Where to Sell Online in Europe: Platform Guide by Country

by

The best platform for selling online in Europe depends on where you live. While Vinted and Facebook Marketplace have pan-European reach, country-specific platforms dominate local sales due to established user habits and trust.

Here’s which platform to use in each major European market in 2026, organized by country.

Netherlands: Marktplaats and Vinted

Primary platform: Marktplaats

  • Type: General classifieds
  • Fees: Free for most categories
  • Best for: Furniture, electronics, bikes, vehicles, local pickup sales
  • User base: 6+ million active users

Secondary platform: Vinted

  • Type: Second-hand fashion
  • Fees: Zero seller fees
  • Best for: Clothing, shoes, bags, accessories
  • User base: 2+ million Dutch users

Business sellers: Bol.com

  • Type: E-commerce marketplace
  • Fees: 9%–15% + €39/month subscription
  • Best for: New products, businesses with inventory

provides detailed Dutch platform comparison.

Germany: Kleinanzeigen and Vinted

Primary platform: Kleinanzeigen

  • Type: General classifieds (formerly eBay Kleinanzeigen)
  • Fees: Free
  • Best for: Furniture, electronics, bikes, vehicles, apartments, local pickup
  • User base: 30+ million active users

Secondary platform: Vinted

  • Type: Second-hand fashion
  • Fees: Zero seller fees
  • Best for: Clothing, shoes, accessories
  • User base: 5+ million German users

Business sellers: Amazon.de

  • Type: E-commerce marketplace
  • Fees: 8%–15% + €39/month subscription
  • Best for: New products, FBA logistics, Prime eligibility

covers German marketplace landscape.

France: Leboncoin and Vinted

Primary platform: Leboncoin

  • Type: General classifieds
  • Fees: Free for most categories
  • Best for: Furniture, electronics, vehicles, real estate, local pickup
  • User base: 28+ million monthly users

Secondary platform: Vinted

  • Type: Second-hand fashion
  • Fees: Zero seller fees
  • Best for: Clothing, shoes, accessories
  • User base: 10+ million French users (largest Vinted market)

Alternative: Vestiaire Collective

  • Type: Luxury fashion resale
  • Fees: 18%–30% commission
  • Best for: Designer clothing, luxury bags, authenticated high-value items

provides Leboncoin-specific guidance.

Spain: Wallapop and Vinted

Primary platform: Wallapop

  • Type: Mobile-first classifieds
  • Fees: Free for local pickup; 5% if using Wallapop shipping
  • Best for: Electronics, furniture, vehicles, local sales
  • User base: 15+ million users

Secondary platform: Vinted

  • Type: Second-hand fashion
  • Fees: Zero seller fees
  • Best for: Clothing, shoes, accessories
  • User base: 3+ million Spanish users

Alternative: Milanuncios

  • Type: Traditional classifieds
  • Fees: Free
  • Best for: Apartments, vehicles, jobs (broader than just goods)

covers Wallapop mechanics.

Italy: Subito and Vinted

Primary platform: Subito

  • Type: General classifieds
  • Fees: Free for most categories; optional paid promotion
  • Best for: Furniture, electronics, vehicles, real estate, local pickup
  • User base: 15+ million active users

Secondary platform: Vinted

  • Type: Second-hand fashion
  • Fees: Zero seller fees
  • Best for: Clothing, shoes, accessories
  • User base: 2+ million Italian users

Alternative: eBay.it

  • Type: Auction and fixed-price marketplace
  • Fees: 12.8% + €0.30
  • Best for: Collectibles, electronics with warranty needs

provides Subito-specific guidance.

United Kingdom: Gumtree, Facebook Marketplace, and Vinted

Primary platforms (tied): Facebook Marketplace and Gumtree

Facebook Marketplace:

  • Type: Social classifieds
  • Fees: Free for local pickup
  • Best for: Furniture, electronics, household items, younger buyers
  • User base: Massive (tied to Facebook user base)

Gumtree:

  • Type: General classifieds
  • Fees: Free for most categories
  • Best for: Furniture, cars, bikes, apartments, slightly older demographic
  • User base: Strong across UK, especially outside London

Secondary platform: Vinted

  • Type: Second-hand fashion
  • Fees: Zero seller fees
  • Best for: Clothing, shoes, accessories
  • User base: 5+ million UK users

Alternative: eBay.co.uk

  • Type: Auction and fixed-price marketplace
  • Fees: 12.8% + £0.30
  • Best for: Collectibles, electronics, designer items needing authentication

covers UK classifieds mechanics.

Poland: OLX, Allegro Lokalnie, and Vinted

Primary platform: OLX

  • Type: General classifieds
  • Fees: Free
  • Best for: Furniture, electronics, vehicles, local pickup
  • User base: 15+ million monthly users

Secondary platform: Allegro Lokalnie

  • Type: Local selling extension of Allegro (Poland’s largest e-commerce platform)
  • Fees: Free for local sales
  • Best for: Electronics, fashion, collectibles
  • User base: Integrated with Allegro’s 20+ million user base

Fashion platform: Vinted

  • Type: Second-hand fashion
  • Fees: Zero seller fees
  • Best for: Clothing, shoes, accessories
  • User base: 3+ million Polish users

provides OLX-specific guidance.

