The European market offers enormous potential for consumer electronics companies, from established giants to up-and-coming innovators. The revenue in the consumer electronics market in Europe in 2024 amounts to $192.6 billion and is projected to continue to grow over the next five years.

But it’s a market where success demands more than just a great product. Selling consumer electronics in Europe involves understanding retail dynamics, connecting with consumers and working through the complexities of localization.

As a sales partner at Sales Force Europe, I’ve helped many consumer electronics companies navigate this process, overcome challenges and capitalize on opportunities. In this guide, I’ll share some key steps and insights for companies looking to expand their hardware presence across Europe.

Build retailer relationships

The first and often most challenging step in launching a product in Europe is getting in front of the right retailers. European electronics retailers are selective, often favoring brands that already understand the nuances of the European market. As with any business relationship, making a strong impression means building trust. In my experience when first trying to sell a disrupting fintech device, retailers did not want to hear me out, and wanted to send me to their financial team. It takes persistence and a good understanding of the product you are selling to make this happen. (It also takes understanding where in the store to position a true market disruptor — in this instance, we found success in the gitterboxes in the mobile accessories department.)

An essential part of this process is demonstrating the unique features of your product and explaining why it matters to European consumers — or more likely within each European market. For instance, emphasizing eco-friendly features is key as sustainability resonates widely across Europe. 

For smaller brands, navigating retail partnerships can be daunting, which is why we often recommend working with a local sales partner. Sales Force Europe, for instance, has a network of experts with the in-market knowledge and established relationships to help fast-track this process.

The importance of category and in-store placement

Once retailers are interested, the next step is finding the best spot for your product on the shelves. With consumer electronics, placement is crucial. A product displayed in a high-traffic area or positioned alongside complementary products can significantly impact sales.

In Europe, retailers are often intentional about how they categorize electronics. Consider a wearable device—it might be showcased with other wearables or placed in a lifestyle section to appeal to fashion-conscious customers. Bose, for example, often appears alongside premium home entertainment systems, appealing to customers looking for quality audio as part of a holistic lifestyle.

To secure the right placement, it’s best to work with channel sales partners who understand the retail landscape in specific countries. A strong retail presence isn’t just about visibility; it signals to consumers that your product is reputable and worth their attention.

Building brand awareness

Once your product is on the shelves, the focus shifts to brand-building in Europe. Consumers often rely on a mix of online research and in-store experiences before making purchases, especially for electronics. To reach them, a localized marketing strategy is vital.

Localizing marketing efforts has been essential to many brands’ success in Europe. Philips, a Dutch company, has grown its footprint across Europe by tailoring campaigns for each market, respecting linguistic and cultural nuances. This approach makes consumers feel valued and drives brand loyalty.

It’s also worth investing in digital marketing to enhance your online presence, as many Europeans use online resources to learn about products before making an in-store purchase. Targeted ads, social media campaigns, and even partnerships with local influencers can help you build credibility in new markets. 

But all of these efforts must be translated to the local languages. And make sure all of your channel sales distributors are clearly meeting GDPR and other European regulatory requirements.

For consumer electronics, European trade shows like IFA Berlin and CES Unveiled, this year held in both Amsterdam and Paris, are valuable platforms to showcase products and connect with buyers. Many brands I work with have seen immediate boosts in brand recognition after participating in these events, making them well worth considering. And our team has loads of experience representing and demoing your products on your behalf, in case you can’t attend IRL.

Overcoming challenges to European expansion

Expanding into Europe comes with unique challenges. Here are some common obstacles and advice on how to address them:

1. Regulatory compliance: Europe has rigorous standards for product safety and environmental impact. Ensure that your product meets EU requirements like CE marking and RoHS compliance to avoid issues. We’ve seen how non-compliance can halt a product launch, so it’s best to address these requirements early.
2. Diverse consumer preferences: While some markets prioritize sustainability, others, like Italian consumers, may focus more on aesthetics and brand reputation. Tailoring your product’s positioning to these different preferences can greatly increase your appeal.
3. Logistical complexities: Europe’s multi-currency, multi-language market requires a careful logistics strategy. Partnering with local logistics providers can streamline the process, helping you meet the expectations of European customers.
4. Competitive landscape: The consumer electronics market in Europe is highly competitive, with local and international brands vying for space. Distinguishing yourself through unique features or positioning can help. 

Key takeaways for selling consumer electronics in Europe

1. Establish trust and emphasize product value: Take time to understand European consumer preferences. Whether it’s emphasizing energy efficiency or reliability, show retailers and customers that your product is the right fit.
2. Prioritize strategic placement: Product placement isn’t just about visibility but about signaling quality and trustworthiness. Work with local partners who know how to secure the best shelf space for your products.
3. Localize your marketing approach: Each European market has unique cultural nuances. Developing tailored campaigns will make your brand more appealing to local consumers.
4. Plan for regulatory and logistical challenges: Be proactive about meeting local regulations and have a logistics strategy to manage the complexities of multiple currencies and varying logistics networks.

Selling consumer electronics in Europe requires a comprehensive approach, blending local expertise with strategic marketing and smart partnerships. By working with Sales Force Europe, you can tap into our extensive network and market knowledge to navigate these steps with ease. I’m here to help your brand thrive across Europe, making each step more efficient and impactful.

Let’s discuss how we can take your consumer electronics brand to new heights across Europe. Connect with me on LinkedIn!