Press Release: Cross-Border Commerce Europe publishes the second edition of the “TOP 16 Countries Cross-Border Europe”

An annual ranking of the best 16 European countries in cross-border online shopping

Brussels, July 2nd 2020. Cross-Border Commerce Europe, the platform that stimulates cross-border eCommerce in Europe, releases a major research paper covering and ranking the 16 strongest European countries with a focus on their cross-border performance from both consumer perspective and business approach. EU consumers have elected Luxembourg as country winner, while Germany takes the lead as the EU country generating the best cross-border online shops and marketplaces. The total online EU cross-border market represents a turnover of €108.75 billion in 2019 (excluding travel). A study produced by CBCommerce with the support of FedEx Express and Worldline. 

The ‘TOP 16 Countries Cross-Border Retail Europe’ edition from the consumer perspective is a major compilation of cross-border data. Ranking is obtained by weighting four parameters:

  • Online cross-border sales in Europe (16 countries within Western Europe and Scandinavia)
  • Cross-border online market share
  • Cross-border Consumer confidence
  • Percentage of cross-border web visitors

Based on the above-mentioned methodology, the Top 16 Countries for 2019 are:

  1. TOP 1: Luxembourg
  2. TOP 2: Ireland
  3. TOP 3: Austria
  4. TOP 4: Denmark
  5. TOP 5: Switzerland
  6. TOP 6: United Kingdom
  7. TOP 7: Norway
  8. TOP 8: Belgium
  9. TOP 9: France
  10. TOP 10: Spain
  11. TOP 11: Sweden
  12. TOP 12: Italy
  13. TOP 13: Germany
  14. TOP 14: Finland
  15. TOP 15: Portugal
  16. TOP 16: The Netherlands

The climbers gaining one position are Switzerland, United Kingdom, Spain, Sweden and Finland. Norway is up two positions. The fallers are France, losing 4 positions, Italy losing 2 positions and Portugal losing 1 position. The status quo countries are Luxembourg, Ireland, Austria, Denmark, Belgium, Germany and The Netherlands.

Luxembourg as TOP 1 Cross-Border Country
As last year, Luxembourg takes the lead in numbers of cross-border web visitors, confidence level and cross-border market share. “Luxembourg is the absolute Cross-Border eRank country winner, with consumers eagerly ordering cross-border on large platforms such as Zalando, Asos, Veepee, Fnac and Amazon (.de and .fr). A very high proportion of Luxembourg’s population is online. According to the country’s Statistics Portal, 94% of households had access to the internet in 2019. Also, 67 % of individuals had their most recent online purchase during the last three months of 2019. Well visited cross-border webshops are Bader.de, Maisondumonde.com, Next.lu, Hunkemöller.lu, Rueducommerce, Alternate, Maxitoys and Zooplus. 40% of cross-border purchases are clothing, shoes and accessories.

The Netherlands as TOP 16 Cross-Border Country
As last year, The Netherlands are the last of the class as their cross-border market share represents only 15,1% (€3.5 billion) compared to 87,5% for Luxembourg and 23,55% as average for the 16 EU countries measured. The main reason for this situation is the large selection of strong native Dutch webshops well established for more than a decade.  Bol.com, Coolblue, Wehkamp and Ah.nl. Zalando is the country’s favourite fashion cross-border online platform.

Belgium as TOP 8 Cross-Border Country
Belgium’s eRank position is stable over 2018/2019 and scores well in terms of consumer confidence in online Cross-Border eCommerce, but this is not yet spontaneously converted into cross-border purchases. Belgium accounts for € 2.6 billion – an increase of 18% compared to 2018 – of cross-border sales for a market share of 26,5%. Cross-border, Belgians mainly buy on Zalando, Zara, H&M, Amazon, Wish and AliExpress, as well as from their northern neighbours Bol.com and Coolblue.

France as TOP 9 Cross-Border Country
France went down from position eRank 5 to 9, a loss of four positions. The cross-border market share decreased from 20% to 18,3%. Meaning +11.8% in absolute cross-border sales figures to €15.1 billion, lower compared to the total online ecommerce growth of 22.6%. Over 2019, France ecommerce growth was tremendous. Main reasons are the extension of some big native French webshops to marketplaces; referring to Fnac, Carrefour, Vestiaire Collective, Spartoo, Videdressing, La Redoute, Conforama, Nature & Découvertes and Manomano.

Italy as TOP 12 Cross-Border Country
Italy lost two positions to eRank 12. Even if cross-border market share is up from 25% to 28.6% and consumer confidence up from 46% to 52% increased over 2019. Cross-border sales, compared with the other EU16 countries, grew relatively slower. Main reasons are the Italian language, the less ‘connected’ south and the touch & feel for fashion products. The Italian consumer shops by feeling.

Consumers’ most important concerns when shopping online in other EU countries
The biggest challenges for consumers to ordering online across borders are speed in terms of delivery, incorrectly delivered goods, damaged items and the related return policy. During the corona pandemic logistics challenges have become even more prominent.

The ‘TOP 10 Countries Cross-Border Retail Europe’ edition from a business perspective is a major compilation of cross-border data issued from the TOP 500 EU Cross-Border Retail.

