Don't Just Sell "Online" — Sell in the Right Country
The country you launch in first can make or break your business. A product that thrives in the Netherlands might struggle in Germany due to different consumer expectations, payment preferences, or competition levels.
Top Countries for E-commerce in 2026
1. Netherlands (Ease of Entry: 85/100)
•Market size: €35B
•Growth: 12% YoY
•VAT: 21%
•Top platform: Bol.com (55% market share)
•Payment: iDEAL dominates (70%+)
•Why start here: Highest digital adoption in Europe, fast delivery expectations, Dutch consumers value sustainability
2. Germany (Ease of Entry: 70/100)
•Market size: €93B — largest in Europe
•Growth: 10% YoY
•VAT: 19%
•Top platform: Amazon.de (48% market share)
•Payment: Klarna/invoice popular
•Why sell here: Massive market, premium willingness, but strict quality expectations
3. United States (Ease of Entry: 55/100)
•Market size: $1.1 trillion
•Growth: 14% YoY
•VAT: 0% federal (state sales tax varies)
•Top platform: Amazon.com (40% share)
•Why sell here: Enormous scale, but high competition and logistics complexity from Europe
4. United Kingdom (Ease of Entry: 65/100)
•Market size: £150B
•Growth: 9% YoY
•VAT: 20%
•Note: Post-Brexit customs for EU sellers
5. Spain (Ease of Entry: 68/100)
•Market size: €60B
•Growth: 18% YoY — fastest in Western Europe
•Why consider: Less competition, rapidly growing, underserved market
Explore all 12 countries with full details in Geo Markets, including B2B retail targets, cultural marketing tips, and platform rankings.
How to Choose Your First Market
1. Match your product to the market: Use the Product Analyzer to see country-specific opportunities 2. Consider logistics: Netherlands and Belgium are easiest from NL base 3. Check regulations: Some products need specific certifications (CE, TÜV) 4. Start small, then expand: Prove your model in one country before scaling
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