The total cross-border market of European-owned marketplaces represents a turnover of 9 billion euros. This corresponds to a fifth of what’s generated by all cross-border marketplaces in Europe, with Amazon generating 28 billion euros. Here’s the top 20.


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Amazon is the biggest marketplace in Europe, but when we look at just the European-owned marketplaces, Zalando is number one. The top five is dominated by UK players, as Fruugo, Asos and Farfetch take up the second, third and fourth place. The top five is completed by French multichannel retailer Carrefour.

‘Market is worth €15 billion by 2020’

This can be seen in the first edition of the ‘Top 20 marketplaces cross-border Europe’, a study from Cross-BorderCommerce Europe. This platform expects that European-owned cross-border marketplaces will grow by more than 50 percent to reach a total value of 15 billion euros by 2020.

The top 20 is based on different parameters such as cross-border ecommerce sales in 16 Western European countries and the number and percentage of cross-border visits. The ranking excludes travel and only looks at B2C online platforms that offer at least two of the services payment, storage and logistics. (So, for example, Miinto and Takeaway are excluded.)

Top 20 of cross-border marketplaces from Europe

The total cross-border market in Europe was worth 52.25 billion euros last year. And 17 percent came from marketplaces that are owned by European companies. Here’s the top 20:

Top 20 cross-border marketplaces from Europe.
Top 20 cross-border marketplaces from Europe.

More niche marketplaces will launch in Europe

Cross-Border Commerce Europe expects more niche marketplaces will launch in Europe. In the US and the UK, these are already very popular. There’s for example Newegg for electronics, Reverb for musicians, Zibbet for independent artists, artisans and vintage collectors, Houzz for interior designers, Wayfair for home accessories and furniture and Folksy for crafts.

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