Marketplaces: EU SMEs Reach €17 Billion Amazon Export Milestone with Strong Growth
European small and medium-sized enterprises (SMEs) are accelerating their global reach, with exports through Amazon hitting a significant milestone. In 2025, EU-based SMEs generated €17 billion in cross-border sales, marking a €2 billion increase compared to the previous year.
This growth reflects the increasing role of digital marketplaces in enabling SMEs to expand beyond domestic markets and tap into international demand.
Cross-border trade drives SME expansion
More than 100,000 EU SMEs are now actively selling on Amazon, collectively surpassing €40 billion in total sales for the first time. These businesses sold over 1.3 billion products in 2025, highlighting the scale and efficiency of marketplace-driven commerce.
Cross-border trade is at the core of this growth. Around 85% of European SME sellers export internationally, with cross-border sales accounting for over 40% of their total Amazon revenue.
Notably, the majority of exports remain within Europe. Intra-EU sales reached €13.5 billion, up from €12 billion in 2024, while €3.5 billion came from markets outside the EU.
Marketplace ecosystems become export engines
Amazon continues positioning itself as a key enabler for SME internationalization. By offering logistics infrastructure, compliance tools, and access to multiple markets, the platform reduces traditional barriers associated with cross-border trade.
For SMEs, especially those in smaller or less developed markets, this model acts as a “springboard” to global customers, allowing businesses to scale without heavy upfront investment in distribution networks.
However, the impact varies across Europe. While Amazon dominates major markets such as Germany, the UK, France, Italy, and Spain, in smaller markets it plays a more strategic role in helping local sellers reach external customers.
Rising importance of digital export channels
The data highlights a broader shift: digital platforms are becoming essential export channels for SMEs. Compared to traditional trade, e-commerce enables faster market entry, lower operational costs, and broader customer reach.
As cross-border e-commerce continues to grow, SMEs are increasingly leveraging marketplaces not just as sales channels, but as core drivers of international expansion and revenue growth.