European marketplace insights: Why now is the time for brands to expand

The European retail and marketplace landscape is shifting. Recent numbers show clear signs of recovery and growth, not only in Sweden, but also across fast-growing markets like Poland and Spain. For brands, this means one thing: opportunities are real, but seizing them requires the right setup.

Retail recovery in Sweden: A positive signal

August marked the third consecutive month of retail growth in Sweden. According to Svensk Handel:

• Fashion sales increased by 6.3% compared to August 2024
• Footwear sales jumped by 11.9% year-on-year

Retailers report strong consumer interest in autumn collections across low-, mid-, and premium segments. Together with government initiatives, such as strengthening household purchasing power and lowering employer contributions, this points to a more optimistic retail climate.

What this means for brands: As consumer demand picks up, the timing is right to broaden distribution. Marketplaces offer a direct path to capture growth by meeting customers where they already shop.

Poland: Europe’s marketplace hotspot

Poland continues to stand out as one of Europe’s fastest-growing e-commerce markets. Leading the way is Allegro, a platform with more than 21 million active buyers.

Historically, Polish consumers have been highly price-driven. But this is changing. Shoppers are becoming more quality-conscious, seeking brands that deliver on reliability, service, and product experience.

Our takeaway: Poland is no longer just about volume. It’s a growth opportunity for brands that can combine competitive pricing with strong value propositions and long-term customer engagement.

Spain: Rising digital maturity

Spain is showing rapid progress in digital adoption, particularly in fashion and beauty, but also in other verticals. Consumers are increasingly comfortable with online-first shopping and demand smooth, reliable marketplace experiences.

Why it matters: For Nordic brands already active on marketplaces, Spain represents a natural next step for expansion. With strong growth potential and a consumer base open to international sellers, Spain offers opportunities beyond traditional markets.

Final Thought

From consumer demand in Sweden, to marketplace growth in Poland, to digital maturity in Spain - Europe’s e-commerce landscape is evolving fast. For brands, this creates two realities:

1. Expansion opportunities are real, growth markets are opening up.
2. Operational challenges are growing, compliance, product data, and integrations are becoming more complex.

At Sello, we help brands navigate this complexity. Our platform manages product data, stock, orders, and compliance seamlessly across Europe’s major marketplaces so you can focus on what matters most: growth.

Sara Pettersson, Marketing specialist
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