6th Edition of the “TOP 500 B2C Cross-Border Retail Europe”: An annual ranking of the TOP 500 European cross-border online shops

Brussels – 2nd May 2024 – Cross-Border Commerce Europe, a leading platform fostering cross-border e-commerce throughout Europe, has released a comprehensive research paper. This annual report ranks the top 500 European e-commerce players, focusing on their cross-border performance. In 2023, the total online EU cross-border market reached €237 billion (excluding travel), marking a 32% increase year-on-year. European webshops achieved €107 billion in cross-border turnover, while the B2C online turnover for goods in Europe saw a 13% increase, reaching €741 billion. In this sixth edition, IKEA continues to lead in the “TOP 500 Cross-Border Retail Europe”, a study supported by FedEx Express and Poste Italiane.

The Cross-Border TOP 500 report highlights a decrease in turnover, underperforming amidst an unstable macroeconomic environment, logistical challenges and intense competition from US and emerging Chinese brands such as Shein and TEMU. The GMV of the TOP 500 saw an 18% decline to €50 billion in 2023.

The rankings are derived by evaluating four primary parameters:

• Online cross-border sales from 15 Western European countries, Scandinavia and the United Kingdom
• SEO indicators reflecting cross-border performance
• Cross-border score based on the number of active countries
• The proportion and number of cross-border visitors

This ranking is further refined by seven secondary weighted parameters: brand authority, organic search traffic, linguistic diversity, currency options, payment methods, local logistics and marketplace functionality.

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TOP 500 Key Findings

TOP 10: Based on the above-mentioned methodology, the TOP 10 “Elite” European etailers for 2023 are:

• TOP 1: IKEA
• TOP 2: Zalando
• TOP 3: H&M
• TOP 4: Lego
• TOP 5: Zara
• TOP 6: Jysk
• TOP 7: Lidl
• TOP 8: Decathlon
• TOP 9: Adidas
• TOP 10: Notino

These top 10 entities represent 19% of the TOP 500’s total sales, with IKEA achieving €5.2 billion in cross-border turnover.

Brexit
The UK’s cross-border sales have fallen to a historical low of -1.8%, resulting in €27.5 billion, a slight decrease from €28 billion in 2022. The challenges include Brexit-related VAT regulations, import duties and logistics complexities. Consequently, Germany has now surpassed the UK as the leading cross-border market in Europe.

TOP 500 sectors and product categories

There is a noticeable shift within the TOP 500, with an 8% increase in brand manufacturers such as Lego, Nespresso, Adidas and Philips enhancing their direct-to-consumer channels. Despite these changes, pure players and marketplaces remain stable, holding 42% of the TOP 500. Fashion, jewellery and footwear continue to dominate with a 39% share, followed by home, garden and DIY products at 13.3%.

The TOP 500 European marketplaces are losing ground to American and new Chinese contenders, including marketplaces and social media apps, unable to match the scale and agility of these emerging giants.

• How are Chinese marketplaces conquering the western e-commerce market? In an unprecedented push, China is expanding its marketplaces and platforms across Europe to circumvent regional competitors more aggressively than ever. Some insights and recommendations for struggling European B2C marketplaces:
  • The falling stock prices of listed companies such as Zalando, ASOS, Farfetch, Boohoo and Yoox highlight the challenges they face in competing with Asian sellers.
  • Brexit has further impacted the cross-border activities of Asos and Farfetch, exacerbating their struggles.
  • Conversely, Decathlon, a sports retail chain, has successfully cultivated a loyal customer base. The platform’s primary strength lies in its deep understanding of local consumer preferences, reflected in its bespoke offerings and customer-centric services.
  • Faced with aggressive pricing and an overwhelming array of products from Chinese e-commerce platforms, European companies must prioritise quality, reliable delivery times, community engagement and localised services. These elements are crucial for maintaining a strong position in their respective markets amidst fierce competition.
• The influence of Shein on major European fast fashion retailers such as Inditex (Zara) and H&M appears to be significant, yet these companies are holding their ground. Zara’s strategy of closing underperforming stores aligns with broader industry trends, similar to those adopted by H&M. Inditex is focusing on enhancing its digital and hybrid offerings while expanding its more successful outlets, showing resilience against the rising Chinese influence.
• Social Commerce platforms like TikTok Shop and Instagram are not just trends; they represent the most significant market disruption since the advent of the Internet. It is imperative for European sellers to embrace social commerce to remain competitive in the evolving retail landscape.

