Top selling products in Europe: A guide for Indian exporters

If you want to expand your business to Europe, here’s a guide on bestselling products in Europe, which can help you plan and be export-ready.
Bestselling products in Europe
The world of e-commerce has become increasingly accessible and popular among customers and exporters alike. Exporting via e-commerce has opened up various opportunities for Indian MSMEs to sell internationally without having to setup physical offices or warehouses outside India. Among other countries and regions in the world, Europe is growing not just in internet penetration but also in the use of e-commerce. The UK, Netherlands, Denmark, Switzerland and Germany are the top 5 countries with e-shoppers per country in 20201.

Top bestselling products in Europe

Locally made Indian products see a good demand among international customers in Europe. To help you plan your business expansion, we have curated a list of some of the bestselling products to export from India to Europe.
clocks export

Home textile and décor

The demand for Indian handicrafts and handmade products, along with other home textile items, is growing across the world including Europe. Indian home décor products are known for high quality material and intricate designs. Below are the bestselling home décor products to sell in Europe:
• Bedding accessories
• Lighting
• Handicrafts
• Handmade rugs & carpets


The digital world is ever-changing with many new products being launched frequently. You can export electronic products and accessories from India to Europe. A few popular electronic top selling products in Europe are:
• Voice control electronics for a home like Alexa-enabled devices
• Wireless speakers
• Kitchen appliances
• Tablets
• Video games

Ayurveda and wellness

With customers focusing on wellness and healthcare now more than ever, Ayurveda and related products have become popular among online shoppers. Ayurvedic items from India see growing demand among customers in Europe. A few top Ayurvedic and wellness products to sell in Europe are:
• Essential oils
• Ayurvedic supplements
• Hair masks
• Herbal medicinal products
• Herbal teas

Beauty and personal care

This is one industry that continues to thrive across the world with the increasing demand for cosmetics and herbal beauty among youngsters. Here are a few bestselling cosmetic products to sell in Europe:
• Skincare
• Makeup products
• Body scrub
• Hair oil


From bridal jewellery to gems and stones, Europe imports a range of jewellery and related accessories from various country including India. Here are a few bestselling jewellery products to sell in Europe:
• Fashion necklaces
• Pendants
• Bangles and traditional jewellery

Gardening & outdoor home equipment

Reach international customers engaged in outdoor and gardening activities by offering quality and unique products in garden supplies that solve customer’s pain points and challenges. Top selling garden supplies are:
• Gardening tools (hose splitter, mini-greenhouse and gardening bag)
• Outdoor dining (barbeque, cutlery and accessories)

Pet supplies

Did you know that the population of pet cats in Europe was over 110 million in 20202? If you have a business in pet supply category, you can benefit from the demand for these products among pet owners shopping online in Europe. Some of the top pet products and supplies to sell in Europe are:
• Pet food
• Toys for pets
• Leash and collar
• Pet bed & homes

Toys and games

Since the outbreak of the COVID-19 in 2020, one of the key aspects influencing the toy industry sales not just in Europe but across the world is the demand for toys that emphasize interdisciplinary learning like STEM (Science, Technology, Engineering and Math). Board games and puzzles that impact child’s learning skills have also become popular. Below are the top toys and games products to sell in Europe:
• Puzzles
• Poker chip sets
• Building blocks


Europe is one of the leading regions in the fashion industry with some of the top renowned brands headquartered in the continent. Indian ethnic and traditional wear is also popular among international customers in Europe. Below are the bestselling fashion products in Europe:
• Womenswear
• Menswear
• Ethnic wear

Tips to export products from India to Europe

Exporting from India using e-commerce is easy and seamless. Indian exporters like you can sell on Amazon international marketplaces across Europe (UK, France, Germany, Italy, Sweden, Spain, Poland, Turkey and the Netherlands) and reach millions of customers. Here are a few tips to be export-ready:

Choose an e-commerce export program

With e-commerce export programs like Amazon Global Selling, sellers can reach millions of customers without any intermediaries. They can directly export to various Amazon international marketplaces like Amazon UK, Germany, France and Spain. With easy registration and access to a worldwide customer base of 300 million, it can help them achieve their export business goals.

Create attractive product listings

For successful exporting from India, sellers can use high-quality images and effectively categorize product listings to increase visibility and offer a seamless experience for international customers. Sellers can add descriptive titles, clear images, and concise feature bullets to their products.

Register with Export Promotion Councils

Sellers can register with the Export Promotion Councils to gain access to various resources. From being updated with latest export schemes and notifications to organizing trade fairs, export promotion councils in India act as facilitating agencies in the country's export trade. Currently, there are 26 export councils that promote specific products. For instance, the Gem & Jewellery Export Promotion Council (GJEPC), as the name suggests, promotes gems and jewellery exports. Similarly, Council for Leather Exports (CLE) promotes leather exports.

Inventory management and shipping

Delivering global orders plays a crucial role for sellers to be successful and grow your business. Indian sellers can fulfill their global orders with ease by themselves or use Amazon India international shipping methods. With Fulfillment by Amazon (FBA), sellers have to ship their products to Amazon’s international fulfillment centers. Amazon stores, packs and delivers products on their behalf, and also handles returns and customer service.

Register your business for VAT in Europe

VAT stands for Value Added Tax – a tax that registered sellers and traders in Europe pay as a tax added to the products they sell in the region. This tax is then passed on to the national tax authorities when they file their tax returns. If you sell goods in any European country, you may be required to register for VAT in each country you sell in.

Why sell in Europe with Amazon Global Selling?

Did you know that more than 3,400 products were sold per minute in Amazon European marketplaces in 2020? Across Europe, Amazon is one of the favorite ecommerce sites among customers. By exporting to Europe from India and selling on Amazon marketplaces, you can reach millions of customers without any incremental interments. Tap into our state-of the art logistics, powerful tools and world-class customer service to take advantage of the growing pan-European customer base.

Frequently Asked Questions

What are the best handicraft products to sell in Europe?
Some of the top handicraft and handmade products that find a place in the list of bestselling products in Europe are:
• Home décor
• Metalwork
• Woodwork
• Stonework
What kind of product is good to sell in Europe?
You can export apparel, home décor, electronics, beauty and Ayurveda products, among others in Europe.
Is VAT needed to sell in Europe?
If you are selling in Europe, you must obtain a VAT registration for your business to successfully import into the region and store your stock in Amazon warehouses. Know more about VAT registration and process here.
What fashion products sell well in Europe?
Europe has a great demand for fashion products like apparel, jewellery, fashion accessories (bags, scarves, etc) and footwear.
Published on May 20, 2022.

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*Map not to scale. The map has been used for design and representational purpose only, it does not depict the geographical boundaries of the country. These do not conform to the external boundaries of India recognized by the Survey of India.

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