Volume : European e-commerce retail sales reached 828.293 billion US dollars!

Crowd : Over 560 million online shoppers in Europe !

Preference :

The #chinagadgets topic video broke 130 million views!

Over 800,000 overseas netizens watched Spanish users use Chinese-made shaved ice machines!

Europe has a huge e – commerce retail volume and many consumers who are interested in "Made in China" . How can sellers seize business opportunities?

European people who speak different languages ​​and have various customs, what do they like to shop online?

This time , the editor has taken a deep dive into the new consumption trends of Amazon's European sites, in-depth analysis of popular products for Europeans, and nine categories of star selection guides , adding "fire" to the family's hot sales !

01 New trends in European consumption

On the whole, the end of the year is the peak sales period of the European stations throughout the year, followed by the middle of the year, with small sales peaks in the UK and Germany stations.

Moreover, Europe has many high-quality consumers with strong spending power. They pay attention to practicality and durability when buying things, and are generally not very sensitive to price. 2 trends to watch:

Europeans are generally interested in smart homes , such as thermos cups with lids that can display water temperature, smart sweeping robots, automatic fruit and vegetable washing machines, underwear-specific washing machines , portable humidifiers, and smart voice recognition speakers.

Europeans prefer online shopping: Besides groceries, clothing, shoes or accessories ( 68%), furniture, home accessories or garden products (29%), cosmetics, beauty or health products (27%), followed by printed books , magazines or newspapers (25%) and sporting goods (excluding sportswear) (24%) 2 .

In terms of sub-sites, there are still big differences in the hot-selling models in different countries.

UK 3

Best-selling categories: Apparel, Footwear, Home Appliances, Furniture, Consumer Electronics, Lighting Equipment, Household Products, Textiles.

British consumers pay more attention to details and pay attention to etiquette .

More than half of UK consumers check online for relevant information before making a purchase, which influences their decision-making 4 .

The UK is one of the largest online fashion consumer markets in Europe , and the demand for fashion categories far exceeds that of other categories.

Germany 5

Best-selling categories: clothing and shoes, electronic products, furniture, toys, beauty and personal care, auto parts, digital products, software and hardware, home furnishing, and home accessories.

German consumers place more emphasis on product quality , with nearly three-quarters of online purchases spent on physical products, and they are more rigorous.

The overall demand for furniture categories (including online and offline) is large , and sellers can consider development.

France 6

Best-selling categories: clothing and shoes, electronic products, toys, DIY and hobbies, personal care, health and beauty, furniture and home, auto parts, home improvement, garden and tools, home decoration, books.

French consumers have higher requirements for the comfort and beauty of products.

Mobile phones are the main devices consumed by French e-commerce consumers, and sellers should pay attention to the adaptability of web pages.

Italy 7

Best-selling categories: apparel and footwear, electronic products, beauty and personal care, toys, furniture , auto parts, home improvement, garden and tools, electronic equipment, and household items. Among them, the online consumption of fashion and electronic products far exceeds that of other categories.

Italian consumers have high expectations when purchasing and generally expect excellent customer service8 .

Italian consumers like an intuitive shopping experience , and sellers can consider making efforts in product detail pages, real evaluation management, and live streaming.

Spain 9

Best-selling categories: electronic products, clothing and footwear, personal care, health and beauty, toys, DIY and hobby-related products, furniture, electronic equipment, auto parts, home improvement, garden and tools, home decoration, books.

Spanish consumers care about comfort and convenience when shopping , and want more product choices ; at the same time, they compare prices and like to buy during promotions and discounts.

Second-hand goods are also popular with Spanish consumers.

Netherlands

Best- selling categories: apparel, footwear, daily necessities, toys, DIY and hobby-related products, gardens, furniture , sports outdoor, home entertainment10 .

Dutch consumers want more product choices, while also emphasizing green and sustainable development11 .

Sweden

Best-selling categories: apparel and footwear, beauty and personal care, books and media, consumer electronics, furniture and home accessories , outdoor and entertainment, toys, auto parts12 .

Swedish consumers are concerned about whether there are many product choices and whether they are cost-effective, and the punctuality of delivery is also a point they are very concerned about13 .

