Cross-Border Commerce Europe Unveils the Fifth Edition of the “TOP 100 Cross-Border Marketplaces Europe” Report: European Cross-Border E-Commerce Reaches New Heights.
Brussels – 10th October 2024. Cross-Border Commerce Europe, the authoritative platform driving cross-border e-commerce in Europe, has released the much-anticipated fifth edition of its “TOP 100 Cross-Border Marketplaces Europe” report. The study reveals a booming cross-border e-commerce landscape, with marketplaces emerging as the cornerstone of European cross-border trade. A study conducted by CBCommerce with the support of FedEx Express and Poste Italiane.
In 2023/2024, the European cross-border e-commerce market reached a staggering €326 billion, of which €225 billion, or 69%, was generated by online marketplaces. This reflects the critical role that these platforms play in connecting consumers and businesses across borders, underscoring their importance as key drivers of the digital economy in Europe.
Prominent players like Amazon and eBay continue to dominate, capturing over half of the marketplace-driven turnover. However, the top 100 cross-border marketplaces stand out with a remarkable €197.01 billion turnover, reflecting a 39.29% growth. This highlights the resilience of Europe’s marketplace ecosystem. Despite this growth, the share of marketplaces in total e-commerce GMV is projected to slightly decline from 69% to 67.9% by 2025, signaling potential market maturation. Meanwhile, overall cross-border GMV is expected to rise, with 97.30% of visitors forecasted to be cross-border in 2025, highlighting the continued growth and expansion of the cross-border market.
The TOP 10 Marketplaces in this report are:
- Amazon
- AliExpress
- eBay
- Etsy
- Temu
- Vinted
- OLX
- Shein
- Discogs
- Zalando
The TOP 100 eRank is a relevance ranking obtained by the ponderation of four primary parameters:
- Cross-border online sales across 28 European countries (EU + UK, Switzerland, Norway)
- SEO indicators for cross-border performance
- Coverage of countries (cross-border score)
- Volume and percentage of cross-border visits
The above-mentioned criteria are combined with five secondary weighted parameters:
- Marketplace business models (B2B, B2C, P2P, C2C); Pan-European brand strategies; AI & Big Data strategies; Customer services offered and Marketplace type (Hybrid or Pure): the ranking favors hybrid third-party (3P) B2C marketplaces aiming for higher 3P seller share and increased cross-border GMV.
Carine Moitier, founder of CBCommerce.eu, noted, “The findings from our latest report underscore the dynamic evolution of cross-border e-commerce in Europe. The substantial growth rates among the top 100 marketplaces indicate not only the sector’s resilience but also the expanding consumer preference for cross-border shopping. These trends suggest a promising future for both established players and new entrants who are poised to capitalize on the opportunities within this rapidly evolving market.”
E-Commerce Revolution: Multichannel Strategies and Chinese Giants Shein and Temu Challenge Amazon’s Market Dominance
The e-commerce landscape is rapidly changing, driven by multichannel strategies and the rise of Chinese marketplaces like Shein and Temu. Historically dominant Amazon faces new challenges as sellers diversify their channels.
Since 2022, sellers have increasingly adopted multichannel approaches, expanding beyond Amazon to their own sites, social media, and emerging platforms. This shift is motivated by rising Amazon costs, market saturation, and desires for brand control. Multichannel strategies allow sellers to reach diverse customers, enhance visibility, and potentially increase profits while mitigating platform dependency risks.
Shein and Temu are redefining global marketplace competition with innovative models emphasizing direct-from-manufacturer sales, aggressive pricing, and social media marketing. Their rapid growth challenges Western approaches but also attracts regulatory scrutiny over impacts on local businesses, labor standards, and consumer safety.
The Dual-Edged Sword of E-Commerce: How Chinese Marketplaces Are Reshaping Global Trade
The rise of Chinese marketplaces is transforming Europe’s e-commerce landscape. Platforms like Temu and Shein employ a vertically integrated “produced by China, marketed by China, sold by China, and delivered by China” model, forcing Western players to adapt.
Amazon exemplifies this shift’s complexity. While benefiting from efficient Chinese third-party sellers (over half its third-party sales), it faces risks from geopolitical tensions, regulatory changes, and cybersecurity concerns. The focus on low-cost Chinese goods also raises product quality and safety issues.
To maintain dominance, Amazon is expanding its Chinese seller network, enhancing logistics, and innovating delivery methods. However, these strategies involve challenges in seller integration, cultural and regulatory navigation, and maintaining consumer trust.
The future of global e-commerce hinges on how Western companies innovate and navigate an increasingly competitive and regulated marketplace shaped by the rise of Chinese e-commerce giants.
“I would like to extend my thanks to our market research team and our partners, FedEx Express and Poste Italiane, for this fifth edition of the “Top 100 Online Marketplaces in Europe” report. This initiative enhances transparency within the European online marketplace sector and drives cross-border growth across the entire industry,” concludes Carine Moitier, founder of CBCommerce.EU.
