A french consumer who wanted to buy a cell phone shell first thought of temu, looking at a favourable price, then went directly down, and a few days later, the chinese-made cell phone shell came to her。
A german consumer is required to purchase home-based products, pay for them after selection on the amazon platform, and when the product arrives, the decorator is satisfied
Today, such cross-border shopping opportunities are becoming more common in europe. Electrician platforms are boosting the european market, from test water to stationary heel, and cross-border electrician rankings are increasing. While sharing the european cross-border powerer development dividend, they are constantly reshaping the competitive pattern of european home-grown electric operators with distinctive operational strategies。
European cross-border top 10
Global, regional, china's tripartite competition
Recently, cross-border company europe (cbcommerce), the european authority for cross-border electronics, published the sixth edition of the " european cross-border electrician platform 100 masters " . The report shows that the total value of cross-border electricity dealers in europe in 2024/2025 was €35. 87 billion, with the platform contributing 70 per cent. The top five lists were followed by amazon, temu, ebay, aliexpress, etsy, vinted, olx, zalando, decathlon and shein。
Source: cbcommerce
The share of the platform in the cross-border gmv in 2026 is expected to remain stable, marking the entry into maturity of the market; and the total volume of cross-border activities will continue to expand, with cbcommerce predicting that 98. 2 per cent of the platform's traffic in 2026 will come from cross-border access, with further increases in cross-border consumption penetration。
According to a cross-border analysis by industry, the competitive pattern of european cross-border electrician top 10 is essentially one of capital and technology for global giants, regional luxuries of indigenous resources and channels, the supply chain of china's offshore power and the three-priced trade, and the collision of power forces that drive industrial efficiency and innovation。
The global platform, represented by amazon, ebay and etsy, remains viable and competitive in european markets. The report notes that the head effect of the european cross-border electrician platform is significant, with amazon and ebay alone accounting for more than half of all platform transactions and continuing to dominate the european cross-border market。
For the amazon, according to titan network in june 2025, amazon controls 19 per cent of europe's total e-commerce, with the annual value of the platform's commodity flows reaching $152 billion。
By country, 6. 4 per cent of the total income of the amazon (approximately $40. 9 billion) came from the german market, which remains the most important international business position. At the same time, the double-digit income growth of 12. 7 per cent in the united kingdom ($379 billion in total income) not only exceeded its own global growth rate, but also accelerated further than the 11. 7 per cent increase in 2023。
Source: lInk my books
The united states-based handicraft platform, etsy, has taken root in europe with the advantage of differentiation, making reverse attacks a new asset across borders. LAccording to ink my books, etsy's flows remain at the core of the united states, accounting for 56. 86 per cent, while the european market is prominent, with the united kingdom making the second largest market with 9. 25 per cent, followed by germany (4. 3 per cent) and france (2. 99 per cent), all of which are high-priority growth regions。
Other major international markets include canada (5. 05 per cent), australia and others. Although etsy did not disclose the number of specific vendors by region, the distribution of flows clearly reflected the importance of the size of buyers and sellers in the united kingdom, germany and france。
Temu, the “china three”, the fast-seller, and shein, meeting again in the european market, have launched a new wave of competition in the industry. The three are in the same race, and the ranking is higher: compared to 2024, temu's ranking rose from 5th to 2nd in 2025, resulting in a leap forward; at the same time, fast sellers fell from 2nd to 4th and shein fell from 8th to 10th。
Temu continues to accelerate the expansion of europe and, according to its dsa transparency report, in the first half of 2025 it attracted an average of 115. 7 million european users per month, an increase of 12. 5 per cent over the second half of 2024 (12. 9 million new users). Its five core european markets (germany, france, poland, italy, spain) have achieved double-digit growth。
Shein added more than 15. 2 million new users in europe (february-july 2025), while shein averaged 145. 7 million european users per month, an increase of 11. 6 per cent from 130. 5 million in the previous six months。
Shein has 30 million more users in the eu than temu, but neither of them is as fast as europe's largest medium-sized power provider platform, which has about 190 million users per month。
Europe's own electric giants, vinted, olx, zalando, decathlon, are deeply rooted and consumer groups are highly loyal. In comparison with 2024, the rankings of vinted and olx remained unchanged; zalando made a run-up from the tenth to the eighth place; and decathlon made it to the ninth place directly out of the list, pressing shein。
(a) second-hand commodity platform vinted, which experienced a sharp increase in revenues in 2024 between 36 per cent and 8134 million euros, while net profits grew by 330 per cent to 76. 7 million euros
Source: similarweb
Zalando's third quarter collection increased by 26. 5 per cent to euro3 billion each year, and pre-readjustment interest tax profits rose to euro96 million, with core drivers in july and aBout you merger, which boosted the total number of its clients to 61. 4 million; the statistics show that the total number of visits to the desktop end and mobile devices in zalando in october was 152. 2 million。
Decathlon's global revenues in 2024 amounted to euro16. 2 billion, with digital sales increasing from 17 per cent in 2023 to 20 per cent (e. G. Electricians, intra-storage orders and market operations), with the german market showing remarkable performance, with online sales accounting for up to 26 per cent。
"e" by "e" by "e" director
As can be seen, there are three core forces in the field of electronics in europe. In terms of the type of platform product, it is the same competition for integrated market platforms (e. G. Amazon, ebay) and vertical market platforms (e. G. Zalando, vinted); if the platform is divided, the core is a low-price strategy and a game covered by the host community ... The platforms compete with each other to drive the e-commerce boom in europe。
