The European e-commerce market in 2025 was very dynamic: let’s summarize the results and make predictions about what customers will want next year. We’ve collected the best-selling products in Europe by category — start planning your purchases now!
Top sales on marketplaces (B2C and B2B) reflect consumer needs better than anything else. Europeans look for products that improve everyday comfort while valuing high quality and affordable prices.
B2C hits (Amazon sales data) — products with the highest demand:
Keep in mind that demand in Europe also depends on geography. For example, wireless headphones were the top-selling item in the UK, while air fryers dominated the Spanish market. Need shipping to England from Ukraine? Contact DiFFreight!
Alibaba (B2B wholesale) sales data confirm the trends:
Stable categories based on overall trends include clothing, footwear, and gadgets. Demand for eco-friendly products continues to grow, as do recycled goods (vintage clothing, second-hand), handmade items, cosmetics, vitamins, and dietary supplements.
China remains one of the most important trade partners, supplying a wide range of goods for export. In 2025, it covered all key market segments. Top 10 import categories from China to Europe:
Thanks to expertise and large-scale production, China will remain one of Europe’s key suppliers.
Forecasts for 2026 include both the main trends of late 2025 and new promising niches. We analyzed global market data. Here are the trends expected to be popular next year:
Demand for dietary supplements and energy drinks increased by 1075% by September 2025, and stable growth is expected in 2026. Europeans actively purchase vitamins, herbal mixes, and dietary supplements.
The skincare trend remains strong. Moisturizing products, innovative magnetic eyelashes, and various mascaras top the charts. Eco brands and natural cosmetics, as well as handmade products, are highly valued.
Clothing for an active lifestyle and sport casual remains among the leaders: shaping leggings, lifting-effect models, flare styles, and shorts. Interest in cycling is growing, especially in electric bicycles — it is expected that by 2049 more than 49 million units will be sold worldwide!
This category saw a sharp spike in demand for wall tiles — around 1322%! Blankets, quilts, textiles, tools, and materials for DIY renovations will remain popular.
Sports cards and action figures showed unexpectedly high growth. Sets and materials for home hobbies — coloring books, embroidery, books — are selling well.
Hoodies, T-shirts, and sweatshirts remain among the top sellers. In autumn 2025, oversized clothing and puffer jackets grew in popularity. Clothing is one of the most stable niches. With rising prices for branded products, people look for high-quality but affordable alternatives — which China can provide.
Organic products and natural wines with minimal added ingredients are clearly trending. Sales of non-alcoholic alternatives and low-alcohol beverages are growing, while strong alcohol becomes less popular. Among foods, beef and protein snacks saw a spike in sales — all driven by wellness and active lifestyle trends.
Naturally, these trends will influence the Ukrainian market. If you are an importer of European goods, delivery of cargo from Europe to Ukraine is available for you.
Although these products have dropped out of the main trends of 2025, they haven’t lost commercial potential. However, these niches may not bring you exceptionally high profits:
Remember, consumer sentiment is extremely volatile, and outsiders can become leaders — and vice versa — in a matter of days.
We provide not only logistics but also a full range of services for international trade:
Book a consultation — start doing business with Europe as early as 2026!
It refers to items with high demand among European consumers — due to fashion trends, functionality or price. They’re identified by sales analytics, marketplace search trends, customer reviews, and seasonality.
Because European markets often have higher purchasing power and margins can be substantially higher. With proper sourcing, quality control, and logistics — profit can exceed procurement and shipping costs.
Ensure product quality, compliance with any required certifications, secure packaging, accurate documentation and correct HS-codes for customs — this helps avoid delays or returns at the border.
Analyze demand: check trends on online marketplaces, study competitors, consider consumer preferences (style, season, design). Start with small test batches before scaling up.
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