Zooplus launches marketplace in Germany: will it scale across Europe?

Zooplus, the Munich-based online pet specialty retailer, has launched a marketplace in Germany in response to consumer demand.

The new platform, launched on 5 August, is also designed to complement, rather than compete with, its existing retail assortment. 

“While certain brands are already part of the Zooplus retail portfolio, marketplace broadens customer choice by introducing additional products and variants from those brands,” the company tells GlobalPETS.

10,000 products

The marketplace in Germany will offer 10,000 new products, 65% of which are pet accessories. The additional products are integrated into the Zooplus online shop, expanding the existing range without requiring customers to switch between different platforms.

The model allows third-party sellers, including small and medium-sized pet businesses and startups, to sell their products. Brands that are already part of Zooplus’ retail platform can also introduce new items through the marketplace.

“Sellers can apply to join the Zooplus Marketplace through our seller application pages and are vetted by our marketplace team before going live,” the company says.

Zooplus notes that while it is focused on expanding its selection for pet parents, maintaining a high-quality customer experience “remains a key consideration in how we onboard sellers and grow the model.”

Orders placed through the marketplace are fulfilled directly by third-party sellers. Additionally, Zooplus’ loyalty program is currently available exclusively for products listed through its retail business. 

However, GlobalPETS learned that the German online retailer is exploring opportunities to extend these benefits to marketplace products.

European expansion

Zooplus plans to expand its marketplace into additional markets, following its launch in France in 2024 and its subsequent launch in Germany.

“We see significant opportunity to continue scaling the marketplace across our footprint, both by deepening the offering in existing markets and bringing the model to additional countries over time. Our focus is on doing so in a way that delivers a great experience for customers, sellers and brand partners,” the company comments.

The French marketplace has tripled the product selection available to its customers, who now number over 10 million.

Data from the European Commission revealed that 78% of EU internet users shopped online in 2025, signaling a growing e-commerce market in the region. According to e-commerce and market intelligence platform ECDB, 60.8% of European e-commerce revenue in 2025 came from marketplaces.

AI-powered retail

Zooplus uses AI-powered tools to improve its product catalog data and provide more detailed, accurate product information, helping pet owners discover and choose the right products for their pets.

These behind-the-scenes AI tools enhance product descriptions by filling gaps in product information, such as size and color, and improving text quality.

In addition, the German online pet retailer is exploring additional ways to support the marketplace with technology that improves both the customer and seller experience.