Germany, Sweden and the Netherlands top the ranking of European countries in cross-border online trade. The top three webshops with cross-border activities in the top 10 countries also feature two DIY stores: Bauhaus in third place in Germany and Bricoman (Adeo) in first place in Italy; Italy comes tenth in the ranking.
The ranking was compiled for the fifth time by Cross-Border Commerce Europe, a platform promoting cross-border e-commerce in Europe. It extends down to 500th place overall and is created from the perspective of online merchants.
Five parameters are taken into consideration: number of webshops; cumulative position of the first three listed webshops; number of webshops in the top 10; number of marketplaces; number of pure players.
A second ranking, considered from the consumer perspective, is based on four parameters: cross-border online purchases in Europe, covering 16 countries in Western Europe, including the UK and Scandinavian countries; market share of cross-border online purchases; cross-border consumer confidence, which includes willingness to buy cross-border and internet penetration; percentage of cross-border website visitors. Luxembourg, Ireland and Austria top this ranking. The ranking of the top 16 countries can be found in the attached infographic.
The online cross-border market in the EU recorded a total turnover of EUR 179.4 bn in 2022 (excluding travel), an increase of 4.8 per cent year-on-year.