Top 50 Home & Garden, DIY Retail Europe: an annual ranking

Cross-Border Commerce Europe is proud to present the inaugural edition of the “Top 50 Home & Garden, DIY Retail Europe”: an annual ranking that highlights the 50 leading online retailers in the home and DIY sector.    

Brussels – 21st March 2024. Cross-Border Commerce Europe, the platform facilitating cross-border e-commerce across Europe, has published a significant research paper that evaluates and ranks the top 50 cross-border online home, garden & diy retailers and marketplaces in Europe. This sector has seen an explosive growth, with ecommerce experiencing an unprecedented surge.    

The post-Covid macroeconomic downturns and inflationary pressures, driven by the geopolitical effects of the conflicts in Ukraine and Israel, are the primary reasons for the stagnation in the DIY retail market. After stabilising in 2022, the European DIY retail sector (both online and offline) is expected to see a modest annual increase of 1.25%, from today’s €368 billion to €380 billion* by 2025. However, the share of e-commerce within the DIY sector has grown significantly: in 2023, the European online DIY market is valued at €56 billion (representing a 15.2% online share) and it is estimated to reach €66 billion by 2025 (an 18% increase), with growth supported by specialised DIY retailers and marketplaces. By 2025, approximately one-fifth of revenue will be generated through online sales, resulting in a 17% (€66 billion/€380 billion) online share.

*Including ¼ from the garden market

One factor behind this e-commerce uplift is the increased market share of pure online competitors, which has forced traditional DIY retailers to prioritise their cross-border e-commerce strategies. The total cross-border turnover is €13.25 billion (23.5% of €56 billion), expected to reach €19.8 billion in 2025 (30% of €66 billion). In 2023, a quarter of the online DIY trade is cross-border. In this report, we analysed 225 DIY retailers, of which 50 are recognised as cross-border champions.

#1 Amazon

Amazon is the undisputed online market leader in the DIY sector. Amazon Europe holds the highest online share with 15.7% (€8.8 billion of €56 billion). Of the €56 billion online DIY market, £12.8 billion is in the UK, with Kingfisher and Amazon.co.uk accounting for £4.5 billion and £4.3 billion, respectively. Amazon UK’s total revenue is £30 billion, thus the DIY, Home & Garden Improvement & Hobby sector represents 14.3%. New data indicate that Amazon is poised to surpass Kingfisher as the UK’s largest DIY retailer by 2025, with projected revenues of £7 billion.

TOP 10 DIY Retailers and Marketplaces

Leroy Merlin, part of Groupe Adeo (formerly known as Leroy Merlin Group), stands as Europe’s premier Do-it-Yourself retailer in 2022, boasting an annual turnover of €27 billion. Bauhaus, a dedicated DIY retailer with a combined online and offline turnover of €9 billion, achieved €1.2 billion in online sales, of which €400 million was from cross-border trade.

Marketplaces: Hybrid and Pure

Within the Top 50 DIY ranking, there are 15 marketplaces, among which 3 are Pure Marketplaces (with 100% third-party sellers). All except for retailers Leroy Merlin and Maisons du Monde are Pure Players. Marketplaces command roughly one-third of the online DIY trade. The Gross Merchandise Value (GMV) of Pure Player Marketplaces is €17.2 billion, holding a 30% share (€17.2 billion/€56 billion).

ManoMano, the Vertical Marketplace! Founded in France in 2013, ManoMano has emerged as the European leader in the DIY, home and garden sectors. ManoMano is currently active in France, Germany, Italy, Spain, Belgium and the United Kingdom.

Top Holdings and Parent Companies

Several large corporations operate main shops and subsidiaries across Europe. For instance, Brico Depot is situated in France but is owned by the London-based Kingfisher Group, which also owns the B&Q and Screwfix brands in the United Kingdom. ADEO, owned by the AFM Association Famille Mulliez, is the leading DIY group based on annual sales, predominantly located in France. Germany boasts a thriving DIY retail market, home to successful holding companies such as Tengelmann-OBI, Bauhaus and Hagebau.

Tremendous Cross-Border Market Potential for DIY

It is clear there exists significant potential for both online and cross-border growth within the DIY sector, as both market shares (online and cross-border) currently perform at a rate below the overall market average. While traditionally considered resistant to e-commerce, recent years have shown promising online and cross-border growth rates for the DIY sector.

