Sixth Edition of the “TOP 100 Cross-Border Marketplaces Europe” Report: European Cross-Border E-Commerce Reaches New Heights

Brussels – 17th October 2025. Cross-Border Commerce Europe, the authoritative platform driving cross-border e-commerce in Europe, has released the much-anticipated sixth 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 2024/2025, the European cross-border e-commerce market reached a staggering €358.7 billion, of which €247.5 billion, or 70%, 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 €216.82 billion turnover, reflecting a slight increase of 10% from last year. This highlights the resilience of Europe’s marketplace ecosystem. Despite this growth, the share of marketplaces in total e-commerce GMV is projected to stay steady throughout 2026, signaling potential market maturation. Meanwhile, overall cross-border GMV is expected to rise, with 98.2% of visitors forecasted to be cross-border in 2026, highlighting the continued growth and expansion of the cross-border market.

The TOP 10 Marketplaces in this report are:

1. Amazon
2. Temu
3. eBay
4. AliExpress
5. Etsy
6. Vinted
7. OLX
8. Zalando
9. Decathlon
10. Shein

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.

By 2025, marketplaces have evolved into the operating systems of global commerce, influencing not just transactions but also logistics, pricing, marketing, and regulation. Europe’s cultural diversity, linguistic variety, regulatory complexity, and digitally mature consumers make it both a challenging and opportunity-rich environment for marketplace strategies.

Three main models dominate

• Generalist marketplaces (e.g., Amazon, Allegro, Bol.com) – broad product ranges, strong infrastructure, and wide reach, but highly competitive and price-driven.
• Vertical marketplaces (e.g., Zalando, ManoMano, Farfetch) – category-focused, curated, with higher conversion rates, but selective and less flexible.
• C2C marketplaces (e.g., Vinted, Depop, eBay) – community-driven, central to the circular economy, with low entry barriers but limited scalability and brand control.

Model choice is strategic, affecting visibility, brand positioning, revenue diversity, and regulatory risk. Many successful brands combine models to balance scale, storytelling, and operational control.

Regional variations shape success

• Germany’s market is led by Amazon and Otto but faces vertical challengers
• France favors strong C2C and fashion verticals
• The UK blends generalists with niche verticals
• Central and Eastern Europe sees rapid generalist growth, leaving space for specialized entrants.

“I would like to extend my thanks to our market research team and our partners, FedEx Express and Poste Italiane, for this sixth 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

Emerce
Vier Europese marktplaatsen in top tien crossborder marketplaces
https://www.emerce.nl/nieuws/vier-europese-marktplaatsen-top-tien-crossborder-marketplaces

Twinkle
Cross-Border Commerce Europe presenteert voor de zesde keer de Top 100 Cross-Border Marketplaces Europe, met nieuwe cijfers over een snelgroeiende markt.
https://twinklemagazine.nl/2025/10/marktplaatsen-stuwen-europese-crossborder-e-commerce/index.xml

Inhetnieuws
Marktplaatsen stuwen Europese crossborder e-commerce
https://www.inhetnieuws.nl/nieuws/zakelijk/marktplaatsen-stuwen-europese-crossborder-e-commerce/17260211 

Pub
Quels marketplaces figurent dans le TOP 100 de l’e-commerce en Europe ?
https://pub.be/fr/quels-marketplaces-figurent-dans-le-top-100-de-le-commerce-en-europe/

DVO
Europese cross-border e-commerce groeit naar 358,7 miljard euro
https://www.dvo.be/artikel/europese-cross-border-e-commerce-groeit-naar-358-7-miljard-euro

DACH

Onlinemarktplatz
TOP 100 Cross-Border Marketplaces: Europäischer Marktplatzhandel erreicht neue Dimensionen
https://www.onlinemarktplatz.de/260596/top-100-cross-border-marketplaces-europaeischer-marktplatzhandel-erreicht-neue-dimensionen/

Postbranche
Cross-Border Commerce Europe veröffentlicht die sechste Ausgabe des Berichts „TOP 100 Cross-Border Marketplaces Europe“: Europäischer grenzüberschreitender E-Commerce erreicht neue Höhen
https://www.postbranche.de/2025/10/17/cross-border-commerce-europe-veroeffentlicht-die-sechste-ausgabe-des-berichts-top-100-cross-border-marketplaces-europe-europaeischer-grenzueberschreitender-e-commerce-erreicht-neue/

Retail News
Marktplätze dominieren Europas Cross-Border-Onlinehandel
https://retail-news.de/top-100-cross-border-marktplatz-report/

International

Fashion Network
Amazon, Temu and eBay lead European cross-border marketplaces
https://ch.fashionnetwork.com/news/Amazon-temu-et-ebay-en-tete-des-marketplaces-transfrontalieres-europeennes,1773588.html

Ecommerce News
Marketplaces generate over 247 billion euros in turnover
https://ecommercenews.eu/marketplaces-generate-over-247-billion-euros-in-turnover/
Marketplaces já geram mais de 247 mil milhões de euros e concentram 70% do e-commerce transfronteiriço na Europa
https://ecommercenews.pt/marketplaces-ja-geram-mais-de-247-mil-milhoes-de-euros-e-concentram-70-do-e-commerce-transfronteirico-na-europa/

Marketscreener
Four European marketplaces in the top ten cross-border marketplaces
https://hk.marketscreener.com/news/four-european-marketplaces-in-the-top-ten-cross-border-marketplaces-ce7d5adcd080ff25

Ecompedia
Europa: marketplace-urile transfrontaliere genereaza o CA de 247,5 miliarde €
https://ecompedia.ro/europa-marketplace-urile-transfrontaliere-genereaza-o-ca-de-2475-miliarde-e/

CEP Research
Marketplaces drive European cross-border e-commerce growth
https://www.cep-research.com/2025/10/21/marketplaces-drive-european-cross-border-e-commerce-growth/

Ecommerce News
Los marketplaces ya generan más de 247.000 millones de euros y concentran el 70% del e-commerce transfronterizo en Europa
https://ecommerce-news.es/los-marketplaces-ya-generan-mas-de-247-000-millones-de-euros-y-concentran-el-70-del-e-commerce-transfronterizo-en-europa/
Marketplaces já geram mais de 247 mil milhões de euros e concentram 70% do e-commerce transfronteiriço na Europa
https://ecommercenews.pt/marketplaces-ja-geram-mais-de-247-mil-milhoes-de-euros-e-concentram-70-do-e-commerce-transfronteirico-na-europa/

Pinker
Los marketplaces internacionales dominan el ecommerce de moda en Europa
https://pinkermoda.com/marketplace-amazon-temu-dominan-ecommerce-moda-europa/

Oborot
Не только Amazon и китайцы: ТОП-10 маркетплейсов, продающих товары в Евросоюзе
https://oborot.ru/news/ne-tolko-amazon-i-kitajcy-top-10-marketplejsov-prodayushhih-tovary-v-evrosoyuze-i256446.html

Iziflux
Amazon, Temu et eBay en tête du Top 100 des marketplaces transfrontalières en Europe
https://blog.iziflux.com/2025/10/24/amazon-temu-et-ebay-en-tete-du-top-100-des-marketplaces-transfrontalieres-en-europe-20822441