This supporting document accompanies the Q2 2026 AVS Quarterly Multi-Country report for Big Shop Marketplace. It provides the detailed data, LLM response examples, per-query results, citation chain analysis, implementation guides, content briefs, and competitor deep-dives that underpin the main report’s findings and recommendations.
The document is structured in eight sections: per-query results (sample of 30), LLM response examples (5), expanded 12-pillar comparison, citation chain analysis, Q3 implementation guides, content briefs (3), competitor deep-dives (2), and Q1→Q2 trend data appendix.
Below is a representative sample of 30 queries (15 UK, 15 Germany) from the full 600-query dataset. Each row shows whether Big Shop Marketplace was mentioned by each LLM and the position/context of that mention.
| # | Query | ChatGPT | Google AIO | Perplexity | Context |
|---|---|---|---|---|---|
| 1 | best online marketplaces UK | ✓ #3 | ✓ Table | ✓ #4 | Listed in top 5 with fee comparison |
| 2 | alternatives to Amazon UK | ✓ #2 | ✓ #3 | ✓ #3 | Mentioned as lower-fee alternative |
| 3 | cheapest marketplace seller fees | ✓ #1 | ✗ | ✓ #2 | Highlighted for competitive fee structure |
| 4 | where to sell handmade products UK | ✗ | ✗ | ✗ | Etsy dominates; Big Shop not mentioned |
| 5 | marketplace comparison 2026 | ✓ #3 | ✓ Table | ✓ #4 | Comparison table with features and fees |
| 6 | best place to sell electronics online UK | ✗ | ✗ | ✗ | Amazon, eBay, CeX dominate; category gap |
| 7 | is Big Shop Marketplace legit | ✓ | ✓ | ✓ | Positive framing; references Trustpilot |
| 8 | best marketplace for small businesses UK | ✓ #3 | ✗ | ✓ #5 | Listed for SME-friendly policies |
| 9 | marketplace buyer protection comparison | ✗ | ✗ | ✗ | Amazon and eBay only; content gap identified |
| 10 | reviews of Big Shop Marketplace | ✓ | ✓ | ✓ | Trustpilot and Retail Gazette citations |
| 11 | online marketplace UK 2026 | ✓ #4 | ✓ Table | ✗ | Included in general overview responses |
| 12 | sell clothes online UK marketplace | ✗ | ✗ | ✗ | Vinted and Depop dominate; category gap |
| 13 | Big Shop vs eBay fees | ✓ | ✗ | ✓ | Direct comparison; Big Shop favoured on fees |
| 14 | most trusted online marketplace UK | ✗ | ✓ #5 | ✗ | Amazon #1; Big Shop included in AIO only |
| 15 | how to start selling on Big Shop | ✓ | ✓ | ✓ | Own seller guide cited as primary source |
| # | Query (German) | ChatGPT | Google AIO | Perplexity | Context |
|---|---|---|---|---|---|
| 1 | beste Online-Marktplätze Deutschland | ✗ | ✗ | ✗ | Amazon.de, eBay KA, Zalando, Otto listed |
| 2 | Alternative zu Amazon.de | ✓ #6 | ✗ | ✗ | Mentioned as “britische Alternative” |
| 3 | günstigste Marktplatz-Gebühren | ✓ #5 | ✗ | ✗ | Fee comparison; Big Shop listed last |
| 4 | wo online verkaufen Deutschland | ✗ | ✗ | ✗ | Established German platforms only |
| 5 | Marktplatz Vergleich 2026 | ✓ #5 | ✗ | ✗ | Brief mention in extended list |
| 6 | Big Shop Marketplace Erfahrungen | ✓ | ✗ | ✗ | Limited info; references UK reviews |
| 7 | sicherer Online-Marktplatz | ✗ | ✗ | ✗ | Trusted Shops certified platforms only |
| 8 | Online-Marktplatz für Händler | ✗ | ✗ | ✗ | Amazon.de, eBay KA, Kaufland.de listed |
| 9 | E-Commerce-Plattform Vergleich | ✓ #6 | ✗ | ✗ | Mentioned in extended comparison only |
| 10 | was ist Big Shop Marketplace | ✓ | ✗ | ✗ | Basic description; limited German detail |
| 11 | beste Marktplatz-App Deutschland | ✗ | ✗ | ✗ | Only established German apps listed |
| 12 | cross-border E-Commerce Europa | ✓ #4 | ✗ | ✗ | Mentioned in cross-border context |
| 13 | Zalando Alternative | ✗ | ✗ | ✗ | Fashion-focused queries; Otto, AboutYou |
| 14 | Käuferschutz Online-Marktplatz | ✗ | ✗ | ✗ | Trusted Shops certified platforms only |
| 15 | britische Online-Shops in Deutschland | ✓ #2 | ✗ | ✗ | Listed after ASOS as UK marketplace |
Five representative AI responses showing how Big Shop Marketplace is described, positioned, and cited. These examples illustrate the tone, depth, and context of AI-generated mentions.
