TOP 100 Cross-Border Marketplaces Europe 2023

Cross-Border Commerce Europe launches the fourth edition of the “TOP 100 Cross-Border Marketplaces Europe”. An annual analysis of the best global cross-border platforms in operation across Europe, EU28 including the UK.

Brussels – 12th October 2023. 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.

In 2022, the total cross-border e-commerce market in Europe, including the United Kingdom, Switzerland and Norway, amounted to a turnover of €265 billion (excluding travel). Of this total, €167 billion, or 63%, was generated by marketplaces. Leading the charge were industry giants Amazon and eBay, with an expected combined GMV/turnover of €55 billion and €23.2 billion in 2022, accounting for nearly half of the marketplace-driven trade.

The TOP 100 Cross-Border Marketplaces generate €140 billion in turnover throughout Europe. After the Covid-19 pandemic, marketplaces continued to grow by 9.3%, supported by hybrid B2C and pure C2C marketplaces. This growth is expected to continue in 2023, reaching 65% of cross-border online sales in Europe by 2025. HYBRID Marketplaces, due to an increasing share of third party (3P) – often China-based – sellers, will empower GMV-growth, outperforming PURE Marketplaces. A study conducted by CBCommerce with the support of FedEx Express and Poste Italiane.

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 primary parameters:

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

Five additional weighted parameters refine the ranking:

• Type of marketplace business models (B2B – B2C – P2P – C2C,…)
• Pan-European brand strategies
• AI & Big Data strategies
• Types and numbers of services offered to customers
• HYBRID or PURE marketplaces, in reference to third party sellers

In 2025, 250 to 300 Cross-Border Marketplaces will make up to over half of total number of Marketplaces.

This study considers all types of online platforms (B2C, B2B, C2C, P2P) and covers all sectors except travel and the sharing economy. Out of the 498 marketplaces (YTD: +14%) selling in Europe across 1000 domains, approximately 175 are considered cross-border (35%). By 2025, it’s estimated that about 50% of the world’s marketplaces selling in Europe will be considered cross-border, accounting for 250 to 300 marketplaces. Among these, 45% of the marketplaces are non-European (mainly from the USA), while only 5% are UK marketplaces (the UK lost 7 marketplaces over the last 2 years in the TOP 100, mainly due to Brexit), which means that 50% are European cross-border marketplaces.

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

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

AliExpress takes the number 1 spot with continuous impressive growth. The TOP 10 remains stable, although some scores have changed. Zalando has dropped out of the TOP 10 and the newcomer is Temu (PDD Holding) at position 9.

The TOP 100 Marketplaces have shown remarkable growth:

• Average monthly cross-border visitors increased from 2.8 billion to 3.12 billion, marking an 11% rise.
• The percentage of cross-border visitors has surged from 83.6% to 90.7% (YTD 2022).
• Marketplaces are expanding their reach, now selling to over 29 export countries.
• The average eRank score has seen improvement, rising to 64.6 from the YTD 60.9 score.
• AliExpress maintains the top spot with a score of 90.4, while Heureka, ranking at number 100, scores 44.9.

HYBRIDS outperform PURE marketplaces. Increasing the share of 3P sellers will stimulate GMV growth

