Analysis · chapter 03 / 06
Choosing a marketplace and country
Daniel Pawłowski · Amazonway · 9 min read
Choosing a marketplace is in practice choosing a customer. Instead of asking “which platform is the biggest”, ask: where are the people who will buy your product, and what does it cost to reach them. This chapter pulls into one decision what we cover in detail in separate pieces on channels and countries, and sets out an order that limits risk.
Customers in Poland: start with Allegro. Export to Western Europe: Amazon, usually starting with Germany, then France, Spain and further countries from the same account. Netherlands and Belgium: bol.com alongside Amazon. Romania, Hungary and Bulgaria: eMAG. Kaufland is a second channel across several countries on one subscription. Every additional country brings its own obligations: EPR, VAT if you hold stock there, and language.
Sources checked: 19 October 2026. Fees and reach come from the platforms' price lists and pages, set out with dates in the pieces we link to.
The channels side by side
| Channel | Where it reaches | Fixed cost | More |
|---|---|---|---|
| Allegro | Poland, and from the same listings Czechia, Slovakia and Hungary | no mandatory subscription | Amazon or Allegro |
| Amazon | nine European stores from one account | Professional plan, 39 EUR a month excl. VAT in euro-zone stores | Germany, France, Spain |
| bol.com | Netherlands and Belgium | no subscription | Amazon.nl or bol.com |
| Kaufland | a network of stores in several EU countries | one subscription for the whole network | selling on Kaufland |
| eMAG | Romania, Hungary, Bulgaria | no subscription | selling on eMAG |
Commissions vary by category and, importantly, by the base they are charged on: some platforms charge on the price including delivery, some on the price including VAT. Percentages from different price lists cannot be compared directly; see what another marketplace really costs.
A country means obligations, not just language
- EPR: packaging registrations, and often electronics and batteries, in every country you ship to. Countries are compared in our EPR registration guide.
- VAT: shipping from home you can use OSS; with stock abroad you need a VAT number in the warehouse country. See our chapter on VAT, OSS and EPR.
- Language: listing, instructions and customer service. In France and Spain the local language is a legal requirement, not just a conversion matter.
An order that limits risk
- One channel to start, where your customer is.
- A test from existing stock, with a deadline and an exit criterion.
- A second channel or country only once the first works and you know your cost of sale.
- Local warehousing last, once you know turnover, because it ties up capital and brings local VAT.
How Amazonway handles it
We sell on Amazon, Allegro, Kaufland, bol.com and eMAG, so we have no interest in pushing one channel. We set the order based on where the customer is, what margin the product leaves on each channel and what the obligations cost in each country. The whole market-entry process is our international expansion service.
FAQ: choosing a marketplace and country
Which marketplace should I start with?
The one where your customer is. For Polish customers usually Allegro; for export to Western Europe, Amazon, starting with Germany. Consider bol.com for the Netherlands and Belgium, and eMAG for Romania, Hungary and Bulgaria.
Should I launch on several marketplaces at once?
Usually not. Grow one channel and launch the second as a test from existing stock. Each channel means its own product data, pricing policy and customer service.
Which country should I start with on Amazon?
For most Central European sellers, Germany: a large market, close logistically, with clearly documented requirements. Further countries such as France or Spain can be added from the same account, but each needs its own EPR registrations and translations.
Can commissions on different platforms be compared directly?
No, because the base differs: some platforms charge on the price including delivery, some on the price including VAT. Compare amounts per unit, not percentages from price lists.