Marketplace Glossary (A-Z): 120+ Marketplace Terms Every Seller Should Know

All definitions are based on official marketplace documentation from Amazon Seller Central, bol.com Partner Platform, Zalando Partner Portal, Allegro Seller Centre, Kaufland Seller Portal, and verified industry sources. Updated mid-2026.

TL;DR

This glossary covers 50+ marketplace terms with definitions, examples, common mistakes, and best practices – built for merchants selling on Amazon, bol.com, Zalando, eBay, Kaufland, and Allegro.

Includes platform-specific terminology for each major European marketplace, plus a full A-Z of universal marketplace and integration terms.

Use the “Frequently Confused Marketplace Terms” section to quickly clarify common misunderstandings (FBA vs FBM, ASIN vs SKU, etc.).

What Is a Marketplace?

The term ‘marketplace’ is used in several related but distinct ways in ecommerce. Understanding the distinctions avoids confusion when evaluating tools and platforms.

Term	Definition
Marketplace	A platform where multiple independent sellers list and sell products to the platform’s existing customer base (e.g. Amazon, bol.com, Zalando). The marketplace handles customer acquisition, payment, and often logistics in exchange for a commission.
Marketplace Platform	The technology infrastructure underlying a marketplace. Examples: Mirakl (powers Kaufland, Cdiscount), proprietary platforms (Amazon, bol.com, Zalando). The marketplace platform is distinct from the marketplace brand.
Marketplace Integration	The technical connection between your ecommerce store and a marketplace via API, enabling automated product listing, order import, inventory sync, and shipping confirmation.
Marketplace Seller	A business registered as a third-party seller on a marketplace – listing and selling products to the marketplace’s customers while bearing inventory and fulfillment responsibility.

How to Use This Marketplace Glossary

Browse the A-Z glossary below for any term you encounter in marketplace selling, integration tools, or seller documentation
Jump to ‘Marketplace Terms by Platform’ for Amazon, eBay, bol.com, Allegro, Kaufland, and Zalando-specific terminology
Use ‘Frequently Confused Marketplace Terms’ to clarify pairs like FBA vs FBM or ASIN vs SKU
Reference ‘Marketplace Acronyms’ for quick expansion of any abbreviation

Most Popular Marketplace Terms

The most frequently searched marketplace terms, with one-sentence definitions for quick reference:

Term	Quick Definition
Amazon	The world’s largest marketplace (310M+ customers). Requires ASIN matching and GTIN-based listings.
Buy Box	The primary purchase button on shared product pages. Winning it = 80-90% of all purchases.
FBA	Fulfilled by Amazon – Amazon warehouses and ships your products, granting Prime eligibility.
FBM	Fulfilled by Merchant – you ship orders yourself. No Prime badge without Seller Fulfilled Prime.
Seller Central	Amazon’s seller portal for third-party merchants managing listings, orders, and account health.
Vendor Central	Amazon’s invite-only wholesale programme where Amazon buys your products and resells them.
ASIN	Amazon’s 10-character internal product identifier. Each Amazon marketplace has its own ASINs.
GTIN	Globally standardised product barcode (includes EAN-13 and UPC-12). Required by all major channels.
EAN	13-digit European barcode (GTIN-13). Mandatory for listing on bol.com, Amazon.de, Zalando, Kaufland.
SKU	Your internal product code. Unique per variant. Created by you for your own inventory tracking.
Product Feed	A structured file of your product data submitted to advertising and comparison channels.
Marketplace API	Two-way connection enabling order import, inventory sync, and listing management.
Fulfillment	The end-to-end process of picking, packing, and shipping orders to customers.
Inventory Sync	Automatic stock level updates across all channels when any sale occurs.
Order Sync	Automatic import of marketplace orders into your store + shipping confirmation back to the marketplace.

Marketplace Glossary A-Z

All terms are listed alphabetically. Each entry includes definition, AI summary, why it matters, a concrete example, common mistakes, best practices, and related terms.

A+ Content (Amazon)

Definition

A+ Content (formerly Enhanced Brand Content) is an Amazon feature available to brand-registered sellers that allows enhanced product description pages with rich media: comparison charts, lifestyle images, brand story modules, and formatted text. A+ Content replaces the standard text description with a more visually compelling layout.

AI Summary

A+ Content is Amazon’s premium product page format – richer visuals and formatted layouts that increase conversion rates compared to plain text descriptions.

Why it matters

Listings with A+ Content typically achieve 3-10% higher conversion rates than standard listings, according to Amazon internal data. It is available to sellers enrolled in Amazon Brand Registry and is free to use.

Example

A fashion brand enrolls in Amazon Brand Registry and creates A+ Content for their top 20 product listings. They add lifestyle imagery, a size guide comparison chart, and a brand story module. Over 60 days, their conversion rate on these listings increases from 6.2% to 8.9%.

Common mistakes

Creating A+ Content without first addressing fundamental listing quality issues (title, images, bullets) – A+ Content amplifies a good listing but cannot fix a poor one
Not using comparison modules to cross-sell related products within the A+ layout

Best practices

Apply A+ Content first to your top 10-20 revenue-generating ASINs for maximum impact
Use the brand story module consistently across all your ASINs to build brand recognition
Include a size guide or compatibility chart if relevant to reduce return rates

ASIN, Amazon Brand Registry, Amazon Seller Central, Product Listing

How to Sell on Amazon from Europe

Allegro Pay

Definition

Allegro Pay is Allegro’s integrated buy-now-pay-later (BNPL) and instalment payment solution available to buyers on the Allegro marketplace. It allows customers to spread payments over time, increasing purchase conversion rates particularly for higher-value items. Allegro Pay originated PLN 14 billion in loans in 2025, growing 26% year-on-year.

AI Summary

Allegro Pay is Allegro’s built-in payment financing – buyers spread costs over time, merchants get paid immediately.

Why it matters

BNPL options like Allegro Pay directly increase AOV and conversion rates for higher-priced products. Merchants receive full payment from Allegro at the point of sale; the credit risk is borne by Allegro Pay, not the seller.

Example

A merchant selling consumer electronics on Allegro lists a EUR 450 laptop. Allegro Pay offers buyers 0% for 3 instalments or 10x payments. The laptop’s conversion rate is 35% higher than comparable listings without BNPL. The merchant receives full payment from Allegro at point of sale.

Common mistakes

Assuming BNPL increases risk for sellers – merchants are paid immediately; Allegro bears all credit risk
Not highlighting instalment availability in listings for higher-priced products

Best practices

Ensure your higher-ticket products are eligible for Allegro Pay
Mention instalment options in product descriptions for items above PLN 500

Allegro Smart, Allegro Marketplace, Commission Fee, AOV

Marketplace Fees Comparison 2026

Allegro Statistics 2026

Allegro Smart!

Definition

Allegro Smart! is Allegro’s subscription loyalty programme, equivalent to Amazon Prime. Members pay a fixed monthly or annual fee and receive free shipping on qualifying orders, exclusive deals, and priority customer service. As of 2025, Allegro had 7.5 million Smart! members in Poland, nearly 90% on paid subscriptions.

AI Summary

Allegro Smart! is Allegro’s subscription programme – members get free shipping and exclusive deals in exchange for a monthly fee.

Why it matters

Smart! membership drives higher purchase frequency on Allegro. Merchants whose products are Smart!-eligible benefit from increased visibility and conversion rates, as Smart! members are more likely to choose Smart!-eligible listings to maximise their subscription value.

Example

A Polish merchant lists home goods on Allegro. By qualifying for Smart! free shipping (by meeting Allegro’s minimum seller metrics and shipping speed requirements), their listings receive the Smart! badge. Conversion rate increases by 25% on badged listings compared to their pre-Smart! performance.

Common mistakes

Not optimising for Smart! eligibility on your top-selling products
Ignoring seller metrics that affect Smart! badge retention

Best practices

Maintain shipping speed and seller metrics required for Smart! eligibility
Highlight Smart! eligibility in your product titles and descriptions where Allegro allows

Allegro Pay, Commission Fee, Seller Performance, Fulfillment

Marketplace Statistics 2026

Amazon Brand Registry

Definition

Amazon Brand Registry is a programme that gives brand owners additional tools and protections on Amazon, including enhanced listing control (A+ Content, Sponsored Brands), counterfeit protection reporting, brand analytics, and the ability to create an Amazon Storefront. Brand Registry requires a registered trademark.

AI Summary

Amazon Brand Registry gives trademark-owning brands more control over their listings, better protection against counterfeit sellers, and access to premium advertising formats.

Why it matters

For brand owners selling on Amazon, Brand Registry is essentially mandatory. Without it, any third-party seller can edit your product listing, add misleading information, or list counterfeits. With Brand Registry, you control the authoritative content on your ASIN and access tools like A+ Content and Sponsored Brands.

Example

A Dutch kitchenware brand registers their EU trademark and enrolls in Amazon Brand Registry across Amazon.de, .fr, .es, and .it. They immediately gain control over their product descriptions (previously edited by grey market sellers), unlock A+ Content for their top 30 ASINs, and use Brand Analytics to see search term data for their category.

Common mistakes

Delaying Brand Registry enrollment until you have a counterfeit problem – prevention is far easier than remediation
Enrolling only on one marketplace when your trademark covers multiple Amazon EU countries

Best practices

Apply for Brand Registry as soon as you have an active EU or UK trademark
Use Brand Analytics to identify high-volume keywords you are missing in your titles

ASIN, A+ Content, Amazon Seller Central, Counterfeit Protection

How to Sell on Amazon from Europe

Amazon Seller Central

Definition

Amazon Seller Central is the online portal through which third-party merchants (sellers) manage their Amazon presence. It provides tools for listing products, managing inventory, processing orders, monitoring performance metrics, running advertising campaigns, and accessing seller support. It is available at sellercentral.amazon.de (Germany) and equivalent URLs for each Amazon marketplace.

AI Summary

Seller Central is the dashboard where Amazon sellers manage everything: listings, orders, inventory, advertising, and account health.

Why it matters

Seller Central is the primary operational interface for most Amazon merchants. Understanding its key sections – Inventory, Orders, Advertising, and Account Health – is essential for maintaining a healthy Amazon presence. Account Health metrics (Order Defect Rate, Late Shipment Rate, Pre-fulfilment Cancel Rate) are critical to monitor; falling below thresholds risks listing suppression or account suspension.

Example

A WooCommerce merchant connects to Amazon.de via Koongo’s Marketplace Manager. While their listings and inventory are managed automatically through the integration, they still use Seller Central to monitor account health metrics, review customer feedback, access Amazon’s Business Reports, and manage advertising campaigns.