• PURE C2C marketplaces are consolidating their growth. HYBRID B2C cross-border marketplaces, which include both retailers and pure players, are reinforcing their 3P share, thereby stimulating GMV growth. Expanding the third-party offer (and reducing their own stock) allows cross-border marketplaces to grow faster and control costs, enabling them to compete with C2C marketplaces.
• In 2022, 80 out of the TOP 100 marketplaces are PURE marketplaces, increasing their market share to 85% by 2025. Among these, 36 out of the 80 PURE marketplaces are C2C marketplaces, accounting for a 45% share. Out of the TOP 100 marketplaces, 73 are B2C (or B2C+C2C+C2B) marketplaces, with 20 being HYBRID marketplaces that offer a mix of their own stock and third-party (3P) products. These marketplaces intend to increase their 3P share from the current average of 30% to 40% by 2025, driving more cross-border trade.
• Amazon, with 58% 3P sellers (aiming for 65% 3P by 2025), is the largest HYBRID B2C marketplace, followed by Zalando, which has 30% 3P sellers in its HYBRID B2C marketplace and targets 50% 3P by 2025. AliExpress and Wish have 100% 3P sellers and are considered PURE B2C marketplaces. Vinted, Etsy and eBay also have 100% 3P sellers and are classified as PURE C2C marketplaces. In the second quarter of 2023, 60% of paid units were sold by third-party sellers (3P). Other B2C HYBRID marketplaces include Decathlon, About You, Tradeinn, Spartoo, Sephora, Designhill, Douglas, Sarenza, YOOX and more.

Made in China, Sold by China, Marketed by China, Delivered by China: Amazon, AliExpress, Temu…

• Most third-party sellers primarily originate from China. In fact, 59% of Amazon’s 3P sellers are based in China, while for AliExpress, the figure stands at 90%. For eBay, it’s 38%, and for Wish, it’s 82%. As a result, the Gross Merchandise Value (GMV) generated by Chinese sellers on major third-party cross-border marketplaces is staggering: In 2022, China-based 3P sellers achieved a GMV of $200 billion on Amazon worldwide, $47 billion on AliExpress, $19.5 billion on eBay, and $12 billion on Wish. These numbers are expected to double by 2026, with Amazon’s share of China-based 3P sellers projected to reach 65%.
• TEMU, a PURE B2C marketplace (100% 3P), is an ambitious newcomer in this space. It serves as an online marketplace that connects consumers with millions of China-based 3P sellers (individuals, manufacturers and brands) worldwide. TEMU is operated in several countries by the Shanghai-based company PDD Holdings Inc (Pinduoduo). TEMU’s core proposition is straightforward: if retail giants in America are essentially acting as intermediaries, why not eliminate them altogether? “Made in China” eliminates domestic (US-EU) manufacturing, “Sold by China” eliminates domestic (US-EU) sellers, and “Marketed by China” is circumventing domestic (US-EU) retailers.
• Much like Shein, Amazon, Wish, and AliExpress, Chinese sellers can take advantage of discounted shipping. A service called ePacket (China EMS ePacket or EUB) significantly reduces the cost of shipping goods from China to the US and EU.

“I would like to thank our market research partners FedEx Express and Poste Italiane who, together with our dedicated research team, put all their energy behind this eagerly awaited study. This report not only sheds light on the top-performing marketplaces in operation across Europe but also stimulates this entire sector”, concludes Carine Moitier, the founder of CBCommerce.eu.

Press coverage

Benelux

Le Soir
Les coûts cachés des petits prix sur les sites chinois
https://www.lesoir.be/542889/article/2023-10-12/les-couts-caches-des-petits-prix-sur-les-sites-chinois

Emerce
Helft Europa’s grootste marketplaces zijn specialist
https://www.emerce.nl/nieuws/helft-europas-grootste-marketplaces-specialist

PUB
{ÉTUDE} CBCOMMERCE LANCE LA QUATRIÈME ÉDITION DU “TOP 100 CROSS-BORDER MARKETPLACES”
https://pub.be/fr/etude-cbcommerce-lance-la-quatrieme-edition-du-top-100-cross-border-marketplaces/

Twinkle
Amerikaanse marktplaatsen stomen op in Europese crossborder-top
https://twinklemagazine.nl/2023/10/amerikaanse-marktplaatsen-stomen-op-in-europese-crossborder-top/index.xml

Fashion United
Cross-Border Commerce Europe: 63 procent van de online omzet wordt gegenereerd door marketplaces
https://fashionunited.nl/nieuws/business/cross-border-commerce-europe-63-procent-van-de-online-omzet-wordt-gegenereerd-door-marketplaces/2023101258789

