4th edition of the “TOP 500 Cross-Border Retail Europe”: an annual ranking of the top 500 European cross-border online shops

infographic top500 2022

Brussels, March 31 2022. Cross-Border Commerce Europe, the platform that stimulates cross-border e-commerce in Europe, releases a major research paper covering and ranking the 500 strongest European players with a focus on cross-border performance. The total online EU cross-border market represents a turnover of €171.2 billion in 2021 (excluding travel), an increase of 17% YTD. European webshops achieved €100bn cross-border in turnover. In this fourth edition of the “TOP 500 Cross-Border Retail Europe”, IKEA maintains the leading position. Lego as a direct-to-consumer (DTC) brand manufacturer paves the way to a robust cross-border strategy. A study produced by CBCommerce with the support of FedEx Express, Lengow and nShift.

The ‘TOP 500 Cross-Border Retail Europe’ edition is a major compilation of cross-border data from websites of European retailers. The ranking is obtained by weighing four parameters:

  • Online cross-border sales in Europe (15 countries within Western Europe and Scandinavia, and the United Kingdom)
  • SEO-indicators covering cross-border performance
  • Cross-border score determined on the amount of active countries
  • Number and percentage of cross-border visitors

Six additional secondary weighted parameters fine-tune this ranking:

  • Brand authority
  • Organic search percentage
  • Number of languages
  • Number of currencies
  • Number of payment methods
  • Local supply availability (transport and stock services)

Based on the above-mentioned methodology, the TOP 10 “Elite” retailers for 2021 are:

  • Top 1: Ikea
  • Top 2: H&M
  • Top 3: Lego
  • Top 4: Zalando
  • Top 5: Lidl
  • Top 6: About You
  • Top 7: Jysk
  • Top 8: Zara
  • Top 9: Bauhaus
  • Top 10: Euronics

TOP10
The TOP10 is a combination of retailers, pure players, marketplaces and brand manufacturers. New entrants are Zalando, Lidl, About You, Jysk, Zara, Bauhaus and Euronics.
Within the TOP10, representing 20.9% of the TOP500 sales, IKEA maintains its leading position and achieves a cross-border turnover of €5.5bn, an increase of 8% compared to 2020.

European webshops made €100bn in B2C cross-border online turnover in 2021
B2C online turnover from goods grew with 11.5% over 2021 up to €639 billion. In 2021 cross-border e-commerce revenues (excluding travel) reached €171 billion in Europe, an increase of 17% compared to 2020. Cross-border online sales outperformed total online sales. The main reason for this is the Coronavirus pandemic, as consumers moved to online purchases.
The B2C online cross-border sales through European (incl. UK) sellers reached a record high of €100bn in 2021. This was €87.2bn in 2020, so a YTD increase of 14.6%.

Brexit
UK cross-border sales dropped to a historical low, -12%, resulting in €29bn cross-border sales, compared to €33bn in 2020 (due to Brexit and its VAT regulations, import duties, logistics and returns). The UK lost its number one position as the top European cross-border country to Germany. Within the TOP500, an impressive decrease of 32% in the number of UK retailers were counted, a decline from 100 in 2020 to 68 in 2021.

TOP500 revenue, sectors and categories
The TOP500 Cross-Border Retail “made in Europe” generates €58.3bn within the EU16 representing a market share of 9.5% compared to 2020.
In the TOP500, there is a drop in the number of multichannel retailers in favour of a 50% increase in the number of brand manufacturers aiming to develop their direct-to-consumer (DTC) channels such as Lego, Nespresso, Adidas and Philips. Major parent companies Richemont, LVMH and Kering invest in a better direct-to-consumer approach in order to reduce their dependency on bigger marketplaces. Pure players, including marketplaces, stabilize at 47% of the TOP 500, the number of marketplaces increased from 28 to 42, realising a record sales of €20bn; +45% YTD. European marketplaces also reinforced positions against American marketplaces thanks to the phenomenal revenue increase of players such as Zalando, Decathlon and About You.

Fashion, jewellery and baby remains the first category with a 41% share, followed by home, garden and DIY with an increase of 15% due to the pandemic. The category of personal care increased by 100%. Food merchant Lidl, as a strong grower, secures position five in the TOP500.

DNVB
Promising new players, digital-native vertical brands (DNVB) acting as pure players “born on the Internet”, are NA-KD (position 26), Cowboy (position 105) and Gymshark (position 108). There are also more challengers to come in next editions, as the USA already counts over 700 DNVBs, some which will be willing to start cross-border operations in the coming years.