Common mistakes

Ignoring Account Health metrics until a warning is issued – by then, problems are harder to reverse
Not setting up two-factor authentication on Seller Central (account security is a major risk vector)
Confusing Seller Central (for independent sellers) with Vendor Central (for wholesale suppliers to Amazon)

Best practices

Check Account Health dashboard weekly, not just when alerts arrive
Set up automatic order notifications to avoid missing orders during peak periods
Use Business Reports in Seller Central to identify your highest-traffic ASINs and prioritise optimisation

Amazon Vendor Central, ASIN, FBA, Buy Box, Order Defect Rate

How to Sell on Amazon from Europe

Amazon Standard Identification Number (ASIN)

Definition

An ASIN is a 10-character alphanumeric code assigned by Amazon to every product in its catalog. Each ASIN is unique within a specific Amazon marketplace – the same product has different ASINs on amazon.de and amazon.co.uk. Sellers either match an existing ASIN to list alongside other sellers on that product page, or create a new ASIN for products not yet in Amazon’s catalog.

AI Summary

An ASIN is Amazon’s internal product identifier – every product on Amazon has one, and sellers need it to list their products on the platform.

Why it matters

Understanding ASINs is fundamental to selling on Amazon. Matching an existing ASIN means you join other sellers on an established product page with existing reviews and traffic. Creating a new ASIN means starting from zero reviews but having full control over the listing content (especially if you are the brand owner enrolled in Brand Registry).

Example

A merchant wants to sell a specific brand of headphones on Amazon.de. They search Amazon.de for the exact model and find ASIN B09XYZ1234 with 847 reviews and a 4.3 rating. They create a listing matching this ASIN with their price and stock quantity. They now compete with 3 other sellers for the Buy Box on that shared product page.

Common mistakes

Creating a new ASIN for a product that already exists in Amazon’s catalog (policy violation; creates duplicate listings)
Confusing ASIN with EAN/GTIN – they are related but different. GTINs are externally registered; ASINs are Amazon-internal
Assuming the same ASIN works across all Amazon EU marketplaces – each marketplace has its own ASIN for the same product

Best practices

Always search for existing ASINs before creating new product listings
Use Amazon’s ‘List a product’ search to find matching ASINs by GTIN/EAN
If you own the brand, enroll in Brand Registry to control ASIN content across all sellers on that page

Amazon Seller Central, Amazon Vendor Central, Buy Box, GTIN, EAN

How to Sell on Amazon from Europe

Amazon Vendor Central

Definition

Amazon Vendor Central is an invitation-only portal for manufacturers and distributors who sell products directly to Amazon (wholesale). Amazon then resells these products to customers. In Vendor Central, Amazon sets the retail price and controls the listing. Vendors are paid on invoice terms (typically 30-90 days) rather than bi-weekly settlements.

AI Summary

Vendor Central is where Amazon’s wholesale suppliers operate – Amazon buys products from you in bulk and sells them to customers directly.

Why it matters

Vendor Central status means your products are sold ‘by Amazon’ rather than ‘by [Your Brand]’, which often drives higher customer trust and conversion. However, you lose pricing control, payment is slower, and listing content changes require Amazon’s approval. Most independent merchants start and stay on Seller Central; Vendor Central is relevant primarily for established brands with high Amazon volume.

Example

A major European appliance brand receives an invitation from Amazon.de to become a Vendor. They wholesale pallets of products to Amazon at agreed prices. Amazon lists them as ‘Sold by Amazon’ – improving Buy Box win rate and customer trust. The brand loses direct control over the retail price and must wait 60 days for invoice payment.

Common mistakes

Accepting a Vendor invitation without fully understanding the pricing control implications
Continuing to also sell on Seller Central in parallel with Vendor Central for the same products (creates price parity conflicts)

Best practices

Negotiate payment terms carefully before accepting Vendor status – 30-day terms vs 90-day terms have major cash flow implications
Review the impact on your pricing strategy before accepting – Amazon can price your products below your own RRP

Amazon Seller Central, ASIN, Buy Box, Wholesale

How to Sell on Amazon from Europe

API (Marketplace API)

Definition

A Marketplace API is an Application Programming Interface that enables direct, automated two-way communication between your ecommerce store and a marketplace. It handles product listing management, real-time inventory updates, order import, and shipping confirmation – replacing the manual work of logging into each marketplace dashboard. All major European marketplaces (Amazon, bol.com, Zalando, Kaufland, eBay, Allegro) use API-based connections.

AI Summary

A Marketplace API is the automated connection between your store and a marketplace – enabling product listings, order import, and inventory sync without manual data entry.

Why it matters

Marketplace APIs enable true multichannel selling at scale. Without an API connection, a merchant with three marketplace accounts must log into three dashboards to check orders, manually update stock levels, and confirm shipments. With API integration via a platform like Koongo, this happens automatically every 5-15 minutes.

Example

A Shopify merchant connects to bol.com via Koongo’s Marketplace Manager API integration. New bol.com orders appear in Shopify within 5 minutes. Inventory on bol.com updates within 5 minutes of any sale on any channel. Shipping tracking numbers upload to bol.com automatically when the Shopify order is fulfilled. Zero manual steps.

Common mistakes

Confusing API integration with product feed submission – feeds deliver product data one-way; APIs are two-way and enable order sync
Attempting to build a direct marketplace API integration from scratch without a developer (significant technical complexity)
Not testing the full API cycle (order creation to shipping confirmation) before going live

Best practices

Use a wizard-based integration platform to configure marketplace APIs without coding
Set inventory sync frequency to 5 or 15 minutes for channels where you sell multiple units per day
Always test with a real low-value order before going live at volume

Order Sync, Inventory Sync, Marketplace Connector, Product Feed

Best Marketplace Integration Software (2026)

How Marketplace Integrations Work

Buy Box

Definition

The Buy Box is the primary ‘Add to Cart’ purchase button on a marketplace product listing page where multiple sellers offer the same item. On Amazon and bol.com, the seller who wins the Buy Box captures the majority of purchases on that listing (typically 80-90%). Buy Box eligibility and win rate are determined by price, fulfillment method, delivery speed, seller metrics, and account health.

AI Summary

The Buy Box is the most valuable position on a marketplace product page – winning it typically means capturing 80-90% of all purchases on that listing.

Why it matters

Buy Box competition is the central dynamic of multi-seller marketplace listings. On Amazon.de, Amazon itself and FBA-enrolled sellers win the Buy Box most frequently due to Prime eligibility and fast shipping. For merchants selling branded or private-label products, Buy Box competition is less relevant because they are the only seller on their ASIN. For merchants selling branded third-party products (e.g. resellers), Buy Box strategy is critical.

Example

Three sellers offer the same USB charger on bol.com: Seller A at EUR 12.99 with same-day dispatch, Seller B at EUR 13.49 with 2-day dispatch, Seller C at EUR 14.00 with 3-day dispatch. Seller A wins the Buy Box. Over 1,000 product page visits, Seller A receives 890 purchases, Sellers B and C share the remaining 110.

Common mistakes

Assuming lowest price always wins the Buy Box – seller metrics, fulfillment speed, and account health all contribute
Not monitoring Buy Box share in Seller Central (a sudden drop indicates a competitor or metrics issue)
Pricing below break-even to win the Buy Box (winning an unprofitable Buy Box destroys margin)

Best practices

Monitor Buy Box percentage weekly for your top-selling ASINs
Use FBA or next-day merchant fulfillment to maximise Buy Box eligibility
Set automated price rules with hard floor prices to stay competitive without going below margin

Amazon Seller Central, FBA, FBM, Seller Performance, ASIN

How to Sell on Amazon from Europe

How to Sell on bol.com

Catalogue Matching

Definition

Catalogue matching is the process of matching your product to an existing listing in a marketplace’s product catalog, using product identifiers like GTIN/EAN, UPC, or manufacturer part number. When a match is found, your offer is added to the existing product page rather than creating a duplicate listing.

AI Summary

Catalogue matching connects your product to an existing marketplace listing using its barcode – so you sell alongside other sellers on an established page instead of creating a new one.

Why it matters

Matching to an existing catalog entry gives you instant access to the product page’s existing customer reviews, traffic, and ranking. Creating duplicate listings instead of matching is a policy violation on most marketplaces and results in listing suppression.

Example

A merchant wants to sell a Philips food processor on Kaufland.de. They submit the product’s EAN (0012345678905). Kaufland’s catalog matching system finds an existing product page with 234 customer reviews. The merchant’s offer is added to that page alongside two other sellers, immediately benefiting from the established review count.

Common mistakes

Creating new product listings for items already in the marketplace catalog
Using internal SKUs instead of GTINs for catalog matching (SKUs are not recognised by marketplace matching systems)
Not verifying the matched product is exactly the same item (wrong packaging size or variant causes customer complaints)

Best practices

Always submit GTINs with your product feed to enable automatic catalog matching
Verify matched products manually for your top 20 SKUs to ensure correct matches
If no catalog match exists, create a new listing with complete product data including GTIN

GTIN, EAN, ASIN, Product Listing, SKU

What Is a Product Feed?

Channel Integration

Definition

Channel integration is the technical connection between your ecommerce store and a sales channel – a marketplace, advertising platform, or comparison shopping engine. Integration can be feed-based (one-directional data delivery for advertising channels) or API-based (two-way for marketplaces). Channel integration enables automated product listing, inventory updates, and order management.

AI Summary

Channel integration connects your store to a sales channel so product data, orders, and stock updates flow automatically between them.

Why it matters

Every additional channel you sell on multiplies your operational complexity without integration. Channel integration removes this multiplication effect: adding a fifth channel to a well-integrated system adds minimal extra workload because data flows automatically.

Example

A WooCommerce merchant uses Koongo to integrate five channels: Google Shopping (feed-based), Meta Ads (feed-based), bol.com (API), Amazon.de (API), and Kaufland.de (API). All five channels receive the same source product data, automatically formatted to each channel’s requirements. Orders from the three marketplaces flow back into WooCommerce automatically.

Common mistakes

Building channel integrations in isolation (one tool per channel) instead of a unified platform
Not distinguishing between feed-based and API-based integrations when selecting tools

Best practices

Use a single integration platform for all channels rather than separate tools per channel
Prioritise API integrations for marketplaces (required for order sync) and feed management for advertising channels

API, Product Feed, Marketplace Integration, Order Sync, Inventory Sync

Best Marketplace Integration Software (2026)

Commission Fee

Definition

A commission fee (or referral fee) is the percentage of the sale price that a marketplace charges the seller on each transaction. Commission rates vary by marketplace and product category, ranging from 5% (electronics on bol.com) to 25% (fashion on Zalando). Commission is the primary cost of selling on marketplaces and must be factored into pricing decisions.

AI Summary

Commission is the percentage of your sale price that the marketplace takes for providing access to its audience.

Why it matters

Commission fees directly reduce your gross margin per sale. A product with EUR 40 gross margin that incurs a 15% commission on a EUR 80 selling price costs EUR 12 in commission, leaving EUR 28 before other costs. Modelling commission per SKU per marketplace is essential before listing.

