.

Focusing on listing optimization on Kaufland helps sellers stand out in a competitive marketplace, improve search rankings, and make the most of this growing sales channel.

Netto Marken-Discount (commonly known as Netto, formerly Plus) is a German discount supermarket chain, part of the Edeka Group, operating mainly in southern and western Germany. In 2004, the company reached its 1,000th shop and expanded to its 4,000th shop by 2009, making it one of the largest discount chains in Germany.

Today, Netto is actively expanding in the field of online commerce, leading to the establishment of Nes GmbH. Nes GmbH is the e-commerce platform of Netto Markendiscount AG & Co. KG. Netto-online.de, operated by Nes GmbH, is an online shop with nationwide sales and 3 million visitors per month. The platform generates e-commerce sales almost exclusively within Germany. Netto-online.de offers a wide range of products from various categories, including food and personal care products, furniture and household goods, and toys, hobbies, and DIY items. The online store was launched in 2013.

In addition to the Netto eStore, Nes GmbH also operates the Plus Shop and the garden shops.

For success on Netto’s online platform, listing optimization plays a crucial role. To stand out in the competitive German e-commerce market, sellers must optimize their product listings with clear and engaging descriptions, high-quality images, and relevant keywords. Listing optimization not only improves product visibility but also helps increase customer engagement, leading to better conversion rates and higher sales.

Whether selling food products, furniture, or DIY tools, a well-optimized listing can help attract more customers, improve search rankings within the platform, and ensure your products reach a larger audience. By focusing on listing optimization, sellers can enhance their presence on Netto-online.de and other platforms operated by Nes GmbH, driving sales and success in the competitive online retail space.

For well-known e-commerce retailers, OTTO is an attractive additional distribution channel with relatively less competitive pressure compared to other platforms. The expansion of the marketplace has been progressing rapidly since 2020, and now the online platform attracts around two million visitors daily. Potential customers include both traditional OTTO catalog customers and shoppers from OTTO’s external partners.

With a wide range of products from external brands as well as OTTO’s own offerings, the marketplace is quite diverse. Despite this, the competition remains relatively low, with approximately 400 sellers currently on the platform. This creates an opportunity for sellers to stand out and gain visibility more easily compared to larger, more competitive marketplaces.

The fee structure consists of a monthly base fee of €99.90, and a standard market commission ranging from 7% to 15% per sale, depending on the product category. These fees are competitive, making OTTO an appealing choice for sellers looking to expand their reach in the German market.

OTTO sellers must meet certain requirements to be eligible to sell on the platform. For instance, the seller’s registered office must be in Germany, the products must be shipped from a German warehouse, and German-speaking customer service must be provided. These requirements help ensure a smooth shopping experience for German consumers and uphold high service standards across the platform.

To succeed on OTTO, listing optimization is essential. By optimizing product listings with clear, concise descriptions, high-quality images, and relevant keywords, sellers can ensure their products are easily discoverable by potential buyers. Listing optimization helps improve search visibility, drive higher traffic, and ultimately increase conversion rates on the platform.

By utilizing OTTO’s growing reach, favorable fee structure, and focusing on listing optimization, retailers can effectively tap into the German e-commerce market, offering their products to a large and engaged customer base.

The company was founded in Germany in 1964, and by 1968, the revolutionary cash & carry concept expanded beyond the country’s borders. METRO entered into a partnership with the Dutch retail chain Dutch Steenkolen Hendelsvereniging N.V. (SHV) to establish the joint company Makro Zelfbedienigsgroothandel C.V., in which the founding partners held a 40% stake. Over the following decades, METRO and Makro grew dynamically, becoming leaders in the international wholesale market.

At the start of the 21st century, Eastern Europe and Asia became the most important markets for the company’s growth. METRO significantly expanded its network of wholesale stores, especially in Russia and China, increasing its total selling space through dynamic growth.

Today, METRO is the largest company in the international cash & carry (small wholesale) business format within METRO AG, a global retail and wholesale corporation. The company operates in over 750 shopping centers across 25 countries, offering a wide range of food and non-food products, with a particular focus on the HoReCa segment (Hotels, Restaurants, and Catering) and independent retail organizations.

METRO’s international strategy has led to the creation of optimal retail infrastructure, sustainable job opportunities, and significant contributions to education in the markets in which it operates. The company is also expanding its e-commerce business in both B2B and B2C segments. METRO Marketplace serves a broad range of business customers, including restaurants, cafés, and hotels, with over 600,000 products available in categories such as kitchen equipment, kitchen utensils, stationery, tableware, cleaning products, and much more.

As METRO Marketplace continues to expand its product range, sellers can take advantage of its European reach, excellent customer support, and strong marketing tools. To become a seller on METRO Marketplace, you must register and list your products. Sellers are required to pay a monthly fee and a sales commission, which varies between 7% and 13%, depending on the product category. Detailed information on how to become a seller can be found on the METRO website, metro.de/marketplace, in the “For Sellers” section.

