When non-EU brands think about European marketplaces, Amazon and bol.com usually come first. Zalando for fashion. Allegro for Poland. Kaufland for DACH. eBay is almost always the afterthought — and that is a mistake.
eBay is the second-largest marketplace in Germany. It is one of the dominant online shopping platforms in Italy and Spain. Across the EU, eBay has more than 90 million active buyers and a product range spanning virtually every category. For non-EU brands, it also has one significant advantage that its competitors do not: it is genuinely accessible without a European legal entity or local bank account — making it a natural first step into the European market.
This article explains how eBay works in Europe, what non-EU sellers are required to have in place, and where it fits in a broader European marketplace strategy.
eBay in Europe: a market overview
eBay operates local marketplace platforms across Europe. The major EU markets by volume are:
| Country | eBay domain | Market position |
|---|---|---|
| Germany | ebay.de | 2nd largest marketplace |
| Italy | ebay.it | Top 3 marketplace |
| France | ebay.fr | Top 5 marketplace |
| Spain | ebay.es | Top 5 marketplace |
| Netherlands | ebay.nl | Established presence |
| Belgium | ebay.be | Growing market |
| Austria | ebay.at | DACH extension |
🌍 Germany alone accounts for more than half of eBay's European volume. For non-EU brands targeting DACH, eBay.de is the most accessible entry point — with lower barriers than Amazon.de and a distinct, loyal buyer base.
Note: the United Kingdom operates as a separate market on ebay.co.uk following Brexit. Non-EU brands selling into the UK face different VAT and customs rules. This article focuses exclusively on the EU markets.
How selling on eBay works
eBay operates as a marketplace: you create a seller account, list your products, and sell directly to consumers. Unlike Zalando, there is no editorial curation or invitation process. Unlike Amazon Vendor, there is no wholesale model. You list, you sell, you ship.
There are two relevant seller structures for non-EU brands:
Standard seller account
Any business — including companies registered outside the EU — can create an eBay seller account and list products on European eBay sites. eBay does not require a European legal entity to open an account. For non-EU brands exploring the European market, this is a genuinely low-barrier starting point.
eBay Business seller
By registering as a business seller, you gain access to higher listing limits, seller protection policies, and eligibility for eBay's promotional tools. Business sellers are also required to display their business details on listings — including a contact address. For non-EU brands operating at volume, business seller status is standard.
eBay Managed Payments: what changed
Until 2021, eBay payments ran through PayPal. Since then, eBay has integrated its own payment system: eBay Managed Payments. Buyers pay through eBay checkout; eBay pays sellers directly to their bank account.
For non-EU sellers, this change is significant in two ways:
First, eBay now handles VAT collection and remittance for marketplace sales within the EU. Under EU VAT rules that took effect in 2021, marketplaces are responsible for collecting VAT on sales by non-EU sellers to EU consumers — and eBay does this automatically through Managed Payments. For most sales below the B2C threshold, non-EU sellers do not need to register for VAT themselves.
Second, to receive payouts through Managed Payments, you need a bank account that eBay can pay into. This can be a non-European bank account — eBay supports international payouts in many currencies.
💳 eBay automatically collects and remits EU VAT on sales by non-EU sellers. This significantly reduces the administrative burden for brands testing the European market for the first time.
What non-EU sellers still need to arrange
While eBay is more accessible than most European platforms, there are compliance requirements that non-EU sellers cannot avoid:
GPSR: EU Responsible Person
Since December 2024, the EU General Product Safety Regulation (GPSR) requires that all products sold to EU consumers have a designated Responsible Person with an address within the EU. This is a legal contact point for market surveillance authorities — and eBay actively requires it on product listings for applicable categories. Without a GPSR-compliant Responsible Person, your listings will be removed.
Product labelling and documentation
Depending on your category, CE marking, REACH compliance, and category-specific documentation may be required. eBay's compliance enforcement has become significantly stricter since 2024, and non-compliant listings are removed with increasing speed.
Returns handling
eBay's Business Seller policy requires a 30-day return window for business-to-consumer sales. For non-EU brands, this means you need a European returns address — customers cannot be expected to ship returns to a warehouse outside Europe. High return rates on unprocessed items lead to negative feedback and account restrictions.
EPR registration
Packaging, batteries, and electronics sold in Germany require registration with the relevant EPR (Extended Producer Responsibility) schemes — specifically LUCID for packaging in Germany and EAR for electrical equipment. Similar schemes apply in France and other markets. eBay checks this for German sellers and increasingly for non-EU sellers selling into Germany.
Which categories perform best on eBay Europe?
eBay has a broader category mix than Zalando or Allegro. It performs particularly strongly in:
- Consumer electronics and tech accessories — historically eBay's strongest category
- Auto parts and vehicle accessories — eBay Motors is the market leader in this segment across most European countries
- Collectibles, vintage, and second-hand — eBay's original market, still dominant
- Home and garden tools
- Sports equipment and outdoor gear
- Industrial and professional equipment
Fashion and beauty are less dominant on eBay compared to Zalando. Grocery, fresh food, and similar categories are not available on eBay marketplaces.
eBay vs. Amazon for non-EU brands entering Europe
| eBay Europe | Amazon Europe | |
|---|---|---|
| Entry barrier | Low — no EU entity required | Medium — EU entity recommended |
| VAT handling | eBay collects and remits automatically | Seller responsibility (unless via Amazon VAT Services) |
| Commission | 5–12% depending on category | 8–15% + FBA fees |
| Fulfillment | Self-ship or third-party 3PL | FBA or FBM |
| Buyer base | Value-conscious, broad demographics | Mass market, strong Prime buyers |
| Best for | DACH, Italy, Spain — electronics, auto, tools | Pan-European scale, all categories |
eBay and Amazon are not mutually exclusive. Many successful non-EU brands run both simultaneously, using eBay as a lower-cost, lower-complexity channel alongside Amazon for scale.
Where a Merchant of Record still adds value on eBay
Even though eBay has a lower entry barrier than most European platforms, a Merchant of Record structure still solves several real problems for non-EU brands:
- GPSR Responsible Person — the MoR provides the EU address and contact function required by GPSR, without you needing a registered European entity
- European returns address — the MoR handles returns from European buyers on your behalf, including processing, quality check, and restocking
- EPR registrations — the MoR manages packaging and electronics registrations in Germany, France, and other markets
- Scaling to other platforms — once the compliance infrastructure is in place via a MoR, adding Amazon, bol.com, Kaufland, or Zalando to your European mix becomes operationally straightforward
💡 eBay is the most accessible entry point into the European market for non-EU brands. But accessibility does not mean no requirements. A Merchant of Record structure ensures your eBay operations are fully compliant from day one — and ready to scale across platforms.
eBay is not the right primary channel for every non-EU brand. But for brands in electronics, auto, tools, or industrial products — or for any brand looking for a low-risk first step into Europe — it is the most pragmatic starting point on the continent.
Want to know whether your product category fits eBay Europe and how to structure your launch? Get in touch at info@crossello.com.