In this ranking the TOP 10 countries generating the best webshops and marketplaces are:

  1. TOP 1: Germany with nr 1 Zalando, nr 2 Thomann and nr 3 Bikester
  2. TOP 2: The Netherlands with nr 1 C&A, nr 2 TomTom and nr 3 EMP
  3. TOP 3: Sweden with nr 1 Ikea, nr 2 H&M and nr 3 COSS
  4. TOP 4: United Kingdom with nr 1 Fruugo, nr 2 Asos and nr 3 Farfetch
  5. TOP 5: Denmark with nr 1 Lego, nr 2 Vivino and nr 3 Jack & Jones
  6. TOP 6: Switzerland with nr 1 Nespresso, nr 2 Reifen-Pneus-Online and nr 3 Dolce Gusto
  7. TOP 7: France with nr 1 Decathlon, nr 2 Moncler and nr 3 Carrefour
  8. TOP 8: Austria with nr 1 Blue-tomato, nr 2 XXXLutz and nr 3 Swarovski
  9. TOP 9: Italy with nr 1 Net-à-Porter, nr 2 Gucci and nr 3 Stone Island
  10. TOP 10: Spain with nr 1 Zara, nr 2 Mango and nr 3 Camper

Germany as leading country generating the best cross-border webshops and marketplaces
Coming from position 6 in 2018 to the leading position in 2019, Germany reaches the eRank n° 1 with cross-border webshop champions such as Zalando, Thomann, Bikester, Zooplus, Adidas and Westwing. The latter is part of the very strong e-commerce ecosystem of Holding Kinnevik. Germany generated 116 cross-border webshops in the TOP 500 EU Cross-Border Retail ranking. Germany is therefore leading as it produces the biggest numbers of cross-border webshops from which 6 are marketplaces and 53 (50%) are pure players.

Cross-Border consumer perspective and business approach are often opposite
German and Dutch consumers are lagging behind when it comes to cross-border online shopping, while their country is a breeding ground for webshops that sell abroad. Luxembourger and Irish consumers buy heavily Cross-Border, but no large native cross-border webshop has emerged. More balanced is Denmark.

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

top 16 eu countries cross-border

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

Benelux

La Libre
E-commerce : ces marques qui arrosent l’Europe
https://www.lalibre.be/economie/entreprises-startup/e-commerce-ces-marques-qui-arrosent-l-europe-5efc8bd59978e21bd0f606bd

Trends Tendances
Les Belges ont acheté pour 2,6 milliards d’euros en ligne à l’étranger en 2019
https://trends.levif.be/economie/entreprises/les-belges-ont-achete-pour-2-6-milliards-d-euros-en-ligne-a-l-etranger-en-2019/article-normal-1307019.html

7sur7
Les Belges ont acheté pour 2,6 milliards d’euros en ligne à l’étranger en 2019
https://www.7sur7.be/economie/les-belges-ont-achete-pour-2-6-milliards-d-euros-en-ligne-a-l-etranger-en-2019~aa2398c7/

DH
Les Belges ont acheté pour 2,6 milliards d’euros en ligne à l’étranger en 2019
https://www.dhnet.be/conso/consommation/les-belges-ont-achete-pour-2-6-milliards-d-euros-en-ligne-a-l-etranger-en-2019-5efd6ef4d8ad585d0854b4de

Nieuwsblad
Belgen kochten in 2019 voor 2,6 miljard euro bij buitenlandse webwinkels
https://www.nieuwsblad.be/cnt/dmf20200702_91593889

Business AM
Belgen kochten in 2019 voor 2,6 miljard euro op buitenlandse webwinkels
https://businessam.be/belgen-kochten-in-2019-voor-26-miljard-euro-op-buitenlandse-webwinkels/

HLN
Belgen kochten voor 2,6 miljard euro bij buitenlandse webwinkels in 2019
https://www.hln.be/geld/consument/belgen-kochten-voor-2-6-miljard-euro-bij-buitenlandse-webwinkels-in-2019~a3655d83/

RTL
Les Belges ont acheté pour 2,6 milliards d’euros en ligne à l’étranger en 2019
https://www.rtl.be/info/monde/economie/les-belges-ont-achete-pour-26-milliards-d-euros-en-ligne-a-l-etranger-en-2019-1228780.aspx

RetailDetail
Belgen doen ruim kwart online aankopen in het buitenland
https://retaildetail.be/nl/news/algemeen/belgen-doen-ruim-kwart-online-aankopen-het-buitenland

Fashion United
Nederlanders kopen voor 3,5 miljard euro over de grens
https://fashionunited.nl/nieuws/retail/nederlanders-kopen-voor-3-5-miljard-euro-over-de-grens/2020070245926
Belgen kopen voor 2,6 miljard euro over de grens
https://fashionunited.be/nieuws/retail/belgen-kopen-voor-2-6-miljard-euro-over-de-grens/2020070228761

PUB
CROSS-BORDER COMMERCE EUROPE PUBLIE LES MEILLEURS PAYS POUR LE-SHOPPING TRANSFRONTALIER
https://pub.be/fr/cross-border-commerce-europe-publie-les-meilleurs-pays-pour-le-shopping-transfrontalier/
BELGIË, EEN TOP CROSS-BORDER LAND?
https://pub.be/nl/belgie-een-top-cross-border-land/

Paperjam
Le Luxembourg, numéro 1 des achats transfrontaliers
https://paperjam.lu/article/luxembourg-numero-1-achats-tra

France

Les Clés du Digital
L’Allemagne génère les meilleurs sites e-commerce transfrontaliers en Europe
https://www.lesclesdudigital.fr/allemagne-et-luxembourg-en-tete-du-e-commerce-transfrontalier-europeen/

Europe

RetailDetail
Germany hosts 116 of Europe’s leading cross-border web shops
http://www.retaildetail.eu/en/news/general/germany-hosts-116-europe%E2%80%99s-leading-cross-border-web-shops