Monthly Marketplaces Insights

Welcome to the first edition of our Monthly Marketplace Insights series, where we share a round-up of the latest marketplace updates with a focus on the European market. In this article, learn more about the millions worth of marketplace fines against Amazon and YNAP, the growth of “Recommerce”, and the top ten most searched for Amazon keywords last December 2022 (for Spain, Germany, France, the UK, Italy, the Netherlands, and Sweden). 

Kyra Albano

If you want to learn more about marketplaces or to get in touch with one of our experts, be sure to visit our Marketplace Solutions page.

Marketplace Solutions

The Latest Marketplace News

Major lay-offs by Amazon and Bol due to economic downturn and slowing growth

Amazon lays off 18,000 people to “improve their cost structure, which unfortunately includes role reductions,” states Doug Herrington (CEO, Worldwide Amazon Stores) in a public memo. On top of lay-offs, Amazon has also closed 3 warehouses in the UK, their largest market after the United States.

By the same strand, the Dutch marketplace Bol.com has laid off approximately 300 employees (10% of its staff) in an effort to reach savings of up to €225 million within the next three years. In 2021, Bol.com generated over €5.5 billion in sales, a 27% increase from the year prior. However, growth in 2022 came to a stark halt, where during the first half of the year the company reached only 5.6% growth (€1.2 billion in Q3 revenue).

YNAP receives a €5 million fine for commercial misconduct

An Italian antitrust watchdog has fined the luxury fashion retailer YOOX Net-A-Porter (YNAP) Group for €5.69 million due to misleading pricing and a dodgy return policy. Between 2019 to 2022, YNAP has allegedly advertised reduced prices on various products despite final sale prices being significantly close to pre-discount prices. The list of violations also includes the blockage of customers with a history of returning orders. YNAP plans to appeal against the charges and maintains that they have ‘always followed the highest standards of commercial conduct.’

Online fashion retailer Zalando diversifies its offering with toys

Adding on to fashion and beauty products, Zalando now sells toys in an effort to create more of a one-stop-shop experience within the Lifestyle space for their 50 million active users. The marketplace carries a wide variety of toy brands, including the likes of LEGO, Hot Wheels, Barbie, and more. Second-hand toys will also be available in their pre-owned section.

The “Recommerce” market in Europe expected to grow 60% by 2025, to €120 billion

Buying and selling pre-owned or second-hand products (“Recommerce”) has become significantly popular over the years, with no signs of stopping. It’s especially favored amongst the youth, growing in parallel to the rising climate change movement as well as climbing inflation; Recommerce is seen as more environmentally friendly and more cost-efficient. Aside from early movers such as eBay, many other online marketplaces are also developing their pre-loved offerings (e.g., Vinted, Zalando, NA-KD, Rubylane, Vestiaire Collective). It has never been easier for consumers to reuse, upcycle, refurbish, or resell old items.

In a study by Cross-Border Commerce Europe, Recommerce marketplaces are growing 20 times faster than the overall retail market. They also forecast the Recommerce market to grow from 10-14% in market share by 2025. Fashion Recommerce in particular is estimated to be worth €37 billion in 2025, while the market was valued at 20 billion in 2021. Other industries where Recommerce is gaining immense traction are Consumer Electronics and Car Trade.

Amazon sets deal with the European Commission to save on $888 million in fines

In December 2022, Amazon signed a deal with the European Commission and antitrust regulators that sets new measures against the ecommerce giant’s use of non-public data from independent sellers in the EU. The deal is expected to help even out the ecommerce playing field by giving sellers more control within the marketplace, as well as to overall promote fairer and more equitable conditions. The agreement also puts a stop to antitrust investigations against Amazon that would have cost them approximately $888 million in fines.

“Competing independent retailers and carriers as well as consumers will benefit from these changes opening up new opportunities and choice,” the EU’s Competition Chief, Margrethe Vestager, shares with the Financial Times.

The Top 10 Most Searched Keywords on Amazon in Europe and the UK (December 2022)

Every month (since June 2022), Incubeta shares the top most searched on Amazon keywords for Spain, Germany, France, the UK, Italy, the Netherlands, and Sweden. Check out what consumers were searching for the most in June 2022, July 2022, August 2022, September 2022, October 2022, and November 2022.