 

“I would like to extend my warm thanks to our market research team and our partners, FedEx Express and Poste Italiane, for their support in establishing this new ranking. It highlights the leading European players in cross-border e-commerce and stimulates the entire retail industry,” concludes Carine Moitier, Founder of CBCommerce.eu.

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Press coverage

Benelux

Nieuws.nl
Opkomst Chinese webshops leidt tot omzetdaling in Europa
https://nieuws.nl/economie/20240502/opkomst-chinese-webshops-leidt-tot-omzetdaling-in-europa/

The Brussels Times
Cross-border e-commerce sales up 32% in Europe
https://www.brusselstimes.com/business/1029924/cross-border-e-commerce-sales-up-32-in-europe

RetailDetail
Waarom Europese marktplaatsen terrein verliezen aan Amerikaanse en Chinese uitdagers
https://www.retaildetail.be/nl/news/algemeen/waarom-europese-marktplaatsen-terrein-verliezen-aan-amerikaanse-en-chinese-uitdagers/

Transport Online
Opkomst Chinese webshops leidt tot omzetdaling in Europa
https://www.transport-online.nl/46236/opkomst-chinese-webshops-leidt-tot-omzetdaling-in-europa/

Nederlands Dagblad
Opkomst Chinese webshops leidt tot omzetdaling in Europa
https://www.nd.nl/varia/varia/1222533/opkomst-chinese-webshops-leidt-tot-omzetdaling-in-europa

Zeelandnet
Opkomst Chinese webshops leidt tot omzetdaling in Europa
https://www.zeelandnet.nl/nieuws/opkomst-chinese-webshops-leidt-tot-omzetdaling-in-europa

Welinglichte Kringen
Opkomst Chinese webshops leidt tot omzetdaling in Europa
https://www.welingelichtekringen.nl/economie/opkomst-chinese-webshops-leidt-tot-omzetdaling-in-europa

MSN
Omzet grootste Europese webwinkels daalt door opkomende Chinese concurrentie
https://www.msn.com/nl-be/financien/nieuws/omzet-grootste-europese-webwinkels-daalt-door-opkomende-chinese-concurrentie/ar-AA1o17sx
Opkomst Chinese webshops leidt tot omzetdaling in Europa
https://www.msn.com/nl-nl/geldzaken/nieuws/opkomst-chinese-webshops-leidt-tot-omzetdaling-in-europa/ar-AA1o1EZo?ocid=finance-verthp-feeds

Sudinfo
Progression de 32 % des ventes pour l’e-commerce transfrontalier européen
https://www.sudinfo.be/id831842/article/2024-05-02/progression-de-32-des-ventes-pour-le-commerce-transfrontalier-europeen

RTL
Progression de 32% des ventes pour l’e-commerce transfrontalier européen
https://www.rtl.be/actu/belgique/economie/progression-de-32-des-ventes-pour-le-commerce-transfrontalier-europeen/2024-05-02/article/664693

Belga
European webshops losing ground to Chinese and US competitors
https://www.belganewsagency.eu/european-webshops-losing-ground-to-chinese-competitors

Twinkle
Ikea voert wederom crossborder top 500-lijst aan
https://twinklemagazine.nl/2024/05/ikea-voert-wederom-top-500-lijst-aan/index.xml

Trends Tendances
E-commerce : l’Europe subit l’effet des entreprises chinoises
https://trends.levif.be/entreprises/e-commerce-leurope-subit-leffet-des-entreprises-chinoises/

BNR
Webshops gaan gebukt onder Chinese concurrentie: ‘Ze moeten zich zorgen maken’
https://www.bnr.nl/nieuws/economie/10546069/webshops-gaan-gebukt-door-concurrentie-uit-china-ze-moeten-zich-zorgen-maken

Digimedia
Les entreprises chinoises fragilisent l’e-commerce européen
https://digimedia.be/content.php?rubric=News&lng=fr&id=26256&title=les-entreprises-chinoises-fragilisent-l-ecommerce-europ-en
Chinese bedrijven verzwakken de Europese e-commerce
https://digimedia.be/content.php?rubric=News&lng=nl&id=26256&title=chinese-bedrijven-verzwakken-de-europese-ecommerce

Thuiswinkel
Instanties onderzoeken handelspraktijken Chinese platforms
https://www.thuiswinkel.org/nieuws/instanties-onderzoeken-handelspraktijken-chinese-platforms/

