The third edition of the “TOP 16 Countries Cross-Border Europe”: an annual ranking of the best 16 European countries in cross-border online shopping

Cross-Border Commerce Europe publishes the third edition of the "TOP 16 Countries Cross-Border Europe": an annual ranking of the best 16 European countries in cross-border online shopping.

Brussels, June 23rd 2021. 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 (I) consumer perspective and (II) business approach. EU consumers have re-elected Luxembourg as the country winner, while Germany confirms 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 €146 billion in 2020 (excluding travel), a YTD increase of 35%, mainly due to the pandemic.

A study produced by CBCommerce with the support of FedEx Express and Worldline. 

(I) The ‘TOP 16 Countries Cross-Border Retail Europe’ edition from the consumer perspective is a major compilation of cross-border data. The 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 2020 are:

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

The climbers are the United Kingdom, Sweden, Belgium and Germany. Those descending are Denmark, Switzerland, Norway and Spain, and France, losing 4 positions. The status quo countries are Luxembourg, Ireland, Austria, Italy, Finland, Portugal and the Netherlands.

Luxembourg as TOP 1 Cross-Border Country

As with 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, 96% of households had access to the internet in 2020. Also, 78% (+ 16% YTD) of individuals had their most recent online purchase during the last three months of 2020. 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

Similar to last year, The Netherlands is the last of the class as their cross-border market share represents only 14,9% (€4.25 billion) compared to 80,8% for Luxembourg and 25,5% as average for the 16 EU countries measured. The main reason for this is the large selection of strong native Dutch webshops well established for more than two decades. Bol.com, Coolblue, Wehkamp and AH. Zalando is the country’s favourite fashion cross-border online platform. The most interesting newcomer is Amazon.nl.

Belgium as TOP 7 Cross-Border Country

Belgium’s eRank position increased one position over 2019/2020 and scores well in terms of consumer confidence in online Cross-Border eCommerce. Belgium accounts for €4 billion, an increase of 53% compared to 2019 due to the COVID-19 pandemic, of cross-border sales for a market share of 30,8%. 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 13 Cross-Border Country

France went down from position eRank 9 to 13, a loss of four positions. The cross-border market share stabilized at 18,9%; in absolute cross-border sales figures to €19.5 billion. Nevertheless, over 2020, 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. This increase will result in higher cross-border sales over 2021.

Italy as TOP 12 Cross-Border Country

Italy remains at eRank 12. Even if cross-border market share is up from 28,6% to 30% and consumer confidence up from 52% to 53% over 2020.  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 associated with buying fashion products. The Italian consumer tends to shop with their feelings.

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 coronavirus pandemic logistics challenges have become even more prominent.

 

(II) 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 cross-border webshops and marketplaces are:

TOP 1:  Germany with n°1 Zalando, n°2 Music Store and n°3 Thomann
TOP 2: Sweden with n°1 IKEA, n°2 H&M and n°3 COS
TOP 3: The Netherlands with n°1 C&A, n°2 Vistaprint and n°3 Philips
TOP 4: Denmark with n°1 Pandora, n°2 Lego and n°3 Jack & Jones
TOP 5:  United Kingdom with n°1 Fruugo, n°2 Pepe Jeans and n°3 Asos
TOP 6: France with n°1 Decathlon, n°2 Moncler and n°3 ManoMano
TOP 7:  Switzerland with n°1 Nespresso, n°2 Expert and n°3 Dolce Gusto
TOP 8: Austria with n°1 Swarovski, n°2 Wolford and n°3 Blue Tomato
TOP 9:  Italy with n°1 Gucci, n°2 Kiko Milano, n°3 Diesel
TOP 10:  Spain with n°1 Zara, n°2 Mango and n°3 Bershka

Germany as leading country generating the best cross-border webshops and marketplaces

Germany confirms its leading position in 2020; the eRank n°1 with cross-border webshop champions such as Zalando, Hugo Boss, Hello Fresh, Thomann, Bikester, Zooplus, Adidas and Westwing. Germany generated 125 (up 8% YTD) 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 7 are marketplaces and 55 (44%) are pure players. In comparison, the UK generates 115 Cross-border webshops in the TOP500 EU Cross-Border Retail ranking.