The Top 10 Most Searched Keywords on Amazon (12-2022) – Spain

  1. auriculares inalambricos
  2. alexa
  3. lego
  4. regalos originales para mujer
  5. xiaomi
  6. nintendo switch
  7. auriculares inalambricos bluetooth
  8. cascos inalambricos bluetooth
  9. calendario adviento
  10. juegos de mesa

In English

  1. wireless headphones
  2. alexa
  3. lego
  4. original gifts for women
  5. xiaomi
  6. nintendo switch
  7. wireless bluetooth headphones
  8. wireless bluetooth headphones
  9. advent calendar
  10. table games

The Top 10 Most Searched Keywords on Amazon (12-2022) – Germany

  1. lego
  2. geschenke für frauen
  3. weihnachtsgeschenke 
  4. geschenke für männer
  5. weihnachtspullover damen
  6. harry potter
  7. weihnachts filme
  8. spannbattlaken 
  9. ps5 
  10. nintendo switch

In English

  1. lego
  2. gifts for women
  3. christmas presents
  4. gifts for men
  5. christmas sweater ladies
  6. harry potter
  7. christmas movies
  8. fitted sheet
  9. ps5
  10. nintendo switch

The Top 10 Most Searched Keywords on Amazon (12-2022) – France

  1. ps5
  2. lego
  3. cadeau homme
  4. cadeau femme
  5. écrans pc
  6. samsung
  7. ssd
  8. iphone
  9. pull de noel femme
  10. coque iphone 11

In English

  1. ps5
  2. lego
  3. gift for men
  4. gift for women
  5. pc screens
  6. samsung
  7. ssd
  8. iphone
  9. woman christmas sweater
  10. iphone 11 case

The Top 10 Most Searched Keywords on Amazon (12-2022) – United Kingdom

  1. lego 
  2. christmas decorations
  3. gifts for women
  4. electric blanket 
  5. gifts for men
  6. hot water bottle
  7. christmas jumper
  8. advent calendar 2022
  9. air fryers
  10. christmas movies

The Top 10 Most Searched Keywords on Amazon (12-2022) – Italy

  1. smartphone 
  2. calza befana
  3. agenda 2023
  4. borsa color cuoio
  5. cappotto giubbotto donna
  6. alexa 
  7. lego
  8. samsung
  9. smartwatch
  10. ps5 

In English

  1. smartphones
  2. baby stocking
  3. agenda 2023
  4. leather bag
  5. women’s jacket coat
  6. alexa
  7. lego
  8. samsung
  9. smart watches
  10. ps5

The Top 10 Most Searched Keywords on Amazon (12-2022) – Netherlands

  1. lego 
  2. playstation 5
  3. ps5 
  4. kerst decoratie
  5. elektrische deken
  6. lego technic
  7. lego star wars
  8. kersttrui 
  9. ps5 kopen
  10. fleece panty

In English

  1. lego
  2. play station 5
  3. ps5
  4. christmas decoration
  5. electric blanket
  6. lego technician
  7. lego star wars
  8. christmas sweater
  9. buy ps5
  10. fleece tights

The Top 10 Most Searched Keywords on Amazon (12-2022) – Sweden

  1. *
  2. lego 
  3. squishmallows 
  4. lego star wars
  5. barbie 
  6. lego technic
  7. pokemon 
  8. dieselvärmare
  9. paw patrol 
  10. lego friends

In English

  1. *
  2. legos
  3. squishmallows
  4. lego star wars
  5. barbie
  6. lego technician
  7. pokemon
  8. diesel heater
  9. paw patrol
  10. lego friends

Want to learn more?

To read more marketplace updates or get in touch with one of our experts, visit our Marketplace Solutions page.

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Back in 2021 we pledged to put sustainability at the forefront of all that we do going forward – launching a digital carbon offsetting initiative that measures, and offsets, the carbon generated from all media we manage for clients. This initiative is part of our wider commitment to sustainability across the business – raising awareness of sustainable ecommerce practice and driving change.

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