80% of Marketplace Sales in Europe Come from Cross-Border E-Commerce

The share of cross-border sales in the European e-commerce sector continues to grow. According to a study published by Cross-Border Commerce Europe, the gross merchandise value of the 100 largest marketplace platforms operating in Europe is expected to reach €175.8 billion in 2026. International sales are projected to account for €139.8 billion, representing 79.5% of this volume.

Cross-Border E-Commerce Volume Expected to Reach €154 Billion

According to the seventh edition of Cross-Border Commerce Europe's “Top 100 Cross-Border Marketplaces Europe” report, the total sales volume of Europe's 100 largest platforms is expected to increase by approximately 8% to €190 billion in 2027. During the same period, cross-border e-commerce volume is projected to grow by 10% to €154 billion, while the share of international transactions in total marketplace sales is expected to rise to 81%.

Amazon, Temu and AliExpress Rank in the Top Three Marketplaces

In the study's 2026 ranking, Amazon ranked first, Temu second and AliExpress third. These platforms were followed by eBay, Etsy, Vinted, OLX Group, Zalando, AbeBooks and StockX. US- and China-based companies occupy the top positions in Europe's cross-border e-commerce rankings. Lithuania-based second-hand fashion platform Vinted ranked sixth, while Germany-based fashion retailer Zalando placed eighth.

European-Based Platforms Face Global Competition

It was stated that companies based outside Europe are gaining an increasingly larger share of the region's international e-commerce activities. The study evaluated the performance of marketplace platforms based on cross-border sales volume, SEO indicators, countries of operation and international visitor traffic. Business models, big data and artificial intelligence strategies were also included as supplementary criteria in the ranking.

Artificial Intelligence and Local Logistics Come to the Forefront in E-Commerce

The report stated that AI-powered product discovery and social commerce applications are transforming consumers' product search, comparison and purchasing processes. It was noted that global platforms are increasing their investments in logistics infrastructure and local fulfillment centers across Europe, while regulatory obligations are expanding operational requirements for cross-border retail activities.