The European DIY, home & garden sector is undergoing a massive e-commerce transformation. As consumers increasingly shop online for furniture, garden tools, and home improvement supplies, the market has seen remarkable digital growth. In 2024, the online share of the total DIY market hit €66 billion, accounting for 17% of the €388 billion industry. But what’s more striking is the rise of cross-border e-commerce, with platforms like Amazon, IKEA, and Wayfair leading the charge. This article explores the top cross-border DIY & home & garden retailers in Europe, key growth trends, and what’s ahead for 2026.
Top 10 DIY, home & garden retailers in Europe 2024
According to the Cross-Border Commerce Europe ranking, these companies are leading the way in European online and cross-border DIY & home sales:
| Rank | Company | Country | Type | Category | B2B/B2C |
|---|---|---|---|---|---|
| 1 | Amazon | USA | Pure Player | Mass Merchant | B2C |
| 2 | eBay | USA | Pure Player | Mass Merchant | C2C |
| 3 | Temu | China | Pure Player | Mass Merchant | B2C |
| 4 | Etsy | USA | Pure Player | Mass Merchant | C2C |
| 5 | AliExpress | China | Pure Player | Mass Merchant | B2C |
| 6 | Wayfair | USA | Pure Player | Home, Garden & DIY | B2C |
| 7 | IKEA | Sweden | Retailer | Home, Garden & DIY | B2C |
| 8 | JYSK | Denmark | Retailer | Home, Garden & DIY | B2C |
| 9 | Leroy Merlin | France | Retailer | Home, Garden & DIY | B2C |
| 10 | Home Depot | USA | Retailer | Home, Garden & DIY | B2C |
These retailers have been recognized as the most successful in reaching European customers across borders, using strong logistics, localised content, and wide product assortments.
Cross-border e-commerce: A game-changer
Cross-border sales in this sector are accelerating. Here’s what the numbers show:
- 2023: €17.8B in cross-border online sales
- 2024: €21.7B — a 22% growth, now 32.9% of all online DIY sales
- 2026 forecast: €26.5B, reaching 34% of total online share
These stats confirm a major shift: consumers are no longer limited to domestic options. They’re shopping internationally for better prices, more variety, and faster delivery.
Related topics to “Top 10 DIY, home & garden retailers in Europe 2024”:
- “TOP 500 B2C Cross-Border Retail Europe” compiled by Cross-Border Commerce Europe
- EGN podcast: Thriving in cross-border e-commerce
- EGN podcast: Mastering cross-border e-commerce
Key growth drivers in 2024
1. Digital Transformation
Retailers are embracing AI-powered search, virtual showrooms (AR), and smart home integrations. This helps customers visualize and plan DIY projects online with ease.
2. Eco-Conscious DIY
Sustainability is influencing buying behavior. Products like biodegradable insulation, toxin-free adhesives, and recycled materials are in demand.
3. Global Retail Access
Platforms like AliExpress have removed barriers for smaller buyers to access global inventory. Their low-cost, cross-border logistics appeal to price-sensitive DIY consumers.
4. Home Improvement Trends
Post-pandemic lifestyles have kept the home improvement trend alive. Whether it’s modular furniture or energy-efficient lighting, consumers continue to upgrade their living spaces.
Challenges and competitive shifts
The sector’s growth comes with its own hurdles:
The DIFM Shift (Do-It-For-Me)
More consumers are hiring professionals instead of doing everything themselves. Retailers must now offer hybrid services—think product + installation packages.
Amazon still leads but not alone
Amazon holds a 15% share of the European online DIY market, representing €9.15 billion in sales. However, other platforms like AliExpress are rapidly catching up with ultra-competitive pricing and fast cross-border shipping.
Logistics & fulfillment
Retailers are investing in localized warehouses and AI-based stock management to improve last-mile delivery and keep up with growing demand.
Final takeaway: The future of DIY, home & garden retailers in Europe
The European DIY, home & garden market is not just growing — it’s transforming. By 2026, total online sales are expected to hit €78 billion, with €26.5 billion of that coming from cross-border transactions. That means over one-third of all online DIY purchases in Europe will be made from retailers based in other countries.
This dramatic shift reflects changing consumer behavior. Shoppers now value accessibility, sustainability, price transparency, and the ability to compare products internationally — all of which are enabled by cross-border e-commerce.
The retailers leading this change — Amazon, IKEA, Wayfair, and others — are those who invest in:
- 🔗 Omnichannel strategies: Blending in-store, online, and mobile seamlessly
- 🌱 Sustainable materials: Meeting demand for eco-conscious living
- 🤖 Tech-enhanced shopping: AR, AI, and personalized experiences
- 🚚 Frictionless logistics: Fast, reliable, international shipping
Meanwhile, traditional players are being challenged by ultra-aggressive platforms like AliExpress which offer wide assortments at extremely competitive prices. The battle for European DIY market share is no longer domestic — it’s global.
If you’re a brand, marketplace, or seller in this space, the path forward is clear:
✅ Go digital.
✅ Go cross-border.
✅ Go sustainable.
The companies that embrace these pillars will shape the next generation of home improvement shopping — and capture a larger slice of this fast-growing €78B opportunity.
***
