D2C e-commerce in Europe - statistics and facts

Although e-commerce has become a synonym for marketplaces, a significant part of digital commerce does not involve retailers or distributors. So-called direct-to-consumer (D2C) e-commerce refers to digitally native and established brands selling via their online channels. A selling model with almost no retail intermediaries means lower operating costs and ensures higher margins for companies. As of 2022, Europe was home to 13 percent of D2C brands which have seen their digital presence grow the most in the last two years.

An opportunity for some manufacturers

As an alternative or addition to business-to-consumer (B2C) channels, over 12 percent of European manufacturers sell through their website or app, with Ireland, Netherlands, and Spain topping the EU-27 ranking. However, new data on consumer demand seems to point to very specific categories of products preferred over others. In Germany, most online searches leading to D2C purchases were about food and pet supplies, with leisure and hobby products following closely. These same product categories were somehow the easiest to market as they also had the lowest customer acquisition costs in France.

Best D2C players? Fashion brands

Having the capacity to invest in supply chain and order fulfillment, affirmed apparel brands already dominate European D2C e-commerce. In the United Kingdom, fashion brands occupy leading positions in the ranking of D2C sites offering the best shopping experience and order fulfillment in the country. Notably, Nike, Ralph Lauren, and Levi’s had the highest scores. In France, the online fashion market is densely populated and therefore highly fragmented. However, in 2022, small D2C newbie Sézane accounted for 4.3 percent of the market, outdoing established brands like Mango and Nike, and being on an equal footing with H&M.

Few champions in D2C startup world

Small D2C product brands struggle to emerge, as they tend to receive much less funding than marketplaces, B2B, or B2C competitors. In Europe, sportswear brand Gymshark is one of the few unicorns, attaining a brand valuation of 1.45 billion U.S. dollars as of 2022. The range of services D2C companies need to build a customer base and conquer market presence is so broad that the German startup The Stryze Group successfully capitalized on it. As of 2023, the D2C brands hub reached an estimated valuation of at least 364 million euros, becoming one of the most interesting players to watch for in the European D2C environment.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Daniela Coppola, Jan 10, 2024

Key insights

Share of global digital D2C brands in Europe
13%
D2C brand with highest traffic growth in Europe
The Stem
Main delivery option offered by D2C companies in Europe
Next-day delivery
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Editor’s Picks Current statistics on this topic

Leading direct-to-consumer (D2C) brands based in Europe with highest traffic growth between 2020 and 2022

D2C E-Commerce

Fastest growing D2C brands in Europe 2022, by web traffic

Direct-to-consumer (D2C) e-commerce startups headquartered in Europe with the highest valuation as of 2023 (in million euros)

D2C E-Commerce

Leading D2C e-commerce startups in Europe 2023, by valuation

Share of manufacturing enterprises that make e-commerce sales via their own websites or apps in the European Union in 2022, by country

D2C E-Commerce

Manufacturing enterprises selling via their website or app in the EU 2022, by country

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