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European cross-border e-commerce reached a value of €358.7 billion in 2024/2025. Of this amount, online marketplaces accounted for €247.5 billion, representing a seventy percent share. The top 100 platforms generated revenue of €216.82 billion, a year-on-year increase of 10%.
Who Leads The European Market
Amazon maintained its first position, but the second place is more interesting. Chinese platform Temu overtook eBay, which dropped to third place. AliExpress and Etsy round out the top five.
Specialised platforms also made it into the top ten – second-hand marketplace Vinted took sixth position, followed by classifieds site OLX. Fashion retailer Zalando, sports retailer Decathlon and fast fashion player Shein close out the top ten.
Source: cbcommerce.eu
How Success is Measured
The eRank ranking combines four main metrics: volume of cross-border sales across 28 European countries, SEO performance, market coverage and percentage share of cross-border visits.
Secondary parameters include business model type (B2B, B2C, P2P, C2C), pan-European brand strategy, use of AI and big data, quality of customer service and marketplace type. The ranking favors hybrid B2C platforms with a higher share of third-party sellers.
Three Models Dominate The Market
Generalist marketplaces like Amazon, Allegro or Bol.com offer a wide range of products and strong infrastructure, but face high competition and price pressure.
Vertical platforms (Zalando, ManoMano, Farfetch) focus on specific categories, achieve higher conversion rates, but are more selective toward sellers.
C2C marketplaces like Vinted, Depop or eBay build on a community approach and circular economy. They have low entry barriers but limited scalability.
Regional Differences
The German market is dominated by Amazon and Otto, while C2C and fashion platforms dominate in France. Britain combines generalists with niche marketplaces. Central and Eastern Europe is seeing rapid growth of generalist platforms.
By 2026, 98.2% of visitors are expected to be cross-border active, indicating further growth of the segment.
