In recent years, e-commerce in the construction and renovation sector has been growing rapidly, with customers increasingly willing to shop online, even in product categories previously reserved primarily for traditional brick-and-mortar stores. Obi, observing these changes and the actions of its competitors, decided to take a step towards platformization—with the intention of building a strong position in the digital channel as well, where product availability, ease of use, and the ability to integrate various services within a single platform are crucial.

Obi is one of the largest and most recognizable DIY chains in Europe, present in the market since the 1970s. Since its inception, the brand has focused on providing a wide range of products related to construction, renovation, gardening, and interior design. Thanks to its strong position in the DIY (Do It Yourself) segment, Obi has become a leader in its category, enjoying the trust of both individual customers and professionals.

In recent years, the retail market, and the construction and renovation sector in particular, has been undergoing an intensive digital transformation. These changes are driven by growing consumer expectations, who want access to a wide range of products online, the ability to conveniently compare prices, and flexible delivery options. Furthermore, the dynamic growth of e-commerce, accelerated by the COVID-19 pandemic, has forced traditional retail chains to increasingly adapt their business models to the realities of digital commerce.

Against this backdrop, Obi's decision to launch its own marketplace is no accident. It's part of a broader strategy aimed not only at strengthening the brand's online presence but also at creating a platform for collaboration with external sellers. This allows Obi to offer customers an even broader range of products while simultaneously increasing its competitiveness against e-commerce giants like Amazon and Allegro.

What is a marketplace and why are retail chains launching it?

A marketplace is a sales platform that allows multiple independent sellers to offer products in one place. Unlike a traditional online store, where everything comes directly from the store owner, a marketplace acts as an intermediary, providing technological infrastructure, sales tools, and often logistics, payment, and marketing services. Examples of well-known marketplaces include Allegro, Amazon, and eBay, which have set standards in e-commerce and built a model based on a wide selection, convenient shopping, and strong customer loyalty.

The decision by retail chains like Obi to launch their own marketplace stems from several key factors. Primarily, it's a response to the growing expectations of customers who have become accustomed to the wide availability of products online, the ability to compare prices, reviews, and quick access to information about product availability. Consumers in the e-commerce era expect not only attractive pricing but also comprehensive service and convenience at every stage of the shopping journey. Marketplaces meet these needs with a consolidated, broad offering that includes both the platform operator's own products and those of external partners.

From a business perspective, launching a marketplace is a way for a retail chain to significantly increase revenue without having to invest in expanding its own inventory or expanding its product range based on its own purchases. Thanks to this model, the platform earns commissions on sales made by partners, with relatively low overhead costs. Furthermore, a marketplace allows for a faster response to market trends and changes in demand – sellers are responsible for selecting their products, making the offering more dynamic and tailored to market needs.

For an operator like Obi, launching a marketplace also offers the opportunity to build a stronger ecosystem of services. A proprietary sales platform is a tool for collecting data on customer purchasing behavior, better targeting offers, building loyalty, and strengthening the brand in the digital channel. This is particularly important given the growing pressure from global e-commerce giants, which are increasingly competing with traditional chains in the online retail space.

For the DIY and construction industries, the marketplace model offers another significant advantage: it allows customers to offer a wide range of specialized, often niche, products that would be difficult to stock in retail chains. This allows customers to purchase both popular, readily available products and more sophisticated goods from specialized suppliers in one place.

Obi's decision to create its own marketplace is therefore a natural step toward strengthening its position in the e-commerce market, diversifying its revenue sources, and increasing value for customers and business partners. It is also a response to retail megatrends such as digitization, omnichannel, and sales platformization, which are increasingly shaping the landscape of the modern retail market.

Obi and his e-commerce strategy

Obi's activities in online trading so far

As one of the largest DIY chains in Europe, Obi has for many years focused primarily on brick-and-mortar sales, developing a network of DIY stores strategically located in cities and metropolitan areas. However, even before the COVID-19 pandemic, the company recognized the need to expand its digital presence. Initially, Obi's e-commerce efforts were limited to creating a traditional online store with the option of ordering products for in-person pickup at a selected store.

