Top 50 DIY, Home & Garden Retail Europe 2025: the 50 leading online retailers in the DIY, Home & Garden sector

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

Brussels – 19th March 2025. Cross-Border Commerce Europe, the platform facilitating cross-border e-commerce across Europe, has published an updated research paper evaluating and ranking the top 50 cross-border online home, garden & DIY retailers and marketplaces in Europe. The sector continues to experience substantial growth, with e-commerce expanding at an accelerated pace.    

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The online DIY market grew from €56 billion to €66 billion in 2024. The share of online DIY sales compared to the total market (both online and offline) increased by 18%, rising from 15.2% in 2023 (€56 billion out of €368 billion) to 17% in 2024 (€66 billion out of €388 billion). This rapid growth is expected to continue, with the online DIY market projected to reach €78 billion by 2026.

A key driver behind this e-commerce boom is the increasing market share of online-only competitors, pushing traditional DIY retailers to expand their cross-border e-commerce efforts. As a result, total cross-border sales grew from €17.8 billion in 2023 (31.8% of the online market) to €21.6 billion in 2024 (32.8% of the online market), exceeding previous forecasts for 2025. If this trend continues, cross-border turnover is expected to reach 34% of the online DIY market by 2026, translating to €26.5 billion out of the projected €78 billion

In this report, 250 DIY retailers were analysed, recognizing 50 as cross-border champions and 15 cross-border challengers.

#1 Amazon
Amazon remains the dominant player in the online DIY sector, holding the highest online share in Europe with 15% (€9.15 billion from €66 billion). However, Amazon faces increasing competition from Chinese giants Temu and AliExpress, which have secured top positions in the ranking. These platforms are rapidly gaining market share. This intensifying competition poses a significant challenge for Amazon, as shifting consumer preferences and price sensitivity could erode its market dominance in the coming years.

Cross-Border Market Potential for DIY
The global DIY market’s growth is fuelled by technological advancements, shifting consumer behaviours, and the rapid expansion of digital commerce. As economic pressures encourage cost-conscious home improvements and sustainability trends reshape purchasing decisions, the demand for DIY products continues to escalate across borders.

Key Growth Factors

• Digital Transformation & Smart Retailing: The integration of AI-powered shopping assistants, augmented reality (AR) previews, and smart home automation has made DIY more accessible, empowering consumers to plan and execute projects with precision.
• Surging Home Improvement Trends: A rising emphasis on home personalization and energy-efficient upgrades has amplified demand for quality DIY materials, from eco-friendly paints to modular furniture solutions.
• Sustainability & Eco-Conscious Materials: The growing adoption of zero-waste living is driving consumers toward sustainable DIY products, such as biodegradable insulation, recycled building materials, and toxin-free adhesives.
• Global E-Commerce Boom: The online retail revolution has dismantled geographical barriers, allowing consumers to access a diverse range of DIY tools, components, and innovative home improvement solutions from international suppliers.

Challenges & Market Adaptation Strategies

• Rise of the DIFM (Do-It-For-Me) Model: While DIY remains strong, a growing segment of consumers is opting for professional services, pushing retailers to offer hybrid solutions that cater to both DIYers and DIFM customers.
• Logistics & Supply Chain Optimization: Cross-border trade requires streamlined operations, leading retailers to invest in localized warehouses, AI-driven inventory management, and faster delivery networks.
• Intensified Market Competition: E-commerce giants such as Amazon, Temu, and AliExpress continue to dominate the space, prompting traditional DIY retailers to enhance digital strategies and customer engagement tactics.

With e-commerce now accounting for nearly 20% of total DIY revenue and cross-border transactions projected to surpass 30% in the coming years, the market is poised for continued expansion. Companies that embrace omnichannel retailing, prioritize sustainability, and leverage AI-driven personalization will remain at the forefront of this dynamic and evolving industry.

