DIY important for cross-border e-commerce

Total cross-border e-commerce (excluding travel) in Europe reached a turnover of EUR 275.6 bn in 2024. This corresponds to a 36 per cent share of the total online market in the EU. The second most important category is home, garden and DIY products, with a 9 per cent share of sales. However, there is a big gap between this category and fashion, jewellery and footwear, which accounts for 43 per cent of sales. These are the findings of the seventh edition of the "Top 500 Cross-Border Retail Europe" study, supported by Fedex Express and Poste Italiane.

The turnover of the 500 largest European cross-border B2C brands has grown to EUR 69.5 bn, representing an increase of 39 per cent over the previous year. Ikea remains at the top of the ranking. The Swedish furniture chain reports cross-border sales of EUR 5.2 bn. The German discounter Lidl is in second place.

Within the top 500, there is a noticeable shift from pure suppliers to brand manufacturers. Brands such as Lego, Nespresso, Adidas and Philips are expanding their direct-to-consumer channels, according to the study.

Among other things, the study forecasts strong growth for the re-commerce market. The global second-hand market, estimated to be worth EUR 200 bn, is expected to double by 2030. The re-commerce market for consumer electronics is expected to grow at a compound annual growth rate (CAGR) of 10.3 percent between 2023 and 2030.