Cross-Border Commerce Europe has published a new research paper which shows the share of e-commerce within the European DIY sector has grown significantly.
The European online DIY market is currently valued at €56 billion, representing 15.2% of the total DIY sector. It is estimated to increase 18% by 2025, to €66 billion, with growth supported by specialised DIY retailers and marketplaces.
According to the “Top 50 Home & Garden, DIY Retail Europe” report, by 2025, approximately one-fifth of revenue in the DIY sector will be generated through online sales. It comes as post-Covid macroeconomic downturns and inflationary pressures, driven by the geopolitical effects of the conflicts in Ukraine and Israel continue to weigh down on the overall DIY retail market.
One factor behind this e-commerce uplift is the increased market share of pure online competitors, which has forced traditional DIY retailers to prioritise their cross-border e-commerce strategies.
Image source: Cross-Border Commerce Europe
The report, which analysed 225 DIY retailers, reveals Amazon is the undisputed online market leader in the DIY sector, holidng 15.7% share of the €56 billion online DIY market. Of this, £12.8 billion is in the UK, with Kingfisher and Amazon.co.uk accounting for £4.5 billion and £4.3 billion, respectively.
Additionally, the research suggests that Amazon is poised to surpass Kingfisher as the UK’s largest DIY retailer by 2025, with projected revenues of £7 billion.
Elsehwhere, among the top 10 DIY retailers and marketplaces Leroy Merlin, part of Groupe Adeo, stands as Europe’s premier Do-it-Yourself retailer. In 2022, it boasted an annual turnover of €27 billion. Bauhaus, a dedicated DIY retailer with a combined online and offline turnover of €9 billion, achieved €1.2 billion in online sales, of which €400 million was from cross-border trade.
Marketplaces, meanwhile, command roughly one-third of the online DIY trade. This includes ManoMano, which was founded in France in 2013 and has emerged as a leader in the DIY, home and garden sectors.
