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Matthieu Guinebault Translated by
Roberta HERRERA Published
April 13, 2025
According to Cross-Border Commerce Europe, Ikea and Lidl dominated the European ranking of the biggest cross-border retailers, brands, and groups in 2025. However, the fashion and beauty sector remains a prominent category in the top 10 of the 500 websites included in the ranking.
The fifth edition of the ranking once again focuses specifically on the European cross-border e-commerce market, which, excluding travel, generated 179.4 billion euros in 2025, a 5% increase from the previous year. Of this total, 105.5 billion euros were generated by European websites.
In this ranking, German retailer Zalando takes third place, followed directly by Swedish brand H&M. Spanish brand Zara (Inditex) is ranked sixth, just behind Danish company Lego. This top three mirrors the recent ranking of the top European cross-border fashion e-commerce sites.
Next in the ranking are the home furnishings specialists Jysk from Denmark and Bauhaus from Germany. Notino, a Czech company specialising in perfumes and cosmetics, takes the ninth spot, placing it ahead of German sports equipment company Adidas.
Richemont, LVMH, Kering and a "direct approach"
"In this Top 500, there has been a decrease in the number of multi-channel retailers and an 8.3% increase in the number of brands seeking to develop their direct-to-consumer channels, such as Lego, Nespresso, Adidas and Philips," pointed out Cross-Border Commerce Europe.
The authors of the report also noted that "major parent companies such as Richemont, LVMH, and Kering are investing in a more effective direct-to-consumer strategy to reduce their reliance on large online marketplaces."
Pure-players, including marketplaces, represent about 42% of the portals that make up the 500 largest European cross-border sellers. The number of marketplaces included in the ranking has increased from 42 to 49, with a combined turnover of 24.7 billion euros, reflecting a 22% increase driven by marketplaces such as Zalando, Decathlon, and About You.
By sector, fashion, jewellery and baby items remain the leading category in the ranking with 39% of the websites in the top 500. Following closely behind is the home, garden and DIY sector, which has seen a 4% increase over the past year.