Second edition of the “TOP 100 Cross-Border Marketplaces Europe”, an annual analysis of the best global cross-border platforms

Brussels – September 22nd, 2021. Cross-Border Commerce Europe, the platform that drives cross-border e-commerce in Europe, launches a study that maps the 100 best global marketplaces in the sector with a zoom on their cross-border performance in Europe.

The total cross-border e-commerce market in Europe, including the United Kingdom, Switzerland and Norway, represents a turnover of €198,5 billion in 2020 (excluding travel), of which €115.4 billion, or 58%, is generated by marketplaces. Amazon and eBay have the lion’s share with expectedly a turnover of €44.3 billion and €22.8 billion in 2020, driving more than half of the market. The TOP 100 Cross-Border Marketplaces realise €100 billion in turnover throughout Europe. During the COVID-19 pandemic, marketplaces grew with a fantastic 37,5%, supported by C2C marketplaces. This growth is expected to continue in 2021, reaching 65% of cross-border online sales in Europe by 2025. A study was carried out by CBCommerce with support from FedEx Express and Worldline.

The “TOP 100 Cross-Border Marketplaces operating in Europe” is a compilation of cross-border data of European marketplaces websites. The ranking is based on four parameters:

• Cross-border online sales in Europe (28 countries in Europe including UK, Switzerland and Norway)
• SEO indicators for cross-border performance
• A cross-border score determined on the number of covered countries
• Number and percentage of cross-border visits

Four additional weighted parameters refine the ranking:

• Type of marketplaces business models (B2B – B2C – P2P – C2C – …)
• Pan-European brand strategies
• AI & Big Data strategies
• Type and number of services offered to the customers

This study takes into account all types – B2C, B2B, C2C, P2P – of online platforms and covers all sectors except travel and sharing economy.

The TOP 10 Global Cross-Border Marketplaces operating in Europe:

– TOP 1: eBay (USA)
– TOP 2: AliExpress (China)
– TOP 3: Amazon (USA)
– TOP 4: Etsy (USA)
– TOP 5: Vinted (Lithuania)
– TOP 6: OLX (The Netherlands)
– TOP 7: Wish (USA)
– TOP 8: Discogs (USA)
– TOP 9: Zalando (Germany)
– TOP 10: Uber Eats (USA)

From the newcomers and climbers in the TOP 10, we can distinguish several market trends in 2020.

C2C and second-hand fashion

OLX, newcomer in the TOP 10 with classified ads websites in several European countries and Vinted, Europe’s largest online C2C marketplace dedicated to second-hand fashion climbing 2 positions; both have a focus on C2C second-hand. It is estimated that, by 2028, resale will be 1,5 times bigger than fast fashion and second-hand items will account for 11% of people’s wardrobes. Millennials and Gen Z are driving this growth, as ages 18-37 buy 2,5 times more second-hand items than other age groups. The C2C share of used goods (pre-owned), will grow from 43% to 50%.

Food marketplaces

Another marketplace that reached the TOP 10 is Uber Eats. Due to the COVID-19 pandemic, the food sector and especially food delivery reached all-time highs. Another example of a strong cross-border player in this sector is the Dutch marketplace Takeaway.com that ended up right outside the TOP 10. Takeaway.com said investment programmes in the legacy Just Eat markets had been so successful that expectations for 2021 are even higher. The management now expects full-year order growth of 45%.

Zalando: the European cross-border fashion platform

Newcomer and strong climber in the TOP 10 is Zalando. They are the strongest European cross-border fashion marketplace and experienced 30,4% growth in their business volume in fiscal year 2020 with 10.6 billion euros in sales and over 5 billion euros cross-border in Europe. The active customer base has grown by 25% over the past year, reaching 38.7 million internet users. Zalando is now moving forward with a clear objective: capture 10% of the European fashion market.

Boosted by the COVID-19 pandemic, the TOP 100 Cross-Border Marketplaces realised an unprecedented turnover of €100 billion in 2020 throughout Europe

An increase of 37,5% YTD: the growth was particularly strong in Q4 2020 for the omnichannel retailer’s marketplaces (growth +44% YTD) and the C2C marketplaces (growth +50% YTD). The TOP 100 marketplaces marketshare represents 86,5% of the total marketplaces’ turnover.

