TOP 100 Marketplaces in Europe: Annual Ranking 2022 out now

Cross-Border Commerce Europe launches the third edition of the “TOP 100 Cross-Border Marketplaces Europe” report. An annual analysis of the best global cross-border platforms operating in Europe, EU28, including the UK

Brussels – September 22nd, 2022. Cross-Border Commerce Europe, the platform that drives cross-border e-commerce in Europe, launches a study that maps the 100 best global marketplaces in the sector with a zoom on their cross-border performance in Europe.

The total cross-border e-commerce market in Europe, including the United Kingdom, Switzerland and Norway, represented a turnover of €237 billion in 2021 (excluding travel), of which €141 billion, or 59%, was generated by marketplaces. Amazon and eBay expectedly have the lion’s share, with a turnover of €51 billion and €25 billion in 2021, driving more than half of the market.

The TOP 100 Cross-Border Marketplaces generate €128 billion in turnover throughout Europe. During the COVID-19 pandemic, marketplaces grew by an impressive 22%, supported by C2C marketplaces. This growth is expected to continue in 2022, reaching 65% of cross-border online sales in Europe by 2025. CB Commerce carried out the study with support from Checkout.com, FedEx Express, Lengow, nShift and Payoneer.

The “TOP 100 Cross-Border Marketplaces operating in Europe” is a compilation of cross-border data of European marketplaces websites. The ranking is based on four parameters:

  • Cross-border online sales in Europe (28 countries in Europe, including the UK, Switzerland and Norway)
  • SEO indicators for cross-border performance
  • A cross-border score determined by the number of covered countries
  • Number and percentage of cross-border visits

Four additional weighted parameters refine the ranking:

  • Type of marketplace business models (B2B – B2C – P2P – C2C – …)
  • Pan-European brand strategies
  • AI & Big Data strategies
  • Type and number of services offered to customers

Cross-Border Marketplaces make up over half of the total e-commerce volume

This study considers all types –B2C, B2B, C2C, P2P– of online platforms and covers all sectors except travel and sharing economy. Of the 438 marketplaces selling in Europe (1000 domains), about 150 are considered cross-border (34.2%). In 2025, more than 50% of the world’s marketplaces selling in Europe will be regarded as cross-border, accounting for 200 to 250 marketplaces. 34% of the marketplaces are non-European (mainly USA), and 10% are UK marketplaces, which means that 56% are European cross-border marketplaces. The UK lost 3 marketplaces in the TOP 100 due to Brexit.

TOP 10 Global Cross-Border Marketplaces operating in Europe

  • TOP 1: Amazon (USA)
  • TOP 2: AliExpress (China)
  • TOP 3: eBay (USA)
  • TOP 4: Etsy (USA)
  • TOP 5: OLX (The Netherlands)
  • TOP 6: Discogs (USA)
  • TOP 7: Vinted (Lithuania)
  • TOP 8: Bandcamp (USA)
  • TOP 9: Uber Eats (USA)
  • TOP 10: Zalando (DE)

Number 1 Amazon’s continuous growth is impressive. The TOP 3 remains stable, even if scores are reverted. Wish left the TOP 10. The newcomer is Bandcamp in position 8.

Boosted by the COVID-19 pandemic, the TOP 100 Cross-Border Marketplaces generated an unprecedented turnover of €128 billion in 2021 throughout Europe

An increase of 22% YTD: the growth was robust in Q2 2021 for the omnichannel retailer’s marketplaces (growth +34% YTD) and the C2C marketplaces (growth +41% YTD). The TOP 100 marketplaces market share represents 90% of the total marketplaces’ turnover, with 2.85 billion monthly cross-border visitors.

In 2021, of the TOP 100, 74 are 100% marketplaces. These pure ‘only’-marketplaces will gain market share of up to 75%. Of the 74 pure ‘only’ marketplaces, 43 are C2C platforms. By 2025, half of the TOP 100 cross-border marketplaces will be C2C marketplaces.