Listing optimization is essential for success on METRO Marketplace. By optimizing your product listings with high-quality images, clear descriptions, and relevant keywords, you can improve your product’s visibility and increase the chances of making sales. A well-optimized listing helps attract more business customers, improving your chances of standing out on a competitive platform like METRO Marketplace. With the trust customers place in the METRO brand, sellers can gain access to millions of HoReCa professionals and customers from various other sectors.

Hood.de is now one of the largest online sales portals in Germany, offering both online auctions and shops. Founded with the aim of making online buying and selling more affordable, Hood.de has been operating as an auction house since 1999 and has established itself as a leading trading platform, particularly in Germany. It is a direct competitor to platforms like eBay.

Hood.de offers a rating system for sellers and products, as well as the ability for customers to leave feedback. With lower prices than traditional online shops, Hood.de attracts a large number of buyers, not just from Germany, but across the European Union. The platform currently has over 7 million customers and hosts several million products from private individuals and businesses, allowing them to run their own online shops.

With more than 10,000 registered traders, Hood.de is a thriving marketplace where you can sell products on both an auction basis and at fixed prices. Popular product categories include electronics, books, clothing, jewelry, children’s products, and more, with over 20,000 product groups available. This diversity makes Hood.de one of the largest online marketplaces in Germany, offering a wide range of goods.

One of the key advantages of Hood.de for sellers is its relatively low cost and commission structure. To start selling, you simply need to register. Hood.de does not charge listing fees, and when an item is sold, private sellers pay a 5% sales commission, with a minimum commission of €0.01. To better promote and highlight your items, you can opt for paid special features to increase visibility.

For success on Hood.de, listing optimization is crucial. By optimizing your product listings with clear, detailed descriptions, high-quality images, and strategic keywords, you can enhance your product’s visibility and attract more potential buyers. Listing optimization ensures that your products stand out in a crowded marketplace, improving the chances of higher sales and better customer engagement.

Hood.de offers fair conditions for trading via the marketplace, with low fees that help sellers remain competitive while offering fair prices to buyers. By focusing on listing optimization, sellers can further enhance their success on the platform and effectively compete in the German and European markets.

There are now entire business models built around selling discount vouchers online. In fact, marketing is even considering a separate area for online sales based on discounts. In 2008, Groupon, the first major discount coupon website, launched in America.

Groupon is a promotions and discounts website that offers printed or electronic vouchers with daily discounts from local businesses. Today, Groupon provides a wide range of services to both individuals and large organizations, including buying, selling, travel, and other services. The company’s offers are posted online for up to six months, with a “Deals of the Day” page that is updated every 24 hours with new, limited-time offers.

Groupon allows customers to save money with virtual vouchers. Just like a physical coupon, you can get up to 70% off everything from food and retail to travel and services. The app notifies you when you’re near a participating shop, enabling you to access a virtual voucher before you shop.

The website enables entrepreneurs from various markets to set up online shops and publish their daily offers. Groupon acts as an intermediary, profiting from the connections made between customers and businesses. Additionally, Groupon assists sellers with editorial support, customer service, logistics, and merchandising.

Groupon operates on a commission-based model. While it does not charge a fee for posting vouchers, it takes a percentage of the sales revenue, which is typically about 50%. This makes it a risk-free way to advertise, as sellers only pay if a sale is made.

For success on Groupon, listing optimization is key. By optimizing your offers with clear descriptions, eye-catching visuals, and strategic pricing, you can increase your visibility and attract more customers. Properly optimized listings ensure that potential buyers quickly understand the value of your offer, leading to higher conversion rates.

Groupon is an effective marketing strategy for both sellers and buyers. Customers enjoy discounted prices, while sellers gain a profitable advertising channel that helps attract new customers. Groupon itself retains a portion of the sales as profit, facilitating a mutually beneficial relationship for all parties involved.

ManoMano is the first marketplace dedicated to home and garden improvement. It’s one of the most popular DIY online marketplaces. ManoMano was launched in France in 2013 and has since evolved into a full-fledged Marketplace. Today, the platform has its own fulfillment centers and operates in the UK, France, Belgium, Spain, Italy, and Germany.

ManoMano is a growing marketplace that offers its customers an extensive catalog of more than 3 million products. With a total monthly traffic of 44 million people from Europe, France is the website’s largest target group, accounting for 45% of ManoMano’s total traffic, followed by Italy with 21% and Spain with 13%. This makes ManoMano the European online market leader for DIY, home, and garden.

If you want to sell on ManoMano, ensure your products fall into the marketplace’s core categories: Tools, Garden, Heating & Air Conditioning, Electrical & Smarthome, Plumbing, Building Materials, and Paint. ManoMano places great emphasis on the quality of the products it features. After submitting your application, ManoMano will review your online shop.

