Multichannel companies from the Nordics make up Europe’s top three best-performing cross-border ecommerce sellers. These are Sweden-based Ikea, Denmark’s Jysk and H&M, also from Sweden. Behind them, Germany’s Zalando is the first pure player on the list.
Zalando is accelerating its European expansion. After earlier announcements, Portugal and Greece are now live, marking the next step in Zalando’s strategy to strengthen its footprint across Europe. Bulgaria is expected to follow on August 1st this year. New signals suggest the rollout will not stop there.
A large majority of online transactions in Europe take place on marketplaces. In 2025, marketplaces accounted for 61 percent of total ecommerce GMV, according to ECDB. In other parts of the world, this share is even higher. The concentration is expected to increase further in Europe as well.
Dutch ecommerce service provider Salesupply has announced a partnership with BrandOn Group, an Italian technology platform that specializes in growth strategies for marketplaces and social commerce. Through the collaboration, Italian brands will be able to use an end-to-end solution for international expansion.
German online photo service store, PosterXXL, was rated as the best online shop in Germany. It outranks local dominant online seller Otto, as well as Lascana. Ratings were based on more than 753,000 customer reviews.