The EU’s eCommerce market offers a huge opportunity for scaling brands to tap into commercially mature customers throughout several countries.
Selling into the EU isn't always the most straightforward growth path for US brands; however, a huge opportunity remains for businesses that can get it right.
That’s why we’ve teamed up with eCommerce association IMRG to bring you the EU Expansion Report 2026.
By reading the report, you’ll learn which countries your products best suit, the benefits of stock localization, how to expand effectively, and much more.
Although written initially for UK brands, the report contains expert insights that US brands eyeing up EU expansion can utilize to support their efforts.
Following an €842 billion turnover in 2024, and a projected 7% growth for 2025, the EU’s eCommerce market provides a major selling opportunity for brands across multiple sectors.
Customer appetite throughout the bloc is strong, but it’s balanced out by language barriers, differing cultures and increasingly strict regulatory expectations.
Although the opportunity is undeniable, sellers still have issues executing EU growth:
With this report, we hope to bring ambitious brands the information and tools they need to compose their own EU expansion plans—and execute them.
A big part of growth is knowing where to find demand. For retailers, the EU offers a strong opportunity for international expansion, but expectations around service and delivery can differ considerably from those in the US.
Inside the report, you’ll learn which countries to aim for first based on your product sector, giving you a much more targeted approach to EU expansion.
You’ll also learn about marketplaces – a far more accessible starting point for EU growth – and how they can support your brand in getting off the ground in Europe.
As regulatory pressures increase across the EU, stock localization plays an increasingly important role for growing brands. By reading the report, you’ll get a roadmap for stock localization, learn when to localize stock and the understand benefits of doing so.
From top to bottom, the EU Expansion Report 2026 gives your brand a headstart on its EU growth plans, offering an insight into what drives purchases across Europe and how to take advantage of high customer demand.
When the time comes to expand, many US brands approach EU expansion with the same methods that brought domestic success.
What this report shows you is that what converts in your home country doesn’t automatically convert in EU countries.
Here’s a sneak peek of some of the expectations the report outlines:
In the report, we outline the opportunities per country and where your product category is most likely to succeed, giving your brand a headstart on its next growth phase.
“What doesn’t work is applying the same approach as you do so domestically. Each market has its own mentality. Even platform algorithms differ; what performs well in Germany won’t necessarily work in the US. The key is to get local expertise, because marketing is fundamentally different market to market.”
Andreas Kreickmann, Head of Development (Germany), fulfilmentcrowd
As well as insights into country-by-country behaviours and expectations, our report breaks down how your brand can take advantage of the EU market with a step-by-step roadmap to success.
Selling into the EU can give your brand the launchpad it needs for its next stage of growth, but can also quickly become difficult to manage if not handled properly. At this stage, growth can slow and operations end up lagging behind.
The report provides:
All in all, you’ll learn where EU opportunities exist for your brand, and how to take advantage of them.
Here’s a chapter-by-chapter breakdown of what the report consists of:
If you’re serious about EU growth, this report – in partnership with IMRG – is a great place to start.
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