E-commerce marketplaces in 2025: Growth, trends & opportunities for online sellers

Marketplaces are reshaping the e-commerce landscape - globally and in the Nordics.
For online retailers, this shift represents not just a trend, but a major opportunity to grow.

In this article, we break down the latest marketplace statistics, emerging trends for 2025, and why having the right marketplace strategy could be the key to scalable success.

Marketplace growth: Global trends to watch in 2025

According to eMarketer, marketplaces accounted for 67% of global ecommerce sales in 2024, and that figure is expected to increase in 2025.

While Amazon continues to dominate the global stage, niche and regional marketplaces are rapidly gaining traction.

Key marketplace highlights:

• Amazon: Third-party sellers accounted for over 60% of Amazon’s global sales in 2024 (Amazon Annual Report 2024).
• Allegro (Poland): One of Europe’s fastest-growing platforms, now hosting over 135,000 active sellers.
• CDON (Nordics): A leading player in Nordic online sales, particularly in consumer electronics and fashion.

Regional trends: Marketplace growth in the Nordics

Nordic consumers are increasingly favoring marketplaces over individual ecommerce stores, citing broader product selection and smoother shopping experiences.

According to PostNord’s E-barometern (2024):

35% of Nordic shoppers now prefer marketplaces when buying online.

Platforms like CDON and Zalando have seen continuous growth in user activity across Sweden, Denmark, and Finland.

For Nordic merchants, this opens up major new opportunities to expand, both locally and across borders without building their own distribution channels.

What does this mean for you as a seller?

Being where your customers are has never been more important. By integrating with the right e-commerce marketplaces, you can:

Reach more customers faster
Scale without adding operational overhead
Leverage built-in marketing and traffic from the platform
Optimize inventory and order flow through centralized management

Sello makes multichannel selling simple

With Sello, you can connect your store to over 60 ecommerce marketplaces including Amazon, Zalando, CDON, and Tradera. Our platform automates your product listings, inventory syncing, and order handling, so you can focus on what you do best: selling.

Summary: Are you ready to grow with marketplaces?

Marketplaces are no longer a nice-to-have, they’re often the core engine of modern e-commerce growth.

Investing in a solid marketplace strategy could be a game-changer for your business in the coming year.

Want help finding the right marketplaces for your products and goals?
Contact us at Sello or book a free demo to get started.

Christoffer Andersson, CEO & Founder