Example

A merchant lists a jacket at EUR 80 on Zalando (22% commission = EUR 17.60), bol.com (13% commission = EUR 10.40), and their own store (no commission, but EUR 12 in ad spend). Effective gross margin after channel costs: Zalando EUR 22.40, bol.com EUR 29.60, own store EUR 28. bol.com delivers the best margin despite the commission.

Common mistakes

Calculating only the headline commission without modelling the full fee stack (monthly fee + fulfillment + returns)
Not adjusting prices on high-commission channels to protect margin
Listing the same product at the same price on all channels when commission rates differ significantly

Best practices

Model total channel cost (commission + monthly fee + fulfillment + estimated returns) per product before listing
Set channel-specific prices where margins require it, respecting price parity policies
Review commission changes from marketplaces in your seller portal – rates change periodically

Marketplace Fees, Buy Box, Take Rate, Fulfillment, ROAS

Marketplace Fees Comparison 2026

Connected Retail (Zalando)

Definition

Connected Retail is Zalando’s integration programme for physical fashion retailers, enabling brick-and-mortar stores to sell their in-store inventory directly to Zalando customers in real time. Connected Retail allows physical stores to appear as local delivery options on Zalando, with same-day or next-day delivery from the store to local customers.

AI Summary

Zalando Connected Retail lets physical fashion stores sell their in-store stock directly through Zalando, turning physical inventory into online availability.

Why it matters

Connected Retail is relevant for fashion retailers with physical stores who want to access Zalando’s 62 million+ active customers without holding separate ecommerce inventory. The programme allows stores to fulfil Zalando orders from their shop floor, effectively using their in-store stock as ecommerce inventory.

Example

A Dutch fashion boutique with stores in Amsterdam and Rotterdam joins Zalando Connected Retail. Their store inventory is listed on Zalando as available for same-day delivery in Amsterdam and Rotterdam. When a Zalando customer orders a dress available in the Amsterdam store, the boutique’s staff fulfil the order from the shop floor and arrange courier delivery.

Common mistakes

Not maintaining the required minimum fulfillment rate for Connected Retail (below-threshold cancellations cause removal from the programme)
Trying to list inventory not physically present in-store on Connected Retail

Best practices

Maintain accurate in-store stock levels to minimise cancellation rates
Focus Connected Retail on your highest-turnover, consistently stocked products

Zalando Partner Programme, Fulfillment, Inventory Sync, Marketplace

How to Sell on Zalando and Kaufland

Cross-border Selling

Definition

Cross-border selling is the practice of selling products to customers in other countries through marketplaces or your own webshop. Within the EU, cross-border selling benefits from the Single Market framework eliminating customs duties between member states. Above EUR 10,000 in annual EU B2C cross-border sales, VAT must be collected in each buyer’s country (manageable via the EU OSS scheme).

AI Summary

Cross-border selling means selling to customers in other countries – easily accessible within the EU via marketplaces with multi-country accounts.

Why it matters

Marketplaces dramatically lower the barrier to cross-border selling. Amazon’s single European seller account covers 8 EU marketplaces simultaneously. Kaufland’s account covers 6-9 countries. Allegro’s single account covers Poland, Czech Republic, Slovakia, and Hungary. A Dutch merchant can reach German, French, Polish, and Scandinavian customers through a handful of marketplace accounts.

Example

A Belgian home decor brand sells on bol.com (NL + BE) and adds Kaufland.de (Germany) and Allegro (Poland) via Koongo. Within 3 months, 28% of their orders come from Germany and 12% from Poland – markets they had no presence in before. Total order volume increases 47% with no new physical stock or marketing investment beyond product listing setup.

Common mistakes

Not registering for EU VAT OSS before cross-border sales exceed EUR 10,000 annually
Assuming product content in one language works across all markets (German, Polish, and French customers expect local-language descriptions)
Ignoring local logistics requirements – delivery expectations in Germany differ from Poland

Best practices

Register for EU OSS scheme as soon as cross-border sales approach EUR 10,000
Localise product titles and descriptions for each target market’s language
Start with one cross-border marketplace (typically Amazon.de for Dutch/Belgian merchants) before expanding further

EU OSS VAT, Marketplace, Fulfillment, Multi-language Feed

How to Sell on Multiple European Marketplaces

Dropshipping (Marketplace)

Definition

Dropshipping on marketplaces is a fulfilment model where a seller lists products on a marketplace without holding physical inventory. When an order is placed, the seller purchases the item from a third-party supplier who ships directly to the marketplace customer. Marketplace dropshipping is permitted on most platforms but subject to strict delivery time and seller metrics requirements.

AI Summary

Marketplace dropshipping means listing products you do not stock, and having your supplier ship directly to the customer when an order arrives.

Why it matters

Dropshipping on Amazon and bol.com is permitted but carefully regulated. The seller must appear on all packing slips and correspondence as the seller of record; shipping must arrive within the declared delivery window; and the seller’s metrics (ODR, cancellation rate) are held to the same standard as merchants shipping from their own warehouse.

Example

A merchant lists electronics accessories on bol.com without holding stock. When an order arrives, they place an order with their European supplier who dispatches within 24 hours. The seller’s metrics remain green because their supplier consistently delivers within the 2-business-day promise. However, a stock shortage at the supplier causes 8 cancellations in one week, pushing the merchant’s cancellation rate above bol.com’s threshold – triggering an account warning.

Common mistakes

Listing products with delivery times your supplier cannot reliably meet
Not having backup suppliers for fast-moving SKUs (single-supplier dependency creates cancellation risk)
Allowing supplier packaging (including other brand names) to appear on customer parcels

Best practices

Set conservative delivery time estimates (add 1 day to your supplier’s typical dispatch time)
Maintain at least two suppliers for your top 20 SKUs
Monitor your seller metrics daily when dropshipping – a supplier problem cascades to account health quickly

Fulfillment, FBA, FBM, Seller Performance, Order Sync

The Complete Guide to Selling on Online Marketplaces

eBay Store (eBay Shop)

Definition

An eBay Store (called eBay Shop in some markets) is a subscription-based premium seller account on eBay that provides benefits including a branded storefront page, reduced final value fees in some categories, a higher monthly listing allowance, access to promotional tools, and Terapeak product research data. Store subscriptions are available at Basic, Premium, and Anchor tiers.

AI Summary

An eBay Store is a premium seller subscription giving you a branded storefront, better fees, and additional tools on eBay.

Why it matters

eBay Store subscription becomes cost-effective once a seller reaches a certain monthly sales volume. The reduced fees and listing allowances at Premium and Anchor tiers typically outweigh the monthly subscription cost for merchants selling 50+ items per month. It also unlocks Terapeak analytics, which provides valuable search volume and sell-through rate data by category.

Example

A collectibles merchant selling 200 items per month on eBay.de pays EUR 25/month for a Premium Store subscription. The reduced category fees save EUR 180/month compared to standard fee rates at that volume. Net monthly benefit: EUR 155 after subscription cost.

Common mistakes

Not upgrading to a Store subscription when monthly savings exceed the subscription cost
Using only a fraction of the monthly listing allowance included in the subscription (wasted value)

Best practices

Calculate your break-even monthly sales volume for Store subscription before signing up
Use Terapeak (included in Store) to research demand and optimal pricing for new categories

eBay, Promoted Listings, Item Specifics, Commission Fee

Marketplace Statistics 2026

EAN (European Article Number)

Definition

An EAN is a 13-digit barcode identifier (also called GTIN-13) used to uniquely identify products in European retail and ecommerce. EANs are assigned by GS1 and are required for listing on virtually all major European marketplaces including bol.com, Amazon.de, Zalando, Kaufland, and eBay.de. Each unique product variant (size, colour, pack size) requires its own EAN.

AI Summary

An EAN is the 13-digit barcode on European products – a globally unique identifier required for listing on all major European marketplaces.

Why it matters

EANs are the foundation of marketplace product identification. Without a valid GS1-registered EAN, most European marketplaces reject your listing. EANs also connect your product to price comparison databases, enabling your product to appear in comparison shopping engines.

Example

A Dutch merchant launches a new cosmetics line and registers 45 EANs from GS1 Netherlands for their product variants. Each variant (fragrance x size) receives a unique EAN. When submitting to bol.com, Amazon.de, and Kaufland.de, all three platforms validate the EANs against GS1’s database and approve the listings.

Common mistakes

Buying EANs from unauthorised resellers on eBay or Fiverr (these are recycled GTINs not registered to your products; rejected by Google, Amazon, and bol.com)
Using one EAN across multiple size or colour variants (each variant needs its own EAN)
Not applying for GTIN exemptions for genuinely custom or handmade products

Best practices

Register EANs through GS1 in your country (GS1.nl, GS1.be, GS1.de)
Apply for GTIN exemptions through Amazon Seller Central and Google Merchant Center for custom products
Maintain a central EAN registry mapping each EAN to its specific product variant

GTIN, ASIN, SKU, Catalogue Matching, Product Feed

How to Sell on bol.com

How to Sell on Amazon from Europe

FBA (Fulfilled by Amazon)

Definition

Fulfilled by Amazon is Amazon’s logistics service where sellers send inventory to Amazon’s fulfilment centres and Amazon handles all picking, packing, shipping, customer service, and returns for those orders. FBA-enrolled products receive the Prime badge (promising fast delivery), which significantly improves Buy Box eligibility and conversion rates.

AI Summary

FBA means you stock your products in Amazon’s warehouses and Amazon handles all fulfillment, customer service, and returns on your behalf.

Why it matters

FBA is the most effective way to win the Buy Box on Amazon consistently. Prime-badged listings convert at 2-3x the rate of non-Prime equivalent listings. However, FBA fees (referral + fulfillment + storage) must be carefully modelled per SKU. European FBA requires understanding VAT implications: storing inventory in Germany, France, or Poland triggers VAT registration in those countries.

Example

A Dutch merchant sends 500 units of a kitchen gadget to Amazon’s Mönchengladbach fulfilment centre. The product receives Prime badging. Conversion rate increases from 4.2% (FBM) to 9.8% (FBA). FBA fee per unit: EUR 3.10. Referral fee (15%): EUR 3.75 on EUR 25 selling price. Margin after all Amazon costs: EUR 10.65. The merchant considers the 2.3x higher conversion worth the EUR 3.10 per unit cost.

