Europe’s electronics marketplaces grow due to rise of secondary electronics

The European market for online consumer electronics is projected to surpass € 90 billion in 2025, according to new data from Cross-Border Commerce Europe. E-commerce already accounts for over 50% of total electronics sales in several countries, and online marketplaces are responsible for a major share of this growth. One of the key drivers behind this growth is the rise of refurbished electronics. Consumers are increasingly drawn to refurbished Apple iPhones and other devices due to their lower prices, longer warranties, and sustainability benefits. This shift is reflected in the strategies of both new and established marketplaces. Back Market and Refurbed continue to expand, while MediaMarkt and Vinted have added refurbished electronics to their platforms.

Generalist platforms maintain category dominance

Generalist marketplaces like Amazon, eBay, Temu, and Shein dominate electronics sales across Europe. Amazon leads in most markets, while eBay holds a strong position in refurbished and niche categories. Regional players such as bol, Allegro, Cdiscount, and Empik also maintain strong national positions in electronics.

Retail-based marketplaces expand offerings

Retail-driven platforms like MediaMarktSaturn and Fnac Darty are evolving into full-scale marketplaces. MediaMarkt has expanded its marketplace model to Poland and Belgium and plans to launch in Turkey. Fnac Darty has joined forces with Italy’s Unieuro to strengthen its Southern European footprint.

Newcomers and regional challengers rise

The sector is also seeing diversification at the mid and lower end of the market. Temu and Shein have expanded beyond fashion into electronics, while OnBuy is actively reaching out to European merchants with a seller-friendly approach. Meanwhile, niche and regional players such as Digitec in Switzerland, Vanden Borre in Belgium, and N11 in Turkey add local strength.

Refurbished marketplaces gain more traction

Dedicated refurbished marketplaces are benefiting from rising consumer awareness. Back Market leads this space with activity in over 16 countries, while refurbed grows steadily across Central and Western Europe. Vinted, OLX, and MediaMarkt are among those now featuring refurbished electronics prominently.

63 key platforms mapped in new study

The updated Marketplace Quadrant Electronics by Cross-Border Commerce Europe identifies 63 key platforms across Europe. While the top tier is consolidating, competitive dynamics remain strong at every level. The continued rise of refurbished electronics is adding fresh momentum and diversity to the category.