Amazon’s investment in Europe is growing. Last year, the company spent over 17 billion euros in the UK, part of a 46 billion euro plan by 2027. The UK remains Amazon’s third-largest market globally, according to its financial report. Separately, the company will invest 15 billion euros in France over three years, including four new distribution centers aimed at speeding deliveries.
TikTok Shop is expanding across Europe. The platform will launch in Austria, Belgium, the Netherlands, and Poland on June 15. A new “Sell Across Europe” feature will follow, allowing merchants to register once and sell in multiple countries. In Spain, TikTok Shop has already attracted 21,000 local sellers, with buyers and sellers showing strong adoption of the social commerce model.
Zalando, the German fashion retailer, is teaming up with Vestiaire Collective, a French second-hand platform. The partnership aims to boost Zalando’s presence in the pre-owned market. Vestiaire will now list items directly on Zalando’s site, broadening access to used clothing and accessories.
JD.com, the Chinese ecommerce giant, is targeting UK expansion. Reports suggest the company is willing to pay 2 billion pounds for The Very Group, a UK-based online retailer. Meanwhile, Breuninger, the German department store, is launching its online store in Denmark, Sweden, and Romania, adding to its existing thirteen markets. Local language support and partnerships with PostNord and DHL will handle deliveries.
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In Türkiye, online transaction volume surged 52% last year, hitting 4.57 trillion lira (86 billion euros). That’s 5.94 billion transactions in 2025, reflecting growing ecommerce adoption. Otto, the German retailer, is opening its marketplace to Polish sellers via a pilot program, marking its second European expansion after Germany.
Marks and Spencer Group is acquiring a UK distribution center from Asos for 77.5 million euros. The move is expected to speed up M&S’s online growth. Fulfilmentcrowd buys Fulfilment.nl to expand its EU footprint. The company also warns that localizing stock across warehouses will become important for international sellers due to EU parcel fees on imports.
Allegro, Poland’s leading ecommerce platform, is partnering with OpenAI to integrate ChatGPT’s AI technology. The collaboration aims to enhance Allegro’s tools for sellers, including an AI assistant already in testing. Meanwhile, Rakuten France, formerly PriceMinister, is seeking a buyer. The platform has lost users over a decade and risks closure if no deal is reached by year-end.
Blackstone, the US private equity firm, is acquiring Skroutz, Greece’s top ecommerce site. The deal sees Blackstone take a majority stake from CVC Capital Partners, with founders staying on. As competition intensifies, companies are adapting—whether through AI, logistics, or strategic acquisitions—to manage Europe’s shifting ecommerce setting.