Over time, driven by market changes and growing consumer expectations, Obi began investing in online functionality: home delivery was expanded, product configurators were launched (e.g., for kitchens and patios), and click-and-collect solutions were implemented. In some countries, such as Germany, Austria, and the Czech Republic, Obi tested solutions related to digital shopping assistants, mobile tool integration, and online design services. Despite these efforts, the chain lagged behind the largest e-commerce players, and its online offerings were relatively limited compared to those of its competitors.

Motives for introducing a marketplace

The decision to launch its own marketplace is part of Obi's broader digital transformation. The chain recognizes that the traditional retail model—based solely on selling its own products—is becoming increasingly ineffective in a world dominated by e-commerce platforms. Thanks to the marketplace, Obi can significantly expand its offerings without having to invest in additional warehousing infrastructure or increase its own inventory.

The marketplace also allows for attracting new customer groups seeking products that are more niche, specialized, or less readily available in traditional markets. Furthermore, for Obi, it's an opportunity to strengthen customer loyalty, as they can meet most of their renovation, construction, and gardening needs in one place online. The platform is also intended to be a tool for building an ecosystem of additional services—from delivery and installation to technical advice and service.

The introduction of the marketplace is in line with Obi's strategic goal: to build a position as a modern provider of comprehensive home and garden solutions that connects the offline and online worlds in an omnichannel model.

Obi's position compared to the competition

Despite its strong European position in the DIY market segment, Obi must compete with highly demanding players in the e-commerce market. Internationally, the biggest threat to the network comes from platforms like Amazon, which have been expanding their offerings of DIY products, tools, building materials, and garden equipment for several years. Amazon has an incomparably greater reach, technological potential, and experience in operating marketplaces, making it crucial for Obi to find a differentiator and build an advantage in the DIY niche.

At the local level, in many countries, including Poland, Obi competes with chains such as Castorama, Leroy Merlin, and Bauhaus. These companies are also investing heavily in e-commerce development, although none of them (apart from a few pilot projects) has yet launched a fully-fledged marketplace. This creates an opportunity for Obi to build a first-mover advantage and offer customers a solution that will be innovative in this market segment.

Obi must, however, consider that entering the marketplace market presents not only opportunities but also significant challenges. It will have to manage sellers' expectations regarding terms of cooperation, build user trust in the new platform, and ensure adequate service and logistics to compete with established e-commerce players.

New Obi marketplace – key features and functionalities

Product range and categories

The marketplace launched by Obi was designed as a platform to provide customers with access to the widest possible selection of products in the construction, renovation, garden, and interior design categories. In addition to the classic product groups available in stationary Obi stores—such as tools, building materials, paints, bathroom fixtures, and garden products—the platform will also feature products that were previously outside the chain's standard offerings.

The marketplace allows for the inclusion of goods from specialized sellers and manufacturers who offer niche solutions, difficult to find, or those aimed at more demanding customers, such as construction professionals. There are also plans to develop complementary categories, such as decorations, smart home systems, lighting, and even seasonal products (e.g., Christmas, barbecue). This will allow customers to shop "in one place," without having to search through various platforms or online stores.

Model of cooperation with sellers

Obi employs a collaboration model typical of modern marketplaces: third-party sellers are responsible for product offerings, pricing, inventory management, and shipping. As the platform operator, Obi provides the technological infrastructure, payment system, offer and promotion management tools, and ensures complaint and return processes in accordance with local legal standards.

Various commission models are planned for sellers, depending on the product category and scale of the collaboration. Obi, like other platforms, also plans to offer additional sales support services, such as paid advertising campaigns within the platform, the ability to highlight offers, and access to analytical data on customer purchasing behavior.

From the point of view of sellers, this is an opportunity to reach a large customer base visiting the Obi website, and for the chain itself – the opportunity to build a wide offer without incurring the costs associated with storing and logistics of products from external suppliers.

Technology and User Experience (UX/UI)

The Obi Marketplace is designed for ease of use and intuitive operation. The platform's structure is based on modern technological solutions that enable quick product searches, filtering by technical parameters, and easy comparison of offers from different sellers. Customers can expect transparent information about product availability, costs, and delivery times, as well as extensive order tracking and purchase management options from a single user account.

