Europe’s Marketplace Landscape: Understanding B2B and B2C Dynamics

Gianluca Luke Caccamo
Apr 29
4 min read

Updated: 5 hours ago

Europe’s marketplace landscape is diverse, featuring various dominant players in both B2C and B2B segments. Here’s a breakdown of key marketplace platforms, payment providers, and marketplace software providers in Europe. This includes their target customers, value propositions, payment setups, and trends, catering to anyone exploring opportunities in this ecosystem.

1. Marketplace Platforms (B2C & C2C)

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

The primary focus of these platforms is to connect buyers with sellers. Popular examples include platforms like eBay and Amazon. They offer a wide range of products, from electronics to handmade crafts, enabling both businesses and individuals to reach a broader audience.

2. B2B Marketplaces

Below is a list of major European marketplaces focused specifically 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.

B2B marketplaces cater to businesses looking to purchase goods in bulk. Platforms such as Europages provide a space for merchants to connect with suppliers. This has transformed how companies manage procurement and inventory, offering efficiency and reduced costs.

3. Marketplace Payment Providers

Specialized PSPs (Payment Service Providers) focus on marketplaces, supporting multi-vendor payments, escrow services, and 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.

Using reliable payment providers enables marketplaces to streamline transactions, enhancing both buyer and seller experiences. This ensures timely payouts and security, fostering trust among users.

4. Marketplace Software Providers

For companies looking to build their own marketplace, Software as a Service (SaaS) and self-hosted options are vital.

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.

These providers equip businesses with tools to manage listings, transactions, and customer interactions effectively. Choosing the right software is crucial for marketplaces aiming for sustainable growth and user engagement.

Key Trends of EU Marketplace Payments

Key Payment Trends in European Marketplaces

Localized payment methods (like iDEAL, SEPA, and Blik) are essential for acceptance.
Escrow services and delayed payouts (for example, by Ankorstore) enhance buyer and seller trust.
Regulatory compliance (considering PSD2, Strong Customer Authentication) significantly impacts transaction flow.
Buy Now Pay Later (BNPL) options among B2B platforms such as Faire and Ankorstore are growing in popularity.

5. Typical Challenges Facing Buyers and Sellers on Marketplaces

Payment processes in marketplaces involve multiple stakeholders—buyers, sellers, and the platform itself. Each group faces unique challenges. Below are common pain points 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

Integrating specialized marketplace payment providers can automate compliance, onboarding, and payout processes. This integration is crucial for delivering a seamless and trustworthy experience for both buyers and sellers, laying the groundwork for scalable growth.

6. Payment Methods Popular in European Marketplaces (2024)

Payment preferences across Europe differ significantly by country. Cards dominate some regions, while local payment methods (LPMs) and alternative payments excel in others. Below is a detailed breakdown of trends shaping the future of card payments.

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): Options like iDEAL in the Netherlands, Blik in Poland, and Bizum in Spain are cheaper, faster, and more trusted compared to traditional card payments.
BNPL Growth: Services such as Klarna and Clearpay are taking the lead for substantial purchases, particularly among Gen Z customers.
Open Banking and Instant Payments: Innovations like SEPA Instant are reducing reliance on cards.
SCA (Strong Customer Authentication) Friction: PSD2 regulations slow down card payments.

The evolving landscape of non-card payment methods.

📈 Still Strong in Markets Like:

UK & Ireland: Cards continue to be the number one choice due to limited local alternatives.
Southern Europe: Regions like Spain and Italy see cards leading, although digital wallets are gaining popularity.
B2B Marketplaces: Corporate cards and bank transfers remain dominant.

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. Strong regional preferences are shaping platform success. The rise of localized payment methods, such as iDEAL and Bizum, alongside growing BNPL and open banking solutions, means that marketplaces must adopt user-trusted payment strategies.

Marketplaces that effectively cater to the needs of buyers and sellers, especially concerning payments, compliance, and onboarding, are better equipped to build trust and scale efficiently. The distinct differences between consumer and business behaviors necessitate tailored approaches in payment infrastructure.

For new entrants or those seeking integration, the opportunity lies in addressing these complex needs with seamless and secure solutions. The next wave of growth will favor platforms that are payment-aware, regulation-ready, and experience-driven.

Understanding the adoption of payment methods across various business models helps you tailor your strategy for optimal conversion and enhanced customer experiences.

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Author

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