While Amazon dominates the North American e-commerce landscape, its expansion across Europe faces significant challenges from local competitors. The recent launch of Amazon's Belgian marketplace completes its presence in major European markets including France, Germany, and the Netherlands. However, unlike its undisputed leadership in North America, Amazon's penetration in Europe remains below expectations—particularly in Belgium and the Netherlands, where it struggles to rank among the top players.
The Rise of Local Champions
Market intelligence from ecommerceDB reveals a surprising trend: while Amazon leads in France and Germany, it fails to crack the top five in the Netherlands and Belgium. Instead, regional platforms like CoolBlue, MediaMarkt, and Bol.com maintain strong market positions through deep local understanding and agile operations.
Bol.com's parent company Ahold Delhaize recently reported impressive third-quarter results, with e-commerce market share growing 5.6% year-over-year and sales reaching €1.2 billion. CEO Frans Muller credited this success to strategic partnerships with third-party sellers and logistics improvements from newly operational distribution centers.
Logistics: Amazon's Weak Spot
Amazon's European logistics network reveals critical vulnerabilities. Despite operating fulfillment centers in the Netherlands, its infrastructure falls short of delivering the signature Prime speed that North American customers expect. Only 2% of Amazon's Dutch sellers are local businesses, and most prefer handling their own deliveries rather than relying on Amazon's logistics—a telling sign of limited trust in the company's local operations.
Local Innovation Outpaces Global Scale
Bol.com's response to Amazon's challenge demonstrates the power of localized solutions. After launching its dedicated logistics unit Ampère, the platform doubled its product offerings while achieving same-day delivery for orders collected by morning. While not matching Amazon Prime's free same-day service, Bol.com offers an innovative click-and-collect option: customers can pick up online purchases from physical stores for just €1.99 if ordered before noon.
This hybrid model leverages Ahold Delhaize's extensive retail network, showcasing how local players combine digital convenience with physical infrastructure—an advantage global platforms struggle to replicate.
The Cultural Dimension of E-Commerce
European consumers prioritize different values than their North American counterparts. Concerns about data privacy and environmental impact give locally rooted platforms an edge in building trust. Regional players also better understand nuanced shopping habits, payment preferences, and seasonal trends—factors that contribute to their resilience against Amazon's standardized global approach.
Pathways for Amazon's European Growth
To gain ground in Europe, Amazon must reconsider its strategy:
Hyper-localization: Tailoring offerings to each country's language, payment methods, and delivery expectations.
Differentiation: Moving beyond price competition by emphasizing unique inventory like cross-border products.
Partnerships: Collaborating with local retailers and logistics providers to strengthen market presence.
Infrastructure investment: Expanding fulfillment capabilities to match local delivery standards.
Cultural alignment: Addressing European sensitivities around data privacy and sustainability.
The European e-commerce landscape proves that global scale alone cannot guarantee success. As local platforms continue to innovate and deepen their market understanding, Amazon faces mounting pressure to adapt its model to Europe's diverse and values-driven consumer base.