What should I avoid buying in Europe?

Avoid bulky or fragile items when you still have several transfers, products readily available in India at similar prices, and expensive purchases made without checking VAT refund and Indian customs rules.

What should I buy in Italy?

Leather bags, belts, footwear and Italian fashion are popular choices. Focus on quality, origin and items you genuinely want rather than assuming everything made or sold in Italy is cheaper.

Can Indian tourists claim VAT refunds in Europe?

Indian residents can generally claim VAT refunds on eligible EU purchases if the required conditions are met, including taking the goods out of the EU within the required period and completing customs validation.

Are luxury brands cheaper in Europe than India?

Sometimes, but not always. Compare the Indian retail price with the European price, exchange rate, eligible VAT refund and any Indian customs duty before deciding whether the saving is worthwhile.

What is the best thing to buy in Europe from India?

Italian leather goods, French pharmacy skincare, Swiss watches and chocolate, Portuguese ceramics and locally made crafts are worth considering. The best choice depends on your route, budget and what is difficult to find in India.

Shopping in Europe: What Is Actually Worth Buying in 2026

What to Buy in Europe

You walk past shelves of skincare that cost much more in India, pick up a few products thinking they are a great deal, then reach Florence and start looking at leather bags you had no plans to buy. By the time you reach Switzerland, your carefully planned shopping budget starts disappearing.

The problem is that every “buy it here” purchase is not necessarily worth it. A lower price can lose its advantage once you factor in exchange rates, VAT refund fees, card charges, and Indian customs rules. Some products may look significantly cheaper at first glance but offer little saving after all the additional costs, and some may look beautiful to have in the house but carrying them to India is a different story.

So before you buy, ask yourself three simple questions: Is it better value here? Will I actually use it? And is it worth carrying for the rest of the trip? If the answer to all three is yes, go for it. If you are unsure, take a photo, compare prices in the next destination, and decide later.

As per Thrillophilia’s internal data, some of the most regretted purchases on a Europe trip are impulse buys made in the first city or two, before travellers have a clear sense of prices elsewhere on their route.

With years of experience in planning Europe trips and data from thousands of travellers, the team at Thrillophilia has combined a list of 10 things that you can genuinely buy on your trip!

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Top 10 Things Worth Buying in Europe

Italian Leather Bags, Shoes And Accessories

Italy is one of the best places to shop for leather goods because the choice extends well beyond international designer labels.

Florence is particularly useful for leather bags, belts, wallets and shoes, while Milan and Rome offer everything from independent Italian brands to luxury fashion houses. Look at stitching, lining, hardware and leather finish instead of buying something purely because the shop calls it Italian.

Italian leather is most worth buying when you find a style or maker that is difficult to source in India. For global luxury brands, compare the European and Indian prices before assuming the European purchase is cheaper.

French Pharmacy Skincare

French pharmacies are useful for skincare because they carry a wide range of French dermatology and beauty products in different sizes, formulations and multipacks.

This category works best for products you already use or have been planning to buy. Make a short list of cleansers, sunscreens, moisturisers or other products before the trip so you are not choosing everything on the spot.

If any products are travelling in cabin baggage, check the applicable liquid limits before packing.

European Designer Fashion And Accessories

Europe can be useful for buying a specific designer bag, wallet, footwear or fashion item, especially when the brand originates there. Prices vary by country, exchange rate and product. Indian residents may also be eligible for a VAT refund on qualifying purchases in the EU, but the full VAT amount is not necessarily returned because processing fees can apply.

Before buying, compare:

Current price in India
European retail price
Approximate price after any eligible VAT refund
Any Indian customs liability when you return

According to Thrillophilia's on-ground team, travellers who keep every invoice and refund form as they go, rather than gathering them at the end of the trip, have a noticeably easier time completing customs validation before departure. Ask about tax-free shopping before paying and keep the invoice and refund paperwork if you plan to claim it.

Swiss Watches

Switzerland is an obvious shopping stop if a watch is already on your purchase list. Zurich, Geneva and Lucerne have authorised retailers across different categories, from relatively accessible Swiss brands to high-value luxury watches. Shopping in Switzerland gives you the chance to compare models in person. This is also a category some couples treat as a milestone purchase on an Europe honeymoon package, rather than an impulse buy.

For an expensive watch, keep the invoice, warranty documents and original paperwork. Also check the Indian baggage allowance and customs rules before treating the Swiss retail price as your final cost. A Swiss watch is worth considering because of the range and place of origin.

Swiss And Belgian Chocolate

Chocolate is one of the easier European purchases because it works as both a personal buy and a gift. In Switzerland, supermarkets and specialist chocolatiers give you plenty of choice across bars, pralines and boxed assortments. When you walk inside the Lindt showroom and look around, you’re sure to bring a handful of them, and you’ll love them too!

Belgium is another strong stop for chocolate, particularly in Brussels and Bruges. Buy it towards the later part of the Switzerland trip if possible so you are not carrying it through several hotel changes. In warmer months, also think about how long it may sit in luggage before you reach India.

Portuguese Ceramics

Portugal is worth considering for ceramic bowls, plates, serving pieces and decorative tiles. Lisbon, Porto and smaller Portuguese towns have shops selling contemporary tableware as well as pieces influenced by traditional azulejo patterns.

For a multi-city trip, smaller bowls, tiles and decorative pieces are easier to carry than large sets. Ask the shop to wrap fragile purchases properly and think about how many flights, trains and hotel changes are still ahead before buying something bulky.

Spanish Espadrilles And Leather Footwear

Spain is a good place to look for footwear with a strong local connection, particularly espadrilles and leather shoes. Barcelona and Madrid have specialist shops as well as Spanish fashion brands offering styles that may be harder to find in India.

Try footwear properly before buying. Sizing varies between brands and a locally made pair is only worth carrying home if it is comfortable enough to wear.

Czech Glass And Crystal

Prague is a good place to look for Bohemian glass and crystal, especially if you want a piece connected to Czech craftsmanship. You will find everything from drinking glasses and decorative objects to larger crystal pieces. Smaller items usually make more sense if you still have several cities left on the itinerary.

Check where the product was made, especially in busy tourist areas in Europe. Also ask how it will be packed and keep baggage weight in mind if the piece is heavy.

Belgian Lace And Textile Crafts

Belgian lace works well if you want a traditional keepsake that is easy to carry. Brussels and Bruges have shops selling lace table pieces, decorative textiles, and smaller accessories. Quality and origin can vary, so check where the item was produced before buying.

Smaller pieces also make practical gifts because they take up very little space and are easier to carry than ceramics or glass. Families travelling on a Europe family tour package often find these easiest to pick up for relatives back home, since they pack flat and rarely need special handling.

Christmas Market Crafts And Regional Souvenirs

If your Europe trip falls between late November and December, Christmas markets can be useful for locally themed gifts. Austria, Germany, Czechia and parts of France have markets selling ornaments, wooden decorations, candles, textiles and other seasonal crafts.

Buy selectively. Look for information about the maker, region or production method instead of assuming every market stall sells locally made goods. Smaller ornaments and decorations are also easier to carry through the rest of the trip.This also keeps shopping from taking over sightseeing time. If Florence is already on your route, use that stop for leather instead of adding a separate detour. The same goes for Prague if you want glass or Lisbon for ceramics.

Based on Thrillophilia's internal data, travellers who plan shopping around the cities already on their itinerary, rather than adding a dedicated shopping day, tend to spend less overall and carry less excess luggage by the end of the trip. Thrillophilia's packages, including options such as a Europe group tour, already combine several of these cities in multi-country routes, so you can plan shopping around the stops you are visiting anyway.