GET YOUR REPORT HERE

GET YOUR REPORT HERE

Press coverage

Benelux

Gondola
L’e-commerce en progression dans le secteur du bricolage
https://www.gondola.be/fr/news/le-commerce-en-progression-dans-le-secteur-du-bricolage
E-commerce groeit tot meer dan 15% bij doe-het-zelf
https://www.gondola.be/nl/news/e-commerce-groeit-tot-meer-dan-15-bij-doe-het-zelf

Emerce
‘Vijftien procent doe-het-zelf-markt via internet’
https://www.emerce.nl/nieuws/vijftien-procent-doehetzelfmarkt-via-internet

Pub
CROSS-BORDER COMMERCE EUROPE PRÉSENTE LA PREMIÈRE ÉDITION DU “TOP 50 MAISON & JARDIN, DIY RETAIL EUROPE”
https://pub.be/fr/cross-border-commerce-europe-presente-la-premiere-edition-du-top-50-maison-jardin-diy-retail-europe/

Aboudict
‘VIJFTIEN PROCENT DOE-HET-ZELF-MARKT VIA INTERNET’
https://aboutict.nl/news/2024-03-21/vijftien-procent-doe-zelf-markt-internet-emerce

De Vlaamse Ondernemer
Cross-Border Commerce Europe lijst voor het eerst on-line DIY, huis & tuinwinkels en marktplaatsen op
https://www.dvo.be/artikel/cross-border-commerce-europe-lijst-voor-het-eerst-on-line-diy-huis-tuinwinkels-en-marktplaatsen-op

Wonen 360
E-commerce groeit tot ruim 15% bij doe-het-zelf
https://www.wonen360.nl/article/9611383/e-commerce-groeit-tot-ruim-15-bij-doe-het-zelf/

France

Père La Fouine
Cross-Border Commerce Europe présente le TOP 50 Maison & Jardin, DIY Retail Europe
https://perelafouine.com/cross-border-commerce-europe-presente-le-top-50-maison-jardin-diy-retail-europe/

Viuz
TOP 50 DES LEADERS DU SECTEUR DE LA MAISON & JARDIN ET DU BRICOLAGE EN LIGNE EN EUROPE (CROSS-BORDER COMMERCE EUROPE)
https://viuz.com/annonce/2024/03/22/top-50-des-leaders-du-secteur-de-la-maison-jardin-et-du-bricolage-en-ligne-en-europe-cross-border-commerce-europe/

DACH

Onlinemarktplatz
Heimwerkerbranche: Cross-Border Commerce Europe veröffentlicht die führenden Onlinehändler
https://www.onlinemarktplatz.de/238144/heimwerkerbranche-cbcommerce/

Postbranche
Cross-Border Commerce Europe ist stolz darauf, die erste Ausgabe der „Top 50 Home & Garden, DIY Retail Europe“ zu präsentieren
https://www.postbranche.de/2024/03/22/cross-border-commerce-europe-ist-stolz-darauf-die-erste-ausgabe-der-top-50-home-garden-diy-retail-europe-zu-praesentieren/

International

Ecommerce News
European online DIY market worth 56 billion euros
https://ecommercenews.eu/european-online-diy-market-worth-56-billion-euros/
El sector del bricolaje al alza en Europa: 56.000 M€ en 2023
https://ecommerce-news.es/el-sector-del-bricolaje-al-alza-en-europa-56-000-me-en-2023/
Ecommerce News Podcast #167: Analizando la actualidad ecommerce
https://ecommerce-news.es/ecommerce-news-podcast-167-analizando-la-actualidad-ecommerce/

Insight VAS
European online DIY market worth 56 billion euros
https://insightvas.com/european-online-diy-market-worth-56-billion-euros/

Ecommerce Bridge
DIY sektor v pohybu – očekává se růst hodnoty trhu
https://www.ecommercebridge.cz/diy-sektor-v-pohybu-ocekava-se-rust-hodnoty-trhu/

DIY and Garden
La top 50 eCommerce Home & Garden, DIY Retail in Europa
https://diyandgarden.com/distribuzione/la-top-50-ecommerce-home-garden-diy-retail-in-europa/