TrendsOnFire  /  Retail & E-Commerce
Retail & E-Commerce Intelligence

Retail & E-Commerce Intelligence

European retail and e-commerce analysis — market dynamics, regulation, and where the commercial opportunities sit across Europe.

Updated 27 July 2026

Published Reports

Published Report
Vacation 2026: Record Demand, Airfares Up 26%
82% of Europeans are traveling in 2026 — the highest since 2020 — while US airfares rose 26.5% in a year and Dutch package holidays cost up to 12% more.
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Published Report
Spain Wins the $2.8B World Cup — Still in Adidas
Spain beat Argentina 1–0 to win the $2.8B World Cup 2026 final — both finalists were sponsored by Adidas, which outfits 14 of the 48 competing teams.
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Published Report
Marketplaces Compared: Rightmove, Uber, Vinted, Farfetch
16 marketplaces across e-commerce, fashion, mobility, food delivery, travel, freelance work, resale, B2B and community commerce — growth, profitability and revenue since launch, plus a first look at AI agent marketplaces.
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Published Report
Luxury Marketplaces: Who Survived the 2023–2025 Crash
Five platforms collapsed in 24 months. Farfetch, MatchesFashion, YNAP, SSENSE — what happened, who survived, and how Mytheresa built a €1B group from the wreckage.
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Published Report
Swatch × Audemars Piguet: When Luxury Meets €380
300 people queuing in Utrecht, 3 stores closed in one morning. How Swatch turns luxury collaborations into mass-market sell-out events.
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Published Report
The Furniture Trap — Why Fonq Failed After 18 Years
Return economics, last-mile costs, housing market sensitivity — and who is actually winning in European online furniture.
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Published Report
Europe's Energy Flexibility Revolution — Balancing Markets, VPPs & Demand Response
How distributed assets are bidding into real-time markets — NL, BE, and FR regulatory framework and key players.
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Published Report
The Social Commerce Race — Platform Evolution 2015–2026
Who built checkout, who retreated, and who is still deciding. TikTok Shop, Meta, Pinterest, YouTube — platform-by-platform data from 2015 to 2026.
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Brand Intelligence

Deep dives into individual brands — revenue, geographic presence, DTC vs wholesale strategy, ecommerce channels, and leadership. Apparel & Footwear.

Apparel & Footwear
Axel Arigato: from €19M to €100M in five years
Revenue trajectory, 17 stores across 7 countries, online business 2× retail, marketplaces strategy (Farfetch, MyTheresa, SSENSE), and new Adidas-executive CEO appointed February 2026.
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Trend Intelligence

Checkout Experience
The average documented e-commerce cart abandonment rate sits close to 70%
Baymard Institute aggregates 49 studies and reports an average documented cart abandonment rate of 70.19%. Baymard's own checkout UX benchmark attributes a large share to preventable friction — mandatory account creation, complicated checkout, limited payment options. Simplified checkout (BNPL, wallets, one-click) addresses the top drivers. Source: Baymard Institute
B2B Marketplaces
Vertical B2B marketplaces remain a large structural opportunity in European tech
B2B e-commerce penetration is materially behind B2C in most European sectors. Vertical specialists that own the workflow in one sector are positioned to win over horizontal platforms. For current funding, deal data and named acquirers, see Dealroom. Source: Dealroom — European B2B marketplaces
Sporting Goods
Nike FY2025 revenue fell ~10% to $46.3B as the DTC-first strategy underperformed in EMEA
Nike's FY2025 financial filings reported ~$46.3B revenue, down about 10% year-on-year. Heritage sporting-goods brands below 25% DTC remain reliant on wholesale partners who control pricing and data, while DTC-native brands have no wholesale relationships to unwind. Source: Nike Investor Relations
Energy Flexibility
Europe's electricity grid is shifting from central generation to distributed flexibility
Batteries, industrial loads, EVs, and heat pumps are bidding into balancing markets in real time. In the Netherlands, BEVs reached 40.2% of new car sales in early 2025. Belgium's CRM Y-1 auction for 2025-2026 cleared at ~€183M. Aggregators that can onboard distributed assets at scale are emerging winners. Sources: electrive, Elia
Online Furniture
Pure-play online furniture keeps failing in Europe — the unit economics do not work
Fonq filed for bankruptcy on 27 March 2026, 23 years after founding. Furniture online return rates averaged ~17% in 2024, and processing a single furniture return can cost a meaningful share of the item's original price. Omni-channel players with showrooms are winning. Sources: DutchNews, upCounting
Digital Services
EU Digital Services Act (DSA) obligations apply to every online marketplace serving EU users
The Digital Services Act (Regulation EU 2022/2065), in full application since 17 February 2024, requires marketplaces to verify trader identity, act on illegal content notices, and disclose recommender-system parameters. Very Large Online Platforms (VLOPs, 45M+ EU users) carry additional systemic-risk obligations. Source: European Commission — DSA
About the Author

TrendsOnFire is a AI based market intelligence platform publishing analysis on retail, technology, supply chain, finance, compliance, education, people and transformation trends across Europe.

Created by Olga Bressers, a senior executive with experience in sales & digital operations, ecommerce, omni-channel retail, supply chain, programs management and business transformation.

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