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Press Coverage

Benelux

Pub
Cross-Border Commerce Europe presents second edition top 50 DIY, home & garden retail Europe
https://pub.be/nl/cross-border-commerce-europe-presenteert-tweede-editie-top-50-diy-home-garden-retail-europe/

Retail Detail
How the Chinese are boosting the European DIY market
https://www.retaildetail.eu/news/diy-garden/how-the-chinese-are-boosting-the-european-diy-market/
Hoe Chinezen de Europese doe-het-zelfmarkt stuwen
https://www.retaildetail.be/nl/news/doe-het-zelf-tuin/hoe-chinezen-de-europese-doe-het-zelfmarkt-stuwen/
Comment les Chinois stimulent le marché européen du bricolage
https://www.retaildetail.be/fr/news/bricolage-jardin/comment-les-chinois-stimulent-le-marche-europeen-du-bricolage/

Emerce
Online doe-het-zelf (DIY) markt flink gegroeid
https://www.emerce.nl/nieuws/online-doehetzelf-diy-markt-flink-gegroeid

Nieuwsbreak
Online doe-het-zelf (DIY) markt flink gegroeid
https://zakelijk.nieuwsbreak.nl/headline/zakelijk-nieuws/online-doe-het-zelf-diy-markt-flink-gegroeid/71716578

Twinkle
Chinese uitdagers zetten Amazon onder druk in Europese online klusmarkt
https://twinklemagazine.nl/2025/03/chinese-uitdagers-zetten-amazon-onder-druk-in-europese-online-klusmarkt/index.xml

Wonen360
Online DIY market has grown considerably
https://www.wonen360.nl/article/9716069/online-doe-het-zelf-markt-flink-gegroeid/

Nieuws Marketing
Rapport “Top 50 DIY, Home & Garden Retail Europe”: Doe het zelf-markt groeit sterk
https://www.nieuws.marketing/strategie_nieuws/rapport-top-50-diy-home-garden-retail-europe-doe-het-zelf-markt-groeit-sterk/

DACH

Diy
Grenzüberschreitender Onlinehandel gewinnt an Tempo
https://www.diyonline.de/d/news/2025/03/19/plus/grenzueberschreitender-onlinehandel-gewinnt-an-tempo.html

Onlinemarktplatz
Der wachsende DIY-Onlinehandel in Europa: Trends, Herausforderungen und Marktführer
https://www.onlinemarktplatz.de/254012/diy-onlinehandel-in-europa/

Neuhandeln
Online-DIY-Markt in Europa wächst, Cross-Border-Handel nimmt zu
https://www.neuhandeln.de/beitraege/db/458684grollmann.html

iBusiness
Online-DIY-Markt in Europa wächst, Cross-Border-Handel nimmt zu
https://www.ibusiness.de/aktuell/db/458684grollmann.html

International

Ecommercenews
E-commerce DIY w Europie: dynamiczny wzrost, kluczowe trendy i wyzwania dla sprzedawców
https://ecommercenews.pl/e-commerce-diy-w-europie-dynamiczny-wzrost-kluczowe-trendy-i-wyzwania-dla-sprzedawcow/

Diy International
Cross-border online trade is picking up speed
https://www.diyinternational.com/content/news/2025/03/19/plus/cross-border-online-trade-is-picking-up-speed.html

Marketscreener
Online do-it-yourself (DIY) market grew substantially
https://www.marketscreener.com/quote/stock/AMAZON-COM-INC-12864605/news/Online-do-it-yourself-DIY-market-grew-substantially-49384469/

Aboudict
Online do-it-yourself (DIY) market has grown considerably
https://aboutict.nl/news/2025-03-20/online-doe-zelf-diy-markt-flink-gegroeid-emerce

Bricomagazine
Ecommerce brico-home-garden Europa: fatturato e principali player
https://www.bricomagazine.com/ecommerce-brico-home-garden-europa-fatturato-e-principali-player/

Ecommerce News
Online DIY market valued 66 billion euros in 2024
https://ecommercenews.eu/online-diy-market-valued-66-billion-euros-in-2024/