The Online DIY Market in Europe Reaches €66 Billion

Cross-Border Commerce Europe published a report on the DIY, Home, and Garden retail market in Europe. According to the report, the total market value, including both online and offline DIY sales, reached €388 billion in 2024.

2025 Forecasts Materialized in 2024 for the Online DIY Market

Within the total market, the share of online DIY sales was 17% in 2024. The market’s revenue for 2024 stood at €66 billion. It had been predicted that online sales in the market would reach €66 billion in 2025; however, this expectation was already met in 2024.

€78 Billion Expectation for 2026

In 2023, the online share of the market was 15.2%, which corresponded to €56 billion out of the total €368 billion market value. The online Do It Yourself market in Europe is expected to reach €78 billion in 2026.

Temu and AliExpress Compete with Amazon

Among the most dominant online stores in the European Do It Yourself sector, Amazon ranks first. The company holds a 15% share of the total online market, which stands at €66 billion. Accordingly, Amazon’s DIY revenues for 2024 amounted to €9.15 billion. Following Amazon, Temu and AliExpress rank among the top competitors.

Cross-Border Online Sales Approaching €22 Billion

According to the report, the growth of the online Do It Yourself market is driven solely by the increasing market share of online-only competitors. This situation is pushing traditional DIY retailers to strengthen their cross-border e-commerce activities, leading to an increase in cross-border sales within the DIY market.

In 2023, the value of cross-border sales was €17.8 billion, representing 31.8% of the online market. In 2024, this figure rose to €21.6 billion, accounting for 32.8% of the total online market. By 2026, the share of online sales within cross-border Do It Yourself sales is expected to reach 34%. This corresponds to €26.5 billion out of the projected €78 billion online market.