Sweden in the second position with 23 strong cross-border webshops in the TOP 500 refers strongly to fashion with H&M Group (H&M, COS, & Other Stories). They demonstrate with & Other Stories that an online cross-border expansion strategy successfully outperformed new store openings.

Cross-Border consumer perspective and business approach are often opposite

German and Dutch consumers are lagging when it comes to cross-border online shopping, while their country is a breeding ground for webshops that sell abroad. The Netherlands has 64 cross-border webshops. Luxembourger and Irish consumers buy heavily cross-border as no large native cross-border webshop has emerged. More balanced in comparison is Denmark.

Brexit has a negative impact on cross-border trade to and from the UK.

I want to warmly thank our research team and partners FedEx Express and Worldline for their support in establishing this new ranking edition. 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 country report infographic

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: carine.moitier@cbcommerce.eu

Press coverage

Belgium

Le Soir
Comeos appelle à mettre le turbo sur l’e-commerce
https://plus.lesoir.be/379971/article/2021-06-23/comeos-appelle-mettre-le-turbo-sur-le-commerce

PUB
LA BELGIQUE PROGRESSE DANS LE RANKING CROSS-BORDER E-COMMERCE EUROPE
https://pub.be/fr/la-belgique-progresse-dans-le-ranking-cross-border-e-commerce-europe/

Nieuwsblad
Belgen kochten voor 4 miljard op buitenlandse webshops
https://www.nieuwsblad.be/cnt/dmf20210623_91861617

Trends
Belgen kochten vorig jaar veel meer op buitenlandse webwinkels
https://trends.knack.be/economie/bedrijven/belgen-kochten-vorig-jaar-veel-meer-op-buitenlandse-webwinkels/article-news-1749909.html?cookie_check=1624433800

SudInfo
La Belgique septième meilleur pays européen pour le commerce en ligne transfrontalier
https://lanouvellegazette.sudinfo.be/800996/article/2021-06-23/la-belgique-septieme-meilleur-pays-europeen-pour-le-commerce-en-ligne
https://www.sudinfo.be/id401436/article/2021-06-23/la-belgique-septieme-meilleur-pays-europeen-pour-le-commerce-en-ligne

Het Laatste Nieuws
Belgen kochten vorig jaar fors meer op buitenlandse webwinkels
https://www.hln.be/consument/belgen-kochten-vorig-jaar-fors-meer-op-buitenlandse-webwinkels~ab2a62cb/

La Capitale
La Belgique septième meilleur pays européen pour le commerce en ligne transfrontalier
https://lacapitale.sudinfo.be/800996/article/2021-06-23/la-belgique-septieme-meilleur-pays-europeen-pour-le-commerce-en-ligne

Bruxelles News
La Belgique septième meilleur pays européen pour le commerce en ligne transfrontalier
https://bruxelles.news/la-belgique-septieme-meilleur-pays-europeen-pour-le-commerce-en-ligne-transfrontalier/

7sur7
La Belgique septième meilleur pays européen pour le commerce en ligne transfrontalier
https://www.7sur7.be/belgique/la-belgique-septieme-meilleur-pays-europeen-pour-le-commerce-en-ligne-transfrontalier~a2b09243/

MSN
La Belgique septième meilleur pays européen pour le commerce en ligne transfrontalier
https://www.msn.com/fr-be/finance/actualite/la-belgique-septi%C3%A8me-meilleur-pays-europ%C3%A9en-pour-le-commerce-en-ligne-transfrontalier/ar-AALkX62?li=BBqiXNn&srcref=rss

Tendances
Le commerce en ligne transfrontalier en Belgique représente 4 milliards d’euros
https://trends.levif.be/economie/entreprises/le-commerce-en-ligne-transfrontalier-en-belgique-represente-4-milliards-d-euros/article-news-1440353.html?cookie_check=1624434212

GVA
We kochten vorig jaar met zijn allen voor 4 miljard op buitenlandse webshops
https://www.gva.be/cnt/dmf20210623_92485072

RetailDetail
Belgen besteden één derde van onlineaankopen over de grens
https://www.retaildetail.be/nl/news/algemeen/belgen-besteden-%C3%A9%C3%A9n-derde-van-onlineaankopen-over-de-grens
Les Belges effectuent un tiers de leurs achats en ligne à l’étranger
https://www.retaildetail.be/fr/news/g%C3%A9n%C3%A9ral/les-belges-effectuent-un-tiers-de-leurs-achats-en-ligne-%C3%A0-l%C3%A9tranger