A key element of the new platform is integration with the Obi ecosystem of additional services. Customers will be able to order assembly, transport, or technical advice services when purchasing selected product categories, for example. A mobile app with full marketplace functionality is also planned, making shopping easier for those using mobile devices.

Obi places a strong emphasis on a consistent user experience across all channels—both online and offline. The marketplace will be integrated with the store network, allowing customers to, for example, order products from external sellers and pick them up at a selected store, or use the combined ordering option (Obi's own products + partner goods).

Distinctive features from the competition

Compared to typical marketplace platforms like Amazon or Allegro, Obi aims to build an advantage through industry specialization and a focus on the DIY, renovation, and gardening segments. The marketplace's offerings will be closely tailored to the needs of customers pursuing construction and finishing projects, distinguishing it from broad-based e-commerce platforms.

Additionally, a major advantage of Obi is its ability to integrate online shopping with brick-and-mortar services and physical store chains. Customers who order a product online can, for example, consult with an in-store advisor or pick up the goods in person, combining the convenience of e-commerce with the experience of traditional shopping.

Will Obi Marketplace be available in Poland?

Current information and official announcements

Although Obi has officially confirmed the launch of its own marketplace in select European markets, there is currently no clear announcement regarding the platform's launch date in Poland. The company launched the project in Germany, which is its key market and a natural testing ground for new digital solutions. However, communications to the media and business partners indicate that Poland is one of the countries being considered for the next phase of marketplace expansion.

Obi is conducting intensive e-commerce activities in Poland: modernizing its online store, developing click & collect services, testing various delivery methods, and integrating its online offerings with brick-and-mortar stores. This demonstrates that the company sees the Polish market as promising and ready for more advanced digital solutions, such as its own marketplace.

Analysis of the Polish DIY and e-commerce market

The Polish DIY market is one of the largest and fastest-growing in Central and Eastern Europe. The sector's value is estimated at tens of billions of złoty annually, and the online channel's share in sales of construction and renovation products is growing rapidly. The COVID-19 pandemic has accelerated the digitization of Poles' shopping habits, with Poles increasingly opting for online purchases, including for specific categories such as tools, building materials, and garden equipment.

Importantly, the Polish e-commerce market is highly competitive and technologically mature. Customers are accustomed to using large platforms like Allegro, Amazon (recently available in Poland), and Castorama and Leroy Merlin, which are increasingly expanding their online offerings. This means that Obi Marketplace's entry into the Polish market would require a well-thought-out strategy to differentiate its offerings and create added value for customers.

At the same time, the Polish DIY consumer is becoming increasingly demanding—expecting a wide selection, attractive prices, flexible delivery options, and access to additional services such as assembly and technical advice. The Obi marketplace could address these needs if it offered something more than traditional online stores and existing sales platforms.

Opportunities and challenges for Obi in Poland

Obi's opportunity undoubtedly lies in the lack of a fully-fledged marketplace specializing in the DIY segment in the Polish market. While Allegro and Amazon offer construction and renovation products, they are not platforms focused solely on this category. Therefore, Obi could leverage this specialization and build an image as a home and garden expert, offering not only products but also comprehensive solutions for individual and professional customers.

Additionally, the physical network of Obi stores in Poland is a major advantage. The ability to combine online shopping with in-store pickup, in-store advice, and additional services could be a strong differentiator from the competition.

On the other hand, the challenges are significant. Entering the marketplace market requires attracting and retaining trading partners who trust the new platform and choose to offer their products on it. Furthermore, ensuring high-quality customer service and logistics will be crucial, which can prove challenging in the realities of Polish e-commerce, where expectations are very high.

Pricing and the model of collaboration with partners will also be a significant factor. Sellers already operating on Allegro or Amazon will evaluate the attractiveness of the Obi marketplace based on costs, terms of cooperation, and the platform's potential reach. Obi will need to offer them real benefits to convince them to participate in the project.

Summary of entry prospects

Although there are no official announcements regarding the launch date of the Obi marketplace in Poland, analysis of the company's activities and market conditions indicate that its arrival in our market is likely. Poland is one of Obi's key markets in the region and a natural expansion direction for new digital services. The results of the platform's implementation in Germany and the company's organizational readiness to scale this model to new markets will be crucial here.