Press coverage
Benelux
DH
Voici les plateformes en ligne sur lesquels vous faites le plus de shopping en ligne
https://www.dhnet.be/conso/consommation/2024/10/10/voici-les-plateformes-en-ligne-sur-lesquels-vous-faites-le-plus-de-shopping-en-ligne-DQ5LTRTUK5H7XIXBFIU4QIYE2U/
Trends
Amazon, Aliexpress et Ebay toujours en tête des places de marché en ligne en Europe
https://trends.levif.be/entreprises/amazon-aliexpress-et-ebay-toujours-en-tete-des-places-de-marche-en-ligne-en-europe/
Gondola
Europese e-commerce staat onder druk
https://www.gondola.be/nl/news/europese-e-commerce-staat-onder-druk
Retail Detail
Hoe de Europese e-commerce volledig in Chinese handen valt
https://www.retaildetail.be/nl/news/algemeen/hoe-de-europese-e-commerce-volledig-in-chinese-handen-valt/
Comment l’e-commerce européen tombe dans l’escarcelle chinoise
https://www.retaildetail.be/fr/news/general/comment-le-commerce-europeen-tombe-dans-lescarcelle-chinoise/
How Amazon is losing its grip on European e-commerce
https://www.retaildetail.eu/news/general/how-european-e-commerce-is-falling-into-chinas-lap/
DACH
Onlinemarktplatz
TOP 100 Cross-Border Marketplaces Europe: E-Commerce-Wachstum und Hauptakteure 2023-2024
https://www.onlinemarktplatz.de/248164/top-100-cross-border-marketplaces/
Neuhandeln
Das sind die größten Marktplätze in Europa
https://www.neuhandeln.de/beitraege/db/538881jg.html
Verlag Strohmayer
Cross-Border Commerce Europe veröffentlicht die fünfte Ausgabe des Berichts „TOP 100 Cross-Border Marketplaces Europe“
https://www.wohnkultur.co.at/cross-border-commerce-europe-veroeffentlicht-die-fuenfte-ausgabe-des-berichts-top-100-cross-border-marketplaces-europe/
Diy
Marktplätze dominieren den grenzüberschreitenden Onlinehandel
https://www.diyonline.de/d/news/2024/10/11/plus/marktplaetze-dominieren-den-grenzueberschreitenden-onlinehandel.html
iBusiness
Das sind die größten Marktplätze in Europa
https://www.ibusiness.de/aktuell/db/538881jg.html
France
IziFlux
Le Top 100 des marketplaces transfrontalières en Europe : tendances émergentes et prévisions pour 2025
https://blog.iziflux.com/2024/10/14/le-top-100-des-marketplaces-transfrontalieres-en-europe-tendances-emergentes-et-previsions-pour-2025-20821279
Ecommercemag
Top 100 des marketplaces transfrontalières : l’essor des stratégies multicanales
https://www.ecommercemag.fr/Thematique/retail-1220/veille-internationale-2170/Breves/Top-100-marketplaces-transfrontalieres-essor-strategies-multicanales-464208.htm
Les Clés du digital
Shein et Temu redéfinessent la concurrence mondiale des marketplaces
https://www.lesclesdudigital.fr/shein-et-temu-pesent-sur-le-commerce-transfrontalier-europeen/
International
Fashion Network
Amazon, Temy et Shein au Top 10 des marketplaces transfrontalières en Europe
https://ma.fashionnetwork.com/news/premiumContent,1669865.html
Ennews
速卖通第二!与Temu、SHEIN一起闯进“欧洲跨境电商TOP 10”
https://www.ennews.com/article-29892-1.html
Index Shopping
Zašto je Temu pod nadzorom Europske komisije?
https://www.index.hr/shopping/clanak/zasto-je-temu-pod-nadzorom-europske-komisije/2606071.aspx
DIY International
Marketplaces dominate cross-border online trade
https://www.diyinternational.com/content/news/2024/10/11/plus/marketplaces-dominate-cross-border-online-trade.html
Lengow
European Cross-Border E-Commerce Reaches New Heights, with Marketplaces at the Heart of It
https://blog.lengow.com/marketplaces/european-cross-border-e-commerce-reaches-new-heights/
Ecommerce News
Los marketplaces generan el 69% de las ventas transfronterizas europeas
https://ecommerce-news.es/los-marketplaces-generan-el-69-de-las-ventas-transfronterizas-europeas/
Marketplaces geram 69% das vendas transfronteiriças europeias
https://ecommercenews.pt/marketplaces-geram-69-das-vendas-transfronteiricas-europeias/
Plato AI
Marketplaces generate 69% of European cross-border sales
https://zephyrnet.com/marketplaces-generate-69-of-european-cross-border-sales-2/
Ecommerce News
Marketplaces generate 69% of European cross-border sales
https://ecommercenews.eu/marketplaces-generate-69-of-european-cross-border-sales/
Ecommerce Bridge
Cross-border e-commerce is the driving force behind the €326 billion European market
https://www.ecommercebridge.cz/preshranicni-e-commerce-je-hnaci-silou-evropskeho-trhu-ve-vysi-326-miliard-eur/
Portugal Global
Marketplaces generate 69% of European cross-border sales
https://www.portugalglobal.pt/en/news/marketplaces-generate-69-of-european-cross-border-sales/
Izvozno Okno
Evropsko čezmejno e-trgovanje bo letos doseglo 326 mlrd EUR
https://www.izvoznookno.si/aktualno/evropsko-cezmejno-e-trgovanje-bo-letos-doseglo-326/
Trade Magazin
Európában a határon átnyúló értékesítés 69%-a a piacterekről származik
https://trademagazin.hu/hu/europaban-a-hataron-atnyulo-ertekesites-69-a-a-piacterekrol-szarmazik/
Retail Loyalty
Маркетплейсы генерируют 69% европейских трансграничных продаж
https://retail-loyalty.org/news/marketpleysy-generiruyut-69-evropeyskikh-transgranichnykh-prodazh/
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