Fashion United
4 miljard euro aan cross-border aankopen in 2020
https://fashionunited.be/nieuws/retail/4-miljard-euro-aan-cross-border-aankopen-in-2020/2021062332266

Knack
Belgen kochten vorig jaar fors meer op buitenlandse webwinkels
https://plusmagazine.knack.be/maatschappij/belgen-kochten-vorig-jaar-fors-meer-op-buitenlandse-webwinkels/article-normal-1749931.html

DHnet
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

Grenzecho
Belgier kauften im vergangenen Jahr mehr bei ausländischen Online-Shops
https://www.grenzecho.net/57862/artikel/2021-06-23/belgier-kauften-im-vergangenen-jahr-mehr-bei-auslandischen-online-shops

Invest in Wallonia
Belgium seventh best European country for cross-border e-commerce
http://www.investinwallonia.be/news-1/news-2/belgium-seventh-best-european-country-for-cross-border-e-commerce

Gondola
Belg spendeert meer geld op buitenlandse webshops
https://www.gondola.be/nl/news/belg-spendeert-meer-geld-op-buitenlandse-webshops
Le Belge dépense plus d’argent dans les webshops étrangers
https://www.gondola.be/fr/news/le-belge-depense-plus-dargent-dans-les-webshops-etrangers

De Tijd
Shoppen in buitenlandse webwinkel wordt duurder
https://www.tijd.be/netto/analyse/aankopen/shoppen-in-buitenlandse-webwinkel-wordt-duurder/10316239.html

Meubihome
Belgen besteden een derde van online aankopen over de grens
https://meubihome.be/belgen-besteden-een-derde-van-online-aankopen-over-de-grens/

 

The Netherlands

Aboudict
NEDERLANDERS KOPEN HET MINST BIJ BUITENLANDSE WEBWINKELS
https://aboutict.nl/news/2021-06-23/nederlanders-kopen-minst-bij-buitenlandse-webwinkels-emerce

Emerce
Nederlanders kopen het minst bij buitenlandse webwinkels
https://www.emerce.nl/nieuws/nederlanders-kopen-minst-buitenlandse-webwinkels

Twinkle
Crossborder e-commerce: Nederlanders laten andere landen links liggen
https://twinklemagazine.nl/2021/06/crossborder-e-commerce-nederlanders-laten-andere-landen-links-liggen/index.xml

Fashion United
4,25 miljard euro aan cross-border aankopen in 2020
https://fashionunited.nl/nieuws/retail/4-25-miljard-euro-aan-cross-border-aankopen-in-2020/2021062350043

Retail Trends
Nederlanders kopen online het minst over de grens
https://retailtrends.nl/news/64496/nederlanders-kopen-online-het-minst-over-de-grens

E-Commerce News
1 op 7 online aankopen gaat naar buitenland
https://www.ecommercenews.nl/1-op-7-online-aankopen-gaat-naar-buitenland/

 

DACH

Das Pauli Magazin
Studie: Zum Grenzüberschreitenden Handel in Europa wird jährlich ein Ranking der 16 führenden Länder veröffentlicht. Die Schweiz liegt vorne, aber nicht zuvorderst.
https://daspaulimagazin.ch/de/meldung/studie-zum-grenzuberschreitenden-handel-in-europa-wird-jahrlich-ein-ranking-der-16-fuhrenden-lander-veroffentlicht-die-schweiz-liegt-vorne-aber-nicht-zuvorderst

Finanz Nachrichten
Cross-Border Commerce Europe Publishes the Third Edition of the “TOP 16 Countries Cross-Border Europe”: an Annual Ranking of the Best 16 European Countries in Cross-Border Online Shopping
https://www.finanznachrichten.de/nachrichten-2021-06/53221618-cross-border-commerce-europe-publishes-the-third-edition-of-the-top-16-countries-cross-border-europe-an-annual-ranking-of-the-best-16-european-coun-004.htm

Ad Hoc News
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 (I) consumer perspective and (II) business approach.
https://www.ad-hoc-news.de/boerse/news/unternehmensnachrichten/cross-border-commerce-europe-the-platform-that-stimulates-cross-border/61689926