Common mistakes

Not modelling total FBA cost before enrolling (referral + fulfilment + storage + return fees stack up)
Triggering unintended VAT registration in EU countries by using Pan-European FBA without a VAT compliance plan
Sending slow-moving inventory to FBA and incurring long-term storage fees (EUR 6.90+ per cubic metre after 365 days)

Best practices

Use Amazon’s FBA Revenue Calculator to model costs before enrolling each SKU
For slow-moving products, compare FBA cost vs FBM with Seller Fulfilled Prime
Plan VAT compliance before using Pan-European FBA – consult a VAT specialist

FBM, Buy Box, Amazon Seller Central, Fulfillment, Seller Performance

How to Sell on Amazon from Europe

FBM (Fulfilled by Merchant)

Definition

Fulfilled by Merchant (also called Merchant Fulfilled Network or MFN) is an Amazon fulfillment model where the seller stores, packs, and ships orders themselves from their own warehouse. FBM sellers manage all logistics independently and do not pay Amazon’s per-unit fulfillment fees, but also do not receive the Prime badge unless enrolled in Seller Fulfilled Prime (SFP).

AI Summary

FBM means you handle all fulfillment yourself – storing, packing, and shipping every order from your own warehouse.

Why it matters

FBM is cost-effective for large or heavy products where FBA fulfillment fees would be prohibitively high, and for slow-moving inventory where FBA storage fees would accumulate. FBM sellers typically see lower conversion rates than FBA sellers in the same category due to the absence of Prime delivery promises – unless enrolled in Seller Fulfilled Prime (which requires next-day shipping capability).

Example

A merchant sells large framed prints on Amazon.de. FBA fulfillment fees for the oversized items would be EUR 12-18 per unit – unviable at their EUR 45 selling price. They use FBM, ship from their own warehouse within 24 hours, and achieve 3-5 day delivery to most German addresses. Their conversion rate is lower than FBA competitors, but the margin per order makes FBM the only viable model for this product.

Common mistakes

Promising fast delivery on FBM listings without the warehouse capability to consistently meet it
Not applying for Seller Fulfilled Prime if you have next-day shipping capability (SFP gives Prime badge without FBA costs)
Not setting accurate handling time in Seller Central (inaccurate handling time inflates late shipment rate)

Best practices

Set conservative handling time (the number of business days before dispatch) to protect your Late Shipment Rate
Apply for Seller Fulfilled Prime if you can consistently ship within your required window
Use FBM for high-volume, fast-moving products where your own logistics is more efficient than FBA

FBA, Buy Box, Seller Fulfilled Prime, Amazon Seller Central, Fulfillment

How to Sell on Amazon from Europe

Feed (Marketplace Feed / Product Feed)

Definition

In the context of marketplace selling, a product feed is a structured data file (CSV, XML, or JSON) containing product information submitted to a marketplace or advertising channel. For advertising channels (Google Shopping, Meta Ads, Idealo), feeds are the primary connection method. For marketplaces (Amazon, bol.com, Zalando), feeds may be used for initial product import but API connections are required for ongoing order sync and inventory management.

AI Summary

A marketplace feed is a structured file of your product data submitted to a channel – used for advertising channels and for initial product uploads to marketplaces.

Why it matters

The distinction between feed-based and API-based integration is critical for marketplace selling. Feeds deliver product data but cannot receive orders or trigger inventory updates in real time. For full marketplace integration including order import and inventory sync, an API connection is required alongside or instead of the feed.

Example

A merchant submits an XML product feed to Kaufland.de to create their initial product listings. Once listings are approved, they switch to Koongo’s API-based Marketplace Manager to handle ongoing inventory sync and order import. The feed was used for setup; the API handles ongoing operations.

Common mistakes

Using a feed-only connection to a marketplace and expecting orders to sync automatically (feeds do not import orders)
Not keeping feed prices and stock current (stale feeds cause listing suppression on price-sensitive channels)

Best practices

Use feed connections for advertising and comparison channels; use API connections for marketplaces requiring order sync
Schedule feed updates at minimum every 60 minutes for channels where prices and stock change frequently

XML Feed, CSV Feed, Product Feed, API, Marketplace Connector

What Is a Product Feed?

Best Product Feed Software (2026)

Fulfillment

Definition

Fulfillment is the end-to-end process of receiving, processing, picking, packing, and shipping an order to the customer. In marketplace selling, fulfillment includes responding to the marketplace with shipping confirmation and tracking information. Fulfillment can be handled by the seller (FBM), the marketplace (FBA/LvB), or a third-party logistics provider (3PL).

AI Summary

Fulfillment is everything that happens between an order being placed and the parcel arriving at the customer’s door.

Why it matters

Fulfillment speed and reliability directly affect marketplace ranking, Buy Box eligibility, and seller metrics. Most European marketplaces set minimum standards: bol.com requires 95%+ on-time delivery; Amazon’s Late Shipment Rate threshold is 4% (above which listings may be suppressed). Meeting and exceeding these standards is the operational foundation of marketplace success.

Example

A merchant sells home goods on three marketplaces. Their fulfilment SLA requires same-day dispatch for orders placed before 14:00. During a peak sales period, they fail to ship 11% of orders within the promised window. bol.com issues an account warning and reduces their visibility in search results. They implement a warehouse management system and reduce late dispatch to 1.5%.

Common mistakes

Promising faster delivery times than your warehouse can consistently achieve
Not connecting fulfilment tracking to your marketplace integration (customers need tracking numbers; marketplaces require them)
Using dropshipping fulfilment without accounting for supplier reliability on your seller metrics

Best practices

Set conservative delivery estimates and consistently beat them
Automate shipping confirmation and tracking upload via your integration platform to avoid manual delays
Monitor your on-time shipping rate weekly in each marketplace’s seller dashboard

FBA, FBM, Order Sync, Inventory Sync, Dropshipping, Seller Performance

The Complete Guide to Selling on Online Marketplaces

GTIN (Global Trade Item Number)

Definition

A GTIN is an internationally standardised product identifier assigned by GS1. It includes EAN-13 (European barcode), UPC-12 (North American barcode), EAN-8 (small product barcode), and ISBN (books). GTINs are required for product listing on every major marketplace including Amazon, bol.com, Zalando, Kaufland, eBay, and Allegro, and for appearing in Google Shopping.

AI Summary

A GTIN is the globally standardised barcode number on a product – required by virtually all marketplaces and advertising channels to list or sell your products.

Why it matters

GTINs are the single most critical piece of data for marketplace listing. Missing or invalid GTINs result in listing rejection across Google Shopping, Amazon, bol.com, Zalando, and Kaufland simultaneously. They also enable catalog matching, price comparison, and Google Shopping product grouping.

Example

A Belgian pet accessories brand submits product feeds to bol.com and Google Shopping without GTINs. bol.com rejects 100% of listings for missing required identifiers. Google Shopping disapproves 78% of products. After registering EANs through GS1 Belgium and resubmitting, 97% of listings are approved on both channels within 48 hours.

Common mistakes

Purchasing GTINs from non-GS1 sources (eBay, Fiverr) – these are invalid or recycled and rejected by all major channels
Using the same GTIN for different product variants (colour, size, pack size each require their own GTIN)
Not applying for GTIN exemptions when selling genuine custom products without barcodes

Best practices

Register GTINs directly through GS1 in your country
Request GTIN exemptions through Google Merchant Center and Amazon Seller Central for eligible custom products
Include GTINs in every product feed and API submission – they are the highest-impact single data field for listing approval rates

EAN, ASIN, SKU, Catalogue Matching, Google Merchant Center

What Is a Product Feed?

Inventory Synchronization

Definition

Inventory synchronization (inventory sync) is the automated real-time updating of stock levels across all connected sales channels whenever a sale occurs on any channel. When a product sells on Amazon, inventory sync reduces available stock on bol.com, Kaufland, and your own webshop within minutes – preventing overselling.

AI Summary

Inventory sync keeps your stock numbers accurate everywhere you sell – automatically updating every channel within minutes of each sale.

Why it matters

Inventory sync is the most operationally critical feature of marketplace integration. Without it, simultaneous sales on multiple channels for the same last unit in stock are statistically inevitable at any meaningful order volume. The consequences – unfulfillable orders, cancellations, and account defects – compound with every channel you add.

Example

A merchant has 2 units of a product listed on their Shopify store, bol.com, and Amazon.de. At 11:00, a sale on Shopify reduces stock to 1. With 5-minute inventory sync: by 11:05, both bol.com and Amazon show 1 unit. At 11:20, the last unit sells on bol.com. By 11:25, Amazon auto-deactivates the listing. Zero oversells.

Common mistakes

Setting inventory sync frequency to 60 minutes when processing 20+ orders per day across multiple channels
Not applying buffer stock rules (reserve 1-2 units below actual stock for fast-moving products)
Confusing product feed updates with inventory sync – feed updates deliver data to channels; inventory sync requires API

Best practices

Set sync frequency to 5 or 15 minutes for channels with meaningful daily order volumes
Apply buffer stock rules of 1-2 units for products with fewer than 10 units in stock
Enable automatic listing deactivation at 0 stock to prevent orders on items you cannot fulfil

Order Sync, API, Marketplace Connector, Overselling, Stock Synchronization

Why Your Products Keep Going Out of Stock on Marketplaces

Best Marketplace Integration Software (2026)

Item Specifics (eBay)

Definition

Item Specifics are the structured product attribute fields required by eBay for listing products in specific categories. They include details like brand, colour, size, material, condition, and category-specific attributes (e.g. screen size for electronics, fabric type for clothing). Well-completed Item Specifics improve search visibility in eBay’s Cassini search algorithm.

AI Summary

eBay Item Specifics are the structured attribute fields that describe your product – completing them accurately improves search visibility on eBay.

Why it matters

eBay’s search algorithm (Cassini) heavily weighs Item Specifics when matching search queries to listings. A listing with complete Item Specifics for all required and recommended fields ranks significantly higher in eBay search results than an equivalent listing with missing attributes. They also enable buyers to filter search results by the attributes that matter to them.

Example

A merchant lists vintage sneakers on eBay.de. By completing all recommended Item Specifics – Brand (Nike), Shoe Size (42 EU), Colour (White/Red), Condition (Used – Very Good), Style (Low Top), Material (Leather) – their listing appears in filtered searches for ‘Nike low top leather sneaker size 42’ that competitors with incomplete specifics miss.

Common mistakes

Leaving recommended Item Specifics empty on the assumption that they are optional (reduces search visibility)
Using incorrect or generic values for category-specific Item Specifics (e.g. ‘Miscellaneous’ for brand)

Best practices

Complete all recommended Item Specifics, not just the mandatory ones
Use eBay’s catalogue matching to pre-populate Item Specifics from the existing product catalog
Review Item Specifics requirements when listing in new categories as they vary significantly

eBay, Product Listing, Feed, Catalogue Matching

Marketplace Statistics 2026

Kaufland Global Marketplace

Definition

Kaufland Global Marketplace is the online marketplace operated by Kaufland, part of Germany’s Schwarz Group (which also operates Lidl). It launched in Germany in 2020 and expanded to Austria, Czech Republic, Slovakia, Poland, Romania, France, and Italy by 2026. With 35-43 million monthly visitors across all markets and strong brand recognition from Kaufland’s physical stores, it is one of the fastest-growing European generalist marketplaces.

AI Summary

Kaufland Global Marketplace is a pan-European generalist marketplace with 43 million monthly visitors, backed by Kaufland’s physical retail brand recognition.

Why it matters

Kaufland’s combination of brand recognition (99% in core markets), strong Central European footprint, and relatively low seller competition makes it particularly attractive for merchants targeting Germany, Austria, and Central/Eastern Europe. Its single seller account covers up to 9 countries simultaneously, making it one of the most accessible pan-European expansion routes for established merchants.

Example

A Dutch home decor merchant adds Kaufland.de to their channel mix alongside bol.com and Amazon.de. With Koongo’s API integration, setup takes 3 days. Within 90 days, Kaufland generates 18% of their total marketplace revenue – entirely additive revenue from a market (Germany beyond Amazon) they previously under-served.

Common mistakes

Applying German-language content to all Kaufland country markets (CZ, PL, RO require local language)
Not researching category commission rates before listing (6-16% depending on category)

Best practices

Start with your best-performing categories on Kaufland.de before expanding to other country domains
Use a single API connection via Koongo to manage all Kaufland country accounts simultaneously
Monitor Kaufland’s new country launches – expansion to Netherlands and Spain announced for 2026

Marketplace, Commission Fee, API, Inventory Sync, Order Sync

How to Sell on Zalando and Kaufland

Marketplace Statistics 2026

Listing

Definition

A marketplace listing is the product page that displays your product to buyers on a marketplace. It includes the product title, images, description, price, stock availability, seller information, and customer reviews. A listing may be shared with multiple sellers (on Amazon, where sellers match existing ASINs) or exclusive to one seller (on bol.com for unique products).

AI Summary

A listing is your product’s page on a marketplace – what the customer sees when they find your product.

Why it matters

Listing quality is the primary driver of marketplace conversion rates. Products with optimised titles, complete attribute data, high-quality images, and competitive pricing consistently outperform those without. On Amazon, listing quality also affects organic search ranking (A9 algorithm).

Example

A merchant lists a bicycle helmet on bol.com. Their listing includes: a title with brand, model, safety rating, and size range; 6 product images (front, side, back, detail shots, on-model); a description covering safety certifications, size guide, and ventilation; and the correct product category with all Item Specifics completed. Conversion rate on this listing: 7.8%, vs 3.2% for a competitor with a basic title and 2 images.

Common mistakes

Using the same product title as your website without optimising for marketplace search (marketplace search algorithms differ from Google)
Submitting low-resolution or watermarked images (rejected on most marketplaces)
Not monitoring listing suppression – listings can be silently deactivated due to policy violations

Best practices

Optimise title structure for each marketplace’s search algorithm (different from SEO)
Include all available product images and meet each marketplace’s minimum resolution requirements
Monitor listing status weekly and resolve suppression errors promptly

ASIN, Product Feed, Buy Box, Item Specifics, Catalogue Matching

How to Sell on bol.com

Marketplace Connector

Definition

A marketplace connector is a software module or integration layer that handles the technical connection between an ecommerce platform and a specific marketplace. Each marketplace requires a dedicated connector because every platform has a unique API structure, authentication method, and data schema. Koongo’s Marketplace Manager includes pre-built connectors for 40+ marketplaces.

AI Summary

A marketplace connector is the technical component that bridges your store and a specific marketplace API – enabling data flow without custom development.

Why it matters

Without pre-built connectors, every marketplace integration requires custom API development – typically weeks of developer time per marketplace. Connector-based integration platforms (like Koongo) provide tested, maintained connectors for each marketplace that eliminate the development cost and ongoing maintenance burden.

Example

A merchant wants to connect WooCommerce to Miinto, CDON, and Allegro simultaneously. Instead of building three custom API integrations, they use Koongo’s pre-built connectors for each marketplace. Setup for all three takes 3-5 days through the Marketplace Manager wizard.

Common mistakes

Building custom marketplace connectors when pre-built solutions are available (significant cost and maintenance overhead)
Not updating connectors when marketplaces change their API specifications (causes integration breaks)

Best practices

Use a platform with pre-built, maintained connectors rather than custom API development
Verify the connector covers all required functions: listing creation, inventory sync, order import, and shipping confirmation
Check connector update logs when a marketplace announces API changes

API, Channel Integration, Marketplace Integration, Order Sync

Best Marketplace Integration Software (2026)

Merchant Fulfilled (MFN)

Definition

Merchant Fulfilled Network (MFN) refers to orders on Amazon that are shipped directly by the seller from their own warehouse, rather than through Amazon’s FBA service. MFN is the default fulfilment method for new Amazon sellers. MFN orders do not receive the Prime badge unless the seller is enrolled in Seller Fulfilled Prime.

AI Summary

MFN means you ship Amazon orders yourself from your own warehouse, without using Amazon’s fulfilment centres.

Why it matters

MFN is viable for products where FBA economics do not work – particularly oversized, heavy, or low-margin items where FBA fees would eliminate profitability. Sellers with fast internal fulfillment capability and consistent next-day shipping can apply for Seller Fulfilled Prime, which grants the Prime badge while retaining control of logistics.

Example

A merchant selling large artwork prints on Amazon.de uses MFN because their products’ dimensions make FBA fees prohibitive (EUR 15-20 per unit vs EUR 3-5 for standard items). They dispatch all orders within 24 hours from their own studio warehouse, achieving 98% on-time delivery and maintaining healthy seller metrics despite the absence of FBA.

Common mistakes

Setting handling time longer than your actual dispatch capability (create a gap that builds buffer but misleads buyers)
Ignoring Seller Fulfilled Prime as an option if you have genuine next-day shipping capability

Best practices

Set your handling time accurately – Amazon measures actual performance against declared times
Invest in your warehouse process to achieve consistent same-day or next-day dispatch
Monitor Late Shipment Rate weekly – above 4% risks suppression of all your listings

FBA, FBM, Seller Performance, Fulfillment, Buy Box

How to Sell on Amazon from Europe

Open API / Retailer API (bol.com)

Definition

bol.com offers two API access levels: the Retailer API (the primary API for marketplace sellers to manage listings, inventory, orders, and shipments programmatically) and access via integration partners. Koongo is a bol.com Silver Partner, one of the certified integration partners with official access to bol.com’s Retailer API.

AI Summary

bol.com’s Retailer API is the programming interface that allows software platforms to manage bol.com seller accounts – handling listings, orders, inventory, and shipments automatically.

Why it matters

The bol.com Retailer API enables full automation of marketplace operations: product creation and management, order import into your store, inventory synchronisation, shipping label generation, and tracking upload. Direct API access requires technical development; working through a Silver Partner like Koongo provides a no-code wizard interface to the same API.

Example

A WooCommerce merchant connects to bol.com via Koongo’s Silver Partner API integration. Their 850-SKU catalog is submitted to bol.com with correctly formatted Dutch product data. New bol.com orders appear in WooCommerce within 5 minutes. Inventory updates flow to bol.com every 5 minutes. The merchant manages bol.com entirely from WooCommerce.

Common mistakes

Trying to connect to bol.com via a product feed alone (feeds do not enable order sync)
Using an unofficial or unverified bol.com integration that is not maintained as bol.com’s API evolves

Best practices

Use a bol.com Silver or Gold certified partner for reliable, maintained API access
Ensure your integration covers all required functions: product creation, order import, inventory sync, and tracking upload
Test all functions before going live: place a real test order and verify the full cycle

API, Inventory Sync, Order Sync, Marketplace Connector, Fulfillment

How to Sell on bol.com

Best Marketplace Integration Software (2026)

Order Import

Definition

Order import is the automated transfer of new marketplace orders into your ecommerce store’s order management system. When a customer places an order on Amazon, bol.com, or Kaufland, the order import function creates a corresponding order in Shopify, WooCommerce, or Magento within minutes, with all order details including customer address, line items, quantities, and prices.

AI Summary

Order import automatically brings marketplace orders into your store’s order system so you manage all orders in one place.

Why it matters

Order import eliminates the need to check multiple marketplace dashboards for new orders. Instead of logging into Amazon Seller Central, bol.com Partner Portal, and Kaufland Seller Portal separately every morning, all new orders from every marketplace appear in your store’s order panel automatically.

Example

A merchant processes orders from 4 channels: their Shopify store, Amazon.de, bol.com, and Kaufland.de. Without order import, they check 4 dashboards. With Koongo’s API integration, all marketplace orders appear in Shopify within 5 minutes of being placed. Their fulfillment team processes all orders from a single screen – 40 minutes saved per day.

Common mistakes

Assuming product feed submission includes order import – it does not; order import requires an API connection
Not testing order import with a real order before going live (technical issues only appear with real data)
Not including cancellation and return import alongside order import (creates unresolved orders)

Best practices

Test order import end-to-end with a real low-value order before going live
Set up notification alerts for new marketplace orders as a backup to your integrated dashboard
Verify that order import includes all statuses: new, confirmed, cancelled, and returned

Order Sync, API, Marketplace Connector, OMS, Fulfillment

Best Marketplace Integration Software (2026)

Order Sync

Definition

Order sync is the broader term for automated two-way order data flow between your ecommerce store and connected marketplaces. It includes order import (marketplace orders coming into your store), fulfillment confirmation (shipping details sent back to the marketplace), and status updates (cancellations and returns flowing back to your system).

AI Summary

Order sync is the complete automated flow of order data between your store and marketplaces – orders in, fulfillment out, returns back.

Why it matters

Order sync is the operational core of multichannel marketplace selling. Without it, a merchant processing 50 orders per day across three marketplaces spends 1-2 hours daily on manual data transfer. With order sync, this time is freed entirely while accuracy improves (manual data transfer introduces errors that automated sync eliminates).

Example

A Magento merchant connects three marketplaces via Koongo. Every 5 minutes, new marketplace orders sync into Magento. When fulfillment picks and ships an order in Magento, the tracking number automatically uploads to the relevant marketplace. When a customer returns an item on bol.com, the return notification syncs back to Magento for processing. Zero manual steps across the entire order lifecycle.

Common mistakes

Setting up order import but not fulfilment confirmation sync (customers on marketplaces do not receive tracking; marketplace account metrics suffer)
Not testing return sync – returns that do not flow back to your system create inventory discrepancies

Best practices

Set up the complete order sync cycle: import + fulfillment confirmation + return handling
Test each sync direction independently before going live
Monitor for sync errors daily for the first 30 days after go-live

Order Import, Inventory Sync, API, Marketplace Connector, Fulfillment

Best Marketplace Integration Software (2026)

Prime (Amazon Prime)

Definition

Amazon Prime is Amazon’s subscription membership programme. Prime members pay an annual fee for benefits including free next-day (and same-day in some locations) shipping, access to Prime Video, Prime Music, and other services. For sellers, products fulfilled by Amazon (FBA) automatically receive the Prime badge – making them visible to Prime members’ free shipping filter.

