Overview
METRO MARKETS is the online B2B marketplace of METRO, one of the world's leading food wholesalers. It is built specifically for professional customers, especially hotels, restaurants, cafés and caterers (HoReCa), and offers commercial kitchen equipment, food service supplies, workwear, furniture and other professional products from METRO and verified third-party sellers. For a brand selling products used by professionals, METRO MARKETS is one of Europe's most focused B2B marketplaces.
Who is behind METRO MARKETS
METRO AG is headquartered in Düsseldorf, Germany, and operates in more than 30 countries with over 85,000 employees. At the end of September 2025 it had 622 wholesale stores in 21 countries, most of which also offer delivery, plus food service distribution companies in 12 countries. Its core customer groups are HoReCa businesses and independent traders. METRO MARKETS was set up as a separate company in August 2018 to build a digital B2B platform for HoReCa customers, and its first marketplace went live in 2019. METRO describes its ambition as creating Europe's largest online marketplace focused on professional equipment for HoReCa customers.
Where METRO MARKETS operates
The METRO online marketplace is live in six European countries, including Germany, Spain, Italy, Portugal, the Netherlands and France. In Germany alone it offers more than 850,000 products. Customers buy both METRO's own products and offers from verified third-party sellers, and unlike in METRO's stores, they don't need a METRO card to shop online. METRO MARKETS sales have been growing steadily, with growth driven mainly by the hospitality sector.
What buyers find
The range is organised around professional use, with categories such as commercial kitchen equipment, food service accessories, workwear, and hotel and dining room furnishings. METRO only accepts products that meet its criteria for professional HoReCa use, which keeps the range focused and makes it easier for chefs, hoteliers and caterers to find what they need.
How selling on METRO MARKETS works
- Verified business sellers only. All approved sellers are traders, and METRO checks each seller.
- HoReCa focus. Sellers must have a professional or HoReCa-relevant range to qualify.
- Multiple countries. Sellers can offer products in several European METRO MARKETS countries from one seller account.
- Detailed product data, with technical specifications, certifications and local-language content.
- Commission per sale, depending on the category.
- Integration through METRO's seller tools or multichannel platforms.
- Fulfilment by the seller, including delivery of large or heavy professional equipment.
What a brand should think about
- B2B buying behaviour. Professional buyers care about durability, certifications, warranties and total cost of ownership.
- Compliance for professional equipment, such as electrical safety, food-contact materials and hygiene standards.
- Pricing and VAT for business customers across several countries.
Why METRO MARKETS matters for brands
METRO is one of the most trusted suppliers for restaurants and hotels in Europe. Its marketplace gives brands direct access to professional buyers across several countries, in an environment built for business purchases rather than consumer shopping.
How eBrands looks at METRO MARKETS
eBrands works with brands on marketplaces and retail channels across Europe and North America, including B2B channels. If your products are used by professionals and you want to see how METRO MARKETS could fit your plans, we are happy to talk it through.
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