Marketplace Talk: September ecommerce news 2024

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??? Online fashion market in Europe is expected to grow 5% by 2025

Europe’s online fashion, beauty, and luxury market reached €213 billion in 2023 , with cross-border sales accounting for 38%. The market is expected to grow by another 5% by 2025, driven by platforms like Shein and Vinted, as well as customer-to-customer (C2C) sales. Marketplaces play a dominant role, contributing 72% of the total gross merchandise value (GMV). This cross-border growth emphasizes the increasing importance of reaching international customers in the European fashion and luxury sectors.

"The rise of cross-border ecommerce in Europe presents an exciting opportunity for brands to reach new markets and diversify their customer base. As marketplaces dominate, retailers must adapt by leveraging this trend to expand globally while maintaining a seamless customer experience."

Niels Floors, VP of Strategic Development ?

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?? Kaufland launches marketplace in Austria, expands ecommerce reach

Kaufland has launched its online marketplace in Austria , marking its first presence in a country without physical stores. The marketplace offers more than three million products from 3,000 sellers and is part of Kaufland’s strategy after success in Germany, Slovakia, and the Czech Republic. Despite not having physical stores in Austria, Kaufland enjoys over 40% brand recognition. The company is now aiming to attract millions of new online customers through its wide product range and international fulfillment services.

"Kaufland's expansion into Austria shows the potential of marketplaces to thrive without physical locations, proving that brand recognition and customer trust are the key drivers of success. It’s a clear strategy to offer a wide range of products and fast fulfillment, ensuring customer satisfaction. We're super proud to have a direct integration with Kaufland marketplace in Austria and help online sellers to conquer this market."

Mitchell Droge, Global Manager Channel Partnerships ?

?? Belgian consumers stick to purchases and rarely return orders

Belgium's ecommerce market is growing rapidly, with 73% of consumers rarely or never returning items they purchase online. In 2023, Belgian shoppers spent €16.3 billion online, which is a 10.7% increase from the previous year, and 40% of all purchases were made online. The main reason Belgians prefer shopping online is the ability to compare prices, with 85% of consumers also emphasizing the importance of eco-friendly shipping and packaging.

"The low return rates in Belgium reflect a unique trend—consumers are focused on making intentional purchases, which opens up an opportunity for retailers to emphasize sustainability in their operations."

Dex van Hofwegen, Director of Sales EMEA

?? Germany’s new ecommerce action plan targets fair competition

Germany is creating a new ecommerce action plan aimed at leveling the playing field between European retailers and major international platforms like Shein and Temu. The initiative will focus on enforcing key regulations related to product safety, environmental protection, consumer rights, and tax compliance. This move is seen as critical in addressing the perceived unfair competitive practices of foreign ecommerce giants, who have been accused of bypassing EU standards.

Platforms like Shein and Temu have gained massive popularity among German consumers but have also faced backlash over their aggressive pricing strategies and alleged lack of transparency. The new action plan aims to create fairer competition, ensuring that both European and foreign sellers operate under the same legal framework. This could mean tighter scrutiny on supply chain practices and customs compliance for international sellers.

?? Free and fast shipping still top delivery priorities in 2024

Free and fast shipping remain the highest priorities for online shoppers in 2024 , with 81% of consumers ranking free shipping as their number one concern and 68% emphasizing fast delivery. Flexible return policies and free return shipping are also major expectations for many shoppers. The growing demand for speed and convenience highlights the need for retailers to offer same-day and next-day shipping services to stay competitive.

Despite rising consumer interest in sustainability, convenience remains a key factor in building customer loyalty. Shoppers are increasingly expecting faster deliveries without additional costs, putting pressure on retailers to enhance their logistics and fulfillment capabilities to meet these demands. As ecommerce continues to evolve, the ability to offer fast, free shipping is now considered a standard offering rather than a premium option.

"Free and fast shipping have become non-negotiable for many consumers. Retailers who can't meet these expectations are at risk of losing customers to competitors offering quicker, more affordable delivery options. Convenience has now become the gold standard in ecommerce."

Gerdien van Vuurde, Global Customer Success Director ?

?? Gen Z embraces TikTok Shop for holiday shopping

This holiday season, TikTok Shop is set to play a major role in the shopping habits of Gen Z, with over half of U.S. shoppers in this age group planning to use the platform to find gifts. Influencers and AI-driven recommendations are shaping their buying decisions, with a report by Fiverr revealing that 43% of Gen Z plans to spend more on holiday gifts this year. Social commerce on platforms like TikTok, Instagram, and Facebook is becoming a crucial part of their shopping experience.

Retailers are investing heavily in influencer marketing and AI to capture this younger, digitally native audience. Personalized promotions and discounts are key tactics to engage Gen Z shoppers, who are drawn to the convenience and entertainment factor of shopping directly within social media platforms. As brands adapt to this new shopping trend, the ability to seamlessly integrate social and ecommerce will be crucial to reaching this tech-savvy generation.

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?? Managed supply chains are changing online marketplace sales

Retailers like Amazon and Walmart are transforming ecommerce by offering full supply chain services for third-party sellers. Amazon’s "Supply Chain by Amazon" and Walmart’s Fulfillment Services (WFS) make it easier for sellers to move products globally without needing their own infrastructure. Managed supply chains are also enabling creators, influencers, and celebrities to scale their retail operations.

Additionally, foreign sellers, especially from China, can now easily enter the U.S. market thanks to Walmart and Amazon’s cross-border shipping solutions. Big players like Amazon and Walmart dominate this space by offering end-to-end services, which attracts small sellers but also increases competition for smaller rivals. These services help sellers grow but also consolidate more power for large retailers.

"Managed supply chains give sellers the ability to scale quickly without needing to invest heavily in logistics. This is a major advantage in today’s competitive online marketplace, where speed and efficiency can make or break a brand’s success."

Jorrit Steinz, Founder & CEO of ChannelEngine ?