RetailDetail
Via marktplaatsen overspoelen Chinese verkopers de wereld
https://www.retaildetail.nl/news/algemeen/via-marktplaatsen-overspoelen-chinese-verkopers-de-wereld/
Grâce aux places de marché, les vendeurs chinois inondent le monde
https://www.retaildetail.be/fr/news/general/grace-aux-places-de-marche-les-vendeurs-chinois-inondent-le-monde/

Nieuwsbreak
Cross-Border Commerce Europe: 63 procent van de online omzet wordt gegenereerd door marketplaces
https://beautyfashion.nieuwsbreak.nl/headline/beauty-amp-fashion-nieuws/cross-border-commerce-europe-63-procent-van-de-online-omzet-wordt-gegenereerd-door-marketplaces/64085433

Gondola
Marktplaatsen steeds belangrijker bij Europese e-commerce
https://www.gondola.be/nl/news/marktplaatsen-steeds-belangrijker-bij-europese-e-commerce
Les places de marché gagnent en puissance dans l’e-commerce européen
https://www.gondola.be/fr/news/les-places-de-marche-gagnent-en-puissance-dans-le-commerce-europeen

Wonen360
Chinese verkopers overspoelen wereld met producten via tal van marktplaatsen
https://www.wonen360.nl/article/9567531/chinese-verkopers-overspoelen-wereld-met-producten-via-tal-van-marktplaatsen/

DACH

Onlinemarktplatz
Die 100 besten Cross-Border-Marktplätze in Europa: Studie 2022 von Cross-Border Commerce Europe
https://www.onlinemarktplatz.de/230696/cross-border-marktplaetze/

Klamm
Die 100 besten Cross-Border-Marktplätze in Europa: Studie 2022 von Cross-Border Commerce Europe
https://www.klamm.de/news/die-100-besten-cross-border-marktplaetze-in-europa-studie-2022-von-cross-border-commerce-europe-14N230696.html

iBusiness
Ranking: Das sind die größten Cross-Border-Marktplätze in Europa
https://www.ibusiness.de/aktuell/db/091734jg.html

Internet World
Cross-Border Online-Umsatz in Europa erreicht im letzten Jahr 265 Mrd. Euro
https://www.internetworld.de/online-marktplaetze/zahlen-studien/cross-border-online-umsatz-in-europa-erreicht-im-letzten-jahr-265-mrd-euro-nbsp-2889589.html

Fashion Network
AliExpress, Etsy und Amazon führend im grenzüberschreitenden E-Commerce in Europa
https://at.fashionnetwork.com/news/Aliexpress-etsy-und-amazon-fuhrend-im-grenzuberschreitenden-e-commerce-in-europa,1565637.html

Postbranche
Cross-Border Commerce Europe bringt die vierte Ausgabe der „TOP 100 Cross-Border Marketplaces Europe“ heraus
https://www.postbranche.de/2023/10/12/cross-border-commerce-europe-bringt-die-vierte-ausgabe-der-top-100-cross-border-marketplaces-europe-heraus/

Com! Magazin
Cross-Border Online-Umsatz in Europa erreicht im letzten Jahr 265 Mrd. Euro
https://www.com-magazin.de/news/e-commerce/cross-border-online-umsatz-in-europa-erreicht-im-letzten-jahr-265-mrd-euro-nbsp-2889636.html

Online PC
Cross-Border Online-Umsatz in Europa erreicht im letzten Jahr 265 Mrd. Euro
https://www.onlinepc.ch/business/e-commerce/cross-border-online-umsatz-in-europa-erreicht-im-letzten-jahr-265-mrd-euro-nbsp-2889685.html

Versendhaus Berater
Ranking: Das sind die größten Cross-Border-Marktplätze in Europa
https://www.versandhausberater.de/aktuell/db/091734jg.html

Hardreset
AliExpress übertrifft Amazon: Zum führenden E-Commerce-Ziel Europas gekürt
https://www.hardreset.info/de/articles/aliexpress-surpasses-amazon-crowned-europes-premier-e-commerce-destination/

