Second edition of the “Top 100 Consumer Electronics Retail Europe”

Brussels, 18th June 2025. Cross-Border Commerce Europe, a leading platform for promoting cross-border e-commerce across Europe, proudly presents the second edition of the “Top 100 Consumer Electronics Retail Europe.” This annual ranking showcases the top 100 online retailers in the consumer electronics sector. This comprehensive study identifies and ranks the leading cross-border online consumer electronics retailers and marketplaces in Europe.

The consumer electronics market has faced challenges due to post-Covid macroeconomic downturns and inflationary pressures driven by geopolitical tensions, including the Ukrainian and Israeli conflicts. After a modest growth of 6.5% in 2024, the consumer electronics retail market in Europe (both online and offline) is expected to increase slowly (enhanced by difficult political situations) from €215 billion today to €220 billion by 2026. On average, consumer electronics retailers generate nearly half (46.6%) of their revenue from the 3C product category (Computers, Communication and Consumer Electronics), with the remainder coming from white goods and household appliances.

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However, the European online consumer electronics market, currently valued at €112 billion, realized an increase of 24%, from €90 billion in 2023. This number is projected to reach €117 billion by 2026. This growth is driven by retailers and C2C marketplaces specialising in the resale of used and refurbished electronics. By 2026, we also predict that more than half of the total revenue in the EU consumer electronics market (€117 billion out of €220 billion) will be generated through online sales, with 47% of this amount (€55 billion) attributed to cross-border trade.

Representing 13% of total online retail sales across all categories, the €112 billion online consumer electronics market holds the second-largest market share, following the leading fashion sector, which accounts for 15,5%.

Ranking of Key Players in Consumer Electronics

This report ranks Consumer Electronics sellers based on several factors: online revenue, online market share, in-company online market share, cross-border visits and sales, marketplace GMV, pure or hybrid marketplaces, subcategory focus (e.g., telephony), business models (B2C, C2C, B2B), level of recommerce, web conversion, SEO relevance, pan-European brand strategies, management by global parent companies and multichannel retail (both online and offline) channels.

Top 100 Online Cross-Border Consumer Electronics Retailers

For 2024, the market size of the Top 100 is €47 billion (an increase of 5% from 2023, representing a 42% market share of the total Consumer Electronics Market Volume of €112 billion. This cross-border share is projected to increase to 47% in 2026 (so nearly €55 billion out of the €117 billion market).

Online Market Share

Amazon leads with an 19,35% share, followed by Samsung at 10,5% and eBay at 3,49%.

Detailed Insights on the Top 100

• Average cross-border turnover in the EU: €478 million
• Highest turnover: Amazon with €17.5 billion
• Monthly average cross-border visitors: 37.4 million (total for Top 100: 3.75 billion)
• Average cross-border visitors: 48%
• Leading product category: Telephony.

TOP 3: Amazon – Samsung – eBay

Amazon dominates with €17.5 billion in online consumer electronics sales, capturing one-sixth of the market share. Its largest sales segment is Computers/Consumer Electronics, accounting for more than one-quarter (27.5%) of its revenue. eBay generates €3.13 billion from consumer electronics, representing 16.4% of its total sales. All over for the TOP100, the share of consumer electronics accounts for 46.9%.

Powerful Retail Associations

Euronics International (ranked 27nd) and Expert International (ranked 32nd) play crucial roles in supporting 14,000 independent consumer electronics retailers across Europe.

Telephony Market Leaders: Apple (#5) and Samsung (#2)

Samsung (ranked 2nd) and Apple (ranked 5th) collectively hold a 14.5% market share in online consumer electronics, totalling €10.5 billion. Apple achieves 38% of its sales through direct channels (Apple Stores and online), with 62% through indirect channels. Samsung leads the mobile phone segment with a 35% market share, followed closely by Apple at 33%, while Huawei enters the Top 10.

Marketplaces: Hybrid and Pure

Out of the CE top100, we recognize 35 marketplaces, from which 10 C2C, generating a cross-border turnover/GMV of €35 billion. Over 2024, marketplaces’ GMV represent 52% from the Top 100 CB trade. They are thus significant drivers of cross-border ecommerce.

Channel Analysis

Pure-Player sellers (including Marketplaces) represent the biggest channel (with 52 names in our list), followed by retailers (29), brand manufacturers (12) and mail order companies (7). There are three major independent retailer associations driving the market.

