Answer block: Amazon's gross merchandise value in Europe was just under 232 billion US dollars in 2025 — only slightly less than the next nine largest players combined, at 244 billion dollars — according to ECDB's Global E-commerce Compass 2026, as reported by Ecommerce News. That is why Amazon appears first in almost every European shopping comparison, and why the other stores on this page mostly win by being better at one thing, in one country, rather than by being bigger overall.
Most shoppers do not need ten stores. They need one store that sells what they want, delivers to their country, and makes returns simple. This guide compares the eight big names that come up again and again — Amazon, eBay, Walmart, Target, Otto, Bol.com, Zalando and Coolblue — in general terms only. Prices, delivery times and fees change often and differ by product and country, so this page does not quote them; always check the store's official page at checkout before you pay. This page contains no affiliate links and no store has paid to be listed here.
1. Big online stores at a glance
Use this table to narrow the choice in under a minute, then read the store-by-store section for the store that fits your purchase. If you are comparing prices in different currencies, our currency converter can help you see what a foreign price means in your own money.
| Store | Main markets | Best for | Good to know |
|---|---|---|---|
| Amazon | United States, United Kingdom, Germany, France, Italy, Spain and more | Almost anything, especially electronics, books, household goods | Widest range in Europe; country shops differ, so use your own country's shop |
| eBay | Worldwide, including the US, UK, Germany and France | Used, rare, second-hand and collectable items | A marketplace of many sellers; check each seller, not just the product |
| Walmart | United States, mainly | Everyday essentials, groceries, household and electronics in the US | An American store; European delivery is not its normal service |
| Target | United States, mainly | Home goods, clothing, beauty and everyday items in the US | An American store; check official shipping information before ordering from Europe |
| Otto | Germany, mainly | Household goods, furniture, electronics and fashion in Germany | A long-established German store with a large home and living range |
| Bol.com | Netherlands and Belgium, mainly | A wide everyday range, including electronics, toys, books and home goods | The leading general store in the Netherlands; many Dutch shoppers start here |
| Zalando | Many European countries | Fashion, shoes and accessories from many brands | A fashion specialist, not a general store; strongest where fashion is the purchase |
| Coolblue | Netherlands and Belgium, mainly | Electronics, appliances and product advice | An electronics specialist with its own delivery service in its home markets |
2. The big stores, one by one
Each store below is described by what it is best for, not by a ranking. A store can be the best choice for one purchase and the wrong choice for the next. For a large household purchase, also think about the total budget first — our loan calculator can help you see what a financed purchase really costs per month.
Amazon — the widest range
Amazon runs separate country shops, such as Amazon UK, Amazon Germany and Amazon France, and each one has its own range, prices and delivery options. It is the natural first stop for electronics, books, household goods and everyday items in both Europe and America. The catch is that a product listed on one country's Amazon shop is not automatically available, at the same price, on another country's shop — always shop on the version for your own country, and check who the seller is on marketplace listings.
eBay — the marketplace for used and rare items
eBay is a marketplace where thousands of sellers list new and used items, sometimes by auction and sometimes at a fixed price. It is strongest where Amazon and the general stores are weakest: second-hand goods, discontinued products, spare parts and collectables. On eBay the seller matters as much as the product, so check the seller's history, ratings and returns terms, and keep messages inside eBay's official system.
Walmart — everyday America
Walmart is one of the largest retailers in the United States, selling groceries, household essentials, electronics and much more at everyday prices. Its online shop is built for American shoppers and American delivery addresses. If you live in Europe, do not assume a Walmart order will ship to you; check the store's official shipping information first, and consider a European general store instead for the same kind of purchase.
Target — home and lifestyle in America
Target is an American chain known for home goods, clothing, beauty and everyday lifestyle products, with a strong own-brand range. Like Walmart, its online shop mainly serves the United States. European shoppers who see a Target product they like should first check whether it is sold by a European store, or whether delivery, customs and returns would make the order impractical.
Otto — Germany's household specialist
Otto is a long-established German store, best known for household goods, furniture, large appliances, electronics and fashion. For shoppers in Germany, it is often the most direct alternative to Amazon for a large home purchase, because the range is built around the home. If you live outside Germany, check Otto's official delivery information for your country before planning a purchase around it.
Bol.com — the Netherlands' everyday store
Bol.com is the leading general online store in the Netherlands, and it also serves Belgium. It sells electronics, toys, books, home goods and much more, from its own stock and from partner sellers. For a Dutch shopper, it is often the simplest starting point for an everyday order, in the same way Amazon is the starting point in Germany, France or the United Kingdom.
Zalando — fashion across Europe
Zalando is Europe's leading online fashion store, selling clothing, shoes and accessories from many brands across many European countries. Unlike the general stores, it does not try to sell everything; it wins on fashion range, brand choice and fashion-focused service. If the purchase is fashion, start with Zalando; if it is electronics or household goods, a general store will usually have the better range.
Coolblue — electronics in the Netherlands and Belgium
Coolblue is a Dutch electronics and appliance specialist, known for detailed product advice and its own delivery service in the Netherlands and Belgium. For televisions, laptops, kitchen appliances and similar purchases in those countries, a specialist like Coolblue is often worth comparing against Bol.com and Amazon, because advice, installation and after-sales service can matter more than a small price difference.
3. How to choose the right store in five steps
Follow these steps in order and you will rarely pick the wrong store. If you are planning a larger purchase, our savings goal calculator can help you set aside the amount first, so the purchase does not become debt.
