D2C e-commerce in Europe - statistics and facts
Although e-commerce has become a synonym for marketplaces, a significant part of digital commerce does not involve retailers or distributors. So-called direct-to-consumer (D2C) e-commerce refers to digitally native and established brands selling via their online channels. A selling model with almost no retail intermediaries means lower operating costs and ensures higher margins for companies. In Europe, over 20 percent of manufacturers sell through their website or app, with Ireland, the Netherlands, and Spain topping the EU-27 ranking.
In France, the small D2C newbie Sézane has experienced constant revenue growth, with e-commerce sales hitting nearly 530 million euros in 2024. In Italy, the leading D2C brands account for 17 percent of the consumer goods online retail market, challenging white-label competitors. In the segment, Nestlé and Unilever groups have the biggest market presence.
Segments and brands
In Germany, manufacturers have seen D2C sales nearly doubling with the COVID-19 pandemic. The recession hit quite hard until 2023, and sales figures stabilized in 2024. Having the capacity to invest in supply chain and order fulfillment, affirmed apparel brands dominate European D2C e-commerce, and have therefore the largest exposure on social media. In Italy, the online business of beauty and pharma companies could benefit from the entire D2C market growth.In France, the small D2C newbie Sézane has experienced constant revenue growth, with e-commerce sales hitting nearly 530 million euros in 2024. In Italy, the leading D2C brands account for 17 percent of the consumer goods online retail market, challenging white-label competitors. In the segment, Nestlé and Unilever groups have the biggest market presence.