The response lists five UK marketplaces in ranked order. Amazon is presented as the dominant option with the widest product range. eBay follows as the established alternative with strong auction functionality. Big Shop Marketplace appears in third position, described with emphasis on competitive seller fees and a curated product selection that appeals to quality-conscious buyers. Etsy is positioned for handmade and vintage items, and Vinted for second-hand clothing.
The response cites TechRadar’s 2026 marketplace comparison as a source, linking to the article that was the result of Q1 press outreach. Big Shop’s fee structure (8% commission vs Amazon’s 15%) is specifically highlighted as a competitive advantage.
Google AI Overview generates a comparison table with four columns: marketplace name, seller fees, buyer protection, and product categories. Big Shop Marketplace is included in the table alongside Amazon, eBay, Etsy, and Vinted. This is the first quarter Big Shop has appeared in AIO comparison tables.
The table data appears sourced from a combination of MoneySavingExpert’s fee comparison guide and TechRadar’s marketplace review. Big Shop’s entry shows: 8% commission, buyer protection noted as “standard”, and product categories listed as “general — electronics, home, fashion”. Notably, the buyer protection column shows weaker language compared to Amazon (“comprehensive”) — this is a content gap that should be addressed.
Perplexity provides a detailed response with inline source citations. The response names six Amazon alternatives, with Big Shop Marketplace in third position. The description focuses on Big Shop’s lower seller fees and UK-based customer service.
Perplexity cites three sources for the Big Shop mention: the Retail Gazette “Best Places to Sell Online UK” article (Q1 press placement), the Big Shop seller guide on bigshopmarketplace.com, and a Reddit r/UKPersonalFinance discussion thread from February 2026. The Reddit citation is organic community discussion and was not part of any K&C strategy — it indicates growing organic awareness of the platform.
The German-language response lists six alternatives to Amazon.de. The top five are established German platforms: eBay Kleinanzeigen, Zalando, Otto, Kaufland.de, and Idealo. Big Shop Marketplace appears in sixth (last) position, described as “ein britischer Online-Marktplatz, der nach Deutschland expandiert” (a British online marketplace expanding into Germany).
The description is brief (two sentences) compared to the German competitors (each receiving a paragraph). No German-language sources are cited for Big Shop; the mention appears to be based on ChatGPT’s general knowledge rather than indexed German content. This reflects the Source Authority gap (score: 22) in the German market — without German-language citations, AI platforms can only provide surface-level descriptions.
This response demonstrates the Trusted Shops effect in the German market. Google AI Overview lists five marketplaces, each accompanied by a Trusted Shops certification badge indicator. Big Shop Marketplace is completely absent from this response.
The listed platforms (Amazon.de, eBay Kleinanzeigen, Zalando, Otto, Kaufland.de) all hold Trusted Shops certification. The response explicitly states that consumers should look for the Trusted Shops seal when choosing an online marketplace. This is a clear example of how certification acts as a gating criterion for German AI visibility — without Trusted Shops, AI platforms will not recommend a marketplace in safety-related German queries.
Side-by-side UK and Germany pillar scores with Q1 baselines and movement indicators. This view helps identify where the two markets diverge and where investment should be prioritised.
| Pillar | UK Q1 | UK Q2 | UK Move | DE Q1 | DE Q2 | DE Move | Gap (UK–DE) |
|---|---|---|---|---|---|---|---|
| Direct Mentions | 38 | 48 | ▲ +10 | 12 | 18 | ▲ +6 | 30 |
| Recommendation Rate | 34 | 42 | ▲ +8 | 10 | 15 | ▲ +5 | 27 |
| Sentiment & Framing | 55 | 62 | ▲ +7 | 30 | 35 | ▲ +5 | 27 |
| Source Authority | 42 | 55 | ▲ +13 | 15 | 22 | ▲ +7 | 33 |
| Narrative Consistency | 50 | 58 | ▲ +8 | 24 | 30 | ▲ +6 | 28 |
| Competitor Gap | 32 | 38 | ▲ +6 | 10 | 15 | ▲ +5 | 23 |
| Query Coverage | 38 | 45 | ▲ +7 | 16 | 22 | ▲ +6 | 23 |
| Multi-LLM Consistency | 40 | 52 | ▲ +12 | 20 | 28 | ▲ +8 | 24 |
| Feature & Service Attribution | 40 | 48 | ▲ +8 | 18 | 25 | ▲ +7 | 23 |
| Geographic Relevance | 58 | 62 | ▲ +4 | 28 | 32 | ▲ +4 | 30 |
| Temporal Freshness | 48 | 58 | ▲ +10 | 28 | 35 | ▲ +7 | 23 |
| Category Leadership | 30 | 35 | ▲ +5 | 14 | 18 | ▲ +4 | 17 |
How citations flow from source material through to AI responses. Understanding these chains helps identify where to invest for maximum AI visibility impact.
