ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Aug 12, 2025

Privacy concerns cloud AI enthusiasm among C-suite executives

Article |
 Aug 12, 2025

Marketers tune into podcasts amid a noisy ad landscape

Article |
 Aug 12, 2025

Paxos joins a host of fintechs and crypto firms jostling for US banking charter

Article |
 Aug 12, 2025

Google’s personalized news feed update could sideline SEO strategies, create echo chambers

Article |
 Aug 12, 2025

How will changes to 401(k)s affect bank customers and their trust in banks?

Article |
 Aug 12, 2025

Private labels go mainstream in everyday essentials

Article |
 Aug 11, 2025

Retailers must prioritize digital to capture August’s back-to-school shoppers

Article |
 Aug 11, 2025

Retail media’s search dominance is growing—but AI may rewrite the rules

Article |
 Aug 11, 2025

OpenAI’s GPT-5 rollout proves product marketing still matters

Article |
 Aug 11, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Western Europe Cross-Border Ecommerce 2024

China’s Ecommerce Giants Drive Sales Growth Despite a Slowdown in Adoption

Report by Carina Perkins  |  Feb 15, 2024
Download
Report
Deck
Executive Summary
Share
Table of Contents
Executive Summary
For European retailers, cross-border ecommerce is an opportunity—and a threat
Sales growth has come despite a slowdown in adoption
The market is poised to accelerate beginning in 2025
How can retailers attract cross-border buyers?
Sources
Media Gallery
About This Report
Cross-border sales are booming in Western Europe despite a slowdown in adoption. As China’s ecommerce giants eye European expansion, local retailers face a competitive threat—and a substantial opportunity.
Topics
Ecommerce Sales
Western Europe
Table of Contents
Executive Summary
For European retailers, cross-border ecommerce is an opportunity—and a threat
Sales growth has come despite a slowdown in adoption
The market is poised to accelerate beginning in 2025
How can retailers attract cross-border buyers?
Sources
Media Gallery

Despite a post-Brexit drop in the number of shoppers, Western Europe’s cross-border ecommerce market is booming as consumers spend more on goods from foreign retailers. Much of the momentum is being driven by China’s ecommerce giants and investment by online marketplaces such as Amazon and Zalando. Buyer growth will return in 2025—which will be both an opportunity and a threat for retailers in Europe.

Key Question: What is the outlook for cross-border ecommerce in Western Europe in 2024 and beyond?

Cross-Border Buyers Will Return to Positive Growth in the UK, France and Germany in 2025
E-Mail ChartDownload

Key Stat: After falling from a pandemic peak, cross-border buyer numbers will rise again in Spain (0.2%) and Italy (0.6%) this year and return to growth in Germany (3.0%), France (2.3%), and the UK (2.6%) in 2025.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

8charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. For European retailers, cross-border ecommerce is an opportunity—and a threat
  3. Sales growth has come despite a slowdown in adoption
  1. The market is poised to accelerate beginning in 2025
  2. How can retailers attract cross-border buyers?
  3. Sources
  1. Media Gallery

Charts in This Report

Cross-Border Buyers Will Return to Positive Growth in the UK, France and Germany in 2025Western Europe is a Relatively Mature Market for Cross-Border Ecommerce (cross-border % of digital buyers, by country, 2024)
Cross-Border Ecommerce Sales Reached €179.4B Across 16 Countries in Europe in 2022 (billions in European cross-border ecommerce sales, 2022)Cross-Border Buyers Have Been Declining in the Former EU-5 Since 2021 (millions of former EU-5 cross-border buyers, % change, and % of digital buyers, 2019-2025)
The UK Has Seen the Biggest Drop in Cross-Border Buyers Since 2020Consumers Shop Cross-Border to Find Lower Prices and a Wider Variety of Products or Brands
Millennials Are the Most Frequent Cross-Border Shoppers in EuropeEuropean Consumers Are Most Likely to Shop Cross-Border for Clothing & Footwear

authors

Carina Perkins

Contributors

Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Bill Fisher
Principal Analyst, UK
Oscar Orozco
Director, Forecasting
Amy Rotondo
Director, US Research
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo