Germany’s online retail market is entering a period of renewed strength and transformation in 2025–2026. After several years of slower growth, recent reports show online sales rose to approximately €88.8 billion in 2024, a 3.8% increase over 2023. Growth is forecasted to continue in 2025, with revenues projected at around €92.4 billion. Much of this momentum is driven by one major force: marketplaces.

Marketplaces now drive more than half of Germany’s eCommerce revenue

In 2024, online marketplaces generated an estimated €44 billion in sales, accounting for over 55% of the total digital goods market. This marks a noticeable increase over previous years and underlines the shift in consumer shopping behavior.

Why early adoption matters

For sellers, this trend signals a major opportunity—but only if they act now. As more established brands and retailers double down on marketplaces, competition will inevitably grow. Sellers who enter emerging marketplaces early enjoy:

• Less competition, meaning better visibility and stronger chances of getting featured
• Room to build a brand presence before platforms tighten seller policies or pricing
• Access to new growth opportunities in developing markets and underutilized verticals

In short, getting your brand positioned on Germany’s fastest-growing marketplaces in 2026 isn’t just smart—it’s essential.

What Defines an “Emerging” Marketplace in 2026?

Not every marketplace is considered “emerging,” and not all are suitable for every seller. But certain characteristics can help identify which platforms are poised for growth and success. Here’s what defines an “emerging” marketplace and how sellers can spot the right ones.

Key characteristics of emerging marketplaces

• Rapid growth in traffic, users, or total sales
• Expanding into new categories or regions, offering sellers new audience access
• Cross-border readiness, with multilingual support and shipping infrastructure
• Mobile-first usability, delivering better UX for the growing smartphone shopper base
• Niche specialization, offering focused experiences for shoppers in fashion, tech, lifestyle, or sustainable products

Why early-mover sellers benefit

• Stronger onboarding support and lower seller competition
• Early exposure to platform audiences with limited saturation
• Higher margin potential while CPCs and seller fees are still low
• Flexibility to test campaigns and refine strategy before rules become stricter

Choosing the right platform early gives brands time to fine-tune their listing strategy, logistics, and marketing tactics ahead of the competition.

Key Trends Driving Marketplace Growth in Germany

To understand where eCommerce is heading in Germany, it’s essential to look at the broader trends that are shaping the behavior of both consumers and platforms. These patterns offer important insights into why certain marketplaces are emerging now.

Consumer trust is shifting toward platforms

Today’s German consumers are showing a strong preference for shopping via marketplaces over individual online stores. That’s because marketplaces typically offer:

• A wider product range
• Transparent comparison tools for price and features
• More reliable delivery and return policies
• Stronger brand reputation and built-in trust

Sellers who list on trusted marketplaces benefit directly from this consumer confidence—making it easier to win business even without extensive brand awareness.

Kaufland is expanding aggressively across Europe

Kaufland has emerged as one of the most dynamic marketplace brands, growing quickly beyond Germany into Austria, Poland, the Czech Republic, and most recently into France and Italy. The platform is onboarding thousands of sellers in each new region, offering retailers an integrated way to access multiple markets through a single interface.

This type of expansion is a major signal to sellers: being part of a platform that is scaling internationally means access to broader customer bases and shared marketing momentum.

Fashion and lifestyle consolidation is accelerating

Zalando’s acquisition of About You represents a major consolidation move in the fashion eCommerce space. Both brands were already key players in Europe, and their combination promises even greater reach, logistics strength, and category specialization.

Fashion and lifestyle marketplaces are especially attractive in Germany, where consumers value product quality, style, and service. Emerging or reshaped platforms in this vertical are likely to grow fast, especially among younger demographics and mobile-first users.

Mobile shopping is driving vertical-focused marketplace success

With over 60% of all eCommerce purchases now made on mobile devices in Germany, marketplaces that offer fast-loading apps, intuitive navigation, and streamlined checkout processes are gaining user loyalty.

Additionally, marketplaces that specialize in particular verticals—such as beauty, electronics, or home goods—are winning over consumers with more tailored experiences and curated assortments. Sellers who operate in these verticals stand to benefit from better product discovery and increased conversion rates.

Google CSS and affiliate integrations are boosting visibility

More marketplaces are now utilizing Google’s Comparison Shopping Service (CSS) structure to run high-impact ads without competing directly with sellers’ own campaigns. This allows platforms to extend seller listings into Google Shopping results at lower CPCs, while still maintaining visibility on the marketplace itself.

In parallel, affiliate networks and price comparison sites continue to serve as powerful acquisition channels. Emerging marketplaces that are already well integrated with these systems can help sellers accelerate their exposure across multiple buyer touchpoints.

Which of Koongo’s Supported Channels Look Like “Emerging” Winners for 2026

In 2026, Germany’s marketplace scene is maturing fast—but not all growth is happening in the usual places. Beyond Amazon and eBay, a fresh wave of high-potential, seller-friendly platforms is gaining traction. At Koongo, we’ve watched which channels are pulling ahead—and more importantly, which ones are worth your attention as a merchant today.

Let’s look at the top emerging marketplace channels already supported by Koongo and explore why they deserve a strategic spot in your multichannel setup.

Kaufland: The Marketplace with Momentum

Kaufland has rapidly become one of the strongest up-and-coming players in the German and broader European eCommerce landscape. Originally known as a local retail giant, it has transformed into a full-scale online marketplace connecting thousands of sellers with millions of customers.

What’s driving its growth? First, its expansion beyond Germany into countries like Poland, Czech Republic, and Austria has unlocked new cross-border potential. Second, Kaufland’s highly automated seller tools and API-driven integration make it scalable for merchants with large inventories.

Kaufland is particularly well-suited for sellers of electronics, household goods, DIY, kitchenware, and general merchandise. German shoppers trust the Kaufland brand, and its growing online footprint makes it a valuable channel for both domestic and international sellers targeting German-speaking markets.

To succeed here, sellers must ensure:

• Well-structured product feeds with proper categorization.
• Localized titles and descriptions (especially for cross-border listings).
• Accurate and fast stock updates to avoid overselling.
• Competitive pricing in saturated categories.

Using Koongo, you can fully automate Kaufland feed updates, manage pricing rules, and localize your content for multiple Kaufland regions from one central dashboard.

Zalando (Connected Retail & Partner Program): Fashion at Scale

If you’re in the fashion, footwear, or lifestyle vertical, Zalando remains the go-to platform for serious growth in Germany and across Europe. While not new, Zalando’s evolution through the Connected Retail and Partner Program models means new opportunities are constantly opening up for independent brands and physical retailers alike.

Zalando stands out thanks to its elite branding, customer trust, and seamless user experience. German consumers rely on Zalando for everything from wardrobe staples to luxury finds.

But this channel isn’t plug-and-play. Sellers need to meet stringent requirements around:

• Product photography quality.
• Content formatting (size, color, material, etc.).
• Fulfillment and return logistics (free returns expected).
• Legal compliance, especially when selling cross-border.

Feed quality is essential. Zalando uses structured product data to power its massive fashion catalog. Koongo makes it easier to comply with Zalando’s specs by offering:

• Pre-mapped channel templates.
• Attribute enrichment tools.
• Multilingual feed management for cross-border selling.
• Automation of stock, price, and seasonal tags.

For 2026, Zalando is poised to further consolidate its lead in fashion, particularly as it continues to acquire niche fashion players and expand its brand portfolio. If you have strong lifestyle products, it’s the right time to enter before competition becomes even tighter.

Glami, Spartoo, and Miinto: Europe’s Rising Style-First Channels

While Zalando dominates the mainstream, a growing wave of niche fashion and lifestyle platforms is steadily capturing attention—and consumer spend.

Platforms like Glami, Spartoo, and Miinto have carved out spaces for sellers offering premium, sustainable, or style-forward products. These platforms thrive on curated product presentation, personalized experiences, and often cater to mobile-first, design-savvy shoppers.

Each offers unique entry points:

• Glami is a fashion discovery platform with strong organic visibility.
• Spartoo specializes in shoes and apparel with a European footprint.
• Miinto supports local boutiques, focusing on premium collections.

As fashion becomes more fragmented and value-driven, these platforms offer a less saturated alternative to Zalando. They work especially well for sellers who:

• Maintain a high standard of product visuals.
• Cater to trend-focused or niche fashion segments.
• Want to test new markets without committing massive ad budgets.

With Koongo, you can integrate with these platforms seamlessly. Use Koongo’s scheduling tools to launch new collections seasonally, add localized product content, and monitor feed compliance—all without hiring a developer.

TikTok, Facebook Ads, and Wish: Discovery-First Commerce

Not all sales channels in 2026 will be traditional marketplaces. Discovery-first platforms—like TikTok Shopping, Facebook Ads (Dynamic Product Ads), and Wish—are becoming vital for reaching trend-driven, impulse buyers.

What these platforms lack in traditional catalog structure, they make up for in engagement, virality, and reach.

• TikTok Shopping is ideal for viral, trending, or limited-edition products.
• Facebook Ads allows advanced segmentation, ideal for retargeting and personalized discovery.
• Wish excels with impulse buys and price-sensitive audiences looking for deals.

These channels work best for:

• Fashion accessories, gadgets, beauty, wellness, home decor.
• Promotions, bundles, and time-limited drops.
• Eye-catching visuals or video-first product presentations.

Koongo supports feed exports for these advertising channels, enabling:

• Custom label mapping (to highlight seasonal items or bestsellers).
• Dynamic pricing updates (to match ad copy and landing page).
• Automated syncing with product catalogs for Meta, TikTok, or Wish integrations.

If you’re looking to diversify beyond static marketplaces, these discovery platforms can unlock new audiences and growth models in 2026.

Google Shopping & Google CSS: Still a Powerhouse

Google Shopping might be well-known—but it’s far from stagnant. In 2026, it remains one of the most critical and performance-driven channels, especially when paired with a Comparison Shopping Service (CSS) strategy.

Koongo’s support for Google CSS partners means you can list your products:

• On Google Shopping (via your own Merchant Center or a CSS partner).
• With potentially lower CPCs through CSS bids.
• Without interfering with your own direct Google Ads efforts.

Sellers across categories—tech, beauty, home, apparel—continue to see strong ROAS here, provided their feeds are:

• Fully optimized for titles, GTINs, and sale prices.
• Synced frequently to handle stock and price volatility.
• Tagged properly for campaigns and bidding.

In 2026, the winning sellers on Google Shopping will be those who treat their product feed like performance marketing content. Koongo helps you maintain high-quality feeds, inject promotional tags, and monitor feed diagnostics in real-time.

Feed & Integration Strategy for Emerging German Channels

Once you’ve selected your top marketplaces or discovery platforms, the real challenge begins: maintaining quality, consistency, and speed across all channels. That’s where feed management becomes a strategic weapon—and Koongo is designed for exactly that.

Here’s how to set up your channels for long-term growth using smart integration practices.

Use Channel-Specific Templates

Every marketplace has its own feed specifications—what fields are required, what format titles should follow, what types of product images are allowed, and so on. Manually managing all that is a nightmare.

Koongo solves this by offering pre-configured templates for each supported channel—Zalando, Kaufland, Google Shopping, TikTok, Spartoo, and more. These templates already include:

• Mandatory and optional attributes.
• Field validation.
• Category mapping suggestions.
• Export scheduling options.

No need to reverse engineer every new channel integration. Koongo has already done the heavy lifting.

Automate Inventory, Pricing & Campaign Logic

Speed matters in marketplace selling—especially in high-volume categories. Koongo allows you to automate:

• Stock updates every 15 minutes or hourly.
• Price syncing during promotions or flash sales.
• Campaign tagging, such as marking products for “Back to School”, “Holiday Deals”, or “Free Shipping Week”.

This reduces your manual workload and ensures your listings are accurate, timely, and compliant—especially on platforms like Kaufland or Zalando that penalize feed discrepancies.

Localize Your Listings by Market

Selling in Germany isn’t the same as selling in Austria, Czechia, or Poland—even if the language seems similar.

