AliExpress, Etsy, Amazon lead European cross-border e-marketplace ranking
Nicola Mira
Europe’s cross-border e-commerce market across all sectors is dominated by three major marketplaces, China’s AliExpress and the USA’s EtsyAmazon
The top three e-marketplaces, AliExpress, Etsy and Amazon, were followed by US e-tailer Ebay and musical content specialist Discogs, owned by Zink Media. Behind them, Dutch company Naspers, with its generalist marketplace OLX, and music portal Bandcamp (owned by Epic Games), followed by Uber Eats.
China’s Temu, a generalist e-tailer specialised in very low-price items with a focus on apparel, like SheinVinted
“Of the 498 marketplaces (up by 14%) that are selling across Europe via 1,000 domains, 175 are considered to be cross-border operators (up by 35%)”, noted CCE. “By 2025, it is estimated that approximately 50% of international marketplaces selling in Europe will be considered as cross-border operators, equivalent to between 250 and 300 companies,” added CCE.
Leaving aside Amazon, which generated a sales volume of €55 billion, and Ebay, with €23 billion, European and non-European e-marketplaces generated a similar volume of sales in 2022, with a combined total of €44 billion and €45 billion respectively. In terms of business type, the sales volume of the 100 top e-marketplaces is split almost equally between B2C (49.5% of total volume) and C2C (43.7%). Notably, 80% of this top 100 consists of pure marketplaces.
