Marketplaces are online platforms where numerous brands are able to sell their products. This allows the customer to buy everything they need within one ecosystem. In Europe, there are a lot of different marketplaces. Amazon is by far the biggest and best-known marketplace within Europe, yet a marketing strategy is not complete without taking other marketplaces into consideration, as there are specialty marketplaces that cater to a niche. In addition, each marketplace has its own pros and cons.