New European VAT rules

The European Commission and the European Parliament have published the new VAT rules for B2C e-commerce on July 1^st, regulating import VAT on lower-value goods (€22) traded for example on online platforms such as AliExpress and Wish. These new rules will facilitate EU B2C cross-border trades and ensure fair competition for EU sellers. And it will also combat VAT fraud.

“I would like to thank our market research partners FedEx Express and Worldline who, with our research team, put all their energy behind this eagerly awaited study. It makes the best marketplaces operating in Europe transparent and stimulates this entire sector”, concludes Carine Moitier, the founder of CBCommerce.eu.

About Cross-Border Commerce Europe

Cross-Border Commerce Europe is the European network and knowledge platform for all eCommerce and omnichannel players present in at least three countries in Europe. CBCommerce.eu connects the different actors to increase visibility, share knowledge and figures, and identify trends and specificities of each European country. Members of Cross-Border Commerce Europe are brands and retailers of all sizes. Partners are suppliers of services in all areas of trade.

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Press coverage

Belgium

RetailDetail
Marktplaatsen grote winnaars van de coronacrisis
https://www.retaildetail.nl/nl/news/algemeen/marktplaatsen-grote-winnaars-van-de-coronacrisis
Les market places, grandes gagnantes de la crise sanitaire
https://www.retaildetail.be/fr/news/g%C3%A9n%C3%A9ral/les-market-places-grandes-gagnantes-de-la-crise-sanitaire

Fashion United
Zalando en Vinted in top 10 cross-border marketplaces in Europa
https://fashionunited.be/nieuws/business/zalando-en-vinted-in-top-10-cross-border-marketplaces-in-europa/2021092233237

Fashion Network
​Ebay, Alibaba et Amazon, maîtres de l’e-commerce transfrontalier européen
https://be.fashionnetwork.com/news/premiumContent,1336603.html

La Libre
Quels sont les 10 premiers sites d’e-commerce en Europe ?
https://www.lalibre.be/economie/entreprises-startup/2021/10/09/quels-sont-les-10-premiers-sites-de-commerce-en-europe-OIF65HXSU5CONCRDNGKX72QUG4/

 

France

Ecommercemag
Infographie Marketplaces transfrontalières en Europe: eBay en tête
https://www.ecommercemag.fr/Thematique/retail-1220/veille-internationale-2170/Infographies/Marketplaces-transfrontalieres-Europe-eBay-tete-364533.htm

Opera News
Infographie Marketplaces transfrontalières en Europe: eBay en tête
https://www.dailyadvent.com/fr/news/396c1655d22ae6d317c431ef4cb15157

Comarketing News
E-commerce transfrontalier : Amazon et eBay se partagent la moitié du marché en Europe
https://comarketing-news.fr/e-commerce-transfrontalier-amazon-et-ebay-se-partagent-la-moitie-du-marche-en-europe/

Fashion Network
​Ebay, Alibaba et Amazon, maîtres de l’e-commerce transfrontalier européen
https://fr.fashionnetwork.com/news/premiumContent,1336603.html

 

The Netherlands

Emerce
Crossborder marketplaces: 100 miljard omzet in Europa
https://www.emerce.nl/nieuws/crossborder-marketplaces-100-miljard-omzet-europa

Aboutict
CROSSBORDER MARKETPLACES: 100 MILJARD OMZET IN EUROPA
https://aboutict.nl/news/2021-09-22/crossborder-marketplaces-100-miljard-omzet-europa-emerce

Retailtrends
‘Zalando en Vinted in top tien crossborder marktplaatsen’
https://retailtrends.nl/news/65213/zalando-en-vinted-in-top-tien-crossborder-marktplaatsen

Twinkle
Marketplaces laten sterke groei zien in 2020
https://twinklemagazine.nl/2021/09/marketplaces-laten-sterke-groei-zien-in-2020/index.xml

Nieuwsbreak
Zalando en Vinted in top 10 cross-border marketplaces in Europa
https://beautyfashion.nieuwsbreak.nl/headline/beauty-amp-fashion-nieuws/zalando-en-vinted-in-top-10-cross-border-marketplaces-in-europa/37901967