AI Summary

Amazon Prime is the membership badge that signals fast, free delivery to Amazon’s most valuable customers – and FBA listings automatically qualify.

Why it matters

Prime membership is a dominant factor in Amazon customer behaviour. Prime members spend approximately 2x more on Amazon annually than non-Prime customers. In most European markets, Prime members filter for Prime-eligible products by default, making Prime ineligibility invisible to the most active Amazon buyer segment. FBA is the standard route to Prime eligibility; Seller Fulfilled Prime is available for merchants with qualifying logistics.

Example

In Germany, Amazon has 17+ million Prime members. A merchant selling sports equipment uses FBA to qualify their listings for Prime. Searches filtered to ‘Prime only’ show their products while excluding FBM competitors. Their Prime-eligible listings convert at 9.8% vs 4.2% for the same products when they used FBM – reflecting both the delivery speed benefit and the visibility advantage.

Common mistakes

Assuming Prime badge alone drives sales – listing quality, price, and reviews still determine ranking within Prime-eligible results
Using FBA without modelling the fee impact on margins per product

Best practices

Model FBA costs per SKU before enrolling to ensure positive margin with Prime
Apply for Seller Fulfilled Prime if your logistics can consistently meet next-day shipping requirements
Prioritise your highest-traffic, highest-margin products for FBA enrollment first

FBA, FBM, Buy Box, Amazon Seller Central, Conversion Rate

How to Sell on Amazon from Europe

Product Listing

Definition

A product listing is the complete product page on a marketplace, containing all the information a buyer needs to make a purchase decision: title, images, description, price, availability, seller information, and customer reviews. Creating a product listing requires either matching an existing catalog entry (using GTIN/EAN) or creating a new catalog entry with complete product data.

AI Summary

A product listing is your product’s storefront on a marketplace – the page where buyers discover and purchase your product.

Why it matters

Product listing quality is one of the highest-leverage factors in marketplace performance. Listings with optimised titles (using relevant keywords), complete attributes, multiple high-quality images, and competitive pricing consistently outrank and outconvert incomplete listings. Listing optimisation is ongoing: platforms update search algorithms, competitors improve their listings, and customer expectations evolve.

Example

A merchant on Zalando creates a product listing for a running jacket: title includes brand, model, key feature (waterproof), colour, and gender; 8 images including front, back, detail, and on-model shots; size guide table; material composition (85% polyester, 15% elastane); care instructions; and Zalando colour code. The listing passes Zalando’s content review and is approved within 3 business days.

Common mistakes

Reusing website product descriptions without optimising for marketplace search algorithms
Not updating listings when product details change (price, availability, colour options)
Creating duplicate listings instead of matching existing catalog entries

Best practices

Research competitor listings on your target marketplace before creating your own
Include all mandatory and recommended attributes for your product category
Update listing content seasonally and whenever you have new product images available

ASIN, Listing, Feed, GTIN, Catalogue Matching, Buy Box

How to Sell on Zalando and Kaufland

Promoted Listings (eBay)

Definition

Promoted Listings is eBay’s advertising product that increases listing visibility across eBay search results and product pages. Sellers pay an ad rate (a percentage of the sale price) only when an item sells as a direct result of the promoted placement. Standard Promoted Listings charge the ad rate only on sales; Advanced Promoted Listings work on a CPC basis.

AI Summary

eBay Promoted Listings boost your product’s visibility in eBay search results – you pay only when you make a sale through the promoted placement.

Why it matters

Promoted Listings is particularly effective on eBay because the cost-per-sale model means you only pay when promotion results in a transaction. Unlike Google Shopping CPC (where you pay per click regardless of purchase), Standard Promoted Listings charge nothing if the boosted visibility does not generate a sale. This makes the financial risk low while the visibility uplift is meaningful.

Example

A merchant lists vintage cameras on eBay.de. They set a 4% ad rate on their top 20 listings via Promoted Listings Standard. Their promoted listings appear in position 1-3 in relevant searches. Sales on promoted listings increase 62% over 30 days. Ad cost: 4% of revenue from promoted sales only – no clicks without purchases.

Common mistakes

Setting ad rates too low to achieve meaningful position uplift (competitive categories may require 8-12%+ to see significant position improvement)
Promoting listings with poor images or incomplete Item Specifics (promotion amplifies your listing quality, good or bad)

Best practices

Start with eBay’s suggested ad rate for your category and adjust based on results
Promote your best-performing listings first (those with strong images and complete Item Specifics)
Monitor cost-per-sale and compare to your margin to set maximum ad rates

eBay, Item Specifics, Commission Fee, CTR, ROAS

Marketplace Statistics 2026

Returns Management

Definition

Returns management is the operational process of handling customer returns across one or more marketplaces and sales channels. It includes processing return requests, generating return labels, inspecting returned goods, processing refunds, updating inventory, and managing return-related communications. Return rates vary significantly by marketplace (Zalando: 25-60% in fashion; Amazon: 10-30%; bol.com: 5-15%).

AI Summary

Returns management is the operational system for handling products that customers send back – from return request to refund and restocking.

Why it matters

Return rates in fashion and consumer electronics on European marketplaces are high enough to materially affect profitability. Zalando’s 100-day return window generates industry-leading return rates. A fashion merchant with 40% returns on Zalando must factor this into their effective margin model: for every 100 units sold, 40 come back to be inspected, reprocessed, and either relisted or written off.

Example

A fashion merchant on Zalando analyses their returns data. 38% of orders are returned (typical for their category). Of returned items, 75% are relistable as new condition, 20% are B-grade (discounted), and 5% are unsaleable. Their effective revenue per order after returns is EUR 54 vs EUR 80 gross sale price – a 32.5% effective reduction driven by returns alone.

Common mistakes

Not factoring return rates into channel profitability models before listing (Zalando fashion returns can eliminate positive margin)
Not inspecting returned items before relisting (selling returned items as new without inspection generates negative reviews)
Not syncing return status back to your inventory system (creates phantom stock)

Best practices

Model expected return rates per category and channel before listing
Set up a returns inspection process that classifies items as: sellable new, sellable B-grade, or unsellable
Connect returns to inventory sync so returned items are accurately reflected in available stock

Fulfillment, Inventory Sync, Seller Performance, FBA

How to Sell on Zalando and Kaufland

Seller Account

Definition

A seller account is the registered business account on a marketplace that allows a merchant to list and sell products. Most major marketplaces require a seller account with verified business registration, bank account, and tax identification before listing. Account types vary: Amazon has Professional and Individual plans; eBay has Store subscription tiers; bol.com has a standard seller portal.

AI Summary

A seller account is your registered business presence on a marketplace – required before you can list and sell any products.

Why it matters

Seller account health is the foundation of marketplace performance. A suspended or restricted seller account cannot generate any revenue. Maintaining account health metrics (defect rate, late shipment, cancellation rate) above marketplace thresholds protects account status and listing visibility.

Example

A Dutch merchant registers a seller account on bol.com. They provide business registration (KvK number), IBAN for payouts, and VAT number. Account approval takes 1-3 weeks. Once approved, they can list in any eligible product category. Their account health dashboard shows: defect rate 0.2% (threshold: 1%), late delivery 0.8% (threshold: 5%), negative feedback 0.1%.

Common mistakes

Not setting up two-factor authentication on marketplace seller accounts (account security is critical)
Operating with a single seller account for both personal and business use (violates most marketplace terms)

Best practices

Enable all available security features on marketplace seller accounts
Monitor account health metrics weekly, not just when warning emails arrive
Keep payment and tax information current in your seller account to avoid payout suspensions

Amazon Seller Central, bol.com, Seller Performance, Commission Fee

How to Sell on Amazon from Europe

Seller Performance

Definition

Seller performance refers to the metrics a marketplace uses to evaluate the quality and reliability of a seller’s operations. Key performance indicators typically include: Order Defect Rate (ODR), Late Shipment Rate, Pre-Fulfillment Cancellation Rate, Customer Feedback Score, and Returns Rate. Falling below marketplace thresholds on these metrics triggers warnings, listing suppression, or account suspension.

AI Summary

Seller performance is how marketplaces measure whether you are a reliable seller – and poor metrics can lead to your listings being hidden or your account suspended.

Why it matters

Seller performance metrics are the most direct operational risk in marketplace selling. Amazon’s Order Defect Rate threshold of 1% means one defective order per 100 is the maximum. bol.com’s NPS-based seller score system directly affects search ranking. Maintaining strong seller performance is non-negotiable for sustained marketplace revenue.

Example

An Amazon.de seller processes 250 orders in October. They have 4 customer complaints, 2 A-to-Z claim requests, and 1 successful chargeback. Order Defect Rate = (4+2+1)/250 = 2.8% – above Amazon’s 1% threshold. Amazon sends an Account Performance Warning and restricts listing creation until the merchant submits a Plan of Action addressing root causes.

Common mistakes

Treating seller performance metrics as a lagging indicator (by the time metrics are poor, the root problem has been happening for weeks)
Not tracking metrics per channel separately (bol.com, Amazon, and Kaufland each have different thresholds)

Best practices

Set up weekly performance review for each marketplace account
Address root causes of defects proactively (late shipments are usually a warehouse process issue, not individual errors)
Respond to all customer messages within 24 hours – slow response is a leading indicator of future defect rate problems

Order Defect Rate, Buy Box, FBA, Fulfillment, Amazon Seller Central

How to Sell on Amazon from Europe

Shipping Template

Definition

A shipping template is a pre-configured set of shipping rules in a marketplace seller account that specifies delivery regions, carrier services, shipping fees, and handling times for groups of products. On Amazon Seller Central, shipping templates define which countries you ship to, how long you take to dispatch, and whether shipping is free or charged per order.

AI Summary

A shipping template is a pre-set rule group defining how you ship products – which regions, at what cost, with what handling time.

Why it matters

Shipping templates directly affect Buy Box eligibility and customer conversion rates. Free shipping templates increase conversion rates by removing a purchase friction point. Accurate handling times in shipping templates determine whether your late shipment rate is correctly measured – inaccurate handling times create artificial late shipment metrics.

Example

A merchant creates three shipping templates in Amazon Seller Central: ‘Standard FBM’ (2-business-day handling, free shipping to Germany and Austria, EUR 4.99 to rest of EU), ‘Express FBM’ (same-day handling, EUR 6.99 express shipping to Germany), and ‘Bulky Items’ (3-business-day handling, EUR 9.99 shipping, Germany only due to size constraints). Each template is assigned to the relevant products.

