Marketplace To Be #7: When Home & DIY meets European marketplaces

On April 16, 2026, eTAIL agency is organizing the 7th edition of Marketplace To Be in Paris. For this new edition, we have chosen to focus on a vertical that no one has yet brought together on this scale: Home, DIY & Garden.

Nine European marketplaces, a keynote address by Villeroy & Boch, speed-dating sessions between brands and platforms, and a cocktail reception to continue the discussions. A look back at the origins of this event and what awaits you on April 16th.

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Why Home & Brico, and why now?

The home improvement market in Europe is worth several hundred billion euros. Yet, e-commerce penetration in this sector remains low compared to other verticals like fashion or electronics . The reasons are well-known: heavy, bulky, and often fragile products; distribution models built up over decades between wholesalers, brick-and-mortar retailers, and installers; and consumers who have long been reluctant to buy a toilet or bathtub online.

But things are changing. And they're changing fast!

We've seen a notable acceleration over the past two years. Traditional DIY retailers – Leroy Merlin, Castorama – have launched or strengthened their own marketplaces. Specialized platforms like ManoMano have become established. And general retailers – Amazon, Cdiscount – are seeing their Home & DIY categories grow significantly.

In parallel, a new consumer profile has emerged: the "prosumer." This individual chooses their bathroom fixtures, tools, or furniture online, compares offers on marketplaces, and then looks for an installer. The buying process is reversed. And brands must adapt.

It is in this context that we designed Marketplace To Be #7.

https://www.youtube.com/watch?v=HhVRk_8fW2o

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9 European marketplaces all in one place

To our knowledge, this is the first time that so many marketplaces in this vertical have come together in the same place, at the same time, to meet with brands in the industry.

Here are the platforms that will be present on April 16th:

Amazon – A global leader in e-commerce, Amazon attracts over 38 million unique visitors in France each month. Its "Home and Kitchen" category is one of the platform's cornerstones. The marketplace offers brands access to over 200 million Prime members worldwide and a logistics infrastructure (FBA) enabling delivery to more than 100 countries.

Leroy Merlin – France's leading home improvement retailer, Leroy Merlin launched its marketplace in 2020. It now offers over 3 million products, 15 times the selection available in stores. With a turnover exceeding €9 billion in France, the company relies on a unique omnichannel model linking its digital platform to its network of 144 stores.

Castorama – The Kingfisher group launched the Castorama France marketplace in March 2024, aiming to offer over 500,000 additional products. Led by Marketplace Director Séverine Geoffroy, the platform attracts between 10 and 15 million visitors per month. At B&Q (UK), the sister marketplace already accounts for 41% of the brand's e-commerce sales.

Bol – the leading e-commerce platform in the Benelux region (Belgium and the Netherlands), boasts over 13 million active customers. It outperforms global players in its geographic area and collaborates with 52,000 sales partners, making it the strategic gateway for any home improvement brand targeting the Northern European market.

Cdiscount – A pioneer in French e-commerce, Cdiscount records approximately 10 million unique visitors per month. Home, DIY, and decoration products represent a significant portion of its business volume. Its marketplace brings together 15,000 sellers and relies on a logistics service specializing in the handling of bulky items.

ManoMano – Founded in 2013 by Philippe de Chanville and Christian Raisson, ManoMano is the leading European marketplace for DIY, gardening, and home improvement. Operating in six European countries, the platform boasts approximately €1 billion in sales volume and caters to both individuals and professionals through ManoMano Pro.

Kaufland Global Marketplace – the digital arm of the Schwarz Group (Lidl) – is one of Germany's most dynamic players, with 32 million monthly visitors. The platform has expanded into Slovakia, the Czech Republic, Poland, and Austria, offering brands a rapid expansion solution into Central Europe.

Vente-Unique – A specialist in online furniture sales since 2006, Vente-Unique launched its marketplace in 2022 to complement its expert offering. Present in 11 European countries, the platform boasts over 2.5 million customers who have received deliveries. It distinguishes itself through its proprietary logistics system, capable of managing the flow of furniture and accessories across the entire continent.

