The Rise of European Online Retailers and the Hidden Cost of Cheap Imports
Europe has no answer to Amazon's scale, but it does have Zalando, Alza, Cdiscount and Allegro: focused platforms with faster local shipping, clearer listings and products that actually meet EU safety rules.
That last part matters more than it sounds. When a Danish consumer lab tested 17 jackets from Shein, Temu and Amazon, twelve breached EU limits for PFAS — the toxic "forever chemicals" linked to cancer and hormone disruption. Jackets from EU retailers came out far cleaner. Read the report (in Danish). Buying from a European shop is often one extra click for a good deal more peace of mind.
Zalando
Based in: Germany
Known for: Europe’s biggest fashion platform, plus its off-price arm Zalando Lounge
Available in: 25 European countries
Vinted
Based in: Lithuania
Known for: Europe’s leading second-hand fashion marketplace
Available in: 20+ countries
Asos
Based in: United Kingdom
Known for: mid-range and own-label fashion aimed at younger shoppers
Available in: Worldwide
Tchibo
Based in: Germany
Known for: weekly-changing ranges of clothing, homeware and gadgets alongside its coffee
Available in: Germany, Austria, Switzerland, Czechia, Poland and more
Otto
Based in: Germany
Known for: one of Europe’s largest general retailers — fashion, home and electronics
Available in: 20+ European countries
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
Based in: France
Known for: France’s big-name discount marketplace for tech, appliances and home
Available in: France, Belgium, Germany, Spain, Italy, Luxembourg
About You
Based in: Germany
Known for: app-first, personalised fashion shopping
Available in: 28 European countries
Gina Tricot
Based in: Sweden
Known for: affordable women’s fashion
Available in: 30+ countries
Alza
Based in: Czechia
Known for: Central Europe’s leading electronics and general retailer
Available in: Czechia, Slovakia, Hungary, Austria, Germany
Spartoo
Based in: France
Known for: a large footwear and fashion marketplace
Available in: 30 European countries
Farfetch
Founded in: Porto & London, 2008
The global luxury-fashion marketplace, founded by Portugal's José Neves.
Connects 1,000+ boutiques and brands to shoppers in 190 countries.
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