TOP 20 Fashion Retail Europe: Annual Ranking 2022

Cross-Border Commerce Europe publishes the first edition of “TOP 20 Fashion Retail Europe 2022”: the annual ranking dedicated to the online Fashion sector, retail’s leading online sector.

Brussels, 15th September 2022Cross-Border Commerce Europe, the platform stimulating cross-border e-commerce in Europe, releases a significant research paper covering and ranking the top online fashion retailers and marketplaces in Europe.

The total online EU fashion market generated €119B turnover in 2021 and is estimated to reach €175B in 2025 (+50%). This growth is supported by C2C marketplaces offering resale and second-hand sustainable fashion.

Post-Covid macro-economic deteriorations and inflationary pressures due to the geopolitical implications of the Ukrainian war are increasingly affecting customers’ shopping behaviour. 

As prices rise, European fashion demand will be heavily impacted in 2022. Increasing freight, energy, raw materials and labour costs are factored into consumer prices. Given the significant increase in online returns, it is clear that inflationary pressures are increasingly affecting customers’ shopping behaviour. It described how customers, after buying something, might realise when looking at their bank balance that they did not have as much money as they thought they had.

The online fashion market will inevitably increase over the next five years

cover fashion top 20 reportThe total EU online Retail B2C market was worth €639B in 2021. Fashion represents 18% of this total online market. The total online EU Fashion turnover was €119B in 2021, representing a market share of 25% of the total online Fashion market. This market share will grow from 25% to 33% in 2025. Consumers will continue to purchase more and more fashion online as the online shopping experience increasingly meets consumer expectations. Many online shopping behaviours formed during the pandemic are here for the long term. Thus online sales will stay firmly above pre-pandemic levels.

TOP 20 Cross-Border Fashion Retailers and Marketplaces per GMV / Turnover

The leading Cross-Border Fashion key players are Zalando, Amazon, Shein, fast fashion player Inditex (Zara) and H&M. Zalando, with €14B GMV in 2021, has an online market share of 11.7% with the ambitions to double this by 2025 (>23%). This will result in a 5% total Fashion market share, competing with leaders Inditex realising 5.6% and H&M realising 4%.

New exploding C2C resale market leaders such as Vinted, learning €3.2B GMV (2.7% of the online fashion market share), aims to double to €6.4B by 2025 for a 25% resale market share, worth €24 bn. Etsy (Depop) and Vestiaire Collective operate as new Unicorns in the same promising market. eBay Europe realised 25% of its GMV (worth €23B) in ‘Fashion’, an increase compared to the pre-Covid period, mainly due to the more sustainable consumer mindset.

TOP 5 Cross-Border DNVB (Digital Native Vertical Brands)

Born on the web, Allbirds, Gymshark, NA-KD, Qwertee, and Stitch Fix are online newcomers profiling as Digital Native Vertical Brands. They will play a key role in online fashion innovation. Its mission is to change how people find clothes they love by embedding new technologies in their online journey.

The rise of virtual fashion

This technology, as we also see with virtual try-on e-commerce software solving online sizing issues and minimising returns, can support companies addressing sustainability issues. For example, the luxury brand Gucci launched a metaverse version of its real-world Gucci Garden on Roblox. We will see substantial tech investments in online shopping in the coming years.

“As fashion is the first sector of the online cross-border retail market, I am grateful to our market research team for this first edition of the “TOP 20 Fashion Retail Europe” report. It makes online fashion operating in Europe more transparent and stimulates cross-border for this entire sector”, concludes Carine Moitier, Founder of CBCommerce.EU.


Top 20 Fashion Retail in Europe 2022 - Infographic

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. brings the different actors in contact with each other to increase visibility, share knowledge and figures, and discover trends and specificities of each European country.

Please contact Carine Moitier, Founder and Managing Director, for any press enquiries – PRESS ENQUIRIES



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