Amazon, Temu, and Zalando lead European cross-border fashion e-commerce

The rankings of the biggest cross-border sales sites operating in Europe in the fashion, beauty, and luxury sectors show that these three markets are dominated by Amazon, Notino, and Swarovski. However, this edition of the Cross-Border Commerce Europe rankings also highlights the rise of Temu, Zalando, and Farfetch, as well as the growing importance of cross-border e-commerce.

As in 2024, American Amazon remains in first place in fashion. But it is now followed by China’s Temu, up one place, and Germany’s Zalando, up four. They are followed by China’s Aliexpress, American Ebay, Nike, and Etsy. Then, Lithuania’s Vinted, up one place, Sweden’s H&M, and Japan’s Uniqlo follow them.

On the beauty front, the ranking remains dominated by Czech Notino, followed by American Fragrantica and Belgian Di. The Netherlands’ Farmaline and Rituals occupy the 4th and 6th places, separated by Switzerland’s Oriflame. Germany’s Douglas ranks 7th, ahead of the Americans Byrdie, Jafra, and The Ordinary. French Cerave, 4th last year, drops out of the Top 10.

Austria’s Swarovski retains its top spot. This year, it is followed by Britain’s Farfetch and Switzerland’s Rolex. The French second-hand portal Vestiaire Collective takes 4th place, ahead of Switzerland’s Tissot, Canada’s Ssense, and another French company, Moncler. The Top 10 is closed this year by the American Nordstrom, the German Chrono24, and the Swiss Tag Heuer.

According to data from Cross-Border CBCommerce, by 2026 cross-border trade should account for 45% of European fashion, luxury, and beauty online sales, at 105 billion euros. This represents a significant increase compared to the 38% market share achieved in 2024, at 82 billion euros.

“This upward trajectory is underpinned by the strong presence of online beauty and luxury pure players, Chinese newcomers Shein and Temu, and the rapidly expanding global C2C marketplaces, which offer sustainable second-hand fashion and resale options,” estimated CBCommerce.

Fashion, beauty, and luxury account for 23% of all product categories sold online in Europe, and according to CBCommerce, they are set for continued growth over the next three years. To date, e-commerce accounts for some 30.5% of cumulative sales in these three sectors.