Spotlight on Europe’s Top 100 Cross-Border Marketplaces in 2023

3'

The digital marketplace landscape in Europe continues to flourish, with cross-border commerce playing a pivotal role in this growth. Lengow dives into the latest report by Cross-Border Commerce Europe, spotlighting the top 100 cross-border marketplaces that are shaping the e-commerce narrative across the continent in 2023. One key number: Marketplaces account for 63% of cross-border revenue in Europe.

Evolving Marketplace Dynamics

The narrative of cross-border e-commerce in Europe echoed a robust growth rhythm in 2022, with the turnover crescendo reaching a staggering €265 billion, without travel-centric transactions. Marketplaces were at the heart of this e-commerce symphony, orchestrating a remarkable €167 billion in sales. Industry titans like Amazon and eBay stood as vanguards of this marketplace brigade, amassing a combined turnover of €78.2 billion.

Europe’s Cross-Border Marketplace Elite

An annual endeavor by Cross-Border Commerce Europe unfolds a meticulous ranking of marketplaces that are the linchpins in the cross-border trading arena. The analysis is a concoction of myriad metrics ranging from cross-border online sales, SEO acumen, geographical expanse, and visitor footprints, culminating in a comprehensive dossier of the top 100 marketplaces. The podium is graced by AliExpress, Etsy, and Amazon, symbolizing a rich tapestry of marketplaces hailing from diverse global quarters.

top100-marketplaces-2023

Marketplace Growth Trajectory

The pandemic aftermath saw the marketplace sector in Europe on an upswing, registering a 9.3% growth, fueled by a coalition of hybrid B2C and pure C2C marketplaces. This ascension is forecasted to continue its skyward journey, with cross-border online sales envisaged to encapsulate 65% of the total online sales terrain in Europe by 2025.

China Reshaping Global Marketplaces…

China’s robust e-commerce strategy is reflected in its production, sales, marketing, and distribution channels which are majorly controlled within its geographical and digital borders. This self-sustaining ecosystem is epitomized by marketplaces like Amazon, AliExpress, and the new entrant Temu, where a significant portion of third-party sellers hail from China. While this paradigm augments the Gross Merchandise Value (GMV) on these platforms, it also challenges traditional retail intermediaries in the US and EU, prompting a paradigm shift in the global retail arena. This burgeoning dominance, although a proponent of remarkable GMV figures, subtly critiques the existing global retail dynamics, urging a reflective re-evaluation.

“Made in China” eliminates domestic (US-EU) manufacturing, “Sold by China” eliminates domestic (US-EU) sellers, and “Marketed by China” is circumventing domestic (US-EU) retailers.

Cross-Border Commerce Europe

TOP 100 Cross-Border Marketplaces Europe 2023

Hybrid vs Pure Marketplaces

The marketplace sphere is a theatre of evolution with hybrid and pure models engaged in a relentless quest for supremacy. Hybrid marketplaces, delineated by a medley of direct sales and third-party sellers, are carving a significant niche. Conversely, pure marketplaces, riding solely on the third-party seller bandwagon, are fortifying their bastions. The tableau is in constant flux with stalwarts like Amazon championing the hybrid model crusade, eyeing an elevation in their third-party seller faction to 65% by 2025.

Adrian Gmelch

Adrian Gmelch is a tech and e-commerce enthusiast. He initially worked for an international PR agency in Paris for large tech companies before joining Lengow's international field marketing & content team.

Your e-commerce library

How to Succeed on Marketplaces on Black Friday

Learn more

L'Oréal Luxe Success Story

Learn more

AI in E-Commerce: Product Feed Focus

Learn more

Sign up for our newsletter

By submitting this form you authorize Lengow to process your data for the purpose of sending you Lengow newsletters . You have the right to access, rectify and delete this data, to oppose its processing, to limit its use, to render it portable and to define the guidelines relating to its fate in the event of death. You can exercise these rights at any time by writing to dpo@lengow.com

newsletter-image