Online Retailers
When it comes to sheer product range and convenience, there’s no full-fledged European alternative to Amazon. Its vast catalog and fast delivery network are unmatched — and importantly, it also employs hundreds of thousands across Europe. But for shoppers who care about product quality, sustainability, and supporting local jobs, turning to more focused European retailers can be the smarter choice.
Rather than relying on one giant platform, European consumers are increasingly choosing specialized services like Zalando for fashion, Alza for electronics, or Cdiscount and Allegro for home goods. These platforms may not cover everything, but they offer better transparency, faster local shipping, and comply with strict EU safety and consumer laws.
In contrast, ultra-cheap platforms like Temu, Shein, AliExpress, and Wish often come with serious trade-offs — from low product quality and misleading listings to unsafe materials, lack of warranty, and little regard for EU regulations or labor practices. Choosing European platforms may mean shopping in more places — but it also means better protection, more trust, and stronger support for local economies.
Zalando
Known for: Online retailer offering a wide range of fashion and lifestyle products from over 7,000 brands. Zalando Lounge offers discounted fashion from European brands.
Employees: ~15,300
Operating in: Most of Europe (25 countries)
https://zalando.com
Asos
Known for: Fashion and apparel (mid-range fashion brands, own label, and indie boutiques via ASOS Marketplace)
Employees: ~3,000
Availibility: Worldwide
https://asos.com
Tchibo
Known for: Lifestyle retail (clothing, home goods, electronics, coffee)
Employees: ~11,000
Availibility: Most (Germany, Austria, Switzerland, Czechia, Poland, etc.)
https://tchibo.de
Otto
Known for: Multi-category retail (clothing, home, electronics)
Employees: ~5,300
Availibility: 20+ countries in Europe
https://otto.de
Allegro
Known for: General online marketplace (electronics, home, fashion, etc.)
Employees: 6,000+
Availibility: Central/Eastern Europe (Poland, Czech Republic, Slovakia, Hungary, Croatia, Slovenia)
https://allegro.pl
Cdiscount
Known for: Discount e-commerce marketplace (electronics, appliances, etc.)
Employees: ~2,000
Availibility: Multiple (France, Belgium, Germany, Spain, Italy, Luxembourg)
https://cdiscount.com
Vinted
Known for: Customer 2 customer second-hand marketplace (clothing and accessories)
Employees: ~2,000
Availibility: Most of Europe (20+ countries)
https://vinted.com
About You
Known for: Fashion retail platform (personalized shopping, influencer-driven)
Employees: ~1,360
Availibility: Most of Europe (28 countries)
https://aboutyou.com
Gina Tricot
Known for: Women's fashion and accessories
Employees: ~1,900
Availibility: Most of Europe (30+ countries)
https://ginatricot.com
Alza
Known for: Electronics, appliances, and general merchandise
Employees: ~1,500
Availibility: Central Europe (Czech Republic, Slovakia, Hungary, Austria, Germany)
https://alza.cz
Spartoo
Known for: Shoes and apparel e-commerce (marketplace for footwear/fashion)
Employees: ~408
Availibility: Most of Europe (30 countries)
https://spartoo.com
Amazon (United States)
Known for: The “everything” store – global online marketplace and retailer.
Employees (in Europe!): 225,000+ (2023)
Issues: Third-party counterfeits and knock-offs on marketplace; workplace and data privacy controversies (worker conditions, Alexa data, etc.)
Ditched for not creating jobs in Europe, poor quality, looong risky shipments
Wish (United States)
Known for: Bargain e-commerce app (random low-priced items, often from China)
Employees: Minimal (small EU presence)
Issues: Unreliable shipping, fake listings, and poor item quality leading to customer churn (notorious for inconsistent descriptions and products)
AliExpress (China)
Known for: Cheap goods marketplace (direct-from-China sellers)
Employees: Very few (China-operated)
Issues: Slow or delayed shipping, prevalence of counterfeit products, and quality issues
Shein (China)
Known for: Ultra-fast fashion retailer (very low-cost apparel)
Employees: ~60 in Europe
Issues: Labor exploitation and environmental harm (dubbed a “nightmare for workers’ rights and the environment; reports of forced-labor materials in supply chain
Temu (China)
Known for: Ultra-budget marketplace (variety of goods via Pinduoduo)
Employees: Minimal in Europe
Issues: Poor product quality and knock-off merchandise; suspected use of forced-labor sourced products; aggressive data collection practices
You might also like
Shaping the European Tool Market
From cordless drills to robotic lawnmowers, Europe and its global allies are powering the future of industrial and garden tools.
Weber Alternatives – Grills Without the Frills
In this guide, we explore the best Weber alternatives - from sleek European models to trusted overseas brands.
Toys made in Europe and beyond
European makers often manufacture within Europe, ensuring higher quality, safer materials, and a smaller carbon footprint.
Running Away from Nike: Top European Sneaker Brands That Keep You Ahead
Tired of running with the same old crowd? Step off the beaten path with these European sneaker brands that are stylishly distancing themselves from Nike, New Balance, and other American giants.