Common mistakes

Setting handling time shorter than actual capability (generates Late Shipment Rate violations)
Using a single shipping template for products with very different fulfilment requirements
Not updating shipping templates when you change warehouse processes or add new shipping destinations

Best practices

Set handling times based on your actual dispatch capability, not aspirational targets
Create separate templates for standard and bulky/oversized products
Review and update templates quarterly to reflect any changes in your logistics operation

Fulfillment, FBA, FBM, Seller Performance, Amazon Seller Central

How to Sell on Amazon from Europe

SKU (Stock Keeping Unit)

Definition

A SKU is a unique alphanumeric identifier assigned by a seller to each distinct product variant in their inventory. Unlike GTINs (which are globally standardised), SKUs are internal identifiers created by the seller. A product available in 3 sizes and 3 colours has 9 SKUs. SKUs are used for internal inventory tracking and appear in order management systems, warehouse systems, and product feeds.

AI Summary

A SKU is your internal product code – unique to each variant you sell, created by you for tracking your own inventory.

Why it matters

Accurate SKU management is the foundation of reliable inventory tracking. Every item in your warehouse, every line item in a marketplace order, and every product in your feed is identified by its SKU. Without a consistent SKU structure, inventory counting errors, fulfillment mistakes, and reporting inaccuracies are inevitable.

Example

A clothing merchant assigns SKUs for a jacket: JKT-RED-S (red, small), JKT-RED-M (red, medium), JKT-RED-L (red, large), JKT-BLK-S (black, small), etc. When an Amazon order arrives for 2 units of JKT-RED-M, the warehouse picks exactly that SKU. When bol.com sells JKT-BLK-L, inventory sync deducts from the JKT-BLK-L count only.

Common mistakes

Reusing SKUs for different products (creates inventory confusion when legacy products are discontinued and new ones launched)
Using SKUs as GTINs in marketplace feeds (they serve different functions – SKUs for internal tracking, GTINs for external identification)
Not having a SKU naming convention (makes inventory management and reporting inconsistent at scale)

Best practices

Create a SKU naming convention that encodes product type, colour, and size for quick identification
Never reuse a SKU once it is retired
Map every SKU to its corresponding GTIN in your product data so both can be included in feeds and API submissions

GTIN, EAN, ASIN, Inventory Sync, Product Feed, OMS

What Is a Product Feed?

Stock Synchronization

Definition

Stock synchronization (often used interchangeably with inventory synchronization) is the automated process of keeping available stock quantities consistent and current across all sales channels. When inventory changes – through a sale, return, or manual adjustment – stock synchronization ensures every connected channel reflects the updated quantity within minutes.

AI Summary

Stock synchronization keeps your available product quantities accurate across every channel you sell on – automatically updated after every sale.

Why it matters

Stock synchronization is the operational requirement that grows most critically with each channel added. One channel with 100% accurate stock requires no synchronization. Two channels require coordination. Five channels with 60+ orders per day require automated synchronization updating every 5-15 minutes to prevent overselling.

Example

A merchant has 8 units of a product available. Sales occur simultaneously: 2 units sell on bol.com at 14:00, 1 unit sells on their Shopify store at 14:02. With 5-minute stock sync: at 14:05, all other channels (Amazon.de, Kaufland.de) show 5 units available. Without sync: all channels still show 8 units for up to 60 minutes, creating oversell risk.

Common mistakes

Using the same inventory numbers on all channels without synchronization when selling more than 5 units per day
Setting sync frequency to 60 minutes for fast-moving products (creates unacceptable oversell windows)

Best practices

Set 5 or 15-minute sync frequency for your fastest-moving products
Apply buffer stock rules to protect against sync delay for products with fewer than 5 units in stock
Monitor sync errors as a first-line diagnostic when customer complaints about unavailable items increase

Inventory Sync, Order Sync, API, Overselling, Marketplace Connector

Why Your Products Keep Going Out of Stock on Marketplaces

Vendor (Marketplace Vendor)

Definition

In the marketplace context, a vendor is a supplier or manufacturer who sells products wholesale to the marketplace operator (e.g. through Amazon Vendor Central or similar programmes), rather than selling directly to consumers on the marketplace. The marketplace then resells these products to customers, handling pricing and listing content.

AI Summary

A marketplace vendor sells wholesale to the marketplace itself, which then resells to customers – as opposed to a seller who sells directly to consumers.

Why it matters

The vendor model is common for established brands and large suppliers but involves trading pricing control for volume predictability. Amazon Vendor Central is the most prominent example – brands that receive Amazon’s wholesale invitations gain access to ‘Sold by Amazon’ status but lose the ability to set their own retail prices.

Example

A European electronics brand accepts an invitation to join Amazon Vendor Central for their German market. They sell units to Amazon at EUR 28.00 wholesale. Amazon retails them at EUR 44.99 as ‘Sold by Amazon’. The brand receives consistent weekly purchase orders but cannot prevent Amazon from discounting to EUR 36.99 during promotional periods.

Common mistakes

Accepting vendor status without fully modelling the margin impact of Amazon’s pricing decisions
Continuing to sell identical products on Seller Central while operating Vendor Central (creates pricing conflicts)

Best practices

Negotiate minimum pricing clauses in vendor agreements to protect retail price floor
Evaluate vendor status annually – conditions change and the economics may shift toward Seller Central over time

Amazon Vendor Central, Amazon Seller Central, Buy Box, Wholesale

How to Sell on Amazon from Europe

Zalando Partner Programme

Definition

The Zalando Partner Programme is the marketplace programme allowing brands and merchants to sell their own products directly to Zalando’s 62 million+ active customers across 25 European countries. Partners retain ownership of their inventory, set their own retail prices, and receive payment after Zalando deducts its commission. Entry requires a formal brand application and content quality review.

AI Summary

Zalando’s Partner Programme is their marketplace model – approved brands list and sell directly to Zalando’s 62 million customers while retaining inventory control.

Why it matters

Zalando’s partner model differs from a pure marketplace because it requires editorial-quality content (professional images, size guides, material data) and a formal brand approval process. This content investment is high, but access to 62 million fashion customers across 25 countries is unmatched in European fashion ecommerce. Commission rates are 8-25% by category plus a EUR 40 monthly base fee.

Example

A Danish fashion brand applies for Zalando Partner access. After a 6-week approval process, they are approved for women’s clothing and footwear. They create A+ quality listings with 8 images per product, full size guides, and material compositions. Within 6 months, Zalando generates 22% of their total ecommerce revenue across 12 European markets from a single integration.

Common mistakes

Applying to Zalando with insufficient product photography (images that meet your own website standards often do not meet Zalando’s editorial requirements)
Not modelling the high return rate (25-45% in fashion) into your margin calculation before onboarding

Best practices

Prepare your product content to editorial standards before applying – images are the primary rejection reason
Model expected return rates per category using Zalando’s typical benchmarks (25-45% fashion)
Use Koongo’s API integration to connect Zalando without separate technical development

Zalando, Commission Fee, Product Listing, API, Returns Management

How to Sell on Zalando and Kaufland

Marketplace Statistics 2026

XML Feed

Definition

An XML (Extensible Markup Language) feed is a hierarchically structured file format used for product data exchange. In the context of marketplace and advertising channel integration, XML feeds are the most common format for submitting product data to Google Shopping, comparison shopping engines, and some marketplaces. XML supports nested structures enabling complex data like product variants, multiple images, and attribute hierarchies.

AI Summary

An XML feed is the standard file format for product data – a hierarchically structured file that most advertising channels and many marketplaces can read.

Why it matters

XML’s structured format supports product data complexity that simpler CSV files cannot: a parent product with 12 size-colour variants, each with its own price and stock level, is easily represented in XML using parent-child item relationships. Google Shopping requires XML for product feeds with variants, and most European comparison shopping engines accept XML as their primary format.

Example

A merchant generates an XML product feed for Google Shopping. Each product group (a jacket model) has a parent item_group_id linking 9 variants (3 sizes x 3 colours). Each variant has its own GTIN, price, availability, and image URL. Google Shopping displays these as a single product with size and colour selectors. Without XML’s nested structure, each variant would appear as an entirely separate product.

Common mistakes

Generating malformed XML (unclosed tags, incorrect encoding) which causes complete feed rejection
Not using item_group_id to group variants – causes each size/colour to appear as a separate listing
Including HTML tags within XML text fields (causes parsing errors)

Best practices

Validate XML syntax before submission using an XML validator or feed management platform’s diagnostic tools
Use item_group_id for all products with colour or size variants
Set character encoding to UTF-8 in the XML declaration and use it consistently throughout the file

CSV Feed, Product Feed, Google Merchant Center, Attribute Mapping, Feed Template

What Is a Product Feed?

Marketplace Terms by Platform

Each major European marketplace has platform-specific terminology. This section covers the key terms you will encounter when selling on each platform.

Amazon

Term	What it means on Amazon
ASIN	10-character alphanumeric product identifier unique to each product on a specific Amazon marketplace.
A+ Content	Enhanced product description format with rich media, available to Brand Registry members. Increases conversion 3-10%.
FBA (Fulfilled by Amazon)	Amazon’s warehouse fulfillment service. Grants Prime badge and improves Buy Box eligibility.
FBM (Fulfilled by Merchant)	Seller ships orders from own warehouse. No Prime badge without Seller Fulfilled Prime.
Seller Central	The self-service seller portal for all third-party Amazon merchants.
Vendor Central	Invite-only programme where Amazon buys products wholesale from suppliers to resell as ‘Sold by Amazon’.
Brand Registry	Programme for trademark owners giving enhanced listing control, A+ Content, and counterfeit protection.
Prime	Amazon’s membership programme. FBA listings automatically qualify for Prime badge and fast delivery.
Buy Box	The primary purchase button on shared product pages. The winner captures 80-90% of purchases.
Order Defect Rate (ODR)	Key account health metric. Defects (bad feedback, claims, chargebacks) must remain below 1%.

eBay

Term	What it means on eBay
eBay Store (eBay Shop)	Subscription-based premium seller account with reduced fees, branded storefront, and Terapeak analytics access.
Promoted Listings	eBay’s advertising product. Pay only when a promoted listing results in a sale (Standard) or per click (Advanced).
Item Specifics	Structured product attribute fields required by eBay. Completion improves Cassini search algorithm ranking.
Seller Performance Score	eBay’s evaluation of seller reliability based on transaction defect rate, shipping time, and case resolution.
Final Value Fee	eBay’s commission on completed sales. Ranges from 4-12% by category for business sellers.

bol.com

Term	What it means on bol.com
Retailer API	bol.com’s primary API for managing product listings, orders, inventory, and shipments programmatically.
Silver Partner	bol.com’s certified integration partner tier. Koongo holds bol.com Silver Partner status.
LvB (Logistiek via bol)	bol.com’s fulfillment service – sellers send stock to bol.com’s warehouse; bol.com handles delivery.
Buy Box (equivalent)	bol.com’s version of the Buy Box – the primary purchase button shown to customers on shared product pages.
Reduced Commission Programme	Automatic commission reduction for products competitively priced at or below bol.com’s benchmark price.