Poland

Best-selling categories: apparel and footwear, personal care, health and beauty, furniture and home, garden, maternal and child products, consumer electronics, home appliances, household cleaning, sports14 .

Polish consumers want unlimited time to choose products, especially when buying products with high unit price such as household appliances; in addition, online shopping needs to be more cost-effective than brick-and-mortar stores (high quality and low price), which is also a concern of consumers15 .

02Analysis of the 3 popular styles that make Europeans

01. Automatic fruit and vegetable washing machine

As a black technology that has just entered Europe, this category has great potential!

Consumer concerns

Portable and compact, it can be carried with you, help food keep fresh (whether it is ion purification), USB power charging/wireless charging, long battery life, safety, waterproof and water-proof, easy to operate, and versatile (not only cleaning vegetables and fruits, but also washing tableware) etc.), suitable for gifts (so the appearance should be good-looking and high-grade).

Pit avoidance guide and key tips:

①The instruction manual must be placed to inform the buyer of the use steps, precautions, and charging matters.

②Because this type of product is charged, sellers need to ensure the quality of the product; and the product must meet the compliance requirements of Amazon and European countries and complete the corresponding electronic certification.

02. Insulation cup showing water temperature

Consumer concerns

Safety (involving battery compliance), intelligent display temperature, good material ( 304 stainless steel tea leak), long heat preservation time (also able to keep cold), moderate capacity (generally about 500ml), easy to pour, and can hold different drinks (including Coffee, juice, soup, etc.), easy to wash by hand, non-slip treatment, durable, easy to carry, suitable for various scenarios (such as office, outdoor sports, etc.), suitable for gift giving (so the appearance should be good-looking and high-grade).

Pit avoidance guide and key tips

① Since these products contain electronic components, sellers need to ensure product quality, and battery leakage is the main focus of product problems; and products must meet the compliance requirements of Amazon and European countries ; at the same time, buyers need to be given instructions , instructions on how to replace the battery while charging, and necessary safety precautions.

②The thermos cup requires a high degree of fit between the lid and the bottle body in order to better seal and achieve a thermal insulation effect. Sellers also need to strictly check when developing products to avoid defects that cannot be "closed".

③ Pay attention to smell and taste. Generally, stainless steel materials may have some odors, and there may be some odors when adding water. Sellers are advised to avoid such problems to ensure that consumer satisfaction is at a high level.

03. Smart humidifier

Consumer concerns

With night light, safety (suitable for families with babies), fog adjustment mode, ultrasonic silent operation, USB power supply, water-free automatic shutdown, large capacity, high-quality materials, improved air quality, suitable for various scenarios (bedroom, living room) etc.), simple operation, suitable for gift giving (so the appearance should be good-looking and high-grade).

Pit avoidance guide and key tips

①The instruction manual must be placed , and explain which liquids cannot be added to the humidifier, such as the prohibition of fragrances and other liquids that are likely to cause atomization failure.

②Mark the expiration date of the filter element (if any), and remind the buyer to replace the filter element regularly.

③Be sure to comply with the compliance requirements of Amazon and European countries , especially the compliance requirements of live products; and do a good job in quality control to prevent leakage of electricity.

03 European Station Mid-Year Star Selection Guide

This star selection guide includes garden, home decoration, kitchen supplies, furniture, sports, toys, auto parts, personal care and beauty products!

5 out of 5 stars:

The recommendation index considers multiple parameters, including the site capacity of the category, growth rate, penetration rate of Chinese sellers, penetration rate, etc. The higher the star rating, the more recommended

The competition index takes into account the penetration rate of Chinese sellers. The higher the star rating, the lower the competition, and the more recommended it is to enter.

The heat index takes into account the growth rate of sales in a specific period of time in the past. The higher the star, the faster the growth rate.

(The following star selection guide takes the UK and Germany stations as examples)

Home decoration category

Garden category

kitchen category

furniture category

Sports category

Toy category

Auto parts category

personal care category

Beauty category

Data Sources:

1.;tiktok;

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3.;Online shopping behavior in the UK, Statista

4. Online shopping behavior in the UK, Statista

5.;E-commerce in Germany, Statista

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9.; Consumption and purchasing habits in Spain, Statista

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