The best marketplaces in Germany for WooCommerce

Marketplaces have become an integral part of the e-commerce industry. Marketplaces make it easy to realize (extra) revenue, without having to pay marketing costs upfront.

Marketplaces have become an integral part of the e-commerce industry. Marketplaces make it easy to realize (extra) revenue, without having to pay marketing costs upfront. Instead you will pay a commission per sale, so you take little risk and are guaranteed to receive sales.

The largest marketplace in the Netherlands is But what about marketplaces in Germany?

1. Amazon

Amazon is perhaps the most well-known webshop and marketplace worldwide. If not because of the Amazon brand, it is thanks to the much-discussed founder and owner Jeff Bezos.

We have to make no bones about the fact that Amazon has worked hard in the past years to build the empire as it is. Despite being founded in the United States, the company quickly spread its wings to Europe. Amazon is therefore one of the largest webshops and marketplaces in Germany.


The figures of are insane. 79% of Germans start their search on Amazon, 52% of every euro spent is spent on Amazon and finally realizes about €54 billion revenue a year.

In other words, moving to Germany means at least selling on

Connect to WooCommerce

Luckily, Woosa has developed an Amazon WooCommerce plugin, which also facilitates the German website of Amazon. It has never been easier to get started with Start your 7 day free trial here.

2. Kaufland

We know Kaufland as a physical warehouse in Germany. In 2020, Kaufland acquired the webshop and marketplace was the largest local webshop and marketplace in Germany.

Figures has more than 8,000 sellers on its platform and approximately 32 million visitors per month. Therefore selling on is a real must-have if you are planning to expand to Germany.

Connect to WooCommerce

You can easily publish products on the Kaufland marketplace from your WooCommerce webshop using the Woosa plugin. Start your 7 day free trial here.

3. Zalando (zDirect)

Zalando is originally a German webshop. Since 2021 they have also added a marketplace functionality to their webshop.

Zalando sells products in the category fashion. They offer 2 variants of their marketplace: Connected Retail and zDirect.

Connected Retail from Zalando

Connected Retail is for boutiques that do not sell their own brand, but the brand of others. For example, a boutique that sells Nike or Adidas products.

The disadvantage of Connected Retail is that it is completely set up for the webshop, combined with physical stores. Zalando wants to simplify the shipping process and make it climate-friendly with Connected Retail and therefore forces shipments from certain physical locations.

Don’t have a physical store? In that case you cannot participate in Connected Retail.

zDirect from Zalando

Unlike Connected Retail, zDirect is specific to online webshops. However, you can only participate if you have your own brand. So you cannot sell other brands on the Zalando marketplace.

The disadvantage of zDirect is that the Zalando platform is not yet fully used to facilitating a marketplace. Therefore the user experience leaves a lot to be desired.

Figures Zalando

Yet Zalando’s figures do not lie. If you’re into fashion, you should take Zalando seriously into consideration.

Zalando has 1.7 billion visitors per month and 46.3 million active users.

Connect Zalando zDirect to WooCommerce

Thanks to the WooCommerce plugin from Woosa, you can easily connect Zalando zDirect to WooCommerce. However, keep in mind that you still have to manually add the products with content in the Zalando zDirect platform.

Unfortunately, Zalando does not yet have an automatic solution for this. Start your 7 day free trial here.

Conclusion and are a must-have if you want to get a foothold in Germany. Zalando is only interesting if you sell your own brand related to the category fashion.

You should also take a number of things into account before you start selling in Germany. Read here exactly what you should take into account.