- Start with the product, not the store. Fashion points to Zalando, electronics in the Netherlands points to Coolblue or Bol.com, a used or rare item points to eBay, and a general purchase points to Amazon or your country's leading general store.
- Check delivery to your country. A store that does not deliver to you, or that ships from another continent, can add customs, import VAT and handling fees that erase any saving. The store's official shipping page is the only reliable source.
- Compare the total price, not the headline price. Add delivery, and any import charges shown at checkout, before comparing two stores. A cheaper product with expensive delivery is not cheaper.
- Read the returns terms before you pay. Check how many days you have, who pays return postage, and whether the item must be unused and in its original packaging. Returns terms differ by store, by seller and by product.
- Check the seller on marketplaces. On Amazon Marketplace, eBay and Bol.com partner listings, the seller — not the platform — often ships the item and handles returns. A long history and many positive reviews are worth more than a slightly lower price from an unknown seller.
4. Shopping across borders: Europe and America
Shopping inside your own region is usually simpler than shopping across the Atlantic. Inside the European Union, an order shipped from another EU country normally does not add customs duty, although VAT rules and delivery times still vary. An order shipped from the United States into Europe, or from Europe into the United States, can add customs duty, import VAT and a handling fee from the carrier, and the total is often only clear at checkout.
That is why the country version of a store matters so much. Amazon UK, Amazon Germany and Amazon US are different shops, even though they share a name. The same applies to sellers on eBay: two listings for the same product can ship from different countries, with different total costs. Before an international order, check the shipping country, the total at checkout, and the returns address — a return to another continent can cost more than the item itself. If you are travelling to shop, our Europe budget trip planning guide can help you plan the trip costs around the purchase, rather than letting the purchase surprise you later.
5. Money and budgeting for online shopping
Big stores make buying easy, and that is exactly why a small budget rule helps. Decide the maximum total price — product plus delivery plus any import charges — before you start browsing, and treat seasonal sales as a chance to buy something you already planned, not as a reason to buy something new. A short pause before a large purchase, and a quick check of your monthly budget, prevents most regretted orders.
For a planned purchase, saving first is cheaper than borrowing later. Our savings goal calculator shows how much to set aside each month, and our loan calculator shows what a financed purchase costs in total, including interest. For cross-border shopping, check the exchange rate on our currency converter before you pay, so a price in dollars, pounds or another currency does not surprise you on your bank statement. If you are planning a seasonal shopping trip in Europe, our smart shopping guide for Europe covers how to plan around the busiest sale periods.
6. Frequently asked questions
If your question is about paying for a purchase rather than choosing a store, our savings goal calculator can help you plan the amount first.
Which is the biggest online store in Europe?
Amazon is the largest online store in Europe by sales value. According to ECDB's Global E-commerce Compass 2026, reported by Ecommerce News, Amazon's gross merchandise value in Europe was just under 232 billion US dollars in 2025, only slightly less than the next nine players combined.
Which big online store is best for fashion in Europe?
Zalando is the leading fashion specialist in Europe, with a wide range of clothing, shoes and accessories from many brands. Bol.com and Amazon also sell fashion, but Zalando's whole catalogue is built around fashion and lifestyle.
Which big online store is best for electronics in the Netherlands?
Coolblue is the best-known electronics specialist in the Netherlands and Belgium, known for its own delivery service and product advice. Bol.com also sells a large electronics range in the Netherlands.
Is Walmart or Target available in Europe?
Walmart and Target are American stores whose main online shops serve the United States. European shoppers generally cannot order from them directly for delivery to Europe, and should check the store's official shipping information before assuming a product can be delivered to their country.
What is the difference between Amazon and eBay?
Amazon mainly sells new products from its own stock and from third-party sellers at fixed prices, while eBay is a marketplace where many sellers list new and used items, sometimes by auction and sometimes at a fixed price. eBay is often stronger for used, rare and second-hand items.
Which store is best for everyday household shopping in Germany?
Otto is a long-established German store for household goods, furniture, electronics and fashion, while Amazon Germany covers a very wide everyday range. For a single household order, compare the two on the exact product, the total price including delivery, and the returns terms shown on the store's official page.
Do I pay customs or import charges when ordering from another country?
It depends on where you live, where the seller ships from, and what you buy. Within the European Union, orders shipped from another EU country normally do not add customs duty, but orders shipped from outside the EU, and orders into the EU from the United States, can add customs duty, import VAT and handling fees. Always check the store's official shipping and import information at checkout, before you pay.
How do I avoid fake or low-quality sellers on big marketplaces?
Buy from sellers with a long history and many positive reviews, read the full product description rather than only the headline, check who the seller is and where the item ships from, and keep all messages and receipts inside the store's official system. If a deal looks far cheaper than everywhere else, treat it as a warning sign and check the seller again.
7. Sources
Market-size context: ECDB's Global E-commerce Compass 2026, as reported by Ecommerce News — US, China and Russia dominate Europe's ecommerce top 10. Marketplace background: Wise, Best Online Marketplaces in the World for UK Sellers — wise.com/gb/blog/best-online-marketplace; Lengow, Most popular marketplaces in Europe and worldwide — blog.lengow.com/most-popular-marketplaces-in-europe-and-worldwide. Store descriptions are general and factual; for prices, delivery, fees and returns, always check the store's official page, because those details change by product and country. For the money side of any purchase, see our currency converter.