Europe’s Cross-Border E-commerce Market Reaches €108 Billion in 2025

Growth Is Still There, But Slower

According to the report, Europe’s cross-border B2C e-commerce (excluding travel) reached €108 billion in 2025, representing 25% of total online sales.

The TOP 500 cross-border retailers generated €86 billion in turnover, recovering slightly after a weaker 2024. This doesn’t signal a return to rapid growth, but rather a move towards a more sustainable pace.

The Same Leaders Stay On Top

The ranking remains largely unchanged, pointing to a more mature and consolidated market.

The top 10 cross-border retailers in Europe are:

• IKEA
• JYSK
• H&M
• Zalando
• Lego
• MediaWorld
• Pandora
• Lidl
• Notino
• Adidas

Together, they account for around 20% of total TOP 500 cross-border sales, highlighting strong market concentration.

Retailers Are Under More Pressure

The broader environment is becoming more challenging. Retailers across Europe are dealing with:

• Rising operational costs and inflation
• Supply chain disruptions
• Currency volatility
• Increasing regulatory complexity

For cross-border businesses, these factors make expansion more difficult and expensive than before.

Expansion Takes A Back Seat

Instead of entering new markets, many retailers are focusing on improving what they already have. Key priorities now include:

• Improving margins
• Optimising logistics
• Strengthening customer retention

The shift is clear – from scaling fast to running operations more efficiently.

Omnichannel Is Now Standard

Omnichannel is no longer a competitive advantage. It has become a basic expectation.

Customers move between online stores, mobile apps and physical locations without thinking about channels. What matters is a smooth, consistent experience across the entire journey, from browsing to delivery and returns.

AI Moves Into Everyday Use

Retailers are also changing how they approach technology.

Instead of testing isolated tools, leading companies are integrating AI into daily operations—whether in pricing, customer experience or supply chain management. The value comes from how well these systems connect to real business processes.

What This Means For E-commerce

Cross-border e-commerce in Europe isn’t slowing down, it’s maturing.

There’s less space for quick expansion and more pressure on execution. Success now depends on how well retailers manage costs, operations and the overall customer experience.