Selling electronics on marketplaces: where should you focus?

For brands selling consumer electronics, marketplaces are no longer optional.

They’re where demand already exists.

But not all marketplaces are built the same. Especially within tech.

Some are driven by scale.
Others by specialization.
And a few combine both.

If you're selling electronics and looking to grow your business across marketplaces, three platforms stand out in the Nordics and Europe:

Amazon, CDON and Elkjøp Nordic

Elkjøp Nordic: where electronics buyers already are

Elkjøp (Elgiganten/Elkjøp/Power ecosystem) is one of the strongest retail brands in consumer electronics across the Nordics.

What makes it interesting from a marketplace perspective is simple:

- High purchase intent
- Category focus (electronics-first)
- Strong customer trust

For tech brands, that means:

• Less noise compared to broader marketplaces
• A more relevant audience
• Better conditions for conversion

If your products fit the category, Elkjøp is often one of the most “natural” marketplaces to be present on.

CDON: broad reach with regional strength

CDON has evolved from a traditional retailer into a marketplace with strong reach across the Nordics.

For electronics brands, it offers:

• Access to a wide audience
• A mix of categories (not only tech)
• A familiar brand in the region

Compared to Elkjøp, CDON is less specialized but that also creates opportunities:

• Easier entry for a wider range of products
• Less strict positioning requirements
• Strong visibility in certain segments

It’s often a good complement to more niche platforms.

Amazon: scale, competition, and complexity

Amazon doesn’t need much introduction.

It’s the largest marketplace globally and one of the most competitive.

For electronics brands, Amazon offers:

• Massive reach
• Established demand
• Advanced logistics and fulfillment options

But it also comes with some trade-offs:

• High competition
• Price pressure

Compared to Elkjøp and CDON, Amazon is where you will reach most customers.

One category, three different dynamics

What’s interesting is not just the platforms themselves but how different they are.

Elkjøp

Strength: High intent, category focus
Consideration: Selective, requires fit

CDON

Strength: Broad reach, regional presence
Consideration: Less specialized

Amazon

Strength: Scale, global reach
Consideration: High competition & complexity

Questions worth asking

• Which marketplaces actually match your product category?
• Where does your target audience already buy?
• How many channels can your current setup realistically handle?
• And what happens operationally if you add one more? 

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André Jonesson, Marketing