Find distributors and top retailers in Europe

With over 700 million inhabitants who are relatively affluent Europe offers a huge potential to sell your goods or services. But Europe is not one market, it consists of 44 countries, ranging from huge territories like Germany to small islands like Malta. Where to start and how to enter the market?

Difference between East and West Europe

The biggest difference is between Western Europe and Eastern Europe. In Western Europe, e.g. Scandinavia, the UK, Germany, France, the GDP per capita is typically over 40,000 USD and if you want to introduce new products there, they should be either of good quality or dead cheap.  In Eastern Europe this is different, since the GDP per capita is much lower. People like high quality, high design goods, but can not always afford it. So there is a market for simpler products.

How to select the best market to enter in Europe?

With global trade data and some desk research you may already make a first country selection. But also check what competition you can expect. It may be easier to compete in a market with many smaller players than with one big incumbent. Unless you have very clear competitive advantage or there is a niche that only you can serve.

Always check the following on each market

Before choosing one specific market, always look at the following:

• The suitability of your product or service in their markets. Is your offering useful and does it fit the local culture, habits or trends?
• Publicly available data on market size, to get a first impression.
• Possible distribution channels.
• Potential competition and their price range.

Only with this information in hand you can see in what country your product fits best and can have the best chances.