Top Holdings and Parent Companies

• Ceconomy: As the leading Consumer Electronics retailer holding in Europe, Ceconomy operates MediaMarkt (ranked 39th) and Saturn (ranked Challenger). It also holds a 25% stake in FNAC (ranked 36st) and DARTY (ranked Challenger), powering 2,000 stores and 80 online shops.
• Currys PLC: Consolidating all its UK brands under the Currys umbrella, including Currys (ranked Challenger). It holds a majority stake in Elkj√∏p (ranked 38th), Elgiganten (ranked 21st), and Kotsovolos.
• The United-b Group: This group powers Boulanger (ranked Challenger), Electrodepot (ranked Challenger), Hifi-International (ranked 51st), Kr√´fel, Recommerce (ranked 59th), Reconomia, and Circular-X.

The Growing Refurbished Consumer Electronics Market

Scope: Consumer Electronics and E-Waste

Smartphones accounted for approximately 13% of global e-waste in 2024. Green is gold: refurbished electronics are key to green consumption. In 2024, the Consumer Electronics ReCommerce market (online, valued at €11.5 billion) held a 10% share of the total online Consumer Electronics market of €112 billion. This share is expected to grow to 11% by 2026 ( online, valued at €13 billion).

Focus Smartphone (Telephony) Consumer Electronics Subcategory

The EU27 + UK smartphone market is valued at €87 billion in 2024, accounting for 40% of the total Consumer Electronics telephony market. ReCommerce, which includes used and refurbished smartphones, represents €6.1 billion, making 53% of the total Consumer Electronics ReCommerce market. This figure is projected to rise to €8.6 billion by 2026, marking a 40% increase.

Used or refurbished phones hold a 7% market share (€6.1 billion out of €87 billion) and are expected to grow to 9.9% by 2026 (€8.6 billion out of €87 billion). By then, on average, one in six smartphones will be refurbished.

TOP Refurbished Key Players: OLX, Back Market, Refurbed.

The European refurbished electronics market is thriving, led by OLX, Back Market, and Refurbed. OLX (#7) strengthened its cross-border presence by boosting used electronics listings to 15% and enhancing seller trust. Back Market (#10) expanded to 18 countries, achieving profitability in 13, while advocating for longer smartphone repairability. Refurbed (#16) hit €1 billion in turnover, extended to 11 countries, and diversified into e-bikes and home goods. These key players are driving the shift toward sustainable tech retail in Europe.

Newcomers: Recommerce.com – Asgoodasnew

Recommerce.com (ranked number 55) is the European pioneer in the buyback, refurbishment and sales of high-tech products, particularly smartphones. Asgoodasnew (ranked number 78), founded in 2008 and based in Germany, is a European circular economy pioneer for premium consumer electronics products such as smartphones, tablets, MacBooks & iMacs, cameras & lenses, smartwatches and other valuable gadgets.

International Inspirators: ATrenew – Xianyu – Gazelle – Swappa

Sellers and leading marketplaces for refurbished tech and sustainable lifestyle products are also found in China, India and the US.

Marketplaces for Used and Refurbished Consumer Electronics

Back Market (France, ranked 10th): Operating in 16 countries, Back Market is the world’s leading dedicated marketplace for renewed tech. Swappie (Finland, ranked 17th): An end-to-end online marketplace for buying and selling refurbished iPhones, Swappie purchases used devices from both individuals and companies, operating in 15 countries.

Recycled Consumer Electronics

Creating a fully recycled phone remains a significant challenge, even for industry giants like Samsung and Apple. While these companies have increased the use of recycled materials in their products, the goal of producing phones entirely from recycled components is still distant. Samsung and Apple, the world’s largest smartphone manufacturers, are both intensifying their use of recycled materials.

Future outlook 2025-2026

The economic tariff war from the Trump administration will severely impact the e-commerce giants. The special focus will be on import taxes for cheaper products (max 800$), tax increases from 30% up to 145% on low-value Chinese imports, directly affecting platforms like Temu and Shein that relied on this exemption. For example, Temu halted direct shipments to the U.S., shifting to U.S.-based sellers.

As a result imports from these chinese marketplaces will decrease drastically  for the USA. In turn, this may lead to overstock being dumped in Europe at even cheaper prices during 2025–2026, affecting European e-commerce markets.

“I am grateful to our market research team for this second edition of the ‘Top 100 Consumer Electronics Retail Europe’ report. This initiative enhances transparency in the online consumer electronics sector across Europe and stimulates cross-border growth for the entire industry,” concludes Carine Moitier, Founder of CBCommerce.EU.

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