Top 7 Shopify Stores in Europe: Inspiring E-commerce Success Stories

According to E-commerce News, Shopify has exploded in popularity among online retailers in Europe over the last few years. And for good reason! It’s packed with features that make selling online easier.

But starting a Shopify store is not very simple. What should you sell? Where do you find products? How do you make your brand stand out in a crowded market? It’s a lot to figure out.

The best way to get answers is to learn from those who have already nailed it. Take notes from Shopify stores in Europe that are already thriving. See what they’re doing right, what makes them different, and how they’ve managed to grow.

That’s exactly what we’re diving into in this blog. Let’s break down the best Shopify stores in Europe and what makes them so successful.

Why Shopify Is the Go-to E-commerce Platform in Europe

Let’s start with 3 reasons why Shopify is the go-to-e-commerce platform in Europe:

1. Hassle-Free Setup & Scalability

Whether you’re a one-person startup or a fast-growing brand, Shopify makes it ridiculously easy to launch and scale. No complex coding, no tech headaches—just a plug-and-play system that grows with you.

2. Built-in Global Selling Features

Selling across multiple countries? Shopify has localized payment gateways, automatic tax calculations, and multi-language support, making it seamless for European businesses to go borderless.

3. A Thriving Shopify Ecosystem

With thousands of apps for marketing, logistics, and customer experience, Shopify lets you customize your store without reinventing the wheel.

Plus, it integrates smoothly with Instagram, Facebook, TikTok, and marketplaces like Amazon, helping brands maximize reach with minimal effort.

Read More: 6 E-commerce Trends You Can’t Ignore for 2025

7 Best Shopify Stores in Europe

Let’s break down 7 of the best Shopify stores in Europe, why they’re winning, and what you can steal from their playbook:

1. Gymshark (UK) – The Fitness Empire That Won’t Slow Down

If you’re into fitness, you’ve heard of Gymshark. What started in a garage in 2012 is now a billion-dollar brand. 

Here’s how this brand excelled in the world of fitness:

✔ Community-driven growth – They built a cult following on social media, partnering with fitness influencers before it was cool.

✔ Seamless user experience – Their Shopify store is clean, fast, and optimized for conversions.

✔ Drops and exclusivity – They launch limited-edition collections, creating hype and urgency.

2. Huel (UK) – Making Nutrition Convenient

Huel took the “fast food” concept and flipped it by offering nutritionally complete meals in powdered and ready-to-drink form. 

Their Shopify store is a masterclass in simplicity. Here’s why they are able to stand out:

✔ Subscription-first model – Encourages repeat customers and increases lifetime value.

✔ Data-driven product recommendations – Smart upsells based on past purchases.

✔ Crystal-clear branding – They nail the “what,” “why,” and “how” of their product in seconds.

3. Tropic Skincare (UK) – A Beauty Brand with a Mission

Clean beauty is booming, but Tropic Skincare stands out. 

Here’s why:

✔ Sustainability at its core – They use natural ingredients and have a carbon-negative footprint.

✔ Trust-building transparency – Detailed product breakdowns, reviews, and ethical sourcing info.

✔ VIP perks & rewards – Repeat buyers get exclusive benefits.

4. Veloretti (Netherlands) – Luxury Bikes, Shopify Style

Biking passion is a rage in Europe, and Veloretti makes some of the most stylish, well-designed bikes around.

Here’s why Veloretti is a top choice among the biker community:

✔ Custom bike builder – Users can design their dream bike step by step.

✔ High-ticket e-commerce done right – They sell bikes worth thousands, all through Shopify.

✔ Stunning visual storytelling – Their product pages feel like an experience, not just a catalog.

5. Jimmy Joy (Netherlands) – Nutritious Meals, Fun Branding

Jimmy Joy makes plant-based, nutritionally complete meals, but instead of the usual serious, health-first branding, they take a fun, quirky approach that sets them apart.

The brand’s secret sauce lies here:

✔ Playful branding that stands out – Their website is full of humor, witty product descriptions, and eye-catching illustrations, making healthy eating feel lighthearted and accessible.

✔ Subscription model for recurring revenue – Just like Huel, they offer an easy, no-fuss subscription option, keeping customers engaged and ensuring steady business growth.

✔ Sustainability at its core – Jimmy Joy emphasizes eco-friendly packaging and ethical sourcing, which resonates with today’s environmentally conscious consumers.

6. Ohh Deer (UK) – Stationery with Personality

Ohh Deer takes everyday stationery like cards, planners, and gifts, and turns it into an artistic, trend-driven experience.

Here’s why they are able bring something fresh to the table:

✔ Exclusive artist collaborations – Instead of generic designs, they partner with independent artists to create unique, limited-edition collections that customers can’t find anywhere else.

✔ User-generated content builds trust – Their product pages are packed with real customer photos and reviews, helping shoppers see the products in real life and feel confident in their purchase.

✔ Creative subscription boxes – Their monthly stationery subscription boxes keep customers coming back for more, offering fresh designs and surprises every month.

