When it comes to cross-border commerce, Europe is a global powerhouse. In 2024, European cross-border sales online reached 275.6 billion Euros – up 16% year-on-year – according to the TOP 500 B2C Cross-Border Retail Europe report by Cross Border Commerce Europe.
Above all else, that demonstrates the massive opportunity for European online stores. In this article, we’ll dig deeper into the findings and explore how your business can capitalise on the European market
The Cross Border Commerce Europe report
The findings mentioned above are part of an annual report by Cross Border Commerce Europe. ‘TOP 500 Cross-Border Retail Europe’ ranks the top 500 players in European eCommerce as well as providing an overview of the cross-border market as a whole.
Cross-border sales totalled 275.6 billion Euros in 2024, excluding travel — a significant increase of 16% compared to 2023. The latest 8th edition of the report (April 2026) confirms the market is now entering a more stable, mature growth phase, with cross-border eCommerce in Europe reaching €108 billion in 2025 for the TOP 500 retailers alone.
Cross-border turnover isn’t just a small added extra for online stores. It now accounts for over a third of total European eCommerce. In 2024, total B2C eCommerce turnover in Europe reached an estimated 765.6 billion Euros, of which cross-border turnover makes up 36%.
So, who are the ‘top players’?
IKEA continues to lead the ranking for cross-border sales across Europe, a position it has held for several years. But Scandinavian retail strength doesn’t stop there — JYSK has climbed to second place, overtaking fashion retailers in the 2025 ranking.
H&M and Zalando hold third and fourth, while LEGO rounds out the top five. New entrants to the top 10 include MediaWorld (#6), Pandora (#7), and Notino (#9), with Lidl at eighth and Adidas completing the list at tenth.
The top 10 retailers account for around 20% of total cross-border sales among the TOP 500. In terms of product categories, jewellery and luxury now lead with a 43% share, followed by garden and DIY at 9%.
A slight decline for the top 500
After a dip caused by intense competition from Chinese platforms like Temu and Shein, the TOP 500 European cross-border brands have bounced back. Their combined turnover surged 39% to reach 69.5 billion Euros in 2024, then rose again to 86 billion Euros in 2025. The recovery suggests that established European brands are adapting – focusing on efficiency, logistics, and customer experience rather than competing on price alone.
Cross-border turnover by country
With 275.6 billion Euros in cross-border sales across Europe in 2024, Germany remains the clear leader – holding 26.8% of the European cross-border market. France, the UK, and Spain continue to round out the top four, though the UK’s share has come under growing pressure since Brexit.
One of the biggest shifts has been the rise of online marketplaces. According to the TOP 100 Cross-Border Marketplaces Europe report (October 2025), marketplaces now generate 70% of all European cross-border turnover – 247.5 billion Euros out of a total 358.7 billion Euros. Amazon, Temu, eBay, AliExpress, and Etsy lead the marketplace ranking.
Why the UK is struggling with European cross-border eCommerce
When comparing different countries for eCommerce turnover, it’s worth looking at growth too. That’s because most nations saw a record-high amount of turnover from cross-border online shopping in 2023. Compared to 2022, Germany saw an increase of 28%, France’s total increased by 30%, and Spain’s cross-border total rose by 50%.
The UK remains among the top five countries for cross-border online shopping, but continues to lag behind its European neighbours. While Germany, France, and Spain have seen strong growth since 2022, the UK’s cross-border turnover has stagnated – held back by Brexit-related friction including customs declarations, complex VAT obligations, and higher delivery costs.
And it just got harder. Since July 2026, the EU has introduced a €3 customs duty per item on all low-value parcels (up to €150) entering the EU from outside, with a further ~€2 handling fee expected from November 2026. For UK brands shipping individual orders to EU customers, that’s €5+ per item in new charges – on top of existing Brexit costs. Chinese imports to the EU have already dropped 30-40% since the duty came into force (Euronews, August 2026).
The message is clear: UK and other non-EU brands that want to sell into Europe need to get their stock inside the EU before it ships.
How a fulfillment centre can help
Fortunately, there is a light at the end of the tunnel for British retailers that want to sell to international customers in the EU. Partnering with an EU fulfillment centre allows you to ship and store products in bulk. Doing so minimises the administrative burden and potential for delays when moving products between the UK and EU.
Ireland is the ideal location thanks to its proximity to the UK and continued EU membership. It’s quick, easy, and cost-effective to move stock to an Irish fulfillment centre. From there, it can be picked, packed, and shipped as orders come in. With Autofulfil, you don’t even have to send any information our way – we’ll integrate our inventory management system with your eCommerce platforms.
As well as reducing hassle on your end, it makes European cross-border selling more practical. Consumers are more likely to choose your products and stay loyal to your brand when you offer faster delivery at a lower cost. As positive reviews continue to come in, you can grow your market share and stay ahead of other companies selling similar products.
These benefits aren’t just for British businesses. Brands in other countries can use Autofulfil to reach the Irish market in an equally quick, easy, and cost-effective way — with Irish online retail now worth an estimated 6.7 billion Euros (2024) and growing.
Grow your European cross-border sales
Whether you’re a British brand looking to penetrate the EU marketplace or a European seller targeting Ireland, Autofulfil provides a simple way to circumnavigate borders and get your products to consumers quickly.
To find out more, don’t hesitate to contact our team. Request a quote today, and we’ll get in touch with a custom proposal for your brand.
Last updated: September 2026
