cross-border EU retailers online shopping carts

Cross-Border Commerce Europe, the platform that stimulates online cross-border EU retailers, releases a major research paper covering and ranking the 500 strongest European players with a focus on cross-border performance. The total online EU cross-border market represents a turnover of €146 billion in 2022 (excluding travel), a record increase of 35% YTD. In this third edition of the “TOP 500 Cross-Border Retail Europe”, Ikea maintains the leading position. The H&M group, with its 3 main brands in the TOP 10, paves the way to a robust cross-border strategy. A study produced by CBCommerce with the support of FedEx Express and Worldline.

The ‘Top 500 Cross-Border Retail Europe’ edition is a major compilation of cross-border data from websites of European retailers. The ranking is obtained by weighting four parameters:

Online cross-border sales in Europe (16 countries within Western Europe and Scandinavia)

  • SEO-indicators covering cross-border performance
  • Cross-border score determined on the amount of active countries
  • Number and percentage of cross-border visitors
  • 25.5% of ecommerce in Europe is cross-border

Six additional secondary weighted parameters fine-tune this ranking:

  • Brand authority
  • Organic search percentage
  • Number of languages
  • Number of currencies
  • Number of payment methods
  • Local supply availability (transport and stock services)

Based on the above-mentioned methodology, the TOP 10 “Elite” retailers for 2020 are:

Top 1: Ikea
Top 2: H&M
Top 3: Pandora
Top 4: Smyths Toys
Top 5: Lego
Top 6: Nespresso
Top 7: Expert
Top 8: Cos
Top 9: Swarovski
Top 10: & Other Stories

TOP 500 online cross-border EU retailers 2020

For the first time, this TOP 10 is dedicated to omnichannel retailers only. New entrants are Swarovski, Pandora, Expert International, Cos and “& Other Stories”. Leavers are pure player marketplaces Zalando and Vivino, as well as C&A, Zara and Tomtom.

With Expert International ranking 7th in the annual “TOP 500 Cross-Border Retail Europe”, we received the confirmation that our efforts are focused in the right direction. Being the only Consumer Electronics Retailer that reaches the top 10 in this study motivates us to continue to work hard and next year to have at least similar good results

says Dario Sipos, Digital Marketing Strategist at Expert International.

B2C online turnover from goods exploded with 24% over 2020 up to €573 billion. In 2020 cross-border e-commerce revenues (excluding travel) reached €146 billion in Europe; a record increase of 35% compared to 2019. Cross-border online sales outperformed total online sales.  The main reason for this special achievement is the coronavirus impact.

About Cross-Border Commerce Europe: Cross-Border Commerce Europe is the European network and knowledge platform for all  Commerce and omnichannel players present in at least three countries in Europe. connects the different actors with each other to increase visibility, share knowledge and figures, identify trends and specificities of each European country. Members of Cross-Border Commerce Europe are brands and retailers of all sizes. Partners are suppliers of services in all areas of trade.

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