Zalando´s expasion into Portugal
The platformisation of retail continues across Europe. More brands are joining marketplaces to reach new audiences and diversify risk.
Zalando’s recent expansion into Portugal is a strong signal that marketplaces remain a growth engine for both local and international sellers.
Insight:
European sellers are now active on an average of six marketplaces, proving that multi-channel selling has become the new standard for scalable growth.
Sweden: confidence slowly returns
Swedish retail is showing renewed strength this autumn.
According to Svensk Handel, sales rose again in September and October, driven by steady consumer sentiment and stronger demand in fashion and home.
Refurbed raises €50 million for UK launch
Circular commerce is gaining real momentum.
Refurbed, the profitable marketplace for refurbished electronics, home, and sports products, has secured €50 million to accelerate European growth with the UK next in line.
Takeaway:
This move reflects growing consumer demand for affordable and sustainable alternatives, highlighting how circular models are reshaping mainstream e-commerce.
Marketplace innovation across Europe
Innovation continues to define Europe’s marketplace landscape.
Amazon is piloting “Haul” in Spain to attract younger, value-driven shoppers, while TikTok Shop keeps expanding across Europe with local trends like DIY in Germany and beauty in Italy leading the way.
Final thoughts
October highlighted three key forces shaping Europe’s e-commerce landscape: resilience, platformisation, and innovation.
For brands, this means opportunity but also a need for smarter operations.
At Sello, we help brands manage product data, orders, stock, and compliance seamlessly across all major European marketplaces so you can focus on what matters most: growth.