With Koongo, you can:

• Translate titles and descriptions per channel.
• Add currency and VAT adjustments by region.
• Tailor shipping and returns policies per country.
• Maintain channel-specific pricing structures.

Localization doesn’t just improve conversion—it’s required for most major channels. The German market, in particular, expects high transparency and flawless communication.

Start Small and Scale Strategically

Don’t start by uploading your entire catalog to a new marketplace. Instead:

• Choose a sample of high-performing, high-margin SKUs.
• Test them on the channel for 2–4 weeks.
• Monitor key metrics: click-through, return rate, profit margin.

This test-driven approach ensures you’re not wasting ad spend or damaging your brand presence with poorly performing listings.

Once you see traction, scale your catalog in phases—Koongo makes it easy to segment by category, product type, or brand using smart filters.

Monitor & Improve Continuously

Koongo’s feed dashboards let you track:

• Feed errors or missing fields.
• Out-of-sync inventory.
• Channel-specific performance trends.

These insights allow you to fix issues fast and identify what’s working—and what’s not—on a per-channel basis. That means better ROI, fewer customer complaints, and more consistent revenue.

Risks, Limitations & How to Mitigate

Entering and scaling on multiple marketplace channels through Koongo offers many advantages, but there are real risks. Being aware of them ahead of time—and putting in place mitigation strategies—is key to success in 2026.

Risk: Channel Saturation and Margin Compression

As more sellers flock to high‑growth marketplaces (especially those already supported by Koongo), competition increases. This leads to:

• More sellers offering similar products → price wars, needing discounting or promotional offers to stay visible.
• Advertising costs rising for promoted listings or internal marketplace ads (if available).
• Feature crowding: when many sellers try to get “featured”, “top product”, “promoted slot” exposure, visibility becomes harder unless you invest more in listing quality or promotional budget.

Mitigation Strategies:

• Enter emerging or less saturated channels first (those with fewer competing sellers in your vertical).
• Focus on differentiation: product quality, images, brand story, unique propositions, niche specializations.
• Maintain margins: build in shipping, returns, marketplace commissions into pricing. Be cautious with deep discounting.
• Monitor cost per sale (CPS) or cost of acquisition per channel regularly. If margins fall too low, reprioritize channels or SKU subsets.
• Use Koongo’s feed filtering and attribute / rule tools to highlight or promote your higher-margin or differentiated SKUs first.

Risk: Differing Policies, Costs, and Hidden Fees

Each marketplace or platform has its own policies on commissions, shipping, returns, payment terms, taxes, etc. What works on one channel may not work on another.

Examples:

• Some German marketplaces require free returns under certain conditions, or free return shipping over certain order values. If you don’t account for this, returns can crush margins. (Example: Kaufland requires free return shipping for items over ~€40 in many cases.)
• Shipping costs: many German retailers have shifted away from always offering free shipping. In many cases shipping is free only above a minimum spend; otherwise customers pay. Rising shipping costs and expectations for fast delivery are common.
• Legal requirements: EU/Germany have strict rules for returns (14‑day right of withdrawal), product guarantees (often two years), labeling, safety and compliance. Non‑compliance may lead to legal consequences or platform suspensions.

Mitigation Strategies:

• Before joining a channel, carefully read and map all its fees (sales commission, shipping, return handling, payment processing fees).
• Build these into your cost & pricing model. Include expected return rate and return shipping cost.
• Use Koongo feed attributes / templates to include required policy info (return policy, shipping details) in the feed so marketplaces see accurate info.
• Where possible, adapt your return policy to channel norms (e.g., free returns above certain order value, transparent pricing, tracking).
• Test smaller batches of SKUs to see actual return rates / costs before scaling heavily.

Risk: Feed / Technical Compliance Errors

Many channels have strict technical requirements: correct product attributes, image specs, category mapping, stock and price freshness. Errors here lead to:

• Products being disapproved or delisted.
• Poor visibility or ranking on channel search results.
• Bad customer experience when product data mismatches (price, availability), which leads to negative reviews or returns.

