Top 20 European Cross-Border Marketplaces

No primary category set

Cross-Border Commerce Europe have mapped the 20 best Marketplaces based on their Cross-Border performance. The total Cross-Border market of European owned Marketplaces represents a turnover of €9 billion in 2018 (excluding travel). This is 21% of the total Cross-Border Marketplaces in Europe, reaching a turnover of €42 billion, with Amazon generating €28 billion. The German Marketplace Zalando is number one.European owned Cross-Border Marketplaces are expected to grow by more than 50% to reach €15 billion by 2020.

If you want to sell cross-border, then the “Top 20 Cross-Border Marketplaces of Europe” compilation of Cross-Border European Marketplaces websites will give you a good starting point when selecting which platforms to trade on – the list doesn’t include eBay and Amazon so many will be new opportunities.

The ranking is based on four parameters:

  • Cross-Border online sales in Europe (16 countries in Western Europe including UK)
  • SEO indicators for Cross-Border performance
  • A Cross-Border score determined on the number of covered countries
  • Number and percentage of Cross-Border visits

There are four additional weighted parameters that refine the ranking:

  • Type of Marketplaces’ business models (B2B – B2C – P2P – C2C – …)
  • Pan-European Marketplaces’ brand strategies
  • AI & Big Data Marketplaces’ strategies
  • Type and number of services offered to the Marketplaces’ customers

This study takes into account B2C online platforms, all sectors combined, excluding travel, that offer at least two of the following three services: payment, storage and logistics. Farfetch, Asos, Zalando, Fnac, La Redoute, Spartoo, Otto, Pixmania, Fruugo and Deliveroo are included in this analysis. Miinto, a B2B network with fashion stores without logistics services, and Takeaway are on the other hand excluded. Most Marketplaces offer a portfolio of “Retail as a Service” services: transport, return management, flow management, cloud computing, payment and online marketing.

The European Cross-Border trade (excluding travel) amounted to €95 billion in 2018, with 55% generated by European players and 45% by non-EU retailers.

European owned Marketplaces represent a Cross-Border turnover of €9 billion, which represents only 17% of the total Cross-Border market in Europe worth €52.25 billion.

For retailers outside the European Union, 80% of the Cross-Border turnover is generated by Marketplaces. Pure players such as Amazon (€28 billion), Wish, AliExpress, Etsy and eBay represent more than a third of the total €95 billion, leaving behind the European owned Marketplaces with €9 billion.

The share of Marketplaces in Cross-Border B2C ecommerce continues to increase. Consumers prefer Marketplaces because of their frequent and repeated orders. They are for the most part “Prime” members and therefore very loyal. Marketplaces go beyond brands and retailers in almost all dimensions of consumer preferences, including product quality, uniqueness, availability and price. Consumers search directly for products on Marketplaces before using Google.


5 Responses

  1. Deliveroo are cross border? Do people order food from other countries on this then? First ive heard of that. Or is it tourists using it so it looks like its cross border from IP/payment details etc?

  2. Apparently some sites has nothing to do with Marketplace – according to the definition of the marketplace ? Where does it come from ? Allegro, Cdiscount, ElcorteIngles missing

  3. You can pull Coolshop of that list. After 4 years (very successful ones for us) they have closed their marketplace.
    “We have been looking into our operation, profitability and strategic direction. This has lead to the decision, that we will close down our marketplace operation and instead focus more on other core values in line with our strategic focus. Our marketplace operation will be closing on Friday, September 6”.

  4. more Ecom businesses need to understand this is the easiest way to expand and test the water for expansion into other regions before launching a new website/part of website to target that region. making it a very cost effective way to expand your business. I work with most of these everyday with my clients


BigCommerce CEO Brent Bellm on Open SAAS, Retailer Marketplaces & Instant Commerce

BigCommerce CEO Brent Bellm on Open SAAS, Retailer Marketplaces & Instant Commerce

How Magicvision work with major brands

How Magicvision work with major brands

British Manufacture John Cotton on B&Q Marketplace

British Manufacture John Cotton on B&Q Marketplace

21 categories now live on B&Q Marketplace

B&Q Marketplace hits 38% of ecommerce sales

Walmart Marketplace launch and selling strategy essentials

Walmart Marketplace launch and selling strategy essentials

ChannelX Guide...

Featured in this article from the ChannelX Guide – companies that can help you grow and manage your business.

Register for Newsletter

Receive 5 newsletters per week

Gain access to all research

Be notified of upcoming events and webinars