Top 500 Fashion, Beauty & Luxury Retail Europe: Annual Ranking

Cross-Border Commerce Europe publishes the fourth edition of the “Top 500 Fashion, Beauty & Luxury Retail Europe,” the annual ranking dedicated to e-commerce, the leading sector in online retail.

Brussels, 12th September 2025 – Cross-Border Commerce Europe, the platform dedicated to stimulating cross-border e-commerce in Europe, has released a new research paper covering and ranking the top online fashion, beauty and luxury retailers and marketplaces in Europe.

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Key Fashion, Beauty and Luxury Market Figures (Revenue, GMV, Market Share)

The Top 500 cross-border companies have experienced remarkable growth, with their online turnover increasing by 32% year-on-year, from €71 billion to €93.7 billion. This performance is supported by an expansion in market participation, as the number of companies in the analysis panel rose by 7.5% compared to last year.

The total (on- and offline) Fashion, Beauty & Luxury trade in Europe is valued at €734.5 billion and is expected to grow by 2% by 2026. The EU’s (27+UK) online Fashion, Beauty and Luxury market achieved a turnover of €224 billion in 2024 (including €96 billion cross-border) and is projected to reach €234 billion by 2025-26, marking a 5% growth.

This upward trajectory is supported by the strong presence of online Beauty and Luxury pure players, the Chinese newcomers Shein and Temu, and the ever-growing “Global C2C Marketplaces,” which offer sustainable second-hand fashion and resale options. The online Fashion, Beauty & Luxury market is poised for continuous growth over the next three years.

• Fashion, Beauty & Luxury accounts for 23% of all online product categories traded.
• 5% of total Fashion, Beauty & Luxury trade (both online and offline) is realised online.

The online cross-border Fashion, Beauty & Luxury share represents €96 billion (43% of the market), a 17% increase compared to €82 billion last year. This is expected to grow to €105 billion (45%) by 2026.

The Top 500 cross-border Fashion, Beauty & Luxury retailers and marketplaces generated €93.7 billion in GMV. Marketplaces account for €53.6 billion (57.2% share), while C2C re-commerce (resale) marketplaces contributed €15 billion (17% share), with expectations to grow to €18 billion by 2026.

European Fashion, Beauty & Luxury Market Breakdown

The total European (on- and offline) Fashion, Beauty & Luxury trade is valued at €734.5 billion, comprising €511.5 billion from Fashion, €137 billion from Beauty and €86 billion from Luxury.

• Fashion: The online share of total Fashion trade is 25.7%, with online Fashion worth €131.4 billion
• Beauty: The online share of total Beauty trade is 37.2%, with online Beauty worth €51 billion.
• Luxury: The online share of total Luxury trade is 48.8%, with online Luxury worth €42 billion.
• Luxury continues to have the highest online share compared to Fashion and Beauty. Fashion online trade (€131.4 billion) represents 58.6% of the total online Fashion, Beauty & Luxury market. Beauty online trade (€51 billion) represents 22.7%. Luxury online trade (€42 billion) represents 18.7%.

Top 500 Cross-Border Fashion, Beauty & Luxury Retailers and Marketplaces

The Top 500 ranking unveils the pivotal global players operating across borders in 30 countries (EU27+UK+CH+NO) through online platforms, predominantly B2C and C2C sellers. Key players in the cross-border Fashion, Beauty & Luxury sector include Amazon, Zalando, Temu, Shein, Ssense, Sinsay, eBay, AliExpress, Vinted, Notino, The Ordinary, Cerave, Oriflame and E.L.F Beauty.

Amazon: Cross-Border Fashion, Beauty & Luxury Leader (eRank TOP 1)

Despite fierce competition from Shein and Temu, Amazon remains the world’s largest online retailer and marketplace as of 2024. For the second consecutive year, Amazon Fashion & Beauty has made significant strides in cross-border expansion, leveraging its robust platform to appeal to a broad range of consumers.

