The European market is Amazon’s largest international market. The European site covers five countries: Germany, the United Kingdom, France, Italy and Spain, of which the largest are the United Kingdom and Germany. Relevant data show that in September 2017, the traffic of the five major European countries in Amazon’s European site accounted for 32% of Germany, 27% of the United Kingdom, 14% of France, 16% of Italy and 11% of Spain.
The European cross-border e-commerce market is in a period of rapid development, and more and more Europeans choose to shop online. According to data released by Cross-Border Commerce Europe, a European cross-border e-commerce platform, in 2018, the revenue of the European cross-border e-commerce market (including tourism) reached 137 billion euros, an increase of 13.2% compared with 2017.
There are gaps between countries in terms of scale, population and development speed. Compared with the United Kingdom, it is relatively easy to sell products in Germany. Although France, Italy and Spain are smaller in scale, their e-commerce development speed is very fast and the competition is relatively small. They can add more than 174 million potential customers for sellers’ products, which is a high-profit market in Europe. In terms of promotion methods, taking the UK as an example, 20% of the top sellers in the UK are mainly engaged in electronic products and photographic products, toys and games account for 15%, clothing accounts for 10%, and DIY and tools account for 7%.
On the European site of the Amazon platform, sellers can use a unified seller account for sales. One site, five countries, that is, five stores, the market is relatively large, and the consumption potential is also great, so the benefits are very good. At the same time, because the five accounts are linked, if there is a problem with the account in any country, it is very likely to affect the operation of other accounts.