Third 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 2026. 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 DIY, home & garden retailers and marketplaces in Europe. 

After several years of exceptional growth driven by pandemic-related home improvement spending, the European DIY, Home & Garden sector is entering a phase of normalization. Persistent inflation and economic uncertainty continue to influence household budgets, leading consumers to focus more on maintenance, repair and smaller home improvement purchases rather than large renovation projects.

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Since 2019, e-commerce’s share of the DIY and home improvement sector has seen significant growth, driven by high demand for DIY products. In 2019, e-commerce  accounted for 8.9% of total transactions, which grew to 13.7% by 2022. In 2025, the European online DIY market is valued at €66 billion (17% online share) and is estimated  to reach €78 billion in 2026 (a 19% increase). By 2026, approximately one-fifth of total revenue will be  generated through online sales, equating to about 19% (€78 billion/€409 billion) of the  online share.

Total cross-border sales grew from €17.8 billion in 2024 (31.8% of the online market) to €21.6 billion in 2025 (32.9% of the online market). If this trend continues, cross-border turnover is expected to reach 34% of the online DIY market by 2026, translating to €26.5 billion.

In this report, 250 DIY, Home & Garden 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% (€10 billion from €66 billion). As the number one ranked company, Amazon exemplifies how platform logic, global reach, deep shopper insights and now major investments in generative AI and cloud computing have converged to redefine success in a category once dominated by traditional retail. According to recent industry reporting, Amazon Web Services (AWS) — the cloud and AI engine of the group — has become an increasingly significant part of Amazon’s overall business, with its contribution to marketplace-related revenues projected to rise sharply by 2026.

Cross-Border Market Potential for DIY

Global marketplaces — including Amazon, Temu, AliExpress, eBay and Etsy — are increasingly acting as primary gateways to online demand.

Their success is driven by:

• Massive traffic generation
• Price competitiveness
• Cross-border sourcing capabilities
• Scalable fulfillment and logistics networks
• Data-driven merchandising and advertising ecosystems

The strong presence of marketplaces within the TOP 50 ranking highlights how control of traffic, logistics efficiency and data ownership have become decisive competitive advantages.

For traditional DIY and home improvement retailers, the strategic challenge is becoming clear: either integrate into existing marketplace ecosystems or develop platform-like models capable of competing on visibility, convenience and delivery speed.

Economic pressure and cautious consumer sentiment are pushing households to focus on:

• home maintenance and repair
• energy-saving solutions
• small functional upgrades
• affordable home improvements

This shift is reshaping competitive dynamics across the sector. Companies that succeed today are those capable of combining relevant assortments, competitive pricing, trusted advice and seamless digital services.

Rather than rewarding the largest product catalogs alone, the 2026 ranking highlights retailers that have successfully adapted their strategies to a more pragmatic and value-oriented consumer mindset.

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