Impact on the market and competition

Possible consequences of the entry of Obi Marketplace for Polish sellers

The launch of the Obi marketplace in the Polish market could trigger significant changes in the balance of power in the DIY segment and, more broadly, in the e-commerce industry related to renovation and construction products. Above all, the new platform would create an alternative channel for local and regional sellers to reach customers, alongside giants like Allegro and Amazon. As a brand with strong recognition and trust in the construction and gardening segment, Obi could attract both smaller suppliers of specialized products and distributors who have previously limited their online presence or operated primarily through their own online stores.

For many companies, especially those offering niche products (e.g., specialized materials, professional accessories), joining the Obi platform could mean reaching a group of customers who value shopping with a trusted partner. Integration with a network of brick-and-mortar stores could make the Obi marketplace an attractive selling point for suppliers seeking to combine online sales with a physical presence.

On the other hand, there would be pressure on sellers already operating on other platforms, who would have to adapt their offers, prices, and service standards to meet the new competitive environment. The Obi marketplace could also contribute to increased transparency of prices and sales conditions across the DIY sector, which would benefit customers but also force sellers to be more flexible in pricing and invest in service quality.

Competitor Reactions – What to Expect?

Obi's entry with its own marketplace would likely generate a response from its main competitors. Castorama and Leroy Merlin, which have been competing with Obi in the brick-and-mortar market for years and are increasingly developing their online stores, could accelerate investments in expanding their online offerings and consider implementing their own platform models. To date, neither of these chains has launched a fully-fledged marketplace, but the emergence of such a solution by Obi could serve as an impetus for similar initiatives.

From the perspective of the largest e-commerce platforms—such as Allegro or Amazon—Obi Marketplace would pose a new challenge in the DIY segment, which has not yet had a single, dominant, specialized platform. Although Obi's scale would initially be limited compared to e-commerce giants, thanks to its specialization and connections with a network of brick-and-mortar stores, the platform could capture some of the customers loyal to DIY brands. The largest players could respond by increasing investment in promoting construction offerings, introducing new additional services (e.g., consulting, assembly), or adopting more aggressive pricing policies.

Potential changes in the market

The arrival of Obi Marketplace could accelerate several key trends in the DIY and e-commerce markets in Poland. First, it would accelerate the development of omnichannel services—customers increasingly expect seamless integration of online shopping with physical service points, the ability to pick up orders in-store, receive consulting services, and assembly services. Obi, with its network of stores across Poland, could set a new standard for these services.

Secondly, competition would increase in terms of customer service quality, delivery speed, and return flexibility. If well-designed and managed, the Obi marketplace could become a platform that sets new standards in this area, forcing other chains and platforms to improve the quality of their services.

Thirdly, the market could become further professionalised in terms of online product offerings – sellers will need to invest in better product descriptions, photos, technical data and high-level customer service to compete effectively in the new sales environment.

Broader impact on the sector

If Obi Marketplace enters the Polish market and proves successful, it could become a model for other specialist chains that have so far limited themselves to selling their own products online. We can expect that other industries—such as consumer electronics, automotive, and furniture—will closely monitor the Obi project and explore the possibility of creating their own, specialist marketplaces as a way to increase their share of the e-commerce market.

Perspectives for sellers and customers

What might entering the Obi Marketplace look like for Polish companies?

For Polish sellers and suppliers of products in the construction, renovation, gardening, and interior design categories, the emergence of the Obi marketplace would offer a new opportunity to diversify their sales channels. In practice, it would be a chance to reach customers who trust the Obi brand and readily use its offerings, both in-store and online. This could be a particularly attractive proposition for producers and distributors of specialized goods—those that don't always fit into the standard offerings of DIY stores, but which may be sought after by customers undertaking more advanced renovation or construction projects.

Obi Marketplace could attract both large and small suppliers. For the former, the platform could complement existing sales channels, allowing them to scale their operations without investing in their own e-commerce. For smaller companies—local producers, artisans, or specialized distributors—the platform could become a tool for building online visibility and reaching a wider audience without incurring high technological and marketing costs.