Sweden: Blocket and Vinted

Primary platform: Blocket

  • Type: General classifieds
  • Fees: Free for most categories; optional paid boosts
  • Best for: Furniture, electronics, vehicles, real estate, local pickup
  • User base: Dominant in Swedish market

Secondary platform: Vinted

  • Type: Second-hand fashion
  • Fees: Zero seller fees
  • Best for: Clothing, shoes, accessories

Alternative: Tradera

  • Type: Auction marketplace (owned by eBay)
  • Fees: Commission on sales
  • Best for: Collectibles, antiques, rare items

Belgium: 2dehands and Vinted

Primary platform: 2dehands (Dutch-speaking) / 2ememain (French-speaking)

  • Type: General classifieds
  • Fees: Free for most categories
  • Best for: Furniture, electronics, bikes, vehicles, local pickup
  • User base: Dominant in Belgian market

Secondary platform: Vinted

  • Type: Second-hand fashion
  • Fees: Zero seller fees
  • Best for: Clothing, shoes, accessories

Austria: Willhaben and Vinted

Primary platform: Willhaben

  • Type: General classifieds
  • Fees: Free for most categories
  • Best for: Furniture, electronics, vehicles, real estate, local pickup
  • User base: Dominant Austrian platform

Secondary platform: Vinted

  • Type: Second-hand fashion
  • Fees: Zero seller fees
  • Best for: Clothing, shoes, accessories

Alternative: Shpock

  • Type: Mobile-first classifieds
  • Fees: Free
  • Best for: Furniture, household items, urban areas

Switzerland: Ricardo, Anibis, and Tutti

Primary platform: Ricardo

  • Type: Auction and fixed-price marketplace
  • Fees: Commission on sales (varies by category)
  • Best for: Electronics, collectibles, fashion, general goods
  • User base: Largest Swiss platform

Alternative: Anibis

  • Type: General classifieds
  • Fees: Free
  • Best for: Furniture, electronics, vehicles, French-speaking regions

Alternative: Tutti

  • Type: General classifieds
  • Fees: Free
  • Best for: Furniture, household items, German-speaking regions

Pan-European Platforms: When to Use Them

Vinted (16 countries)

  • Use for: Second-hand clothing across all European markets
  • Zero seller fees make it the default choice for fashion
  • Available: UK, FR, DE, NL, ES, IT, PL, BE, AT, CZ, LT, LU, PT, RO, SK, HU

Facebook Marketplace (global)

  • Use as: Secondary channel for furniture and local pickup items
  • Free to list, zero fees
  • Strength varies by country—dominant in UK/Ireland, growing elsewhere

eBay (multiple country sites)

  • Use for: Collectibles, electronics with warranty needs, international sales
  • 12.8% + €0.30 fees
  • Available: .co.uk, .de, .fr, .it, .es, .nl, .be, .at, .ie, .pl

Country-by-Country Summary Table

Country General Classifieds Fashion Business/New Products
Netherlands Marktplaats Vinted Bol.com
Germany Kleinanzeigen Vinted Amazon.de
France Leboncoin Vinted Amazon.fr / Cdiscount
Spain Wallapop Vinted Amazon.es
Italy Subito Vinted Amazon.it
UK Facebook Marketplace / Gumtree Vinted Amazon.co.uk / eBay
Poland OLX Vinted Allegro
Sweden Blocket Vinted Amazon (limited)
Belgium 2dehands / 2ememain Vinted Bol.com
Austria Willhaben Vinted Amazon.de
Switzerland Ricardo / Anibis / Tutti Vinted Galaxus / Digitec

Decision Framework: Which Platform to Use

Step 1: What are you selling?

  • Clothing/fashion → Vinted (all countries)
  • Furniture/bulky items → Country-specific classifieds (Marktplaats, Kleinanzeigen, Leboncoin, etc.)
  • Electronics → Country-specific classifieds or eBay for international reach
  • New products as business → Amazon or country-specific e-commerce platforms

Step 2: Local or international?

  • Local pickup → Use country-specific classifieds (zero fees, established trust)
  • Willing to ship → Add eBay or Vinted for broader reach

Step 3: Maximize reach?

  • Cross-post to multiple platforms (country classifieds + Facebook Marketplace + Vinted/eBay)
  • Use identical photos to save time

Common Mistakes When Selling Across Europe

Mistake 1: Using only pan-European platforms

Vinted and Facebook Marketplace have broad reach, but country-specific platforms (Marktplaats, Kleinanzeigen, Leboncoin) dominate local sales. Always start with the country leader.

Mistake 2: Ignoring language barriers

Listing in English works in Netherlands, Sweden, and some urban areas, but listings in local language (German, French, Italian, Spanish) convert better. Use Google Translate for basic descriptions if needed.

Mistake 3: Underestimating local payment preferences

  • Netherlands: Tikkie, iDEAL for digital payments; cash for local pickup
  • Germany: Bank transfer, cash; PayPal less common than UK
  • France: Lydia, PayPal, cash
  • Sweden: Swish (mobile payment app), cash declining

Research local payment norms before listing to avoid friction.

Summary

Best European selling platforms vary by country: Marktplaats (NL), Kleinanzeigen (DE), Leboncoin (FR), Wallapop (ES), Subito (IT), Gumtree/Facebook Marketplace (UK), OLX (PL), Blocket (SE). Vinted dominates second-hand fashion across all 16 supported countries with zero seller fees. Use country-specific platforms for furniture and local pickup sales. Use Amazon or eBay for business selling or international reach.

Start with your country’s dominant platform, add Vinted for clothing, cross-post to Facebook Marketplace for maximum reach. Match platform to item category and local buyer habits, not convenience.

Related guides

Leave a Comment