European e-commerce & marketplace trends February 2026

February shows how fast the European e-commerce landscape is moving. Social commerce is accelerating, marketplaces are focusing on profitability, and cross-border expansion continues across Europe.

TikTok Shop keeps growing

The platform doubled its GMV in 2025 to reach $64 billion showing that social commerce is clearly becoming a key part of marketplace growth. For brands selling in Europe, TikTok Shop is quickly moving from trend to mainstream sales channel. Learn more about how to sell on Tiktok Shop.

Zalando focuses on profitability

Zalando continues its shift toward a stronger platform model while improving margins. One example is its virtual fitting room, which reduced return rates by up to 40% for jeans.

Strong quarter for Amazon

Amazon reported 14% net sales growth in Q4 2025, reaching $213.4 billion. The third-party share remained stable at 61%, showing how important marketplace sellers are to Amazon’s ecosystem. This means that more than half of all sales on Amazon comes from third-party seller brands and merchants selling through Amazon’s marketplace.

For brands operating across European marketplaces, Amazon remains a key revenue driver.

Bol expand opportunities

Dutch marketplace bol is introducing external fulfillment partners, allowing sellers to use approved third-party logistics providers for warehousing and shipping.

This gives sellers more flexibility, makes it easier to scale, and offers more options beyond bol’s own fulfillment service.

Final thoughts

February confirms three clear trends in European e-commerce: social commerce growth, stronger focus on profitability, and easier cross-border expansion.

At Sello, we help brands manage products, orders, and stock across Europe’s leading marketplaces. If you want to know more, let´s talk.

André Jonesson, Marketing