Home24 – A leading pure player in the Home & Living sector in Europe, Home24 offers a catalog of over 150,000 products. With 2.2 million active customers, the platform focuses on a style- and inspiration-driven selection. Since its integration into the XXXLutz group, it has benefited from significantly increased purchasing power and logistical strength.

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Keynote: Villeroy & Boch - When a 278-year-old brand sets out to conquer online marketplaces

The highlight of this edition will be the keynote hosted by Martin Gentil, CEO of eTAIL agency, with guest Paul-Louis Villeroy de Galhau, Senior Sales Director - e-Commerce, DIY & Kitchen at Villeroy & Boch.

Villeroy & Boch is one of the oldest European brands still in operation. Founded in 1748 in Lorraine by François Boch, the company has spanned nearly three centuries of history. Today, it operates in two main divisions – Dining & Lifestyle (tableware, glassware, cutlery) and Bathroom & Wellness (sanitary ware, bathroom furniture, wellness) – and distributes its products in 125 countries. Following the acquisition of Ideal Standard in 2024, the group employs approximately 13,000 people and is one of the largest manufacturers of bathroom products in Europe.

Paul-Louis leads the e-commerce strategy and marketplace deployment of a company which, after 278 years of traditional distribution, is accelerating its D2C strategy.

For 40 minutes, the conversation will address the questions that all brands in the industry are asking themselves:

• How do you transition a heavy, technical and fragile product into the era of e-commerce?
• How do you manage tension with distribution networks built over decades?
• How can a two-hundred-year-old brand approach its digital transformation without betraying its core identity?
• How does the "prosumer" - this consumer who buys their sanitary ware online before looking for an installer - change the game?
• Do customer reviews on marketplaces influence the design of future products?

A brand that lasts 278 years is a brand that understands the world before others. It is this capacity for adaptation that we will explore together.

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The format: speed-dating, keynote and networking

Marketplace To Be has been based on a simple principle since its inception: creating the conditions for direct interaction between brands and marketplaces. Not a giant trade show. Not a conference behind a screen. An intimate, face-to-face format that allows you to move from reflection to action in just one afternoon.

4 p.m. – 6 p.m.: Speed-dating brands x marketplaces

One-on-one meetings with the marketplaces of your choice. This is your chance to discuss your projects, ask questions, and identify your future growth drivers. Over 100 meetings have already been scheduled. Remaining slots are filling up fast. Once you register for the event, you will receive a second email with access to our booking platform to select your meetings.

6:30 p.m. – 7 p.m.: Keynote Villeroy & Boch

Paul-Louis Villeroy de Galhau, interviewed by Martin Gentil. 40 minutes of unfiltered feedback.

7pm – 9pm: Cocktail reception and networking

To continue discussions informally and strengthen your network. Doors open at 6 p.m. for those who wish to attend only the keynote address and cocktail reception.

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The sponsors and partners who make this event possible

Marketplace To Be #7 would not exist without the commitment of our sponsors and partners:

Inoha (Les Industriels du Nouvel Habitat) - Association which brings together nearly 300 companies and brands specializing in DIY, gardening and home improvement.

SECIMPAC - Professional association at the crossroads of the portable tool markets in France, representing a sector with a turnover of 3.4 billion euros.

GS1 France – a global standards organization that ensures the unique identification of products. Its standards are used by more than 2 million companies across 150 countries. The event will be held at GS1's headquarters, located at 21 Boulevard Haussmann in Paris.

ChannelEngine - SaaS marketplace management solution enabling brands to connect to over 950 international marketplaces and sales channels.

Elico Logistique - e-commerce logistics solution from the Blondel Group, specializing in complex flows and bulky products. Approximately 1 million orders managed per year.

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Practical information

• Date : Thursday, April 16, 2026, from 4 p.m. to 9 p.m.
• Location : GS1 France - 21 Boulevard Haussmann, 75009 Paris - 4th floor
• Format : In-person only
• Price : Free, registration required
• Places : Limited

Places are limited and speed-dating slots fill up quickly. Register now to guarantee your spot and access the booking platform.

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Marketplace To Be is an event organized by eTAIL agency, a specialist in brand performance on European marketplaces. Founded in 2016, eTAIL agency supports manufacturers in their European expansion through comprehensive management of marketplace strategy, sales flows, and marketing.

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