Payment Providers for European Marketplaces, Value Prop and Challenges

Europe’s marketplace landscape is diverse, with several dominant players catering to both B2C and B2B segments. Here's a breakdown of key marketplace platforms, payment providers, and marketplace software providers in Europe, including their target customers, value propositions, payment setups and trends — from the perspective of someone exploring this ecosystem for a venture or integration opportunity.

1. Marketplace Platforms (B2C & C2C)

These are the largest consumer-facing marketplaces where businesses or individuals sell goods/services.

Comparison table of European marketplaces showing providers, target customers, value propositions, and payment setups. — Comparison of European B2C and C2C Marketplaces: The table outlines various providers, their target customers, value propositions, and payment setups across the European landscape.

2. B2B Marketplaces

Below is the list of major European marketplaces focused on wholesale and bulk transactions.

Comparison chart of B2B marketplaces: Faire, Ankorstore, Europages. Columns: provider, target customers, value proposition, payments. — Comparison of European B2B marketplaces. Each targets different customer segments and offers unique value propositions, from wholesale marketplaces with flexible payment options to lead generation services.

3. Marketplace Payment Providers

Specialized PSPs for marketplaces (multi-vendor payments, escrow, split payouts).

Comparison chart of European marketplace payment providers, including Adyen, Stripe Connect, Mollie, Checkout.com, and Rapyd. — Comparison of European marketplace payment providers highlights key features and value propositions for leading companies.

4. Marketplace Software Providers

For companies building their own marketplace (SaaS/self-hosted).

Comparison table of EU marketplace tech providers: Mirakl, Sharetribe, Vendure, and Marketplacer, listing target customers, value propositions, and payment integrations. — Comparison of EU marketplace technology providers highlighting their target customers, value propositions, and payment integrations.

Key Trends in EU Marketplaces

Key Trends of EU Marketplace Payments

Localized payment methods (iDEAL, SEPA, Sofort, Blik) are critical.
Escrow & delayed payouts (Ankorstore) build trust.
Regulatory compliance (PSD2, Strong Customer Authentication) affects flows.
BNPL for B2B (Faire, Ankorstore) is growing.

6.Typical challenges and pain points of buyers and sellers on marketplaces

Payment processes in marketplaces involve multiple stakeholders—buyers, sellers, and the platform itself—each with unique pain points. Below are common challenges and the required capabilities to address them.

Chart displays marketplace payment pain points and required capabilities for sellers, buyers, and operators. Blue headers with white text. — Challenges and Solutions for Marketplace Payments

By integrating specialized marketplace payment providers and automating compliance, onboarding, and payout processes, marketplaces can deliver a seamless, trustworthy experience for both buyers and sellers—building the foundation for scalable growth.

7.Most Frequently Used Payment Methods in European Marketplaces (2024)

Payment preferences in Europe vary significantly by country, with cards dominating in some regions while local payment methods (LPMs) and alternative payments lead in others. Below is a detailed breakdown of trends and the future of card relevance.

a. Most Popular Payment Methods by Country

Chart of European countries’ payment methods, market shares, and trends. Includes Germany, Netherlands, UK, France, Poland, Spain, Italy, Nordics. — Overview of Dominant Payment Methods and Market Trends in European Countries for 2024, highlighting Popularity of Cards and Local Mobile Payment Options.

b. Are Card Payments Becoming More or Less Relevant?

📉 Declining in Some Markets Due To:

✅ Local Payment Methods (LPMs) – iDEAL (NL), Blik (PL), Bizum (ES), and mobile wallets (Swish, MobilePay) are cheaper, faster, and more trusted than cards.

✅ BNPL Growth – Klarna, Clearpay, and Alma are displacing cards for larger purchases (especially among Gen Z).

✅ Open Banking & Instant Payments – SEPA Instant, FedNow, and Pay by Bank reduce card reliance.

✅ SCA (PSD2) Friction – Strong Customer Authentication makes card payments slower.

The evolving landscape of non-card payment methods.

📈 Still Strong in Markets Like:

✔ UK & Ireland – Cards remain #1 due to weaker local alternatives.

✔ Southern Europe (Spain, Italy, Portugal) – Cards lead, but digital wallets (Bizum, Satispay) are rising.

✔ B2B Marketplaces – Corporate cards and bank transfers dominate.

c. Why Non-Card Methods Are Winning

Chart on "European Payment Trends & Market Adoption" compares bank transfers, BNPL, mobile wallets, and open banking in various markets. — Key European Payment Trends in 2024: Adoption and Benefits Across Markets.

Conclusion

Europe’s marketplace economy is evolving rapidly, with strong regional preferences shaping platform success. The dominance of localized payment methods like iDEAL, Blik, and Bizum—alongside the rise of BNPL and open banking solutions—means that marketplaces must adopt highly localized, user-trusted payment strategies to remain competitive.

Marketplaces that effectively manage buyer and seller needs—especially around payments, onboarding, and compliance—are better positioned to build trust and scale efficiently. The clear distinction between consumer (B2C) and business (B2B) behaviors requires tailored approaches, particularly in payment infrastructure.

For new entrants or those looking to integrate, the opportunity lies in bridging these complex needs with seamless, secure, and localized solutions. The next wave of growth will belong to platforms that are payment-aware, regulation-ready, and experience-driven.

Understanding payment method adoption across different business models helps tailor payment strategies for optimal conversion and customer experience.

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Author

Gianluca Caccamo (Linkedin), leader in connecting People and Data for Strategic Partnerships, counting more than 15 years at companies like Google, Pinterest and Wix among others.

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Citations:

This report was compiled based on data from multiple industry sources including:

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