7. Chilly’s (UK) – Turning a Simple Bottle into a Lifestyle Statement

Reusable water bottles have been around for years, but Chilly’s turned a practical product into a status symbol. Their brand is also known for its style, sustainability, and self-expression.

Here are 3 core USPs of Chilly’s.

✔ Premium product visuals – Their website features crisp, high-resolution images that showcase their bottles as more than just drinkware—they feel like a fashion statement. Every product is displayed with clean, aesthetic backgrounds, emphasizing the sleek and modern design.

✔ Customization for a personal touch – Customers can engrave names or initials on their bottles, making them perfect for gifting or personal use. 

✔ Minimalist yet effective website design – Chilly’s Shopify store is smooth, fast, and easy to navigate. The site design is clean and distraction-free, ensuring customers focus on the product. The checkout process is seamless, reducing friction in the buying journey.

How to Start Your Own Shopify Store in Europe

To start your own Shopify store, follow this startup guide:

Step 1: Find Your Target Audience

Before you start picking products or designing a website, you need to know who you’re selling to.

How Do You Define Your Target Audience?

Ask yourself these key questions:

✔ Who is your ideal customer? Age, interests, spending habits, pain points?

✔ Where do they shop? Instagram, Google, marketplaces like Amazon or Etsy?

✔ What motivates their purchases? Price, quality, sustainability, brand loyalty?

✔ What problems are they trying to solve? Faster shipping? More affordable options? Aesthetic appeal?

Example: Say you want to sell eco-friendly home decor. Your target customer could be millennials in urban areas who value minimalist designs, sustainability, and affordability.

How Do You Validate Your Target Audience?

Use data and analytics tools like:

✔ Google Trends – See if demand is rising or falling

✔ Facebook & TikTok Ads Library – Look at competitor ads

✔ Shopify’s Market Research Reports – Find trending niches

✔ AnswerThePublic – Discover what people are searching for

Step 2: Source Your Products (Where Will You Get Your Inventory?)

Once you know your audience, you need products to sell. As a next step, figure out your product sourcing options. You can try from the following:

✔ Dropshipping – No inventory, no upfront costs (AliExpress, Zendrop, Spocket)

✔ Print-on-Demand – Sell custom designs with no inventory (Printful, Gelato)

✔ Wholesale & Private Labeling – Buy in bulk, brand it as your own (Alibaba, Faire)

✔ Handmade & Local Suppliers – Unique products with premium branding

Which Method is Best for You?

Step 3: Choose Your E-commerce Platform 

Yes, you could use BigCommerce, Magento, or Wix. But Shopify makes everything easier for a reason. 

Let’s try and understand why Shopify is your best best:

✔ No coding required – Drag-and-drop store setup

✔ Built-in payment processing – Supports PayPal, Klarna, Stripe, iDEAL, and more

✔ Multi-currency & multilingual support – Essential for selling across Europe

Plus, you can take advantage of Shopify’s free trial to test your store before committing.

Step 4: Register Your Business & Handle VAT (Yes, This is Non-Negotiable)

Do I Need to Register a Business for My Shopify Store?
Short answer: Yes, if you want to be legal and scale.

Here are a few steps you need follow:

✔ Choose a business structure – Sole trader, LLC, or limited company

✔ Register with local authorities – Country-specific regulations apply

✔ Get a VAT number – Required for EU-wide selling

✔ Open a business bank account – Keeps finances separate

Need help? doola handles LLC formation, VAT compliance, and bookkeeping for e-commerce businesses.

Step 5: Build Your Shopify Store (Your Digital Storefront)

Now that you’ve planned your business and sourced your products, it’s time to set up your store. But don’t overthink it. Keep things clean, user-friendly, and conversion-focused.

Here’s what you need to do:

✔ Choose a theme – Pick a Shopify theme that’s mobile-friendly, visually appealing, and easy to navigate.

✔ Upload your products – Use high-quality images and detailed yet engaging descriptions that highlight the benefits of your products.

✔ Set up essential pages – Customers expect clear information. Make sure you have pages for About, Shipping, FAQs, and Contact.

✔ Run test orders – Before launching, place a test order to check if everything (checkout, payments, confirmations) works smoothly.

Example: Ohh Deer keeps their Shopify store minimal but packed with personality, making shopping effortless. A clean design with a strong brand identity creates a more engaging shopping experience.

Step 6: Set Up Checkout & Shipping 

A complicated checkout process is one of the biggest reasons for cart abandonment. Make it as easy as possible for customers to complete their purchases by following these steps:

✔ Offer multiple payment options – European customers prefer different payment methods, so offer choices like credit cards, Klarna, iDEAL, PayPal, and Apple Pay.

✔ Be upfront about shipping costs – Hidden fees at checkout are a major deal-breaker. Clearly display shipping rates and estimated delivery times.

✔ Consider free shipping incentives – Offering free shipping on orders over a certain amount encourages higher-value purchases.

