European Cross-Border E-Commerce Reaches New Heights, with Marketplaces at the Heart of It

According to the report, the European cross-border e-commerce market grew to an impressive €326 billion in 2023/2024, with a significant portion—€225 billion or 69%—being generated by online marketplaces. This underlines the pivotal role these platforms play in connecting consumers and businesses across borders. Marketplaces like Amazon, eBay, and others are essential drivers of growth, accounting for over half of this revenue, and showcasing the importance of these platforms in the European cross-border e-commerce ecosystem.

The top 100 cross-border marketplaces, as outlined in the report, generated €197.01 billion in turnover, reflecting a robust 39.29% growth. This growth illustrates the resilience and dynamism of Europe’s marketplace ecosystem. However, the report notes a slight projected decline in the share of marketplace-driven e-commerce GMV, expected to drop from 69% to 67.9% by 2025, signaling a maturing market. Nevertheless, the cross-border e-commerce market is poised for continued expansion, with 97.30% of visitors expected to engage in cross-border transactions by 2025.

The top 10 marketplaces driving this growth include well-known global players and regional powerhouses, reflecting the diverse and competitive nature of Europe’s e-commerce landscape.

Source: Cross-Border Commerce Europe

These marketplaces dominate Europe’s cross-border sales, providing platforms for businesses of all sizes to reach international customers. The rankings are determined using a comprehensive methodology that considers cross-border online sales, SEO performance, geographical coverage, and the volume of cross-border traffic.

While established marketplaces like Amazon and eBay continue to dominate, the report also highlights the rise of new challengers like Shein and Temu, both of which are reshaping global e-commerce competition. These Chinese platforms are quickly gaining market share with innovative business models that emphasize direct-from-manufacturer sales, low prices, and aggressive social media marketing strategies. As a result, they are challenging Western giants like Amazon and pushing the industry toward a more multichannel approach.

Sellers across Europe are increasingly diversifying their strategies, expanding beyond Amazon to sell via their own websites, social media channels, and alternative marketplaces. This shift is driven by rising costs on Amazon, market saturation, and the desire for greater control over their brands. Adopting a multichannel strategy allows sellers to reach a broader audience, enhance visibility, and reduce dependence on any single platform.

The findings of the “TOP 100 Cross-Border Marketplaces Europe” report suggest a promising future for cross-border e-commerce in Europe. While marketplaces remain a dominant force, the rise of new players and the adoption of multichannel strategies are likely to diversify the landscape further. For businesses looking to capitalize on these trends, understanding the nuances of cross-border e-commerce and being adaptable to emerging platforms will be key to success in this evolving market.

Lengow plays a crucial role in helping e-commerce businesses thrive on cross-border marketplaces. By providing tools that simplify the process of managing product listings, synchronizing inventory, and optimizing marketing strategies across multiple platforms, Lengow enables brands to seamlessly expand their presence in European markets. Whether selling on Amazon, eBay, or Zalando, Lengow empowers businesses to reach international customers efficiently and effectively, unlocking new opportunities in the cross-border e-commerce landscape.