A Comparison of 4 Major European E-Commerce Platforms

Effective May 2 (EST), the cancellation of the T86 policy means that packages shipped from mainland China and Hong Kong to the U.S. will no longer enjoy the duty-free allowance for packages under $800. Instead, import duties of up to 245% will apply. For e-commerce sellers targeting the U.S. market, this presents a significant challenge, especially for those operating under models similar to Temu.

With the loss of the T86 benefit and the imposition of high import taxes, many sellers are now exploring new markets and platforms. Europe, with its substantial growth potential, has emerged as a key expansion focus. Among the top e-commerce platforms in Europe, these four are particularly worth considering.

I. Platform Comparison

1. Cdiscount

Cdiscount is a top-tier e-commerce platform in France, known for its wide range of product categories and large base of active users. It supports both seller-fulfilled orders and its own fulfillment services. Most of its users are based in France and tend to be rational in their purchasing decisions, placing a high value on the balance between price and quality.

One of the main challenges of operating on Cdiscount is the French language, but with today's advanced digital tools, language barriers can be overcome. As the platform's advertising system is not as mature as global giants, sellers should focus on organic traffic and carefully manage their cost structures.

2.Allegro

Allegro is the largest e-commerce platform in Poland and one of the fastest-growing in Europe. Popular categories include fashion, beauty, electronics accessories, home goods, sporting goods, and auto parts. The platform has a strong local consumer culture, with high expectations for logistics and customer service.

It is relatively friendly to new sellers, offering both local warehousing and flexible shipping options. To attract new customers, leveraging platform ads is effective in the early stages, but all ad spending should be budgeted and monitored closely.

3. eBay UK

eBay UK is a mature platform with relatively low entry barriers. Consumers are price-conscious, open to secondhand items, and generally receptive to smaller or lesser-known brands, making it an ideal platform for small to medium-sized sellers. The registration process is also among the most accessible, allowing individuals to open stores without a registered company.

This platform supports multi-account operations, but caution is required to avoid category misuse or duplicate listings. Focus early efforts on accumulating positive feedback.

4. Amazon Europe

Amazon remains a strong recommendation due to its massive traffic and high conversion rates. It covers a wide range of European countries including Germany, France, Italy, Spain, the Netherlands, and Sweden. However, it requires full business credentials, and certain country-specific sites may demand a local return address or customer service setup.

Amazon is best suited for sellers focused on branded or high-quality products. Whether using FBA or other logistics solutions, delivery performance must be reliable. The platform's operational complexity demands thorough preparation and a solid understanding of its policies across European sites.

II. Choosing the Right Platform & Strategy

When evaluating these platforms, sellers should consider their existing product categories, team resources, and budget.

• If you have French language support and experience in mid- to high-end product selection, Cdiscount is a good choice.

• For a flexible, lightweight strategy with multi-account operations, eBay UK is suitable.

• If you already operate under a brand or are skilled in branded/premium operations, Amazon Europe is an ideal platform.

• If you're looking to tap into emerging market growth, Allegro offers strong potential.

Beyond choosing a single platform, operating across multiple platforms and accounts is now a common strategy. However, platforms are becoming increasingly strict with monitoring and risk control. Sellers are advised to use reliable store protection tools, along with anti-detect browsers and stable proxy solutions. For example, IPFoxy offers a wide range of dedicated static proxies and extensive European country options, enabling precise IP targeting and isolated account environments, helping ensure stable access and operations in the European market.

III. Final Thoughts

In a rapidly evolving market, the ability to choose the right platform and expand into new markets based on your own resources and capabilities is key. Timely diversification into multiple markets and platforms is an effective way to manage risk and ensure long-term growth.