The average eRank increases from 56 to 60.9, expressing the increasing cross-border activity from marketplaces: Amazon #1 eRank 91.5%, whilst Depop #100 eRank 37.7%. 17 marketplaces grew GMV by over 50%, with a medium average growth of 33%. 36 from the TOP 100 marketplaces are from the USA, American origin, generating approximately €87B turnover (=61.9%) from the total €140.6B cross-border turnover (GOAT, Flight Club, Design by Humans)

Market trends in 2021

Rise of Customisation On-Demand DIY marketplaces: Art, Fashion, Craft & Gifts

15 from the TOP 100 offer custom on-demand products. From Europe, there are Spreadshirt, Helloprint, Qwertee and Depop. Over the next few years, C2C customized on-demand goods marketplaces will continue to grow up to 20% in the TOP 100.

Auction Classified C2C marketplaces are still on the move 

1stDibs (eRank 31) is a leading online marketplace for connecting design lovers with highly coveted sellers and makers of vintage, antique and contemporary furniture, home décor, art, jewellery, watches and fashion.

C2C and (fashion) resale – sustainable and circular

Elite top 10 marketplaces eBay, Etsy (including Depop) and Vinted lead the second-hand market; pre-loved, used and vintage fashion as leading categories.  American TheRealReal (eRank 51) is the leader in luxury resale. Vestiaire Collective (eRank 45) is a global marketplace enabling people to buy and sell luxury, pre-owned fashion products. The C2C share of used goods (pre-owned), will grow from 45% to 50% by 2025. Leader eBay accounts for more than one-third of C2C platform’s gross margin value. Of the TOP 100, 44 are selling used goods. All of them are 100% marketplaces with a majority running C2C business. Fashion is the most popular category with 29 players in the TOP 100. Over the next five years, many newcomers acting as C2C (and P2P marketplace apps) second-hand marketplaces selling fashion, shoes and accessories will emerge, accounting for 66% of the TOP 100 cross-border marketplaces.

Food marketplaces

Another marketplace that reached the TOP 10 is UberEats. Due to the COVID-19 pandemic, the food sector and especially food delivery reached an all-time high. Another example of a strong cross-border player in this sector is the Dutch marketplace Takeaway.com that ended up right outside the TOP 10. Recently the Finnish technology company Wolt (eRank #21) was acquired by US Doordash.

I would like to thank our market research partners Checkout.com, FedEx Express, Lengow, nShift and Payoneer who, with our research team, put all their energy behind this eagerly awaited study. It makes the best marketplaces operating in Europe transparent and stimulates this entire sector”, concludes Carine Moitier, the founder of CBCommerce.eu.

top 100 marketplaces europe 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, and discover trends and specificities of each European country.

Please contact Carine Moitier, Founder and Managing Director, for any press enquiries – PRESS ENQUIRIES


 

Press Coverage

Benelux

Trends Tendances
Chiffre d’affaires record pour les plateformes transfrontalières actives en Europe en 2021
https://trends.levif.be/economie/entreprises/chiffre-d-affaires-record-pour-les-plateformes-transfrontalieres-actives-en-europe-en-2021/article-news-1593673.html?cookie_check=1663869891

Retail Detail
Amerikanen en consumenten lopen de Europese platformmarkt onder de voet
https://www.retaildetail.be/nl/news/algemeen/amerikanen-en-consumenten-lopen-de-europese-platformmarkt-onder-de-voet/
Les Américains et les consommateurs sapent le marché européen des plates-formes
https://www.retaildetail.be/fr/news/general/les-americains-et-les-consommateurs-sapent-le-marche-europeen-des-plates-formes/

Twinkle
‘Marktplaatsen domineren Europese crossborder-markt’
https://twinklemagazine.nl/2022/09/marktplaatsen-domineren-europese-crossborder-markt/index.xml

