Cross-border e-commerce in Europe is rapidly expanding, with fashion, beauty, and luxury products at the forefront. According to the latest Cross-Border Commerce Europe rankings, Amazon, Temu, and Zalando are the dominant forces shaping this market.
Fashion Sector Rankings
Amazon continues to hold the top spot in European cross-border fashion e-commerce. Temu has risen quickly, securing second place, while Zalando advanced four positions to rank third. Other notable players include Aliexpress, eBay, Nike, Etsy, Lithuania’s Vinted, Sweden’s H&M, and Japan’s Uniqlo.
Beauty Market Leaders
In beauty, Czech retailer Notino retains a firm lead. It is followed by U.S.-based Fragrantica and Belgian brand Di. Farmaline, Rituals, Oriflame, and Douglas also rank highly, while Byrdie, Jafra, and The Ordinary represent American influence. Notably, France’s Cerave slipped out of the top rankings.
Luxury E-Commerce Giants
Austria’s Swarovski continues to dominate the luxury segment. Farfetch from the UK and Rolex from Switzerland follow closely. Vestiaire Collective, Tissot, Ssense, and Moncler also feature prominently, while Nordstrom, Chrono24, and TAG Heuer complete the top list.
Growth Outlook
Cross-Border Commerce Europe projects that by 2026, cross-border sales will account for 45% of total online transactions in fashion, beauty, and luxury across Europe—equal to €105 billion. This is a sharp increase from 2024, when cross-border activity made up 38% (€82 billion).
The expansion is fueled by specialized online beauty and luxury brands, the rapid rise of Chinese platforms like Shein and Temu, and the popularity of sustainable second-hand shopping via C2C marketplaces.
Currently, fashion, beauty, and luxury products represent 23% of all online sales categories in Europe, with e-commerce accounting for around 30.5% of total sales. Analysts expect strong growth in the next three years.
