Europe's most fought-over B2B market is not its biggest
Where B2B companies actually compete for buyers, measured two ways. Per million local enterprises, Denmark draws 2,140 foreign sellers and Italy draws 140. In absolute terms the order looks completely different.
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Least contestedMost contested
Shaded: the fourteen ranked markets.Grey: below minimum cell size, not ranked.
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Most contested
Least contested
1,726
Foreign companies targeting the United States, more than any European market draws. The US is excluded from the per-enterprise ranking, which covers European markets only.
Denmark, Norway and Finland lead because their markets are small and their buyers are highly courted. Finland attracts 9.5 times more foreign attention per enterprise than France, and Denmark fifteen times more than Italy. Germany draws the most foreign sellers of any European market in absolute terms, yet ranks eighth of fourteen once the size of its economy is accounted for.
Source
Leadfeeder analysis of 95,243 country-targeting filters set by 9,290 companies on the Leadfeeder platform, 2017 to 2026. Data aggregated and anonymised; no individual company is identifiable.
Numerator
Distinct companies headquartered outside the market that target it. Home-market inflation removed.
Denominators
Eurostat business demography, active enterprises, business economy, 2023 · UK Department for Business and Trade Business Population Estimates 2025 · Switzerland Federal Statistical Office STATENT 2023.