There's never been a better time to expand into the EU. Europe can provide you with stable and fertile ground to win new customers.
The European Union is a prime player in international trade and is one of the world’s most open, outward-focused economies. The EU’s single market has achieved a strong standing on the global stage. The combination of Europe’s established position within international markets and the rising popularity of ecommerce has created the ideal environment for international brands to expand there.
You may feel like expanding to the EU is complex and out of reach, but wherever you’re based, we’re here to make it simple. Here are our top 10 reasons why you should expand into the EU right now!
Comprising 450 million consumers, the EU accounts for around 16% of the world's imports and exports. Plus, for goods imported into the EU from international destinations, tariffs are relatively low. More than 70% of imports enter the customs union at zero or reduced tariffs.
Revenue generated in the ecommerce market within the EU grew 7% in 2024, totalling EUR 819 billion. This means that every year, more Europeans are shopping online. Your business will enter a market with rising demand and a growing customer base.
The European Union accounts for 27 countries and is responsible for negotiating an individual trade policy for each member state. These agreements are made on a mutually beneficial basis, so that both EU and non-EU sellers gain fair conditions and access to wider markets to support sustainable development and business growth.
The European Union is invested in businesses exceeding. No matter where your business is based, the EU’s free trade policies offer an environment of sustainable development. When you expand into the EU, you’ll have the same opportunities for growth as those based within the Union.
Amazon is just as prevalent in the EU as it is in the USA. Its Pan-EU program makes it easy to sell and fulfil to eight European countries. Plus, more countries are being added every year, increasing the number of markets you can expand to.
The European market is also full of country and niche-specific marketplaces. Many of them are just as (if not more) popular than the likes of Amazon and eBay. These marketplaces can present you with a whole new customer base for your niche and are a great way to test the market. If Amazon’s Pan-EU program feels like too much of a commitment, you can effectively test the market in one country at a time.
This could be Cdiscount in France, Beslist in the Netherlands or Otto.de in Germany; wherever you intend on selling, there will be a marketplace to complement it.
Eurostat reports that in 2023, 44% of EU consumers ordered clothes online, which was up 2% on 2022. Cosmetics and home accessories were the next two most popular categories of goods for all ages. For lots of international businesses looking for popular goods to start selling to EU customers, clothing and cosmetic products are some of the easiest to ship safely and successfully cross-border, making for happy customers and brilliant business.
The number of EU shoppers using ecommerce as their means of buying goods and services is increasing, reaching 569 million by 2025. 2024 is the 9th consecutive year that the market penetration rate for ecommerce in Europe has grown.
In 2022, the top three EU countries for citizens purchasing goods online were the Netherlands, Denmark and Ireland. Even at the bottom of the list, more people are making purchases online. Albania saw an 11% increase in digital shoppers between 2021 and 2022, presenting exciting opportunities for your business.
The average revenue per user is expected to reach US$1.49k in 2026, compared to just US$1.13k globally. User penetration (the number of ecommerce users in the EU) is estimated to be rising to 63% by 2029. In the coming years, there will be more and more viable buyers for your goods or services. If you expand into the EU this year, there will still be new potential customers for years to come.
In 2020, 53% of consumers who made purchases online bought goods/services from sellers in another country. Plus, as cross-border marketplace sales increase, EU shoppers are undeterred by potential customs clearances and continue purchasing the quality goods they desire. Launching your product in one EU country gives you easier access to customers in neighbouring states.
In 2021, the EU introduced the One Stop Shop schemes to drastically reduce the administrative burden on businesses looking to supply their customers across the EU. OSS (One Stop Shop) and IOSS (Import One Stop Shop) both enable EU and non-EU sellers to collect and report the VAT collected on their cross-border sales through online portals.
Find out if you're eligible for the OSS or IOSS schemes. We've put together a short quiz you can take to find out whether you can streamline your VAT reporting and save time & money.
