25.5% of ecommerce in Europe is cross-border
The online cross-border market in Europe was worth 146 billion euros in 2020. This is an increase of 35 percent compared to the situation one year before. The cross-border share represents 25.5 percent of total online sales in Europe.
The cross-border share is slowly increasing. In 2018 it was 22.8 percent, in 2019 it was 23.55 percent and now it’s growing towards 26 percent and more.
This is shown in the third edition of the TOP 500 Cross-Border Retail Europe, an annual ranking of the 500 best cross-border online shops in Europe. It says the total online cross-border market in Europe represents a turnover of 146 billion euros.
Cross-border top 10
Ikea remains to be the number one on this list, with total sales of 53.25 billion euros. H&M is still number two, but H&M Group’s brands Cos and &Other Stories have also found a spot in the top ranking. Pandora has now entered the top 10 with a third place. Zara on the other hand went from a third place last year to a place outside this top list:
| # | Cross-border retailer |
| 1 | Ikea |
| 2 | H&M |
| 3 | Pandora |
| 4 | Smyths Toys |
| 5 | Lego |
| 6 | Nespresso |
| 7 | Expert |
| 8 | Cos |
| 9 | Swarovski |
| 10 | & Other Stories |
Only omnichannel retailers in top 10
CBCommerce comments: “For the first time ever, this top 10 consists exclusively of omnichannel retailers. Newcomers are Swarovski, Pandora, Expert, Cos and & Other Stories. Leavers are pure ecommerce marketplaces Zalando and Vivino, as well as C&A, Zara and TomTom.”
According to CBCommerce, the online B2C sales in 2020 went up 24 percent and was worth 573 billion euros, of which 146 billion euros was generated through cross-border online sales. “Cross-border ecommerce in Europe outperformed total online sales. The main cause of this is the impact of the corona virus”, the organization explains.
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