Marketplace Talk: October ecommerce news 2024

🆕 Amazon extends returns window for the holiday season

Amazon is once again extending its holiday returns period, allowing customers to return items purchased between November 1st and December 31st, 2024, until January 31st, 2025.

This policy, applicable across major European markets, aims to boost early holiday sales by offering a more flexible return window. Notably, Apple products have a slightly shorter return period until January 15th, 2025. The extended window applies to seller-fulfilled, FBA, and Amazon Retail orders, maintaining the same returns eligibility criteria as usual.

"Extending the return period boosts customer confidence, encouraging earlier and more frequent holiday purchases. This flexibility is key to driving sales during the busiest shopping season of the year."

Lucas Kuijken,
Global Manager Channel Partnerships  

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📦 TikTok Shop's first year in the U.S.: Mixed results in social commerce

TikTok Shop has made waves in the U.S., selling billions in its first year, but fell short of its ambitious $17.5 billion target. Unlike traditional ecommerce giants, TikTok's sales are driven by viral content and influencer partnerships, with brands like Goli Nutrition topping the charts through creative affiliate strategies.

Despite successes, the platform struggles to scale due to a limited product assortment and Western consumers still adjusting to social commerce. As TikTok solves the "cold start" problem, it aims to shift user behavior and expand its marketplace offerings, though it remains primarily successful in the health, wellness, and beauty sectors.

"Success on TikTok Shop hinges on creativity; it’s a unique marketplace that rewards bold strategies. Brands that can leverage viral content and engage directly with consumers have the potential to see remarkable sales growth."

Jorrit Steinz,
Founder & CEO

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🛒 Ebay introduces top-service label for German sellers

eBay has launched a new Top-Service label for commercial sellers in Germany, designed to enhance visibility and build trust. Unlike Amazon Prime, the Top-Service designation is automatically awarded to sellers who meet specific criteria, such as maintaining top ratings, offering free shipping, and providing tracking for items over €10.

The introduction of this label replaces the eBay Guarantee and eBay Plus logos, making it easier for sellers to stand out without additional fees or registration. With this move, eBay aims to strengthen its position in the German market by emphasizing service quality and a seamless shopping experience.

"eBay's Top-Service label is a smart move, spotlighting quality and trust without adding cost for sellers. It’s an effective way to enhance visibility, making it easier for merchants to compete and grow."

Damian Speck,
Channel Partnership Manager North America

🗎 European marketplaces dominate cross-border sales

A new report from Cross-Border Commerce Europe reveals that 69% of European cross-border ecommerce sales—equivalent to €225 billion—came from online marketplaces in the 2023/2024 financial year. 

The top 100 marketplaces collectively generated €197.01 billion, reflecting a 39.29% growth. However, experts predict a slight decrease in marketplace dominance to 67.9% by 2025, signaling market maturation. Despite this, the overall cross-border GMV in Europe is set to rise, underscoring growing consumer preference for cross-border shopping and presenting lucrative opportunities for established players and new entrants alike.

"With nearly 70% of cross-border sales, marketplaces are the backbone of European ecommerce growth. The sector’s resilience highlights a strong consumer preference for trusted platforms when shopping internationally."

Niels Floors,
VP of Strategic Development

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🛍️ OnBuy's global expansion: Ready for EU and US markets

OnBuy.com is set to expand its footprint beyond the UK, with plans to enter 14 European countries by the end of this year, followed by North America in 2025. Known for its seller-friendly approach and cashback model, OnBuy is leveraging a partnership with Google Cloud to streamline its international growth, enhancing customer experiences with modern, scalable infrastructure. 

The expansion aims to introduce OnBuy’s unique shopping proposition to new markets, delivering greater value through direct cashback to customers, without third-party intermediaries.

🚚 UK online retail sees first growth since 2021

After nearly 3.5 years of decline, British online retailers reported a 3.2% increase in spending this September, marking the first growth since April 2021. According to the IMRG Online Retail Index, this positive trend was particularly strong in fashion, with online spending up by 4.2%—the first rise in two years for the sector. 

The report notes a gradual recovery in traffic and conversion rates, hinting at more stable performance as the peak shopping season approaches. Similar growth trends are observed in Germany and the Netherlands, suggesting a broader recovery in European ecommerce.

"A return to growth signals renewed consumer confidence and potential for recovery in UK ecommerce. This positive trend is particularly encouraging as we head into the crucial holiday shopping period."

Dex van Hofwegen,
Sales Director EMEA  

📲 B2B marketplaces set to surpass $350 billion in sales

B2B marketplaces are on track to reach $351 billion in global sales this year, growing 35% from $260 billion in 2023, according to Digital Commerce 360. Despite maturing, B2B marketplaces remain the fastest-growing digital sales channel, outpacing overall B2B ecommerce growth.

With nearly 700 marketplaces across the U.S. and Europe, sectors like automotive, healthcare, and aerospace are driving this shift, underscoring the mainstream adoption of B2B marketplaces as a vital channel in global trade.

"The rise of B2B marketplaces shows that digital transformation is reshaping traditional industries. As businesses streamline their operations, these platforms are becoming essential channels for scaling and growth. At ChannelEngine, we see this demand firsthand and help connect our customers to leading B2B marketplaces like Conrad, Metro, Amazon Business, and many more."

Mitchell Dröge,
Global Manager Channel Partnerships

📦 Where North Americans shop online

Amazon continues to dominate North American ecommerce, capturing over 39% of online spending in 2023. However, store-based retailers and marketplaces are closing in, alongside fast-growing players like Temu and Shein. Temu has also become the No. 2 global ecommerce site, signaling a shifting landscape where newer, agile platforms are beginning to rival longstanding leaders.

Digital Commerce 360’s analysis of the top 50 online retailers reveals that this group accounts for more than 84% of the region's ecommerce, with significant contributions from both U.S.-based and international companies. As online sales in Canada and Mexico surged by 10% and 34%, respectively, Amazon's hold is being tested by the evolving dynamics of cross-border and niche market competitors. 

"As competition heats up, North American ecommerce is diversifying, offering more options for consumers. New players and niche marketplaces are chipping away at Amazon’s dominance, creating a more dynamic retail environment."

Jordi Vermeer,
VP of Revenue North America

📦 SAP partners with ChannelEngine to boost marketplace integration

SAP has partnered with ChannelEngine to enhance marketplace integration for its Order Management Services, enabling businesses to access over 950 sales channels globally. This integration automates third-party marketplace operations, streamlining order and inventory management for merchants, and leveraging AI-driven insights to optimize sales. 

According to Jorrit Steinz, CEO of ChannelEngine, the collaboration will simplify global ecommerce by providing a unified view across channels, helping brands scale and increase profitability. Available on the SAP Store, this partnership reflects a strategic move to meet the demands of a fragmented ecommerce landscape with robust, scalable solutions.