DACH

Postbranche
Cross-Border Commerce Europe veröffentlicht dritte Ausgabe von „TOP 100 Cross-Border Marketplaces Europe“
https://www.postbranche.de/2022/09/22/cross-border-commerce-europe-veroeffentlicht-dritte-ausgabe-von-top-100-cross-border-marketplaces-europe/

Klamm
Cross-Border Commerce Europe: TOP 100 Cross-Border Marketplaces Europe
https://www.klamm.de/news/cross-border-commerce-europe-top-100-cross-border-marketplaces-europe-14N214886.html

Onlinemarktplatz
Cross-Border Commerce Europe: TOP 100 Cross-Border Marketplaces Europe
https://www.onlinemarktplatz.de/214886/cross-border-commerce-europe-top-100-cross-border-marketplaces-europe/

FinanzNachrichten
Cross-Border Commerce Europe Launches the Third Edition of the “TOP 100 Cross-Border Marketplaces Europe” Report. An Annual Analysis of the Best Global Cross-Border Platforms Operating in Europe, EU28 Including the UK.
https://www.finanznachrichten.de/nachrichten-2022-09/57122304-cross-border-commerce-europe-launches-the-third-edition-of-the-top-100-cross-border-marketplaces-europe-report-an-annual-analysis-of-the-best-globa-004.htm

Textil Wirtschaft
Online-Marktplatz von Amazon wird immer beliebter
https://www.textilwirtschaft.de/business/news/e-commerce-online-marktplatz-von-amazon-wird-immer-beliebter-237478

Spain

America Retail
¿Qué paso en el sector ecommerce en la semana del 12 de septiembre?
https://www.america-retail.com/ecommerce/que-paso-en-el-sector-ecommerce-en-la-semana-del-12-de-septiembre/

eCommerce News
¿Qué paso en el sector e-commerce en la semana del 12 de septiembre?
https://ecommerce-news.es/que-paso-en-el-sector-e-commerce-en-la-semana-del-12-de-septiembre/

International

Outdoor Industry Compass
E-Commerce: Secondhand marketplaces on the rise
https://www.oicompass.com/e-commerce-and-dtc/e-commerce-secondhand-marketplaces-on-the-rise/98540.article

Financial Content
Cross-Border Commerce Europe Launches the Third Edition of the “TOP 100 Cross-Border Marketplaces Europe” Report. An Annual Analysis of the Best Global Cross-Border Platforms Operating in Europe, EU28 Including the UK.
https://markets.financialcontent.com/pentictonherald/article/bizwire-2022-9-22-cross-border-commerce-europe-launches-the-third-edition-of-the-top-100-cross-border-marketplaces-europe-report-an-annual-analysis-of-the-best-global-cross-border-platforms-operating-in-europe-eu28-including-the-uk

Yahoo Finance
Cross-Border Commerce Europe Launches the Third Edition of the “TOP 100 Cross-Border Marketplaces Europe” Report. An Annual Analysis of the Best Global Cross-Border Platforms Operating in Europe, EU28 Including the UK.
https://finance.yahoo.com/news/cross-border-commerce-europe-launches-120000256.html?guccounter=1

Morningstar
Cross-Border Commerce Europe Launches the Third Edition of the “TOP 100 Cross-Border Marketplaces Europe” Report. An Annual Analysis of the Best Global Cross-Border Platforms Operating in Europe, EU28 Including the UK.
https://www.morningstar.com/news/business-wire/20220922005030/cross-border-commerce-europe-launches-the-third-edition-of-the-top-100-cross-border-marketplaces-europe-report-an-annual-analysis-of-the-best-global-cross-border-platforms-operating-in-europe-eu28-including-the-uk

Acrofan
Cross-Border Commerce Europe Launches the Third Edition of the “TOP 100 Cross-Border Marketplaces Europe” Report. An Annual Analysis of the Best Globa
https://us.acrofan.com/detail.php?number=727137

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