Cross-Border Commerce Europe, the platform that stimulates cross-border eCommerce in Europe, releases a major research paper covering and ranking the 500 strongest European players with a focus on cross-border performance. The total online EU cross-border market represents a turnover of €146 billion in 2020 (excluding travel), a record increase of 35% YTD. In this third edition of the "TOP 500 Cross-Border Retail Europe", Ikea maintains the leading position. The H&M group, with its 3 main brands in the TOP 10, paves the way to a robust cross-border strategy. A study produced by CBCommerce with the support of FedEx Express and Worldline.

The 'Top 500 Cross-Border Retail Europe' edition is a major compilation of cross-border data from websites of European retailers. Ranking is obtained by weighting four parameters:

- Online cross-border sales in Europe (16 countries within Western Europe and Scandinavia) - SEO-indicators covering cross-border performance - Cross-border score determined on the amount of active countries - Number and percentage of cross-border visitors

Six additional secondary weighted parameters fine-tune this ranking:

- Brand authority - Organic search percentage - Number of languages - Number of currencies - Number of payment methods - Local supply availability (transport and stock services)

Based on the above-mentioned methodology, the TOP 10 “Elite” retailers for 2020 are:

- Top 1: Ikea - Top 2: H&M - Top 3: Pandora - Top 4: Smyths Toys - Top 5: Lego - Top 6: Nespresso - Top 7: Expert - Top 8: Cos - Top 9: Swarovski - Top 10: & Other Stories

For the first time, this TOP 10 is dedicated to omnichannel retailers only. New entrants are Swarovski, Pandora, Expert, Cos and “& Other Stories”. Leavers are pure player marketplaces Zalando and Vivino, as well as C&A, Zara and Tomtom.

B2C online turnover from goods exploded with 24% over 2020 up to €573 billion. In 2020 cross-border e-commerce revenues (excluding travel) reached €146 billion in Europe; a record increase of 35% compared to 2019. Cross-border online sales outperformed total online sales. The main reason for this special achievement is the corona virus impact.

More info:


Carine Moitier +32 (0)473 26 05 61