Mitigation Strategies:

• Use validation tools: Koongo offers feed validation to catch missing or incorrect fields, invalid category assignments, mismatched attribute values.
• Schedule frequent feed updates: price, availability, variants. If feed is stale (e.g. shows stock when there is none), customers will suffer and marketplace reputation may drop.
• Ensure high image quality, correct image sizes/backgrounds, proper color/size/variant metadata. These often are required by marketplaces like Zalando, Kaufland, etc.
• Monitor feed issue logs or warnings from channels; act immediately on error alerts.

Risk: Varying Customer Expectations (Delivery, Returns, Quality)

German shoppers are demanding. Their expectations are high for delivery speed, clear returns, product quality, and service.

• Slow or unreliable delivery can lead to poor reviews or account penalties.
• Returns handled badly damage reputation.
• If product quality (material, fit, claims) doesn’t match description and images, customers feel misled.

Mitigation Strategies:

• Partner with reliable logistics / fulfillment providers; where possible offer faster local delivery.
• Be clear in product descriptions about size, materials, dimensions. Over‑promise leads to returns.
• Offer clear and generous but sustainable return policies; make them easy to find.
• Invest in product quality checks before shipping. Consider inspections or quality control.
• Solicit and display customer reviews/ratings when possible to build trust.

Conclusion & Recommendations

After looking at the opportunities and risks across Koongo‑supported channels, here’s what makes a channel worth investing in, and what you should do now to maximize your sales in Germany heading into 2026.

What Makes a Channel Worth Investing In

• Growth trajectory: Channels that are expanding in user numbers, vertical diversity, or regionally (cross‑border) tend to offer better upside.
• Vertical alignment: Choose channels whose audience matches your product type. Fashion brands do better on Zalando/Glami/Spartoo; general merchandise or household goods might do well on Kaufland or Google Shopping.
• Ease of integration & policy clarity: Channels with clear feed requirements, consistent communication, good seller support, and manageable commissions/shipping/returns structure are more sustainable.
• Customer trust & user experience: Platforms known for fast delivery, fair returns, transparency tend to keep customers returning; this builds long‑term value.
• Differentiation potential: If you can offer distinct value (better visuals, unique products, high quality, niche focus, brand story), you can stand out even in competitive channels.

Recommendations: Channels to Prioritize

Based on current strengths among Koongo supported channels and market trends, here’s a shortlist of 2‑3 channels sellers should focus on depending on their product vertical:

• If you sell fashion / lifestyle / footwear / accessories, prioritize Zalando (Connected Retail / Partner), Glami, or Spartoo. These platforms reward visual content, trend relevance, and strong brand presentation.
• If your catalog is diverse (electronics, home, general merchandise), Kaufland is a strong choice—especially for sellers who can manage large inventory and cross‑border logistics.
• For discovery‑oriented growth, particularly for smaller or newer brands, TikTok Shopping, Facebook Ads / Dynamic Product Ads, and Wish are good channels to test for impulse and trend‑driven sales, as long as product margins, shipping, and returns are tightly managed.

To make real progress, decisions must turn into action. Here are concrete next steps you can take now with Koongo to leverage these insights:

• Explore your existing channels list in Koongo and compare them against your product catalog. Ask: Does this channel suit my vertical? Can I meet its policy/returns/shipping requirements? Are fees and commissions sustainable for my margin?
• Create a channel‑fit checklist or decision grid for your business. Items might include: required feed attributes, image specs, allowed promotions, return shipping policy, expected return rate, shipping speed expected by users, local language support, fulfillment cost.
• Test early. Choose one or two high‑potential channels from your shortlist and launch with a small set of SKUs. Use Koongo’s feed scheduling, attribute mapping, and validation to ensure high quality. Monitor impressions, sales, return rate, and customer feedback for 2‑4 weeks.
• Optimize relentlessly. Based on data, refine your product titles/descriptions, update visuals, adjust pricing or shipping, adapt return policy where possible. Use automation in Koongo to keep feeds fresh.
• Scale smart. Once you’ve identified channels with good ROI, rollout more of your catalog, invest in promotional tools or paid placements if available, localize content, potentially expand to cross‑border regions.

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