Fashion United
Zalando en Vinted in top 10 cross-border marketplaces in Europa
https://fashionunited.nl/nieuws/business/zalando-en-vinted-in-top-10-cross-border-marketplaces-in-europa/2021092251126

Textilia
KREIN BONS NIEUWE VOORZITTER INRETAIL, CONSUMPTIE GROEIT MET BIJNA VIJF PROCENT, ONDERNEMEND NEDERLAND WIL ‘EERST STABIEL KABINET’
https://www.textilia.nl/krein-bons-nieuwe-voorzitter-inretail-consumptie-groeit-met-bijna-vijf-procent-ondernemend-nederland-wil-eerst-stabiel-kabinet/

 

DACH

Onlinemarketplatz
Cross-Border Commerce Europe veröffentlicht die zweite Ausgabe der „TOP 100 Cross-Border Marketplaces Europe“
https://www.onlinemarktplatz.de/205165/cross-border-commerce-europe-veroeffentlicht-die-zweite-ausgabe-der-top-100-cross-border-marketplaces-europe/

Klamm
Cross-Border Commerce Europe veröffentlicht die zweite Ausgabe der „TOP 100 Cross-Border Marketplaces Europe“
https://www.klamm.de/news/cross-border-commerce-europe-veroeffentlicht-die-zweite-ausgabe-der-top-100-cross-border-marketplaces-europe-14N205165.html

Postbranche
Cross-Border Commerce Europe veröffentlicht die zweite Ausgabe der „TOP 100 Cross-Border Marketplaces Europe“
https://www.postbranche.de/2021/09/22/cross-border-commerce-europe-veroeffentlicht-die-zweite-ausgabe-der-top-100-cross-border-marketplaces-europe/

Internet World
Amazon und eBay sind die größten Cross-Border-Händler
https://www.internetworld.de/plattformen/online-marktplatz/amazon-ebay-groessten-cross-border-haendler-2699012.html

DIY
Der grenzüberschreitende E-Commerce legte 2020 kräftig zu
https://www.diyonline.de/d/news/2021/09/23/der-grenzueberschreitende-e-commerce-legte-2020-kraeftig-zu.html

Online Händler News
Amazon und Ebay dominieren den Crossborder-Commerce
https://www.onlinehaendler-news.de/online-handel/marktplaetze/135393-amazon-ebay-dominieren-crossborder-commerce

SAZ Sport
Amazon und Ebay sind die größten Cross-Border-Händler
https://www.sazsport.de/handel/marktplatz/amazon-ebay-groessten-cross-border-haendler-2699357.html

Fashion United
Studie: Zalando und Secondhand-Plattformen gehören zu Europas besten Onlinehändlern
https://fashionunited.de/nachrichten/einzelhandel/studie-zalando-und-secondhand-plattformen-gehoeren-zu-europas-besten-onlinehaendlern/2021092242874

Versandhaus Berater
Führungswechsel: Ebay löst Amazon als Spitzen-Marktplatz ab
https://www.versandhausberater.de/aktuell/db/386685suf.html

iBusiness
Führungswechsel: Ebay löst Amazon als Spitzen-Marktplatz ab
https://www.ibusiness.de/aktuell/db/386685suf.html

Fashion Network
Ebay, Alibaba und Amazon beherrschen den grenzüberschreitenden Online-Handel in Europa
https://at.fashionnetwork.com/news/Ebay-alibaba-und-amazon-beherrschen-den-grenzuberschreitenden-online-handel-in-europa,1336928.html

E-Commerce Magazin
Online-Marktplätze: Umsatz in Cross-Border-Handel steigt auf über 115 Milliarden Euro
https://www.e-commerce-magazin.de/online-marktplaetze-umsatz-in-cross-border-handel-steigt-auf-ueber-115-milliarden-euro/

Online PC
Amazon und eBay sind die grössten Cross-Border-Händler
https://www.onlinepc.ch/business/e-commerce/amazon-ebay-groessten-cross-border-haendler-2699989.html