Insight: The TechRadar placement from Q1 created a dual-citation chain (ChatGPT + Perplexity). The MoneySavingExpert mention fed Google AIO’s table format. The Reddit mention is organic and shows growing community awareness.
Insight: The German citation chain is broken. ChatGPT mentions Big Shop from general training knowledge but cannot cite specific German sources. Google AIO and Perplexity require indexed, authoritative German-language sources to include a business — none exist for Big Shop. The chain can only be repaired by creating authoritative German content and obtaining German trust certifications.
Insight: For safety and trust queries in Germany, Trusted Shops certification acts as a binary gate. Without it, a business is excluded entirely. This is the strongest evidence for prioritising Trusted Shops certification as the Q3 action for Germany.
Step-by-step guidance for the key Q3 tactics. These guides are designed for Big Shop’s internal team to follow alongside K&C content and strategy deliverables.
| Step | Action | Owner | Timeline | Notes |
|---|---|---|---|---|
| 1 | Register for Trusted Shops membership | Big Shop legal | Week 1 | Choose tier based on annual GMV; costs €99–299/month |
| 2 | Complete legal compliance audit | Big Shop legal | Weeks 1–3 | German consumer protection, returns policy, data privacy (GDPR) |
| 3 | Implement buyer protection integration | Big Shop tech | Weeks 2–4 | Trusted Shops API integration for buyer protection guarantee |
| 4 | Submit for review | Big Shop legal | Week 4 | Trusted Shops audit team reviews within 2–4 weeks |
| 5 | Certification awarded | Trusted Shops | Weeks 6–8 | Display seal on bigshopmarketplace.com/de/ |
| 6 | Announce certification | K&C + Big Shop | Week 8+ | German press release, blog post, LinkedIn announcement |
| Step | Action | Owner | Timeline | Notes |
|---|---|---|---|---|
| 1 | Set up automated post-purchase review invitations | Big Shop tech | Week 1 | Send 7 days after delivery confirmation |
| 2 | Respond to all existing reviews | Big Shop CS | Week 1–2 | Professional responses to both positive and negative reviews |
| 3 | Implement in-app review prompts | Big Shop tech | Weeks 2–3 | Prompt satisfied buyers after successful orders |
| 4 | Target: 200+ new reviews in Q3 | Big Shop CS | Ongoing | Maintain 4+ star average; aim for 4.3+ to match eBay |
| 5 | Monitor and report monthly | Big Shop CS | Monthly | Track review volume, average rating, and response rate |
| Step | Action | Owner | Timeline | Notes |
|---|---|---|---|---|
| 1 | Identify 2–3 leadership profiles to publish from | Big Shop marketing | Week 1 | CEO/founder + DE market lead ideal |
| 2 | K&C delivers content calendar | K&C | Week 2 | 4 posts/month alternating EN and DE |
| 3 | Publish first month of content | Big Shop + K&C | Weeks 3–6 | Topics: seller trends, marketplace comparison, cross-border insights |
| 4 | Engage with marketplace community | Big Shop marketing | Ongoing | Comment on industry posts, share data points, build network |
| 5 | Measure and adjust monthly | K&C | Monthly | Track impressions, engagement, and Perplexity citation pickup |
Three content briefs for Q3 production. Two UK-focused and one Germany-focused, targeting the specific query gaps identified in the AVS analysis.
Amazon dominates both markets comprehensively. In the UK, Amazon Marketplace holds an AVS score of 82 (Known & Cited) with 38% share of voice and 412 mentions across 300 queries. In Germany, Amazon.de scores even higher at 85 with 42% share of voice and 287 mentions. Amazon is the only business mentioned by all three LLMs in both markets for virtually every marketplace-related query.
Why Amazon scores so highly: Amazon benefits from an unmatched citation ecosystem. Every review platform, consumer publication, and technology outlet references Amazon as the benchmark. Trusted Shops certification, Stiftung Warentest reviews, and Handelsblatt business coverage all include Amazon prominently. Amazon’s own content (product pages, seller guides, press releases) is heavily indexed and cited by all three LLMs.
