How to Sell Online in Europe

If you’re wondering how to sell online in Europe, the first thing to understand is that Europe is not one single market. It’s a collection of 30 smaller, interconnected markets, each with its own:

• Language
• Culture
• Consumer behavior
• Tax system
• Regulations

As Nicolas Appert explains, “You can’t just copy-paste your strategy from one European country to another.” For example, VAT rates and display rules vary widely, return policies differ, and even payment preferences are unique from one country to the next.

To succeed, businesses must adapt their e-commerce strategy country by country.

True localization goes far beyond simple translation. It’s about understanding cultural nuances that influence purchasing decisions.

For instance:

• German customers pay close attention to product materials, they care if something is made of plastic.
• French shoppers, on the other hand, tend to focus more on design and style.

These subtle differences impact how you write product descriptions, design visuals, and present value propositions. Successful sellers tailor not just their words, but also their imagery, pricing, and even product attributes for each market.

To sell online in Europe, you need to understand the continent’s marketplace ecosystem. While Amazon is dominant, Europe also has powerful regional and niche platforms, such as:

• Zalando (fashion and lifestyle)
• Cdiscount (general retail in France)
• Allegro (Poland’s top marketplace)
• Otto (Germany’s e-commerce leader)

For smaller brands, partnering with local marketplaces can be a smart strategy. These platforms often seek unique products and offer strong visibility within their home markets, making them an excellent way to build brand recognition.

Expanding into multiple countries can be daunting, that’s where Lengow comes in. The platform simplifies multi-country selling by automating the key processes behind online expansion.

Lengow’s all-in-one suite includes:

• NetAmplify: Boosts your visibility with automated ad campaigns across Google Shopping, Meta, and other networks.
• NetMarkets: Connects your catalog to 70+ European marketplaces.
• NetRivals: Tracks competitor prices and availability in real time.
• NetMonitor: Ensures your product data and brand images stay consistent across all retail partners.

With these tools, sellers can streamline operations, automate localization, and launch in multiple markets with minimal friction.

For those planning how to sell in Europe, Nicolas Appert recommends starting once you have:

• A stable business model in your home country.
• A clean, structured product catalog ready for export.

Lengow primarily supports mid-sized to large enterprises that have the resources to manage complex logistics and compliance challenges. Depending on catalog quality, onboarding can take between two weeks and six months, with some marketplaces (like Zalando) having specific image and content requirements.

Lengow has supported hundreds of brands, from global icons like L’Oréal and LVMH to emerging digital-first sellers. Thriving industries in Europe include Home & Garden, especially for Asian sellers entering Germany and Poland, and booming Beauty and Tech sectors on TikTok Shop in France and the UK. These brands grow rapidly by combining AI-powered automation, local expertise, and smart data insights.

A prime example is Star Srl, an Italian luxury eyewear brand, which leveraged Lengow’s NetMarkets solution to scale its cross-border e-commerce. With just 34 employees, Star Srl achieved €18 million in revenue in 2023, expanding efficiently across 30+ marketplaces in 3 countries. By optimizing their Amazon listings via Lengow, they boosted sales by 40% and cut product listing time by 70%, demonstrating how smart automation and local market knowledge drive success across European e-commerce landscapes.

This success story highlights how Lengow empowers brands to harness automation and AI-driven tools to grow quickly while adapting to the unique demands of each European market.

Lengow helps e-commerce brands expand seamlessly across Europe, from marketplace integration to AI-driven localization.