Top Brands in Europe

Europe remains a potent force in the global eCommerce landscape, boasting a total eCommerce revenue of US$566.8 billion in 2022. Despite an digital commerce penetration rate of just above 60% among European consumers, the market holds significant untapped potential.

Projections indicate that between 2022 and 2027, the European eCommerce market will expand by an impressive 60%. In order to have a deeper understanding of this booming market, let's take a closer look at the competition and see which brands come on top.

In our eCommerce in Europe report, we analyzed the landscape of European eCommerce players and compiled in-depth information on the top 500 brands by first-party eCommerce net sales generated in Europe. It's crucial to note the methodology we used to identify the top-performing brands in the European eCommerce arena excludes Russia and Ukraine, and the brands are classified by their second-level domains.

This means that amazon.de and amazon.co.uk, for example, are considered under the singular Amazon brand. Sub-domains, such as the “shop” in shop.rewe.de, are not taken into account in this classification. Furthermore, different brands owned by the same corporate entity—like Saturn and Mediamarkt—are identified as separate entities. The same holds true for online stores whose second-level domains differ, such as Zalando and Zalando-Lounge.

The results of our research reveal an all-time winner at the top: Amazon. With total net sales of US$60 billion in 2021, Amazon is so far off at the top of the ranking that it seems that no one will ever compete.

Second-placed Zalando is already out of sight, generating only about one sixth of Amazon’s net sales amount in 2021. With accumulated 2021 net sales of US$64 billion, all brands in the ranks 2 to 10 combined produced only marginally more than Amazon. The differences in net sales between ranks 2 to 10 are relatively small, which makes changes in these ranks possible in the following years.

Check our report "eCommerce in Europe" for further insights on the topic and much more.

Europe's Best Brands: Key Takeaways

Europe's eCommerce market is strong, with a total revenue of $566.8 billion in 2022, despite having a digital commerce penetration rate of just above 60%. This suggests significant untapped potential in the market.

Projections indicate that the European eCommerce market is set to expand by an impressive 60% between 2022 and 2027, making it a lucrative opportunity for businesses.

Amazon dominates the European eCommerce landscape, with net sales of $60 billion in 2021, significantly surpassing its closest competitor, Zalando. However, the competition among brands in ranks 2 to 10 is relatively close, which could lead to changes in rankings in the coming years. For more detailed information, refer to our "eCommerce in Europe" report.