Online sellers are increasingly dividing their stock across warehouses in several markets to provide a more local experience to their customers. According to global fulfilment provider fulfilmentcrowd, localizing stock will become increasingly more important for international sellers following the introduction of parcel fees on imported goods in the European Union.
More than one hundred thousand SMEs from the European Union use Amazon as a sales platform. Together, they generated 17 billion euros in cross-border sales last year, 2 billion euros more than a year earlier. Most international trade takes place within the EU.
Multichannel companies from the Nordics make up Europe’s top three best-performing cross-border ecommerce sellers. These are Sweden-based Ikea, Denmark’s Jysk and H&M, also from Sweden. Behind them, Germany’s Zalando is the first pure player on the list.
A large majority of online transactions in Europe take place on marketplaces. In 2025, marketplaces accounted for 61 percent of total ecommerce GMV, according to ECDB. In other parts of the world, this share is even higher. The concentration is expected to increase further in Europe as well.
Global sourcing and fulfillment platform HyperSKU has announced its strategic participation in BigBuy’s recent international financing round of 4 million euros. European ecommerce and dropshipping technology platform BigBuy said that the funding will support further growth.
Fifty percent of consumers in Europe say that they use instalment payments or pay-later services. The majority of them do this several times a year. The use of delayed paying is a lot less popular in Switzerland, where only a quarter of respondents said that they use it while shopping online.
Consumers sold goods worth 10.8 billion euros on second-hand marketplace Vinted in 2025. That is an increase of almost 50 percent, compared to 2024. The company’s revenue reached 1.1 billion euros, also a record high. According to CEO Thomas Plantenga, Vinted delivered strong results across every growth vector. One of these is its delivery services for external clients.
Amazon will charge European selling partners additional transport costs as a result of the war in the Middle East. In principle, the measure is temporary, the company says, and applies to both Fulfilment by Amazon (FBA) and Multi-Channel Fulfilment (MCF).
Online marketplace integrator ChannelEngine has expanded its partnership with Monta, a Dutch fulfillment provider. The fulfillment solution is now integrated with ChannelEngine’s platform, which means that online sellers can manage marketplace and fulfillment processes in one single ecosystem.
Flaconi, a German online retailer of perfumes and beauty products, is rapidly expanding internationally. The company, already active in twelve European markets, is entering the United Kingdom and Spain – two of the leading ecommerce markets in Europe. Launches in five additional countries have also been announced.
Online marketplace integrator ChannelEngine is launching a new capability, called AI Attribute Builder, in April. The company wants to ensure that products from online retailers will remain visible in AI-driven discovery environments.
Dutch companies can now apply to sell on Otto.de. This marks the beginning of Otto’s expansion to marketplace partners from other European countries. If accepted onto the platform, Dutch sellers must provide customer service in German.
Shein says it has thousands of sales partners across Europe, including more than six hundred in Germany. Through new technology and logistics collaborations, the Chinese platform aims to increase its appeal to local retailers. Germany is a key focus in Shein’s European growth strategy.
Temu served an average of nearly 130 million Europeans per month in the second half of 2025. That is 12 percent more than in the first six months of last year. Especially Spain and Italy saw a strong increase in users.
More than a third of online shoppers in the European Union experienced one or more problems last year. Late delivery is mentioned most often as an obstacle. In five member states, more than half of online shoppers reported issues.