Trend Report
Handel mit Zukunft
https://www.trendreport.de/handel-mit-zukunft-7/
Wie D2C den E-Commerce revolutioniert
https://www.trendreport.de/wie-d2c-den-e-commerce-revolutioniert/

Com! Professional
Amazon und eBay sind die größten Cross-Border-Händler
https://www.com-magazin.de/news/amazon/amazon-ebay-groessten-cross-border-haendler-2700204.html

Computerwelt
Amazon und eBay sind die größten Cross-Border-Händler
https://computerwelt.at/news/amazon-und-ebay-sind-die-groessten-cross-border-haendler/

 

Spain

Fashion Network
Ebay, Alibaba y Amazon lideran el comercio electrónico transfronterizo en Europa
https://es.fashionnetwork.com/news/Ebay-alibaba-y-amazon-lideran-el-comercio-electronico-transfronterizo-en-europa,1336716.html

 

International

Acrofan
Cross-Border Commerce Europe Launches the Second Edition of the “TOP 100 Cross-Border Marketplaces Europe”
https://us.acrofan.com/detail.php?number=534663

Yahoo
Cross-Border Commerce Europe Launches the Second Edition of the “TOP 100 Cross-Border Marketplaces Europe”. An Annual Analysis of the Best Global Cross-Border Platforms Operating in Europe, EU28 Including UK.
https://nz.news.yahoo.com/cross-border-commerce-europe-launches-070000217.html

AP News
Cross-Border Commerce Europe Launches the Second Edition of the “TOP 100 Cross-Border Marketplaces Europe”. An Annual Analysis of the Best Global Cross-Border Platforms Operating in Europe, EU28 Including UK.
https://apnews.com/press-release/business-wire/europe-business-f36644f2a827451dae63cdef06be01a5

Newsbreak
Cross-Border Commerce Europe Launches the Second Edition of the “TOP 100 Cross-Border Marketplaces Europe”. An Annual Analysis of the Best Global Cross-Border Platforms Operating in Europe, EU28 Including UK.
https://www.newsbreak.com/news/2380049995269/cross-border-commerce-europe-launches-the-second-edition-of-the-top-100-cross-border-marketplaces-europe-an-annual-analysis-of-the-best-global-cross-border-platforms-operating-in-europe-eu28-including-uk

Martech Series
Cross-Border Commerce Europe Launches the Second Edition of the “TOP 100 Cross-Border Marketplaces Europe”. An Annual Analysis of the Best Global Cross-Border Platforms Operating in Europe, EU28 Including UK.
https://martechseries.com/mobile/mobile-marketing/e-commerce-and-mobile-commerce/cross-border-commerce-europe-launches-the-second-edition-of-the-top-100-cross-border-marketplaces-europe-an-annual-analysis-of-the-best-global-cross-border-platforms-operating-in-europe-eu28-inc/

Ennews
欧洲跨境电商平台100强出炉，第一竟不是亚马逊！
https://www.ennews.com/article-23597-1.html

Retail Detail
Marketplaces come out on top thanks to Covid crisis
https://www.retaildetail.eu/en/news/general/marketplaces-come-out-top-thanks-covid-crisis

Fashion Network
​Ebay, Alibaba et Amazon, maîtres de l’e-commerce transfrontalier européen
https://tn.fashionnetwork.com/news/premiumContent,1336603.html

Direct Commerce
New study shows the top 10 Global Cross-Border Marketplaces operating in Europe
https://homeofdirectcommerce.com/new-study-shows-the-top-10-global-cross-border-marketplaces-operating-in-europe/

YUGUO
通拓傲基各获深圳商务局奖励300万 ，加州海岸线拥堵再加剧
https://www.cifnews.com/article/107151

新闻活动报告网
新鲜出炉！欧洲跨境电商平台TOP10公布
http://www.hdjbxg.com/keji/fuxmnlllr.html

shangyexinzhi
一周猛料|亚马逊和eBay占据欧洲一半以上的市场份额；中俄电商订单量占俄跨境电商总量70%
https://www.shangyexinzhi.com/article/4232591.html

IPressJournal
Marketplaces crescem 37,5% durante a pandemia
https://www.ipressjournal.pt/marketplaces-crescem-375-durante-a-pandemia/