At the same time, sellers will have to meet the high standards set by Obi as the platform operator. This includes the quality of offers, the reliability of information on availability and prices, the efficiency of order processing, and post-sales processes (returns, complaints). Participation in the Obi marketplace may therefore require investments in professionalizing online services, ERP systems, platform integration, and improved logistics management.

Potential benefits for end customers

From a customer perspective, the Obi marketplace could bring significant benefits. Primarily, it would increase the availability of products—not only those typically found in DIY stores, but also niche, specialized, and harder-to-find products. Customers would gain a single place where they could comprehensively source all the components necessary for construction, renovation, or gardening projects.

The marketplace would also enable easier comparison of offers from different suppliers within a single platform, which would positively impact the transparency of prices and purchase terms. Customers would have access to more reviews and ratings of products and sellers, making purchasing decisions easier.

A major advantage for customers would be the integration of the marketplace with additional services and the Obi brick-and-mortar network. Customers could place orders using a mixed model—ordering online and picking up at the store, using on-site advice, or ordering products with assembly or delivery services. This would align with growing customer expectations for omnichannel shopping—combining the convenience of e-commerce with physical contact with products and service.

Additionally, the Obi marketplace could introduce new features to support customers during the investment planning phase—configurators, cost calculators, design inspiration, and expert advice available online. Such solutions would be particularly attractive to those planning larger renovation or construction projects that require thorough preparation and the purchase of multiple products as part of a single investment.

Risks and challenges from the perspective of market participants

While the benefits for sellers and customers are potentially significant, the launch of Obi Marketplace would also pose certain challenges. Sellers would need to compete on price and service quality in an environment that could quickly gain popularity but also be characterized by high margin pressure. Customers may initially face challenges due to varying levels of service quality among third-party sellers, especially if Obi doesn't effectively oversee service standards and logistics processes.

Therefore, the key element will be the platform's management: the quality of seller onboarding processes, the transparency of terms and conditions, the level of service integration, and tools for monitoring quality and customer satisfaction. Only a well-managed marketplace has the potential to create lasting value for both parties—sellers and buyers.

Key takeaways

Obi's launch of its own marketplace is an expression of a conscious digital transformation aimed at adapting the chain's business model to the modern retail landscape. As a well-established brand in the DIY segment, Obi is embracing platform-based sales as a way to expand its offerings, increase revenue, and better meet the needs of today's consumer. The marketplace allows the company to build an advantage in areas where the traditional brick-and-mortar sales model is becoming insufficient—primarily in terms of product range breadth, pricing flexibility, and product availability.

For the Polish market, the prospect of launching Obi Marketplace means the emergence of a player that could specialize in the DIY segment in a way that no major construction chain has ever offered. This is, on the one hand, an opportunity for sellers—through new channels to reach customers—and, on the other, an impetus for increased competition, service quality, and offer transparency.

However, the entry of the Obi marketplace into the Polish market is not certain and will depend on many factors: the results of implementation in home markets (e.g. Germany), operational profitability analysis, organizational and logistics readiness, as well as competitive conditions prevailing in Poland.

What's worth watching in the coming months?

For all market participants – retailers, industry analysts, and consumers themselves – it is worth closely monitoring several key aspects:

• The development and performance of Obi Marketplace in Germany will determine the direction of the platform's further expansion. If the model proves effective and well-received by customers and partners, Poland could become a natural next step.
  
  
• Competitors' actions – moves by chains such as Castorama or Leroy Merlin may indicate whether the DIY market in Poland is heading towards broader platformization and the creation of its own marketplaces.
  
  
• Changes in consumer behavior – growing attachment to omnichannel shopping, expectations regarding additional services and delivery flexibility – may create space for new sales solutions such as Obi Marketplace.
  
  
• Obi's technological investments in Poland – the modernization of the online store, the implementation of new digital services, the expansion of logistics facilities, and the integration of offline and online processes – may be signs of preparations for the launch of a marketplace platform.
  
  

Final reflection

If introduced to the Polish market, Obi Marketplace could become a breakthrough project in the DIY category and an example of effective platform specialization. However, the key question will be whether the network can offer real added value—for both sellers and end customers—and whether it can meet the challenges of managing a complex structure of partners, product ranges, and operational processes.