Sellers pay a monthly subscription fee of €35 (excluding VAT), with no fee for submitting a sales application. However, you will be charged a commission per sale, which varies depending on the product category. To maximize your sales potential on ManoMano, listing optimization is crucial. Optimizing your product listings with clear descriptions, high-quality images, and accurate keywords will help improve visibility, attract more customers, and increase conversion rates.

By focusing on listing optimization, you can stand out in this growing marketplace, enhance the customer experience, and drive better sales results.

Cdiscount is the second largest marketplace in France after Amazon. Cdiscount is one of the largest and best-known e-commerce sites in France. The marketplace was founded in 1998 and started as an online shop for technology and consumer goods. Today, Cdiscount has 12,000 merchants and almost 9 million active customers. More than 63 million product card pages are accessed by 20 million people every month. Sellers pay €39.99 per month plus a sales commission that depends on the type of goods sold (5% or more). The commission is charged on the total amount of the transaction, including delivery.

Cdiscount actively recruits and supports foreign suppliers to expand the product range and compete on price with existing suppliers. One of the keys to success on Cdiscount is listing optimization. By optimizing your product listings, you can ensure your products are more visible and appealing to potential buyers, helping you stand out in a competitive market.

Cdiscount accepts applications from professional sellers with a valid VAT number. Prior approval is required and can be obtained by email or by completing the online form. Cdiscount reserves the right to approve or reject an application at its sole discretion, and the specific reasons for approval will remain confidential. The account is activated upon registration as a professional seller.

Cdiscount requires sellers to provide email customer support in French, but you can do so through a third-party service. French language telephone support is not required. To return an item, sellers must provide a return address in France and either offer a prepaid shipping label or cover the cost of an international return.

If your products appeal to French customers but are not readily available in France, or if you can offer better prices than local retailers, Cdiscount is the ideal place to expand your sales channels. By focusing on listing optimization—including clear product descriptions, high-quality images, and competitive pricing—you can enhance your visibility and maximize your sales potential on this platform.

The Swiss marketplace Ricardo is the leading online auction house in Switzerland. Founded in 1999, this online platform quickly grew into a large e-commerce site with more than 370,000 visitors per day. Ricardo allows its 2.3 million members to buy and sell both new and used items, providing a broad range of products across various categories.

Posting items on Ricardo is free of charge, but sellers are required to pay a commission of 9% for each sale. Both private individuals and professional sellers can list products in over 26 categories on the platform. The most popular categories include “Home,” “Lifestyle,” “Garden,” “DIY,” “Sporting Goods,” “Musical Instruments,” and “Jewelry.” Ricardo also features a dedicated section for the auction of cars, motorbikes, quads, spare parts, and car accessories.

For sellers looking to stand out in this competitive marketplace, listing optimization is essential. By optimizing product descriptions with clear and concise information, high-quality images, and relevant keywords, you can improve your product’s visibility and attract more potential buyers. Listing optimization ensures that your products rank higher in search results, increasing the chances of your items being found and purchased.

Whether you’re selling in popular categories like “Lifestyle” or niche markets like “Musical Instruments,” taking the time to optimize your listings can significantly boost your success on Ricardo.

The Dutch marketplace Bol.com was originally a Bertelsmann project. While large US online providers such as Amazon and eBay are growing in influence across Europe, local marketplaces like Bol.com continue to play an important role. Bol.com is particularly popular in the Netherlands, attracting 72% of its total visitors (around 60 million per month). It is also gaining popularity in Belgium, with over 20 million visitors per month. The remaining countries account for about 2% of the total number of visitors.

Thousands of sellers have already joined the platform, offering around 16 million products across a wide range of categories, including books, music, electronics, toys, fashion, DIY, and car parts. Bol.com places particular emphasis on the quality of the products it sells, ensuring a reliable shopping experience for customers.

Bol.com operates like a catalogue marketplace, meaning sellers only need to provide the barcode and price of an item if it’s already in the catalogue. There are no monthly fees or registration costs, but sellers must pay a commission for each item sold through the platform. Commissions range from 5% to 17%, depending on the product category.

To sell on Bol.com, you must be a legal entity registered in the Netherlands or Belgium. However, intermediaries are available to assist sellers in registering without this requirement. Bol.com also offers its own network of distribution centers, similar to Amazon FBA, which sellers can utilize to streamline their logistics.

For success on Bol.com, listing optimization is crucial. By optimizing your product listings with detailed, engaging descriptions, high-quality images, and relevant keywords, you can improve product visibility and attract more customers. Proper listing optimization enhances your products’ searchability on Bol.com, increasing the chances of your items being discovered and purchased.

Bol.com is a reliable and high-quality brand that sellers can benefit from by providing the right product visibility and optimized listings. By leveraging listing optimization, you can take full advantage of the platform’s growing reach and expand your sales potential.