E-commerce in Europe


European e-commerce enjoys strong growth every year with many e-merchants first choosing this nearby market to export their products or to operate their services. With its proximity and ease of exchange, European trade allows companies to evolve internationally with accessible territorial development, such as for delivery or pricing in € for example.

Nonetheless, it is difficult to see the European ecommerce industry as one, as it consists of several regions that all play their own role. Ecommerce Europe represents, through its 24 national associations, more than 150.000 companies selling goods and services online to consumers in Europe.

According to Ecommercenews, Europe has a total population of 746,4 million people, from which 87% are internet users. In 2019, this was the outlook of e-shoppers by region

Source: Ecommercenews


Main Players

As stated in the introduction, Europe ecommerce gathers many different global and local players, each playing their own role.

According to Statista, in September 2020, contrary to the US where Amazon represented more than 37% of ecommerce share, in Europe that figure went down to 9,8 percent

In Poland a survey showed that Amazon didn’t even make it to the top3 of e-customer preferences (source: postnord)

So here’s Europe’s top 6 marketplaces

  • Amazon
  • Cdiscount
  • Otto
  • Rakuten
  • Allegro
  • Zalando

It is worth stressing the importance of local players. Take for example Wehkamp, a major Dutch online retailer that started as a mail-order company in 1952. Every year, it’s among the top 10 online stores in the Netherlands, but outside the country borders, it’s hardly known.


In 2019, ecommerce sales in Europe grew to 621 billion euros and were worth 757 billion euros in 2020 

The United Kingdom was the main contributing market, with 96 billion euros spent in ecommerce, while Germany spent 50 billion, and France used 42 billion. 

In average, EU shoppers spend 1,243 euros per month online. 


Competition, supply chain & customer service

Small challenges crop up every single day for those running an ecommerce business.

To make matters worse, there are larger, looming threats that needed to counteract immediately for a business to survive.

Competition can be harsh, with thousands of brands competing for customers attention. Apart from marketing’s 5 P’s, a good product listing will be the best starting point (with some useful tips in this DAILY&CO’s blog article).

Supply chain will also be a headache. Not only because of the delivery itself (and all the problems attached) but also the coordination of stock when selling in multiple platforms. Marketplaces are not receptive to stock ruptures and cancelled orders. Guaranteeing product availability when making several sales in different countries is vital for every global marketplace seller.

Finally, customer service. Adding to all the challenges associated with this service (angry customers, not knowing the answer to a question, product problems, and so on), European Marketplaces represent a myriad of languages.

And although English is a universal language, many marketplaces demand Customer Service to be provided in the local language.

DAILY&CO as a partner 

DAILY&CO helps companies and brands easily breaking into the European marketplaces, by taking care of all the steps necessary for products placing on these marketplaces.

Our software Daily&Co removes the need for human action in the inventory update, as well as in the delivery scheduling. DAILY&CO will also provide quality after-sales service so that customers are fully satisfied with their purchases, promoting loyalty and recommendations to families & friends.