As Shein and Temu expand their global footprint, their ability to navigate the complexities of a globalised marketplace will be critical. Amazon’s recent foray into the discount shopping segment, mirroring the models of Temu and Shein, underscores a strategic pivot towards leveraging China’s manufacturing capabilities. This move aims to enhance product affordability and selection, directly competing with established players in the budget e-commerce space.

However, by 2027, Digital Product Passports (DPPs) will become mandatory in the EU for textiles, cosmetics and packaging. DPPs will provide transparency across a product’s lifecycle, from raw materials to end-of-life recycling, empowering consumers and enforcing sustainability. Luxury brands such as Stella McCartney and beauty players like Rituals Cosmetics are early adopters, using QR codes and blockchain to trace materials, verify ethical claims, and support refill systems—signalling a shift toward verified sustainability and circular fashion models.

TOP 10 Rankings

• Fashion: Amazon, Temu, Zalando, AliExpress, eBay, Nike, Etsy, Vinted, H&M, Uniqlo.
• Beauty: Notino, Fragrantica, DI, Farmaline, Oriflame, Rituals, Douglas, Byrdie, Jafra, The Ordinary.
• Luxury: Swarovski, Farfetch, Rolex, Vestiaire Collective, Tissot, Ssense, Moncler, Nordstrom, Chrono24, Tag Heuer.

An intriguing discovery is the strong presence of players like Skims (by Kim Kardashian) in the Top 10 Manufacturers-Designer/Stars/Influencers Luxury category. The top names include Fragrantica, Harper’s Bazaar, Byrdie, Skims, Balenciaga, Prada, Christian Louboutin, Dior, Gucci and Cartier.

AI, Digital Twins & Transparency

The fashion and beauty industries are undergoing a digital transformation, with AI-generated models and digital twins reshaping how brands market and operate. These virtual replicas offer scalable, cost-efficient and photorealistic alternatives to traditional campaigns, though they raise questions around ethics, intellectual property and employment.

H&M sets a benchmark in ethical AI adoption by developing digital twins co-owned by real models, ensuring consent and compensation. This model introduces a framework where digital avatars can be licensed, generating revenue without physical involvement.

Strategic Realignment: Inditex & Dual Market Targeting

Inditex, parent company of Zara and Lefties, is redefining global fast fashion by targeting both premium and ultra-low-cost segments. Zara is evolving into an “accessible luxury” brand with immersive retail experiences such as the Zara Café and curated travel content. At the same time, Lefties is being repositioned to rival Shein and Temu with low prices and digital-first operations.

Inditex’s vertically integrated supply chain and responsiveness enable it to scale globally while adapting to regional needs, strengthening its dominance across fashion’s value spectrum.

Conversational Commerce & AI-Driven Retail

AI is also reshaping e-commerce through conversational commerce, where tools such as ChatGPT power product discovery and transactions through dialogue. This shift impacts:

• Storefront design: from visual to conversational.
• SEO: from search engines to AI prompts.
• Consumer journeys: from passive browsing to AI-guided curation.

Retailers that embrace this paradigm shift early will be better positioned to meet evolving customer expectations.

“As fashion remains the leading vertical of the online cross-border retail market, I am proud to present this fourth edition of the ‘Top 500 Fashion, Beauty and Luxury Retail Europe’ report. It sheds light on the dynamics of online fashion, beauty and luxury in Europe and encourages cross-border trade within this vital sector,” concludes Carine Moitier, Founder and Managing Director of CBCommerce.EU.

