Europe’s Online DIY Market Hits €66 Billion in 2024

In 2024, Europe’s online Do-It-Yourself (DIY) sector generated €66 billion in revenue, marking a solid year of growth for the industry. This accounts for 17% of the total DIY market, which reached an overall value of €388 billion, combining both digital and in-store sales.

This data comes from the latest study by Cross-Border Commerce Europe, highlighting a notable jump from 2023, when the online share stood at 15.2% and totaled €56 billion in value. Originally, the market was forecasted to hit €66 billion by 2025, but the target was already met a year earlier.

Digital Sales Keep Climbing

The online segment of the DIY, home, and garden retail market grew by 18% year-over-year. If this trend holds, the digital DIY market could hit €78 billion by 2026.

“The accelerated growth is driven by a surge in online-only players and heightened cross-border activity,” note researchers at Cross-Border Commerce Europe.

Marketplaces and Global Competition

Amazon continues to dominate the space with a 15% market share, translating to roughly €9.15 billion in sales. However, platforms like Temu and AliExpress are gaining ground fast, intensifying competition in the European market.

Cross-Border Sales Gaining Momentum

Cross-border e-commerce in the DIY sector also saw significant growth. In 2023, cross-border transactions made up 31.8% of online sales, valued at €17.8 billion. In 2024, that figure climbed to 32.8%, reaching €21.6 billion.

Projections indicate that by 2026, cross-border sales could represent 34% of the online DIY market, amounting to an estimated €26.5 billion out of the expected €78 billion total.

As traditional DIY retailers adapt to the growing digital landscape, expanding cross-border capabilities and embracing marketplaces will be crucial for continued success.