Here’s a staggering fact: online marketplaces are dominating the European cross-border ecommerce scene, raking in a whopping 247.5 billion euros in turnover—that’s 70% of the total market! But here’s where it gets controversial: while these platforms are booming, they’re also reshaping how businesses and consumers interact, leaving some to wonder if traditional retail stands a chance. Let’s dive into the numbers and trends that are redefining the industry.
In the financial year 2024-2025, the European cross-border ecommerce market hit a record high of 358.7 billion euros. Of this, online marketplaces alone accounted for nearly three-quarters of the revenue. These insights come from the TOP 100 Cross-Border Marketplaces Europe report by Cross-Border Commerce Europe, now in its sixth edition. To put it in perspective, last year’s figures showed marketplaces generating 225 billion euros, or 69% of the total cross-border revenue, when the market was valued at 326 billion euros. The growth is undeniable, but what does it mean for smaller players in the game? And this is the part most people miss: as giants like Amazon and eBay continue to dominate, the gap between the top players and everyone else is widening.
Speaking of giants, the report also unveiled the top 10 cross-border marketplaces, and the list reads like a who’s who of ecommerce:
1. Amazon
2. Temu
3. eBay
4. AliExpress
5. Etsy
6. Vinted
7. OLX
8. Zalando
9. Decathlon
10. Shein
These platforms aren’t just popular—they’re powerhouse drivers of the economy, capturing more than half of the marketplace-driven turnover. The top 100 marketplaces alone generated 216.8 billion euros, a 10% increase from the previous year. But here’s a thought-provoking question: with such concentration of power, are we moving toward a monopolized ecommerce landscape?
Looking ahead, Cross-Border Commerce Europe predicts that the share of marketplaces in total ecommerce GMV will remain stable in 2026, suggesting a maturing market. However, the overall cross-border GMV is expected to climb, with at least 98.2% of visitors forecasted to be cross-border shoppers next year. But here’s the real debate: as marketplaces grow, will they continue to innovate, or will they stifle competition? What do you think? Are these platforms the future of retail, or is there room for a more balanced ecosystem? Let’s discuss in the comments!
