Cross-Border Commerce Europe has published the second edition of the "Top 50 DIY, Home & Garden Retail Europe". This annual report maps the 50 online retailers in the DIY, home and garden sector. The sector continues to show strong growth, with an acceleration in e-commerce.
Strong growth in the online DIY market
The online DIY market will grow from €56 billion to €66 billion by 2024. The share of online sales in the total DIY market (both online and offline) increased by 18%, from 15.2% in 2023 (€56 billion out of a total of €368 billion) to 17% in 2024 (€66 billion out of a total of €388 billion). This rapid growth is expected to continue, reaching an estimated €78 billion by 2026.
A key driver of this e-commerce growth is the emergence of online-only competitors, forcing traditional DIY shops to strengthen their cross-border strategies. As a result, total cross-border sales rose from €17.8 billion in 2023 (31.8% of the online market) to €21.6 billion in 2024 (32.8% of the online market), already surpassing previous forecasts for 2025. If this trend continues, 34% of the online DIY market is expected to be cross-border by 2026, accounting for €26.5 billion.
A total of 250 DIY retailers were analysed, of which 50 companies were recognised as cross-border leaders and 15 as emerging challengers.
Amazon in the lead, competition increases
Amazon remains the dominant player in the online DIY market, with a 15% market share (€9.15 billion out of a total €66 billion). Yet competition is growing from Chinese platforms such as Temu and AliExpress, which have secured high positions in the rankings and are rapidly gaining market share. The rise of these platforms poses a challenge for Amazon, as changing consumer habits and price sensitivity can shift the balance of power in the market.
Potential and trends in the DIY market
The global growth of the DIY market is driven by technological innovations, changing consumer behaviour and the rapid expansion of digital commerce. Economic uncertainty drives cost-conscious home improvements, while sustainability plays an increasingly important role in purchasing decisions.
Key growth factors:
- Digital transformation & smart retail: AI-powered shopping assistants, augmented reality (AR) and smart home automation are making DIY more accessible and helping consumers plan projects accurately.
- Rising home improvement trends: Demand for personalised and energy-efficient retrofits is growing, leading to rising sales of eco-friendly paints and modular furniture solutions.
- Sustainability & environmentally conscious materials: Consumers are increasingly opting for sustainable DIY products, such as biodegradable insulation, recycled building materials and toxic-free glues.
- Global e-commerce growth: The digital revolution is making international purchases easier, giving consumers access to a wide range of DIY tools and innovative home solutions.
Challenges and strategies for the market
Although the DIY market is thriving, retailers also face new challenges:
- Emergence of the DIFM (Do-It-For-Me) trend: In addition to DIYers, more and more consumers are opting for professional services. This forces retailers to offer hybrid solutions that serve both DIYers and DIFM customers.
- Logistics & supply chain optimisation: Cross-border trade requires efficient operations. Retailers are investing in local warehouses, AI-driven inventory management and faster delivery networks.
- Increasing competition: Major e-commerce platforms such as Amazon, Temu and AliExpress continue to dominate the market, prompting traditional DIY retailers to further digital innovations and customer-centric strategies.
Source: Cross-Border Commerce Europe