Where Amazon is vulnerable: Despite its dominance, Amazon faces criticism in AI responses around seller fees (consistently described as “higher than alternatives”), seller support quality, and the commoditisation of products. These are exactly the angles Big Shop’s content strategy targets. ChatGPT in particular often frames marketplace alternatives as “lower fee” options compared to Amazon, creating space for Big Shop to be mentioned.
Big Shop’s realistic position relative to Amazon: Competing with Amazon on overall AI visibility is not a realistic short-term goal. The 30-point gap in the UK (52 vs 82) and 57-point gap in Germany (28 vs 85) reflect decades of brand building and citation accumulation. The strategy is not to overtake Amazon but to consistently appear alongside Amazon in comparison queries, positioned as the lower-fee, curated alternative.
Zalando is the most relevant German competitor to study. While Amazon dominates from an insurmountable position, Zalando demonstrates how a younger business can build strong German AI visibility. Zalando scores 48 (Emerging) with 15% share of voice — placing it third in the German market, 20 points ahead of Big Shop.
How Zalando built its German AI visibility: Zalando’s strategy combined three elements that Big Shop should study. First, Trusted Shops certification — obtained early in its growth, establishing trust credibility that AI platforms now cite. Second, Stiftung Warentest coverage — Zalando submitted for and received independent testing, generating authoritative German-language content that all three LLMs reference. Third, consistent German-language press coverage in Handelsblatt, t3n, and Chip.de, creating a deep well of citable content.
Zalando’s weakness: Zalando is strongly associated with fashion and clothing, limiting its AI visibility for general marketplace queries. When users ask about selling electronics, home goods, or general products, Zalando is often excluded. This creates an opportunity for Big Shop to position itself as the general-purpose marketplace alternative in Germany, while Zalando remains confined to fashion.
The Zalando model for Big Shop: If Big Shop follows Zalando’s playbook (Trusted Shops certification + German media coverage + consistent German content), it could realistically reach Zalando’s current score (48) within 12–18 months. The key difference is that Big Shop can target general marketplace queries rather than fashion-specific ones, potentially capturing a broader query set.
Complete trend data showing how each metric moved between Q1 (January 2026) and Q2 (April 2026). This data underpins the main report’s trend analysis.
| Metric | Q1 (Jan 2026) | Q2 (Apr 2026) | Change | Driver |
|---|---|---|---|---|
| Overall AVS | 45 | 52 | ▲ +7 | Content strategy + press placements |
| ChatGPT Mention Rate | 38% | 54% | ▲ +16pp | TechRadar article cited by ChatGPT |
| Google AIO Mention Rate | 0% | 22% | ▲ +22pp | First-time inclusion in AIO tables |
| Perplexity Mention Rate | 22% | 31% | ▲ +9pp | Retail Gazette + Reddit citations |
| Total Mentions | 118 | 163 | ▲ +45 | Across all three LLMs |
| Share of Voice | 11% | 15% | ▲ +4pp | Gained ground on Etsy and Vinted |
| Competitive Position | 4th | 3rd | ▲ +1 | Overtook Etsy in overall ranking |
| Trustpilot Review Count | 1,247 | 1,583 | ▲ +336 | Organic review growth |
| Trustpilot Average Rating | 4.1 | 4.2 | ▲ +0.1 | Improved CS response rate |
| Blog Posts Published | 0 | 4 | ▲ +4 | Q1 content strategy execution |
| Press Placements | 0 | 2 | ▲ +2 | TechRadar + Retail Gazette |
| Metric | Q1 (Jan 2026) | Q2 (Apr 2026) | Change | Driver |
|---|---|---|---|---|
| Overall AVS | 22 | 28 | ▲ +6 | ChatGPT frequency increase |
| ChatGPT Mention Rate | 9% | 14% | ▲ +5pp | German blog content beginning to index |
| Google AIO Mention Rate | 0% | 0% | — No change | No German authority sources yet |
| Perplexity Mention Rate | 0% | 0% | — No change | No German citations available |
| Total Mentions | 27 | 41 | ▲ +14 | ChatGPT only |
| Share of Voice | 4% | 6% | ▲ +2pp | Marginal improvement |
| Competitive Position | 5th | 5th | — Same | Still behind Otto |
| Trusted Shops Status | Not certified | Not certified | — No change | Application planned for Q3 |
| German Blog Posts Published | 0 | 4 | ▲ +4 | Q1 German content strategy |
| German Press Placements | 0 | 0 | — No change | Pitch pack in development for Q3 |