Cross-border e-commerce will continue its tremendous growth over the next years.
The TOP500 counts 1.4bn monthly cross-border visitors, an increase of 40%.

I want to warmly thank our research team and partners FedEx Express, Lengow and nShift for their support in establishing this new ranking. It makes the best European players in cross-border eCommerce transparent and stimulates the entire retail industry” concludes Carine Moitier, founder of CBCommerce.eu.

infographic top500 2022

About Cross-Border Commerce Europe
Cross-Border Commerce Europe is the European network and knowledge platform for all eCommerce and omnichannel players present in at least three countries in Europe. CBCommerce.eu brings the different actors in contact with each other to increase visibility, share knowledge and figures, discover trends and specificities of each European country.

For more information, testimonials or interviews, you can contact
Carine Moitier
Founder Cross-Border Commerce Europe
Mobile: +32 473 26 05 61
E-mail: info@cbcommerce.eu

 

Press coverage

Belgium

L’Echo
Lego, nouveau géant de l’e-commerce transfrontalier
https://www.lecho.be/entreprises/general/lego-nouveau-geant-de-l-e-commerce-transfrontalier/10377474.html

RTBF
Boom des ventes en ligne, le plus souvent à l’étranger
https://www.rtbf.be/auvio/detail_le-marche-matinal?id=2881308

Gondola
Fabrikanten verkopen meer rechtstreeks aan consumenten
https://www.gondola.be/nl/news/fabrikanten-verkopen-meer-rechtstreeks-aan-consumenten
Les fabricants séduits par le “Direct to consumer”
https://www.gondola.be/fr/news/les-fabricants-seduits-par-le-direct-consumer

 

The Netherlands

Twinkle
Brexit kost VK koppositie in crossborder e-commerce
https://twinklemagazine.nl/2022/03/brexit-kost-vk-koppositie-in-crossborder-e-commerce/index.xml

Retail Trends
Nederlandse webwinkels verkopen voor miljarden over de grens
https://retailtrends.nl/news/66657/nederlandse-webwinkels-verkopen-voor-miljarden-over-de-grens

Fashion United
Europese cross-border markt goed voor 171,2 miljard euro, Nederland op vijfde plek
https://fashionunited.nl/nieuws/business/europese-cross-border-markt-goed-voor-171-2-miljard-euro-nederland-op-vijfde-plek/2022033153094

The Right Size
Nederlandse webwinkels maken enorme omzetten over de grens
https://therightsizemagazine.nl/nederlandse-webwinkels-maken-enorme-omzetten-over-de-grens/

 

France

Fashion Network
H&M, Zalando, About You et Zara dominent l’e-commerce transfrontalier européen
https://fr.fashionnetwork.com/news/H-m-zalando-about-you-et-zara-dominent-l-e-commerce-transfrontalier-europeen,1392136.html

 

DACH

Online Marktplatz
TOP 500 Cross-Border Retail Europe: Das ist die Elite der europäischen Cross-Border-Online-Händler 2021
https://www.onlinemarktplatz.de/209796/top-500-cross-border-retail-europe-das-ist-die-elite-der-europaeischen-cross-border-online-haendler-2021/

Klamm
TOP 500 Cross-Border Retail Europe: Das ist die Elite der europäischen Cross-Border-Online-Händler 2021
https://www.klamm.de/news/top-500-cross-border-retail-europe-das-ist-die-elite-der-europaeischen-cross-border-online-haendler-2021-14N209796.html

One to One
Cross-Border Commerce in Europa auf Rekordniveau
https://www.onetoone.de/artikel/db/707650grollmann.html

Fashion Network
H&M, Zalando, About You und Zara bestimmen grenzüberschreitenden Onlinehandel in der EU
https://at.fashionnetwork.com/news/H-m-zalando-about-you-und-zara-bestimmen-grenzuberschreitenden-onlinehandel-in-der-eu,1392474.html

iBusiness
Cross-Border Commerce in Europa auf Rekordniveau
https://www.ibusiness.de/aktuell/db/707650grollmann.html

Postbranche
Cross-Border Commerce Europe präsentiert die vierte Ausgabe von „TOP 500 Cross-Border Retail Europe“
https://www.postbranche.de/2022/03/31/cross-border-commerce-europe-praesentiert-die-vierte-ausgabe-von-top-500-cross-border-retail-europe/

Versendhaus Berater
Cross-Border Commerce in Europa auf Rekordniveau
https://www.versandhausberater.de/aktuell/db/707650grollmann.html

Internetworld
Das sind die stärksten Cross-Border-Händler Europas
https://www.internetworld.de/digitaler-handel/zahlen-studien/staerksten-cross-border-haendler-europas-2754214.html

