Europe has a huge e-commerce retail volume and many consumers who are interested in “Made in China” 1. How can sellers seize business opportunities?
What do European people who speak different languages and have various customs like to shop online?

This time, Xiaobian has taken a deep dive into new consumer trends on Amazon's European sites, thoroughly analyzed popular products from Europeans, and selected guides for nine major categories of star products, adding “fire” to the family's hot sales!

Moreover, Europe has many high-quality consumers and strong spending power. They focus on being practical and durable when buying things, and are generally not very sensitive to prices. There are 2 trends worth watching:

● Europeans are generally fond of smart homes, such as thermos cups with cup lids that can display water temperature, intelligent sweeping robots, automatic fruit and vegetable washers, underwear washing machines, portable humidifiers, and intelligent voice recognition audio.
● Online shopping products preferred by Europeans: In addition to groceries, clothing, shoes or accessories (68%), furniture, home accessories, or gardening products (29%), cosmetics, beauty or health products (27%), followed by printed books, magazines, or newspapers (25%), and sporting goods (excluding sportswear) (24%) 2.

If you look at the sub-sites, there are still quite a few differences between popular and popular models in different countries.

● Hot selling categories: clothing, footwear, household appliances, furniture, consumer electronics, lighting equipment, household goods, textiles.
● British consumers pay more attention to details and manners.
● More than half of UK consumers check relevant information online before shopping and influence their decision 4.
● The UK is one of Europe's largest online fashion consumer markets, and demand for fashion categories far exceeds that of other categories.

● Hot selling categories: clothing, footwear, electronic products, furniture, toy interests, beauty and personal care, auto parts, digital products, software and hardware, home furnishings.
● German consumers value product quality more, spend nearly three-quarters of their online shopping expenses on physical products, and are more strict.
● The overall furniture category (including online and offline) is in high demand, and sellers can consider development.

● Popular categories: clothing, footwear, electronic products, toys, DIY and hobbies, personal health and beauty, personal care, health and beauty, furniture, home accessories, home improvement, garden and tools, home decoration, books.
● French consumers have higher requirements for the comfort and beauty of products.
● Mobile phones are the main devices consumed by e-commerce consumers in France, and sellers should pay attention to website compatibility.

● Popular categories: clothing, footwear, electronic products, beauty and personal care, toy interests, furniture, auto parts, home improvement, garden and tools, electronic equipment, household goods. Among them, online spending on fashion categories and electronic products far exceeds that of other categories.
● Italian consumers have high expectations when purchasing and usually expect excellent customer service8.
● Italian consumers like an intuitive shopping experience. Sellers can consider working hard on product detail pages, real evaluation management, and live streaming delivery formats.

● Popular categories: electronic products, clothing, footwear, personal care, health and beauty, toys, DIY and hobby-related supplies, furniture, electronic equipment, auto parts, home improvement, garden and tools, home decoration, books.
● Spanish consumers care about comfort and convenience when shopping, and want more product choices; at the same time, they compare prices and prefer to buy when promotions are discounted.
● Second-hand goods are also popular with Spanish consumers.

● Popular categories: clothing, footwear, daily necessities, miscellaneous goods, toys, DIY and hobby-related items, garden, furniture, sports and outdoor, home entertainment10.
● Dutch consumers want more product choices, while also emphasizing green and sustainable development11.

● Hot selling categories: clothing, footwear, beauty and personal care, books and media, consumer electronics, furniture and home furnishings, outdoor and entertainment, toys, auto parts 12.
● Swedish consumers are concerned about whether there are many product choices and whether they are cost-effective, and punctuality of delivery is also a point they are very concerned about 13.

● Popular categories: clothing, footwear, personal care, health and beauty, furniture and home, garden, mother and child products, consumer electronics, home appliances, household cleaning, sports 14.
● Polish consumers want unlimited time to choose products, especially when purchasing products with high customer unit prices, such as household appliances; in addition, online shopping needs to be more cost-effective than physical stores (good quality and low price) is also a consumer concern 15.

Portable and compact, portable, to help keep food fresh (whether it is ion purification), USB power charging/wireless charging, long battery life, safe, waterproof and does not leak, easy to operate, widely used (not only to clean vegetables and fruits, but also to clean dishes, etc.), suitable for gifts (so it should look good and classy).

① Instructions must be placed to inform the buyer about usage steps, precautions, and charging matters.
② Since such products are electrically charged, sellers are particularly required to ensure product quality; and products must meet the compliance requirements of Amazon and European countries and complete corresponding electronic certification.

Safety (involving battery compliance), intelligent temperature display, good material (304 stainless steel tea spout), long heat preservation time (also needs to keep cold), moderate capacity (usually about 500ml), easy to pour out, can hold different drinks (including coffee, juice, soup, etc.), easy to wash by hand, durable, easy to carry, suitable for various situations (such as office, outdoor sports, etc.), suitable for gifts (so the appearance should be good-looking and classy).

① Since such products contain electronic components, sellers are particularly required to ensure product quality. Battery leaks are the main focus of product problems; and products must meet the compliance requirements of Amazon and European countries; at the same time, buyers need to be provided with instructions to guide how to replace active batteries and necessary safety matters.
② Vacuum cups require a high degree of fit between the lid and bottle to have a better insulation effect. Sellers also need strict controls when developing products to avoid product defects that cannot “close”.
③ Pay attention to the smell and taste. Generally, stainless steel materials may have some smell, and water may also have some smell. Sellers are requested to be careful to avoid such problems to ensure that consumer satisfaction is at a high level.

It has a night light, safety (suitable for families with babies), fog control mode, silent ultrasonic operation, USB power supply, automatic shutdown without water, large capacity, high quality materials, improved air quality, suitable for various scenes (bedroom, living room, etc.), easy to operate, and suitable for gifts (so the appearance should be good and classy).

① You must place instructions and explain which liquids cannot be added to the humidifier, such as liquids that can easily cause atomization failure, such as essences, etc. are prohibited.
② Indicate the expiration date of the filter (if any) and prompt the buyer to replace the filter regularly.
③ Be sure to meet the compliance requirements of Amazon and European countries, especially the compliance requirements of charged products; and do a good job of quality control to prevent electricity leakage.

This star-rated selection guide includes categories such as patio, home decor, kitchen supplies, furniture, sports, toys, auto parts, personal care, and beauty!

(The following star selection guide takes the UK and Germany stations as examples)