EU B2C marketplace GMV grew 8% year on year, according to the ChannelX European Marketplaces Sector Report 2026 published 22 June 2026. Amazon remains dominant across every core EU market. TikTok Shop is now live in six European countries. The Netherlands ranks among the fastest-growing established EU marketplace markets.

The ChannelX report confirms what the numbers have been pointing toward for several years: marketplace presence is no longer a supplementary channel for brands selling into Europe. It is the competitive baseline. Amazon continues to hold its dominant position across UK, Germany, Netherlands and France. Germany, the EU's largest marketplace market by GMV, remains the anchor market for any US brand entering Europe. The Netherlands, already one of the strongest established EU markets, is registering among the highest growth rates on the continent.

The most significant structural shift in the report is the speed of social commerce growth. TikTok Shop's June 15 launch in Austria, Belgium, the Netherlands and Poland extended its European footprint to six markets, and it now sits firmly in the fastest-growing channel category by rate. For US brands already active on TikTok UK with established creator partnerships, the path to EU consumer audiences through the same storefront infrastructure is now open. The "Sell Across Europe" tool removes the integration barrier that would otherwise require separate market-by-market setup.

The data signals something more fundamental than individual channel performance. US brands that arrived in Europe through a single international shipping arrangement are operating below the competitive baseline. Buyers in Germany and the Netherlands expect to purchase through local marketplace storefronts, pay in local currency, and receive goods quickly. That expectation only intensifies as marketplace penetration grows year on year.

Germany and the Netherlands present different opportunity profiles, and the report's data makes the distinction worth acting on. Germany's position as the largest EU marketplace market by total GMV makes it the natural anchor: the market where volume exists and where buyer expectations around local fulfillment and local currency pricing are highest. The Netherlands is a different kind of opportunity, one of the fastest-growing established EU markets, positioned at the centre of EU logistics infrastructure, with an Amazon marketplace that consistently outperforms its geographic size. For most US brands, the Netherlands is where EU inventory lands first and where the first consumer orders ship from. Germany is where the volume compounds over time.

• EU B2C marketplace GMV up 8% year on year, with Amazon dominant across all core markets
• Germany is the EU's largest marketplace market by total GMV
• Netherlands ranks among the fastest-growing established EU markets
• Social commerce is the fastest-growing channel category by rate
• TikTok Shop now live in six EU markets: UK, DE, AT, BE, NL, PL
• US brands with active TikTok UK storefronts can extend to EU markets through the Sell Across Europe tool without a separate marketplace integration

Expandly's marketplace setup covers Amazon EU and emerging social commerce channels from day one, so brands can reach EU buyers where they're already shopping.