 

France

La Tribune
E-commerce : les sites chinois comme Shein ou Temu font de l’ombre aux plateformes européennes de commerce en ligne
https://www.latribune.fr/entreprises-finance/services/distribution/e-commerce-les-sites-chinois-comme-shein-ou-temu-font-de-l-ombre-aux-plateformes-europeennes-de-commerce-en-ligne-996680.html

Head Topics
Shein, Temu… Les acteurs européens de l’e-commerce pâtissent « des marques chinoises émergentes »
https://headtopics.com/fr/shein-temu-les-acteurs-europeens-de-l-e-commerce-51843856

Sudouest
Shein, Temu… Les acteurs européens de l’e-commerce pâtissent « des marques chinoises émergentes »
https://www.sudouest.fr/shein-temu-les-acteurs-europeens-de-l-e-commerce-patissent-des-marques-chinoises-emergentes-19547139.php

Afropages
E-commerce : les géants européens pénalisés par la « concurrence intense » des marques chinoises émergentes
https://www.afropages.fr/les-echos/e-commerce-les-geants-europeens-penalises-par-la-concurrence-intense-des-marques-chinoises-emergentes

La Provence
Les acteurs européens de l’e-commerce pâtissent “des marques chinoises émergentes” comme Shein et Temu
https://www.laprovence.com/article/france-monde/145421232347515/les-acteurs-europeens-de-le-commerce-patissent-des-marques-chinoises-emergentes-comme-shein-et-temu

Ecommercemag
Top 500 BtoC Cross-Border Retail Europe : les retailers européens s’essoufflent
https://www.ecommercemag.fr/Thematique/retail-1220/veille-internationale-2170/Breves/Top-500-BtoC-Cross-Border-Retail-Europe-les-retailers-europeens-459836.htm

Techniques Ingenieur
Les acteurs européens de l’e-commerce pâtissent « des marques chinoises émergentes » comme Shein et Temu (étude)
https://www.techniques-ingenieur.fr/actualite/breves-afp/les-acteurs-europeens-de-le-commerce-patissent-des-marques-chinoises-emergentes-comme-shein-et-temu-etude-134183/

Head Topics
E-commerce : comment Shein et Temu grignotent du terrain sur les marques européennes
https://headtopics.com/fr/e-commerce-comment-shein-et-temu-grignotent-du-terrain-51849962

Les Echos
E-commerce : comment Shein et Temu grignotent du terrain sur les marques européennes
https://www.lesechos.fr/industrie-services/conso-distribution/e-commerce-comment-shein-et-temu-grignotent-du-terrain-sur-les-marques-europeennes-2092612

Le Média
Ikea, Zalando et H&M leaders du commerce transfrontalier en Europe
https://www.republik-retail.fr/strategie-retail/e-commerce/ikea-zalando-et-h-m-leaders-du-commerce-transfrontalier-en-europe.html

Le Figaro
Les acteurs européens de l’e-commerce pâtissent «des marques chinoises émergentes» comme Shein et Temu (étude)
https://www.lefigaro.fr/flash-eco/les-acteurs-europeens-de-l-e-commerce-patissent-des-marques-chinoises-emergentes-comme-shein-et-temu-etude-20240502

Le Moci
E-commerce : Ikea numéro un des ventes transfrontalières en Europe
https://www.lemoci.com/e-commerce-ikea-numero-un-des-ventes-transfrontalieres-en-europe/

NEXT
L’e-commerce européen pâtit de la concurrence de la fast fashion chinoise et du commerce social
https://next.ink/brief_article/le-commerce-europeen-patit-de-la-concurrence-de-la-fast-fashion-chinoise-et-du-commerce-social/

 

DACH

Postbranche
6. Ausgabe des „TOP 500 Cross-Border Retail Europe“: ein jährliches Ranking der TOP 500 europäischen Cross-Border Online-Shops
https://www.postbranche.de/2024/05/02/6-ausgabe-des-top-500-cross-border-retail-europe-ein-jaehrliches-ranking-der-top-500-europaeischen-cross-border-online-shops/

Onlinemarktplatz
Die Top 500 Cross-Border-Marktplätze in Europa
https://www.onlinemarktplatz.de/240249/top-500-cross-border-marktplaetze/

iBusiness
Cross-Border-Commerce in Europa: Ikea bleibt der stärkste Player
https://www.ibusiness.de/aktuell/db/645864suf.html

