In the vast ocean of cross-border e-commerce, opportunities and challenges coexist. While the North American market faces growing pressure from sustained Trump-era tariff policies—leaving sellers grappling with soaring costs and shrinking profit margins—some are even considering withdrawal after disappointing Amazon Prime Day results. Yet as the saying goes, "When one door closes, another opens." While storms gather over North America, Europe presents a landscape of vibrant growth, particularly in the garden and outdoor living sector, which is entering an unprecedented golden age.
US Market: Warning Signs of Winter
As one of the world's largest consumer markets, the United States has long been a focal point for cross-border e-commerce sellers. However, the market environment has grown increasingly complex in recent years.
Ongoing pressure from Trump-era tariffs: The tariff policies implemented during the Trump administration continue to impact cross-border sellers significantly. Higher tariffs directly increase import costs, forcing sellers to raise prices and reducing product competitiveness. The policy uncertainty also complicates long-term business planning.
Rising costs and shrinking margins: Beyond tariffs, operational expenses in the US market are climbing. Labor, warehousing, and logistics costs are all increasing, further squeezing sellers' profits. Some have resorted to reducing product quality or marketing budgets, creating a vicious cycle of declining competitiveness.
Underwhelming Amazon Prime Day performance: Once a major sales driver, Prime Day's effectiveness has diminished amid intensifying competition and shifting consumer habits. Some sellers overinvested in the event only to face cash flow crises when expectations weren't met.
Growing seller attrition: Facing these challenges, some cross-border sellers are losing confidence in the US market and exploring alternatives. The warning signs are clear: winter is coming for American e-commerce.
European Garden Market: An Untapped Blue Ocean
In stark contrast, Europe's garden and outdoor living sector shows remarkable vitality. As living standards rise and consumers prioritize quality of life, European spending on garden products continues to grow.
Massive market with huge growth potential: Industry reports predict Europe's gardening equipment market will exceed $79.59 billion by 2026, offering vast opportunities for cross-border sellers.
Strong seasonal demand: Each second quarter sees European searches for gardening-related terms spike dramatically. With summer garden season approaching, now is the ideal time for sellers to enter this market.
Diverse and robust demand: European consumers show strong interest in varied garden products, with outdoor furniture, decor, and tools experiencing rapid growth—signaling a golden entry period.
E-commerce channel expansion: Increasing internet penetration and platform development mean more Europeans are buying garden products online, lowering market entry barriers for cross-border sellers.
Leading national markets: The UK, Netherlands, Norway, and Denmark currently lead in garden equipment e-commerce adoption, representing prime opportunities.
Emerging European Garden Consumer Trends
Success in this market requires deep understanding of evolving European preferences:
Gardens as multifunctional spaces: European gardens have transformed from planting areas into hybrid spaces combining relaxation, dining, and entertainment—driving demand for diverse products from furniture to grills and lighting.
Small-space solutions: Compact European gardens fuel demand for space-efficient products like foldable furniture, portable grills, and multi-functional equipment.
Youth market growth: Consumers aged 18-34 represent a growing segment, particularly interested in DIY projects and personalized garden design, as seen in popular TikTok trends.
Style preferences: Younger buyers favor modern, minimalist designs alongside unique decorative items like hanging planters.
Capitalizing on the European Garden Boom
Europe's garden market shows remarkable growth potential, projected to reach $79.59 billion by 2026, with Germany and Britain leading while France, Italy and Spain gain ground.
Deep gardening culture: Europe's strong gardening tradition creates demand for efficient, practical and eco-friendly tools across planting, maintenance and landscaping activities.
Environmental consciousness: Consumers increasingly prefer sustainable products made from renewable materials with water-saving features.
High-Potential Product Recommendations for 2025
Europe's established garden culture offers diverse product opportunities. Key categories include:
1. Social-Living-Entertainment Hybrid Products
- Space-saving foldable furniture sets
- Portable grills and multi-functional BBQ systems
- Energy-efficient LED garden lighting
- Decorative planters with customization options
2. DIY Gardening Solutions
- Cordless pruning tools for convenience
- Smart irrigation systems for water efficiency
- Biodegradable gardening gloves
- Compact tool sets for small gardens
3. Niche Market Opportunities
- Child-friendly gardening kits
- Pet-safe garden products
- Smart gardening devices with automation features
Conclusion: Seizing the European Garden Opportunity
While challenges mount in the US market, Europe's garden sector presents a flourishing alternative. Cross-border sellers should strategically enter this market by understanding local preferences, selecting appropriate products, and implementing efficient logistics solutions to stand out in this competitive yet rewarding space.