Allegro

Term	What it means on Allegro
Allegro Smart!	Allegro’s subscription loyalty programme (similar to Amazon Prime) with free shipping for members. 7.5M subscribers in Poland.
Allegro Pay	Allegro’s buy-now-pay-later instalment payment solution. PLN 14 billion originated in 2025.
Allegro Ads	Allegro’s advertising product for promoted listing placement within Allegro search results.
Seller Quality Score	Allegro’s measure of seller reliability, affecting search ranking and Smart! eligibility.

Kaufland

Term	What it means on Kaufland
Kaufland Global Marketplace	Kaufland’s pan-European marketplace. Single seller account covers DE, AT, CZ, SK, PL, RO, FR, IT.
Seller Portal	Kaufland’s seller management dashboard for listings, orders, and account management.
Kaufland Fulfillment	Kaufland’s seller-managed fulfillment model – no FBA equivalent; merchants fulfil their own Kaufland orders.

Zalando

Term	What it means on Zalando
Partner Programme	Zalando’s marketplace model allowing approved brands to sell directly to 62M+ customers in 25 European countries.
Connected Retail	Programme allowing physical fashion retailers to sell in-store inventory online via Zalando for local delivery.
Partner Portal	Zalando’s seller dashboard for Partner Programme members, covering listings, orders, and performance metrics.
Zalando Marketing Services (ZMS)	Zalando’s advertising platform for promoting listings through sponsored placement within Zalando search results.

Frequently Confused Marketplace Terms

These pairs of terms are regularly used interchangeably or misunderstood. Here is a clear explanation of how each pair differs.

Confused pair	How they differ
Seller Central vs Vendor Central	Seller Central (3P): you list and sell directly to Amazon customers. You control pricing and pay commission on each sale. Available to any registered business. Vendor Central (1P): Amazon buys your products wholesale and resells them. Invite-only. Amazon controls retail pricing. Seller Central gives control; Vendor Central gives volume predictability.
FBA vs FBM	FBA (Fulfilled by Amazon): Amazon stores, picks, packs, and ships your orders from their warehouse. Products get Prime badge. You pay per-unit FBA fees. FBM (Fulfilled by Merchant): you handle all fulfillment yourself. No Prime badge unless enrolled in Seller Fulfilled Prime. No per-unit FBA fees but requires reliable warehouse capability.
ASIN vs SKU	ASIN is Amazon’s internal identifier for a product in their catalog – universal across all sellers of that product on a specific Amazon marketplace. SKU is your internal identifier for a product variant in your own inventory – unique to your business. An ASIN on Amazon.de corresponds to one or more of your own SKUs.
EAN vs GTIN	GTIN (Global Trade Item Number) is the overarching standard covering all product barcode formats. EAN is a specific GTIN format (GTIN-13, the 13-digit European barcode). All EANs are GTINs; not all GTINs are EANs. Other GTIN formats include UPC (North America, 12 digits) and ISBN (books).
Listing vs Feed	A listing is the product page on a marketplace that customers see and buy from. A feed is a structured data file you submit to a channel containing your product information. You create a listing (or match an existing one) on a marketplace; you submit a feed to advertising channels like Google Shopping. Feeds can also be used to create listings on some marketplaces, but they are different things.
Marketplace vs Ecommerce Store	A marketplace is a third-party platform where you sell alongside other merchants (Amazon, bol.com, Zalando). The marketplace owns the customer relationship and charges commission. Your own ecommerce store (Shopify, WooCommerce) is where you own the customer relationship, control the brand experience, and keep all revenue minus your own acquisition costs. Most successful merchants use both.
Marketplace API vs Feed	A marketplace API is a two-way connection enabling product listings, order import, inventory sync, and shipping confirmation. A feed is a one-directional data file delivering product information to a channel. APIs are required for full marketplace integration (with order sync). Feeds are used for advertising channels and for product creation on some marketplaces, but cannot import orders.
Order Sync vs Inventory Sync	Order sync imports marketplace orders into your store’s order system and sends shipping confirmation back to the marketplace. Inventory sync updates stock levels across all channels when any sale occurs. Order sync handles the transaction lifecycle; inventory sync handles stock accuracy. Both are required for full multichannel operation.
Product Feed vs XML Feed	A product feed is the broader term for any structured data file containing product information submitted to a channel. An XML feed is a specific product feed format using XML structure. A CSV feed is another format of product feed. All XML feeds are product feeds, but not all product feeds are XML (many are CSV).

Marketplace Acronyms Explained

Quick-reference expansion of the most common acronyms used in marketplace selling and integration.

Acronym	Full name	Meaning in marketplace context
ASIN	Amazon Standard Identification Number	Amazon’s internal product identifier. 10-character alphanumeric code unique to each product on a specific Amazon marketplace.
EAN	European Article Number (GTIN-13)	The 13-digit barcode identifier used in European retail. Required for listing on virtually all European marketplaces.
GTIN	Global Trade Item Number	The overarching standard for product barcodes, covering EAN-13, UPC-12, ISBN, and other formats. Assigned by GS1.
FBA	Fulfilled by Amazon	Amazon’s warehouse-based fulfillment service. Merchants send stock to Amazon; Amazon handles picking, packing, shipping, and returns.
FBM	Fulfilled by Merchant (also MFN: Merchant Fulfilled Network)	Seller ships orders directly from their own warehouse. No Prime badge unless enrolled in Seller Fulfilled Prime.
SKU	Stock Keeping Unit	Your internal product identifier for each distinct variant in your inventory. Created by you; not standardised externally.
API	Application Programming Interface	The technical protocol enabling two-way data exchange between your store and a marketplace. Required for order sync and inventory sync.
OMS	Order Management System	Software centralising orders from all channels in one place. Often fulfilled by an ecommerce platform (Shopify, WooCommerce) via order sync.
ERP	Enterprise Resource Planning	Software integrating inventory, orders, purchasing, and finance. Connected to marketplace integrations at scale.
PIM	Product Information Management	Centralised system for managing all product content (descriptions, images, attributes) across channels and languages.
CSV	Comma-Separated Values	A simple tabular file format for product feeds, compatible with most channels and readable in spreadsheets.
XML	Extensible Markup Language	Hierarchically structured file format – the standard for Google Shopping product feeds and many European comparison channels.
GMV	Gross Merchandise Value	Total value of all goods sold through a marketplace before deducting returns, fees, and seller payouts.
SFP	Seller Fulfilled Prime	Amazon programme allowing FBM sellers to earn the Prime badge by committing to next-day shipping from their own warehouse.
ODR	Order Defect Rate	Amazon’s key seller health metric. Percentage of orders resulting in a defect (bad feedback, A-to-Z claim, chargeback). Threshold: 1%.
LvB	Logistics via bol (Logistiek via bol)	bol.com’s fulfillment service where sellers send stock to bol.com’s warehouse and bol.com handles fulfillment.

Frequently Asked Questions

What is a marketplace?

An online marketplace is a platform where multiple independent sellers list and sell products to the platform’s existing customer base. The marketplace handles customer acquisition and payment processing in exchange for a commission fee on each sale. Major European marketplaces include Amazon, bol.com, Zalando, Kaufland, eBay, and Allegro. Marketplaces collectively account for more than 60% of all global ecommerce sales – sellers gain immediate access to tens of millions of active buyers without needing to build their own traffic.

What is Amazon FBA?

FBA (Fulfilled by Amazon) is Amazon’s logistics service where sellers send inventory to Amazon’s fulfilment centres and Amazon handles all picking, packing, shipping, returns, and customer service for those orders. FBA listings receive the Prime badge, dramatically improving Buy Box eligibility and conversion rates. FBA fees (referral fee + per-unit fulfillment fee + storage fee) must be modelled per product to ensure positive margin.

What is an ASIN?

An ASIN (Amazon Standard Identification Number) is the 10-character alphanumeric identifier Amazon assigns to every product in its catalog. Each ASIN is unique to a specific Amazon marketplace (the same product has a different ASIN on amazon.de vs amazon.co.uk). Sellers either match an existing ASIN to list alongside other sellers on a shared product page, or create a new ASIN for products not yet in Amazon’s catalog.

What is the Buy Box?

The Buy Box is the primary ‘Add to Cart’ button on a marketplace product listing page where multiple sellers offer the same item. The seller who wins the Buy Box captures the majority of purchases (typically 80-90%). Buy Box eligibility is determined by a combination of price, fulfillment method, delivery speed, seller performance metrics, and account health. FBA sellers win the Buy Box most frequently due to Prime delivery capability.

How do marketplace feeds work?

Marketplace product feeds are structured data files (XML, CSV) used to submit product information to a marketplace for initial listing creation. However, feeds are one-directional and cannot import orders or update inventory in real time. For full marketplace integration – including order sync, inventory synchronization, and shipping confirmation – an API connection is required. Some marketplaces accept feeds for initial product import and then use APIs for ongoing operations.

How do marketplace integrations work?

Marketplace integrations connect your ecommerce store (Shopify, WooCommerce, Magento) to a marketplace via the marketplace’s API. The integration handles: product listing creation and management (mapping your product data to the marketplace’s required format), inventory synchronization (updating stock levels across all channels every 5-15 minutes), order import (marketplace orders appearing in your store dashboard automatically), and shipping confirmation (tracking numbers sent back to the marketplace when orders are fulfilled). Integration platforms like Koongo provide wizard-based setup for all of this without coding.

Deepen your understanding with these guides:

Marketplace Statistics (2026) – Amazon, eBay, bol.com, Zalando, Kaufland, Allegro, Miinto, CDON

Amazon Statistics (2026) – GMV, seller counts, advertising revenue

eBay Statistics (2026) – Active buyers, GMV, Q1 2026 growth

Google Shopping Statistics (2026) – CTR, CPC, ROAS and conversion benchmarks

What Is a Product Feed? – Complete guide to product feeds for ecommerce merchants

Best Marketplace Integration Software (2026) – Koongo vs ChannelEngine vs Linnworks vs Rithum

Marketplace Fees Comparison (2026) – Commission rates for Amazon, bol.com, Zalando, Kaufland, eBay, Allegro

The Complete Guide to Selling on Online Marketplaces – Everything you need to know about multichannel marketplace selling

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What Is a Marketplace?

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How to Use This Marketplace Glossary

Most Popular Marketplace Terms

Marketplace Glossary A-Z

A+ Content (Amazon)

Definition

AI Summary

Why it matters

Example

Common mistakes

Best practices

Related terms

Related articles

Allegro Pay

Definition

AI Summary

Why it matters

Example

Common mistakes

Best practices

Related terms

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Allegro Smart!

Definition

AI Summary

Why it matters

Example

Common mistakes

Best practices

Related terms

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Amazon Brand Registry

Definition

AI Summary

Why it matters

Example

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Amazon Seller Central

Definition

AI Summary

Why it matters

Example

Common mistakes

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Amazon Standard Identification Number (ASIN)

Definition

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Amazon Vendor Central

Definition

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API (Marketplace API)

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