Top 7 European countries for Dutch e-commerce in 2026
The number one on this list is not Germany. And that will surprise many Dutch sellers, because that assumption can cost them revenue. This ranking is based on three criteria: growth rate of the local market, available marketplaces and the level of competition from other Western sellers. The lower that pressure, the higher the opportunity.
The top 7 countries for Dutch e-commerce
1. Poland: Amazon is investing 5 billion euros here
Amazon announced in early 2026 that it will invest more than 5 billion euros in Poland between now and 2028, including a new fulfillment center in Lower Silesia. Online revenue already reached nearly 92 billion złoty in 2025, a year-on-year increase of 6.8 percent. Despite that, the Polish e-commerce market grows at 15 to 20 percent annually. Kaufland is active, Amazon.pl is growing fast and competition from Western Europe is virtually absent. Those who enter now are building a position that will be worth significantly more in two years. Poland ranks #1 because growth, reach and timing come together uniquely here.
2. Germany: essential, but no longer a given
Almost every Dutch entrepreneur starts here, and that is understandable. Amazon.de generated over 40 billion euros in revenue in 2024 and attracts more than 500 million visitors per month. Kaufland adds further strength to that offering. But precisely because everyone starts here, competitive pressure is also at its highest. Germany misses #1 because the market is approaching saturation for Western sellers. It remains, however, the logical first step as a gateway to the rest of this list.
3. Italy: 40 percent of the population still doesn’t shop online
In 2024, only 60 percent of Italian internet users shopped online, one of the lowest rates in all of Europe. That sounds like a disadvantage. It is the opposite. That 40 percent who don’t yet shop online represents a growth market that has already largely been tapped in Germany (#2). Kaufland recently expanded to Italy, Amazon.it is active and the market is growing fast. Italy ranks #3 and not higher because logistics and the language barrier require more investment than Poland.
4. Romania: the fastest growing region in Europe, with one smart platform
Eastern Europe recorded the strongest e-commerce growth in all of Europe in 2024 at 18 percent. Romania is the engine behind that. Through eMAG, the largest marketplace in the region, you can reach Poland, Hungary and Bulgaria in one go. The infrastructure for international sellers is improving rapidly, while competition from Western Europe is virtually absent. Romania ranks below Italy (#3) because the absolute market size is smaller, but in terms of growth potential it absolutely belongs on this list.
5. Spain: the first European country where social commerce really works
Amazon.es is firmly established and the market is growing steadily. But the real differentiator lies in a new channel: TikTok Shop nearly doubled its gross merchandise value in 2025 compared to the year before and is already active in Spain. For sellers in fashion, beauty or lifestyle, this offers something most other countries on this list don’t have yet. Spain ranks #5 because competitive pressure is already higher than at #3 and #4, but the channel advantage makes it unique.
6. Czech Republic: the gateway to Central Europe that nobody is watching
The Czech e-commerce market is expected to grow at 10 percent per year and reach a market size of approximately 9.5 billion euros by 2029. Kaufland and local platform Heureka make it accessible for international sellers. What makes the Czech Republic stand out compared to #5: building a position here also gives you a foot in the door in Slovakia and Hungary. Three markets for the price of one.
7. Austria: the smartest side effect of your German strategy
A small country, but with a surprisingly high return for very little extra effort. 86 percent of Austrian consumers shop online at foreign webshops, with an average spend of 2,550 euros per year. The language is German, meaning content from Germany (#2) can be reused directly. Kaufland is active. Austria ranks #7 not because it is weak, but because its absolute market size cannot compete with the countries above it. If you are already selling in Germany, Austria should almost always be included.
