The Rise of European Online Retailers and the Hidden Cost of Cheap Imports
Amazon is unmatched in range and speed, and it employs thousands across Europe. But for shoppers who care about quality, safety, and supporting local jobs, turning to focused European retailers can be the smarter move.
Platforms like Zalando, Alza, Cdiscount, and Allegro may not sell everything, but they offer better transparency, faster local shipping, and full compliance with EU safety laws.
By contrast, ultra-cheap marketplaces like Temu, Shein, and Wish often come with hidden costs: misleading listings, poor quality, and even unsafe materials.
A recent test found that jackets sold on Shein, Temu, and Amazon often contained PFAS - toxic "forever chemicals" linked to cancer, hormone disruption, and immune system damage. Twelve out of 17 jackets exceeded EU safety limits, while jackets from EU retailers were far safer. Read the report (in Danish).
Choosing European platforms might take an extra click, but it brings peace of mind, stronger protections, and a cleaner conscience.
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
Vinted
Known for: Customer 2 customer second-hand marketplace (clothing and accessories)
Employees: ~2,000
Availibility: Most of Europe (20+ countries)
https://vinted.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
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
We Ditched
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.)
Wish (United States)
Known for: Bargain e-commerce app (random low-priced items, often from China)
Employees: Minimal (small EU presence)
Controversies: 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)
Controversies: 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
Controversies: 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
Controversies: Poor product quality and knock-off merchandise; suspected use of forced-labor sourced products; aggressive data collection practices
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