In 2023, Europe cross-border eCommerce saw €326 billion in total sales, with a significant 69% (€225 billion) generated through online marketplaces. These platforms are a dominant force, facilitating a major part of cross-border transactions in Europe. Among these, the top 100 marketplaces contributed around €197 billion, marking a notable 39.29% growth from the previous year. Moreover, the trend of cross-border shopping is on the rise, driven by consumers’ preference for purchasing from international sellers. This shift is reshaping how consumers and businesses engage in cross-border shopping and selling.
Factors behind this growth include the convenience of shopping across borders and the increasing trust in international platforms. The shift towards maturity in the market reflects a balance between direct-to-consumer eCommerce and marketplace-based sales. The dynamic landscape of European eCommerce underscores the evolving behaviors of consumers and the strategic importance of marketplaces in capturing borderless sales.
As cross-border eCommerce sales continues to grow, marketplaces in Europe are likely to strengthen their dominance further. With technological advancements in logistics, data-driven marketing strategies, and increasing consumer demand for international products, the trend is expected to continue. Sellers looking to expand their international presence will increasingly rely on marketplaces for their cross-border strategies. Simultaneously, consumers will continue to benefit from the variety and convenience that these platforms offer.
The fact that marketplaces generate 69% of European cross-border sales reflects a profound shift in consumer behavior and the structure of global trade. Major EU marketplaces continue to refine their services and offer new features. Moreover, their role in facilitating cross-border commerce will only become more integral to the growth of eCommerce in Europe. For businesses looking to tap into the expanding cross-border market, embracing marketplaces will be key to future success.
Source: Ecommerce News Europe