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Growing Market and Expanding Players
According to the report “Challenges and opportunities of the European DIY market” by GlobalEyez, the European DIY market was valued at around €388 billion in 2024. The online segment of this market grew from €56 billion in the previous year to €66 billion in 2024 and is expected to reach €78 billion in the near future.
Cross-border e-commerce in Europe continues to boom – recently hitting €358.7 billion as we reported. DIY shoppers are also increasingly willing to purchase from multiple platforms across countries.
Traditional retail giants and new market entrants alike are launching marketplaces to capture this growth. Leroy Merlin started its marketplace journey in Europe after success in Brazil and is now operating multiple country-specific platforms with thousands of sellers and products.
Similarly, UK DIY giant B&Q launched in 2022 a Mirakl-powered marketplace at diy.com, planning to offer over 100,000 additional third-party products, tripling the existing range.
Other major players include HORNBACH, with expanding omnichannel capabilities across European countries and physical stores.
BAUHAUS Deutschland recently launched its marketplace after technical delays pushed back the original mid-2024 timeline, as noted by marketplace expert Valerie Dichtl. The platform focuses exclusively on German-registered sellers and promises exclusive product listings to initial sellers, emphasising the strategic growth potential in this category.
Source: Cross-Border Commerce Europe
Multimarketplace Selling Drives Growth
Recent industry insights reveal a strong correlation between marketplace diversification and accelerated GMV growth. Sellers active on three or more marketplaces tend to grow their sales volume twice as fast compared to single-platform sellers.
This is partly because consumer shopping journeys are increasingly multi-platform, and DIY customers seek broad product ranges and convenient purchase options, including home delivery, click & collect, and in-store returns.
According to Nils Kernchen, these shifting shopping behaviors are driving the need for sellers to expand their marketplace presence.
Marketplace specialists argue that successful sellers now need more sophisticated operations, including robust supply chain management and upgraded IT capabilities, to navigate the evolving requirements marketplaces impose. Marketplaces professionalise both front-end customer experience and back-end seller management, which pushes sellers toward greater operational efficiency.
What This Means for DIY Brands and Sellers
For brands in the gardening, home improvement, and DIY sectors, the rise of multiple marketplaces means one clear business imperative: diversify your marketplace presence or risk losing market share to competitors who do.
Expanding onto platforms like Leroy Merlin, B&Q, HORNBACH, Maxeda, OBI, and BAUHAUS increases brand visibility and taps into segmented local customer bases that may no longer shop primarily on Amazon, for example.
Multichannel presence also offers better risk management against market fluctuations in single platforms and allows brands to leverage localised marketing and fulfillment strategies. This growth aligns with the rising consumer expectations for choice and convenience across various channels.s.