GFM
E-Commerce: Deutschland größter Cross-Border Commerce-Markt
https://www.gfm-nachrichten.de/news/deutschland-cross-border/

Verlag Strohmayer
6. Ausgabe des “TOP 500 Cross-Border Retail Europe” – jährliches Ranking der TOP 500 europäischen Cross-Border Online-Shops
https://www.wohnkultur.co.at/6-ausgabe-des-top-500-cross-border-retail-europe-jaehrliches-ranking-der-top-500-europaeischen-cross-border-online-shops/

 

International

Fashion Network
Decathlon junta-se à Zalando, H&M e Zara entre os líderes do comércio eletrónico transfronteiriço na Europa
https://pt.fashionnetwork.com/news/Decathlon-junta-se-a-zalando-h-m-e-zara-entre-os-lideres-do-comercio-eletronico-transfronteirico-na-europa,1629173.html

Ecommerce News
Cross-border ecommerce reached 237 billion euros
https://ecommercenews.eu/cross-border-ecommerce-reached-237-billion-euros/
O comércio eletrónico transfronteiriço atingiu 237 mil milhões de euros
https://ecommercenews.pt/o-comercio-eletronico-transfronteirico-atingiu-237-mil-milhoes-de-euros/

Plato AI
Το διασυνοριακό ηλεκτρονικό εμπόριο έφτασε τα 237 δισ. ευρώ
https://zephyrnet.com/el/%CF%84%CE%BF-%CE%B4%CE%B9%CE%B1%CF%83%CF%85%CE%BD%CE%BF%CF%81%CE%B9%CE%B1%CE%BA%CF%8C-%CE%B7%CE%BB%CE%B5%CE%BA%CF%84%CF%81%CE%BF%CE%BD%CE%B9%CE%BA%CF%8C-%CE%B5%CE%BC%CF%80%CF%8C%CF%81%CE%B9%CE%BF-%CE%AD%CF%86%CF%84%CE%B1%CF%83%CE%B5-%CF%84%CE%B1-237-%CE%B4%CE%B9%CF%83.-%CE%B5%CF%85%CF%81%CF%8E/

Insight VAS
Cross-border ecommerce reached 237 billion euros
https://insightvas.com/cross-border-ecommerce-reached-237-billion-euros/

Affaritaliani
E-commerce, Shein e Temu si prendono l’Europa e Bezos con Amazon trema
https://www.affaritaliani.it/economia/e-commerce-shein-e-temu-si-prendono-l-europa-e-bezos-con-amazon-trema-914935.html?ref=ig

Italia Oggi
Vendite online, si aggiusta il tiro
https://www.italiaoggi.it/news/vendite-online-si-aggiusta-il-tiro-202405022015334748

Ecommerce Bridge
Přeshraniční e-commerce v Evropě roste
https://www.ecommercebridge.cz/preshranicni-e-commerce-v-evrope-roste/

Fibre2Fashion
Cross-border e-com sales up 32% YoY in Europe in 2023: Survey
https://www.fibre2fashion.com/news/e-commerce-industry/cross-border-e-com-sales-up-32-yoy-in-europe-in-2023-survey-295088-newsdetails.htm

Metaforespress
Η διαδικτυακή ευρωπαϊκή διασυνοριακή αγορά ηλεκτρονικού εμπορίου έφτασε τα 237 δισ. ευρώ το 2023
https://www.metaforespress.gr/taxidromia/%ce%b7-%ce%b4%ce%b9%ce%b1%ce%b4%ce%b9%ce%ba%cf%84%cf%85%ce%b1%ce%ba%ce%ae-%ce%b5%cf%85%cf%81%cf%89%cf%80%ce%b1%cf%8a%ce%ba%ce%ae-%ce%b4%ce%b9%ce%b1%cf%83%cf%85%ce%bd%ce%bf%cf%81%ce%b9%ce%b1%ce%ba/

WS 100EC
2023年欧洲跨境电商市场规模达2370亿欧元 同比增长32%
https://www.100ec.cn/detail–6638455.html

52BY
全球时尚配饰市场强势增长，2025年将超7800亿美元
https://www.52by.com/article/159078

XD56B
欧洲2023年跨境电商市场增长32%
https://www.xd56b.com/home/guoji/2024/0511/39113.html