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Press Coverage

Benelux

Pub
L’e-commerce européen : la mode, la beauté et le luxe en pleine expansion
https://pub.be/fr/le-commerce-europeen-la-mode-la-beaute-et-le-luxe-en-pleine-expansion/

Twinkle
Crossborder: ‘Online omzet mode, beauty en luxe groeit naar 93,7 miljard euro’
https://twinklemagazine.nl/2025/09/crossborder-online-omzet-mode-beauty-en-luxe-groeit-naar-93-7-miljard-euro/index.xml

DVO
Cross-Border Commerce Europe publishes the fourth edition of the “Top 500 Fashion, Beauty & Luxury Retail Europe”
https://www.dvo.be/artikel/cross-border-commerce-europe-publiceert-vierde-editie-top-500-fashion-beauty-luxury-retail-europe

Warehouse Totaal
Temu en Shein stuwen groei Europese crossborder e-commerce
https://www.warehousetotaal.nl/nieuws/temu-en-shein-stuwen-groei-europese-crossborder-e-commerce/139885/

DACH

Marktplatz
Top 500 Modehändler in Europa: Ranking 2025 zeigt dynamisches Wachstum
https://www.onlinemarktplatz.de/259874/top-500-modehaendler-in-europa/

Neuhandeln
Mode, Beauty und Luxus boomt: 30 Prozent wird online verkauft
https://www.neuhandeln.de/beitraege/db/670395grollmann.html

Postbranche
Top 500 Mode, Beauty & Luxus-Einzelhandel Europa: Jahresranking 2025
https://www.postbranche.de/2025/09/12/top-500-mode-beauty-luxus-einzelhandel-europa-jahresranking-2025/

TextilWirtschaft
Zalando holt im grenzüberschreitenden E-Commerce auf
https://www.textilwirtschaft.de/business/news/cross-border-commerce-europe-zalando-holt-im-grenzueberschreitenden-e-commerce-auf-252196

France

Fashion Network
Amazon, Temu et Zalando en tête de l’e-commerce mode transfrontalier européen
https://ch.fashionnetwork.com/news/Amazon-temu-et-zalando-en-tete-de-l-e-commerce-mode-transfrontalier-europeen,1763149.html

International

Fashion Network
Amazon, Temu e Zalando lideram comércio eletrónico transfronteiriço de moda na Europa
https://pt.fashionnetwork.com/news/Amazon-temu-e-zalando-lideram-comercio-eletronico-transfronteirico-de-moda-na-europa,1763620.html
Amazon, Temu, and Zalando lead European cross-border fashion e-commerce
https://uk.fashionnetwork.com/news/Amazon-temu-and-zalando-lead-european-cross-border-fashion-e-commerce,1763968.html
Amazon, Temu und Zalando führen den grenzüberschreitenden Mode-E-Commerce in Europa an
https://de.fashionnetwork.com/news/Amazon-temu-und-zalando-fuhren-den-grenzuberschreitenden-mode-e-commerce-in-europa-an,1763619.html

Sapo
Amazon, Temu e Zalando lideram o e-commerce transfronteiriço de moda na Europa
https://marketeer.sapo.pt/amazon-temu-e-zalando-lideram-o-e-commerce-transfronteirico-de-moda-na-europa/#goog_rewarded

Fashion Magazine
Vendite online cross-border in Europa: nella moda vincono Amazon, Temu e Zalando
https://www.fashionmagazine.it/market/ranking-2025-vendite-online-cross-border-in-europa-nella-moda-vincono-amazon-temu-e-zalando-116413

Fashion Daily
Amazon, Temu, Zalando ηγούνται του cross-border ecommerce στη μόδα
https://fashiondaily.gr/amazon-temu-zalando-igoyntai-toy-cross-border-ecommerce-sti-moda/

Nowy Marketing
#NMInsights: Top 500 Fashion, Beauty & Luxury Retail Europe 2025 [RAPORT] https://nowymarketing.pl/nminsights-top-500-fashion-beauty-luxury-retail-europe-2025-raport/

Ecommerce News
Amazon, Temu y Zalando lideran el ecommerce en Europa
https://ecommerce-news.es/amazon-temu-y-zalando-lideran-el-ecommerce-en-europa/

Slski Biznes
Śląska firma w czołówce długoterminowych europejskich „championów wzrostu”
https://www.vozpopuli.com/economia/la-revalorizacion-mil-millonaria-de-vinted-y-el-auge-imparable-de-la-segunda-mano.html