Online DIY market valued 66 billion euros in 2024

The European online DIY market reached a revenue of 66 billion euros last year. Compared to the total market of online and offline DIY sales, the online share was 17 percent. The total market value came to 388 billion euros.

In 2023, the online DIY market was valued at 56 billion euros. At the time, it was estimated that the online sales would increase to 66 billion euros by 2025. That expectation already came true by the end of 2024.

Online share of 17%

The second report from Cross-Border Commerce Europe on the DIY, Home and Garden retail market in Europe was published last week. In 2023, the online share of the market was still 15.2 percent. This came to 56 billion euros out of a total market value of 368 billion euros.

The European online DIY market is expected to reach 78 billion euros by 2026

A year later, that online share has increased 18 percent. In 2024, the online share was 17 percent, as it reached 66 billion euros out of 388 billion euros. The researchers expect that this growth will continue, with an online DIY market value of 78 billion euros by 2026.

Increased competition from Chinese giants

When looking at dominant online stores in the European DIY sector, Amazon still ranks as number one. It has a share of 15 percent, coming to 9.15 billion euros from 66 billion euros. However, Chinese giants Temu and AliExpress are impressive competitors, as they have secured high positions in the ranking.

Cross-border sales increased to 32.8% of online market

According to the researchers, the online boom is caused by the increasing market share of online-only competitors. This pushes traditional DIY retailers to bolster their cross-border ecommerce efforts.

Because of that, cross-border sales in the DIY market have also increased. In 2023, they were still worth 17.8 billion euros, which was 31.8 percent of the online market. A year later, cross-border sales grew to 21.6 billion euros, which is 32.8 percent of the market.

The cross-border turnover is expected to reach 34% of the online market by 2026, coming to 26.5 billion euros

If the market continues growing at the same pace, the cross-border turnover is expected to reach 34 percent of the online market by 2026. This would come to 26.5 billion euros, out of the projected 78 billion euros.