Your First Move Into Europe: How to Choose the Right Market

European ecommerce is generating close to $436 billion in annual revenue, and most US brands already have European customers they’re underserving via international shipping. The UK, Germany, and the Netherlands consistently represent the highest-value, lowest-friction entry point — but market selection determines compliance timeline, logistics setup, and how quickly first EU revenue arrives.
The EU Ecommerce Opportunity for US Brands in 2026

European ecommerce is a $895 billion market in 2026, growing at 7.7% toward $1 trillion by 2028. For US brands, the barriers to EU entry are operational, not demand-related. Germany, France and the Netherlands are the strongest first markets, and the typical entry timeline runs three to six months when the steps run in parallel.