International

Tekdeeps
Cross-border online sales in Europe reached 265 billion euros last year
https://tekdeeps.com/cross-border-online-sales-in-europe-reached-265-billion-euros-last-year/

Yahoo!
Cross-Border Commerce Europe launches the fourth edition of the “TOP 100 Cross-Border Marketplaces Europe”. An annual analysis of the best global cross-border platforms in operation across Europe, EU28 including the UK.
https://finance.yahoo.com/news/cross-border-commerce-europe-launches-120000878.html?guccounter=1

Morningstar
Cross-Border Commerce Europe launches the fourth edition of the “TOP 100 Cross-Border Marketplaces Europe”. An annual analysis of the best global cross-border platforms in operation across Europe, EU28 including the UK.
https://www.morningstar.com/news/business-wire/20231012361682/cross-border-commerce-europe-launches-the-fourth-edition-of-the-top-100-cross-border-marketplaces-europe-an-annual-analysis-of-the-best-global-cross-border-platforms-in-operation-across-europe-eu28-including-the-uk

Fashion Network
Alibaba, Etsy et Amazon au sommet du e-commerce transfrontalier européen
https://ma.fashionnetwork.com/news/Alibaba-etsy-et-amazon-au-sommet-du-e-commerce-transfrontalier-europeen,1565100.html

Ecommerce News
Marketplaces generate 63% of cross-border turnover
https://ecommercenews.eu/marketplaces-generate-63-of-cross-border-turnover/

RetailDetail
Chinese sellers flood the world through marketplaces
https://www.retaildetail.eu/news/general/chinese-sellers-flood-the-world-through-marketplaces/

Dlahandlu
Chińczycy zdominowali platformy marketplace
https://www.dlahandlu.pl/e-commerce/wiadomosci/chinczycy-zdominowali-platformy-marketplace,132023.html

Grande Consumo
Vendas transfronteiriças na Europa atingiram 265 mil milhões de euros em 2022
https://grandeconsumo.com/vendas-transfronteiricas-na-europa-atingiram-265-mil-milhoes-de-euros-em-2022/

Zephyrnet
Marketplaces generate 63% of cross-border turnover
https://zephyrnet.com/marketplaces-generate-63-of-cross-border-turnover/

Ecommerce Bridge
E-commerce day 2024: konference pro e-shopy, které chtějí růst
https://www.ecommercebridge.cz/e-commerce-day-2024-konference-pro-e-shopy-ktere-chteji-rust/

Digibiz
E-commerce day 2024: konference pro e-shopy, které chtějí růst
https://www.digibiz.cz/e-commerce-day-2024-konference-pro-e-shopy-ktere-chteji-rust/

Spain

Ecommerce News
Las ventas cross border en Europa alcanzaron los 265 MM€ en 2022
https://ecommerce-news.es/las-ventas-cross-border-en-europa-alcanzaron-los-265-mme-en-2022/

France

Ecommercemag
Cross-Border Commerce Europe dévoile le Top 100 des marketplaces transfrontalières en Europe
https://www.ecommercemag.fr/Thematique/retail-1220/strategie-retail-2163/Breves/Decouvrez-le-Top-100-des-marketplaces-transfrontalieres-en-Europe-385545.htm

Fashion Network
Alibaba, Etsy et Amazon au sommet du e-commerce transfrontalier européen
https://tn.fashionnetwork.com/news/Alibaba-etsy-et-amazon-au-sommet-du-e-commerce-transfrontalier-europeen,1565100.html

Lengow
The Future of Online Marketplaces
https://blog.lengow.com/marketplaces/the-future-of-online-marketplaces/

Hardreset
AliExpress dépasse Amazon : couronnée première destination de commerce électronique en Europe
https://www.hardreset.info/fr/articles/aliexpress-surpasses-amazon-crowned-europes-premier-e-commerce-destination/