The European marketplace market is changing faster than ever. New legislation, shifting consumer behaviour and emerging platforms make 2026 a crucial year for everyone selling in Europe.
1. New customs rules squeeze margins on small shipments
From 1 July 2026, a fixed customs duty of €3 per package applies to shipments under €150 from outside the EU. The solution: pre-shipping to a European warehouse — so that all EU orders are shipped from within Europe.
2. Platform fiction: marketplaces become VAT-responsible
The EU is increasingly enforcing that platforms like Amazon and bol.com themselves become responsible for VAT remittance on transactions. This raises requirements for sellers: products without correct HS codes will be rejected.
3. Social commerce is growing explosively in Western Europe
TikTok Shop is targeting the Netherlands, Germany and France. Brands that integrate their social and marketplace strategy have a significant advantage over brands that treat both channels separately.
📈 Social commerce in Western Europe grew by 38% in 2025. Further growth is expected in 2026.
4. Sustainability requirements become legally enforceable
The EU Ecodesign Regulation and the Digital Product Passport are becoming mandatory step by step. In 2026, the first DPP obligations come into force for batteries and electronics. Sellers who do not have their product data in order risk removal from European platforms.
5. Local marketplaces are gaining ground
Alongside Amazon and bol.com, the share of local platforms is growing. Kaufland.de is the third largest marketplace in Germany. Allegro dominates Poland. Fnac is indispensable in France. Brands that focus only on Amazon are leaving significant revenue potential on the table.