Ixtenso
Die 500 besten europäischen Cross-Border Onlineshops
https://ixtenso.de/retail-marketing/die-500-besten-europaeischen-cross-border-onlineshops.html

UK

Fashion Network
H&M, Zalando, About You, Zara dominate European cross-border e-commerce
https://uk.fashionnetwork.com/news/H-m-zalando-about-you-zara-dominate-european-cross-border-e-commerce,1392757.html

SGI Europe
Yearly cross-border e-commerce ranking sees DTC sales on the rise
https://www.sgieurope.com/dtc-and-e-commerce/yearly-cross-border-e-commerce-ranking-sees-dtc-sales-on-the-rise/95452.article

Talk Finance
Crossborder sales fell 12 percent since the Brexit deal
http://www.talk-finance.co.uk/britain/crossborder-sales-fell-12-percent-since-the-brexit-deal/

 

Spain

Fashion Network
H&M, Zalando, About You y Zara dominan el e-commerce transfronterizo europeo
https://es.fashionnetwork.com/news/H-m-zalando-about-you-y-zara-dominan-el-e-commerce-transfronterizo-europeo,1392198.html

Ecommerce News
Ikea y H&M lideran el ranking del ecommerce transfronterizo europeo
https://ecommerce-news.es/ikea-y-hm-lideran-el-ranking-del-ecommerce-transfronterizo-europeo/

 

International

Ecommerce News
Cross-border ecommerce worth €171 billion
https://ecommercenews.eu/cross-border-ecommerce-worth-e171-billion/

Yahoo
Cross-Border Commerce Europe Publishes the Fourth Edition of the “TOP 500 Cross-Border Retail Europe”: an Annual Ranking of the Top 500 European Cross-border Online Shops
https://finance.yahoo.com/news/cross-border-commerce-europe-publishes-120000464.html?guccounter=1

Watchmedier
Lego og Jysk på top ti over europæisk e-handel på tværs af landegrænser
https://watchmedier.dk/nyheder/resultater/article13885240.ece

Grande Consumo
Ikea e H&M no topo do ranking do comércio eletrónico transfronteiriço europeu
https://grandeconsumo.com/ikea-e-hm-no-topo-do-ranking-do-comercio-eletronico-transfronteirico-europeu/#.YkcfWpNBwoQ

Martechcube
Cross-Border Commerce Europe publishes retail research paper
https://www.martechcube.com/cross-border-commerce-europe-publishes-retail-research-paper/

Detailwatch
Lego og Jysk på top ti over europæisk e-handel på tværs af landegrænser
https://detailwatch.dk/article13884926.ece

E-Commerce magazin
Cross-Border E-Commerce: Umsätze erreichen 2021 über 170 Milliarden Euro
https://www.e-commerce-magazin.de/cross-border-e-commerce-umsaetze-erreichen-2021-ueber-170-milliarden-euro/

E-Commerce News
Em 2021, o e-commerce transfronteiriço europeu representou 171 biliões de euros
https://ecommercenews.pt/em-2021-o-e-commerce-transfronteirico-europeu-representou-171-bilioes-de-euros/

Business Daily
Οι νέες τάσεις στα ηλεκτρονικά ψώνια: Live streaming, TikTok shopping
https://www.businessdaily.gr/diethni/61205_oi-nees-taseis-sta-ilektronika-psonia-live-streaming-tiktok-shopping

Ixtenso
Top 500 European cross-border online shops
https://ixtenso.com/retail-marketing/top-500-european-cross-border-online-shops.html

Logistyka
CROSS-BORDER E-COMMERCE – JAK WEJŚĆ NA ZAGRANICZNE RYNKI?
https://www.logistyka.net.pl/bank-wiedzy/item/92629-cross-border-e-commerce-jak-wejsc-na-zagraniczne-rynki

Ecommercenews
IKEA y H&M: Lideran el ranking del comercio electrónico transfronterizos en el continente europeo
https://www.ecommercenews.pe/comercio-electronico/2022/shopify-esta-apostando-por-un-e-commerce-sostenible.html

Peru Retail
Ikea y H&M lideran el ranking del e-commerce transfronterizo europeo
https://www.peru-retail.com/ikea-y-hm-lideran-el-ranking-del-e-commerce-transfronterizo-europeo/

Fibre2Fashion
CBCommerce Europe names Ikea top retailer of 2021
https://www.fibre2fashion.com/news/retail-results/cbcommerce-europe-names-ikea-top-retailer-of-2021–279896-newsdetails.htm