💡 doola’s Hack:

Different European countries have different payment preferences. For example, Germans love bank transfers, while Dutch shoppers prefer iDEAL. Tailor your checkout experience accordingly.

Step 7: Launch & Promote Your Store 

Once your store is live, you need to drive traffic and convert visitors into customers. 

Here’s what you need to do diligently: 

✔ Optimize for SEO – Use product-focused keywords in your product titles, descriptions, and blog content so people can find you on Google.

✔ Content marketing – Create blog posts, how-to guides, or product comparisons to provide value and attract organic traffic.

✔ Social media marketing – Be active on Instagram, TikTok, and Pinterest, where shoppers discover and engage with brands.

✔ Collaborate with influencers – Partner with micro-influencers who align with your brand to reach a targeted audience.

✔ Email marketing – Use platforms like Klaviyo or Mailchimp to send abandoned cart reminders, promotions, and newsletters to keep customers engaged.

Step 8: Optimize & Scale 

Once the sales start rolling in, your next focus should be on growth and refinement. Constantly improving your store ensures long-term success.

And to do that, you need to follow these key steps:

✔ Track key metrics – Monitor conversion rates, traffic sources, customer acquisition costs, and average order value (AOV).

✔ A/B test everything – Experiment with different product page layouts, pricing strategies, and ad creatives to see what converts best.

✔ Expand into new markets – Once you gain traction, consider translating your store and adapting pricing for different European countries.

✔ Retarget with Facebook & Google Ads – Most visitors won’t buy on the first visit. Use re-targeting ads to bring them back and convert them into customers.

Why Choose doola for E-commerce Formation and Compliance Services? 

At doola, we understand that navigating through legal hoops and requirements for setting up an e-commerce business can be extremely overwhelming. 

That’s why we offer comprehensive business-in-a-box services for e-commerce entrepreneurs that not only simplify the formation process but also ensure that you start your e-commerce venture on a firm footing.

From choosing the most suitable legal structure for your company, such as sole proprietorship, partnership, LLC, or C-Corporation, to preparing the paperwork, our experts are here to do it all:

Here’s how doola can help you start your e-commerce business on the right track:

Legal Document Preparation

Starting an e-commerce business requires numerous legal documents such as Articles of Organization, bylaws or Operating Agreements, licenses, etc. 

We have extensive experience in preparing all these necessary documents, which we utilize to ensure there is no delay in your business formation.

Tax Guidance

Taxes are inevitable when running a business, and e-commerce businesses have their own unique tax obligations. 

As part of our Tax Filing services, we will guide you on the applicable taxes for your business and help you plan and prepare for them.

State Registrations

Every state has different regulations for registering a new business entity within its jurisdiction. These rules can be complex to navigate without proper guidance. 

Our experts have a thorough knowledge of state-specific requirements and will ensure all necessary registrations are completed correctly.

Maintaining Compliance

Compliance with laws and regulations is crucial to avoid penalties and potential lawsuits down the line. Our team at doola stays updated with changing laws and regulations to keep your business compliant from the start.

Book a free consultation with doola today and join the ranks of the best Shopify stores in Europe.

FAQs

Do I need a business license to run a Shopify store in Europe?

Yes, most European countries require you to register your Shopify store as a business. The specific requirements depend on where you’re operating from.

For example, in Germany, you might need to register as a sole proprietor (Einzelunternehmen) or an LLC (GmbH), while in France, you may need to register as an auto-entrepreneur or a société (SARL).

Always check your local regulations to ensure compliance.

What are the tax implications of running a Shopify store in Europe?

If you’re selling to European customers, you’ll likely need to register for Value-Added Tax (VAT) in one or multiple countries. Shopify has built-in VAT support, but you must ensure you’re charging and reporting the correct rates.

Some businesses may also need to register for the EU’s One-Stop Shop (OSS) scheme, which simplifies VAT compliance for cross-border sales within the EU. Consulting a tax expert or using a service like doola can help you navigate these obligations.

What payment gateways are available for Shopify stores in Europe?

Shopify supports multiple payment gateways in Europe, including:

• Shopify Payments (available in select countries like the UK, Germany, and France)

• PayPal

• Stripe

• Klarna (popular for buy-now-pay-later options)

• iDEAL (widely used in the Netherlands)

• SOFORT (preferred in Germany and Austria)

• Mollie (a great alternative for EU-wide payments)

Your best option depends on your target audience and country of operation.

How can I ensure my Shopify store is legally compliant in Europe?

To stay compliant, follow these key steps:

✔ Register your business – Make sure you’re legally registered based on your country’s regulations.

✔ Follow VAT and tax laws – Charge the right VAT rates and submit your tax reports accordingly.

✔ Include legal pages – Your store must have a Privacy Policy, Terms & Conditions, and a Return Policy to comply with EU consumer protection laws.

✔ Follow GDPR guidelines – If you collect customer data, you must comply with the General Data Protection Regulation (GDPR), ensuring transparency in data usage.

✔ Use secure payment processing – Make sure your store uses PCI-compliant payment gateways to protect customer transactions.