Klamm
Cross-Border Commerce Europe veröffentlicht die dritte Ausgabe der „TOP 16 Countries Cross-Border Retail Europe“
https://www.klamm.de/news/cross-border-commerce-europe-verchr246ffentlicht-die-dritte-ausgabe-der-top-16-countries-cross-border-retail-14N203289.html

Onlinemarktplatz
Cross-Border Commerce Europe veröffentlicht die dritte Ausgabe der „TOP 16 Countries Cross-Border Retail Europe“
https://www.onlinemarktplatz.de/203289/cross-border-commerce-europe-veroeffentlicht-die-dritte-ausgabe-der-top-16-countries-cross-border-retail-europe/

Outdoor Industry Compass
Study shows cross-border online shopping habits of Europeans
https://www.oicompass.com/e-commerce-and-dtc/study-shows-cross-border-online-shopping-habits-of-europeans/90211.article

iBusiness
Deutsche E-Retailer überzeugen im Cross-Border-Commerce
https://www.ibusiness.de/aktuell/db/522427suf.html

Versendhaus Berater
Deutsche E-Retailer überzeugen im Cross-Border-Commerce
https://www.versandhausberater.de/aktuell/db/522427suf.html

IT4Retailers
Report: TOP 16 Countries Cross-Border Retail Europe
https://it4retailers.de/business/report-top-16-countries-cross-border-retail-europe/

 

France

EcommerceMag
Infographie Le Luxembourg, élu meilleur pays pour l’e-commerce transfrontalier européen
https://www.ecommercemag.fr/Thematique/retail-1220/Infographies/Luxembourg-elu-meilleur-pays-e-commerce-transfrontalier-europeen-362047.htm

Fashion Network
E-commerce: Allemagne, Suède et Pays-Bas en tête des offres transfrontalières
https://fr.fashionnetwork.com/news/premiumContent,1313087.html

 

United Kingdom

ADVFN
Cross-Border Commerce Europe Publishes the Third Edition of the “TOP 16 Countries Cross-Border Europe”: an Annual Ranking of
https://de.advfn.com/p.php?article=85422204&pid=nmona

 

Portugal

Portugal Global
Portugal em 15º lugar no TOP 16 de países cross-border Retail Europe
https://www.portugalglobal.pt/PT/PortugalNews/Paginas/NewDetail.aspx?newId=%7B7BCBF69B-C80D-4AA8-8AC7-F75A8CDAB900%7D

 

Sweden

Worldnews
Cross-Border Commerce Europe Publishes the Third Edition of the “TOP 16 Countries Cross-Border Europe”: an Annual Ranking of the Best 16 European Countries in Cross-Border Online Shopping
https://worldnews.se/travel/2021/06/23/cross-border-commerce-europe-publishes-the-third-edition-of-the-top-16-countries-cross-border-europe-an-annual-ranking-of-the-best-16-european-countries-in-cross-border-online-shopping/

 

Spain

E-Commerce News
Español, en 11º lugar del TOP 16 de países cross-border
https://ecommerce-news.es/espanol-en-11o-lugar-del-top-16-de-paises-cross-border/

 

International

Yahoo Finance
Cross-Border Commerce Europe Publishes the Third Edition of the “TOP 16 Countries Cross-Border Europe”: an Annual Ranking of the Best 16 European Countries in Cross-Border Online Shopping
https://finance.yahoo.com/news/cross-border-commerce-europe-publishes-050000043.html

SGI Europe
Study shows cross-border online shopping habits of Europeans
https://www.sgieurope.com/dtc-and-e-commerce/study-shows-cross-border-online-shopping-habits-of-europeans/90233.article

Retail Detail
Europeans make a quarter of their online purchases across borders
https://www.retaildetail.eu/en/news/general/europeans-make-quarter-their-online-purchases-across-borders

Vivanet
Từ 1/7 hàng vào EU có nguồn gốc giao hàng từ nước thứ ba đều chịu thuế VAT và phải khai báo HQ
https://vinanet.vn/chinh-sach1/tu-17-hang-vao-eu-co-nguon-goc-giao-hang-tu-nuoc-thu-ba-deu-chiu-thue-vat-va-phai-khai-bao-hq-745401.html