Based on their product positioning and funding, sellers have chosen to enter different subdivisions of electricity platforms in europe. According to feedback, the ebay and amazon platforms still carry a large number of early entry vendor operations。
The guangzhou steam-supplied ebay platform has been in operation for more than 10 years, depending on its best-selling properties. Prior to the concentration of the core of business in the united states, the european market was only complementary; in 2025, as a result of the adjustment of united states tariffs, it began to focus on the opening of european markets, boosting the operation of german and french stations and opening a new british station, business growth was remarkable, with european markets accounting for 37-38 per cent in the first half of 2025, a steady increase from 30 per cent in 2024。
The old electrician giant amazon, who runs alongside ebay, appears to be more well known, particularly in terms of vendor presence. According to intergenerational cross-border research, it remains the preferred platform for the market in europe for sellers, even if competition in the current industry is increasing。
As an early amazonian organizer, liu ping (alias) entered the european station as early as 2017 on the track of deep-tilled furniture and outdoor products. While european market certification requirements were relaxed, liu ping stated that the product could essentially be billed if its quality was met, and that she had succeeded in taking advantage of the early dividend period and reaping substantial returns。
With the fall of the european vat policy and the gradual increase in product certification thresholds, liu ping's profit margin has been significantly reduced, making it more difficult to earn money than before。
In liu’s view, however, the european market remains profitable, us station competition has become increasingly popular, european station competition has been relatively liberal, advertising cpc is generally low, advertising costs are much lower than us stations under the white hat operating model, and product rankings are easier to advance. Also, compared to the new sellers who joined the bureau in the last two years, particularly in 2025, the old sellers continue to operate well in europe, thanks to years of accumulated market experience and resources。
As liu ping thought, in the last two years, people who have been involved in cross-border electric operators, with limited funds and lack of business experience, are afraid of the high threshold of the amazon european market and have listed temu as their preferred entry platform。
This scene, which coincides with the flames of the amazon around 2020, is now on the rise of a high frequency of consultations around temu, and even the factory vendors in henan zhoukou county are curiously asking the same central question: “is temu doing well? Am i fit?”
Many temu sellers and pies have cross-border feedback, entry to sites is less difficult and making small money is relatively easy to achieve, but there is considerable resistance to scaling up. For the platform, the vendor's evaluation is mixed and, unlike the web-based negative voices, their actual experience is more relevant and they feel that the platform is not as bad as rumored。
For sellers with specific product-specific resources, matching operational capabilities and wishing to develop a second growth curve outside the amazon, they are targeting vertical tracks, such as the fashion-based marketer platform, which focuses on the best sales platform for sports items。
“european”, directors of exhibitions. The success of the european cross-border electrician top 10 platform may be due to the fact that it fits the needs of both sellers and consumers and thus successfully joins the industry’s front。
The opportunity to earn money goes hand in hand with the potential pits
Differences in operating logic, cost structure and user group of different cross-border electrical platforms can directly affect the profitable space and operational difficulties of vendors. For cross-border sellers ready to enter europe, there is no need to pursue the “head platform” blindly, but to choose the appropriate platform in combination with their own class, supply chain and operational capacity。
In addition to this, understanding and learning the opportunities and challenges of managing platforms is the survival rule for all european practitioners。
Industry believes that the core advantages of an integrated platform in the head are, in general, that there is a high volume of traffic, a rich product range, a well-infrastructured and extensive coverage, that the disadvantages are that competition is intense and price factors are relatively high; and that vertical and regional platforms focus on specific product categories and achieve a high conversion rate through sophisticated operation, but with relatively limited product selection。
According to interviews with several etsy platform vendors, etsy is a natural attraction to vendors who play art personality labels and is a high-quality carrier for their deep-tilled subdivision markets. However, the global nature of the platform also raises a range of issues that expose both european buyers and sellers to problems such as high freight costs and tariffs, and obstruction of logistics links. As a result, etsy sellers in the european region are often exploring more suitable platform paths, and this demand is even more pronounced in the transatlantic procurement landscape。
Source: amazon
The operational challenges of the european station in the amazon are likely to be more concentrated at the front line of compliance preparation。
“the fact that the european market in the amazon itself has a low threshold of access and a higher initial investment requirement has naturally filtered out a large number of potential sellers.” liu ping mentioned that compliance was the bottom line for european amazon operations and that key elements such as fiscal planning needed to be integrated earlier. The growth potential of the european market can be unlocked first if compliance and supply chain layout are prepared and firmly anchored。
In fact, with the overall tightening of compliance by european cross-border electricians, platforms such as temu and shein have been brought into strict regulatory perspective outside the amazon. The recent strengthening of commodity compliance verification in europe, the simultaneous self-checking of temu, the large-scale downswing of 32 european sites for toys, hardware, horticulture, etc., generally reflected a significant decline in the single volume in comparison to the same time ..
This is a reminder to cross-border sellers in europe: whether it chooses the emerging blue sea platform or the old electric giant, cross-border sellers must first hold the bottom line and comply strictly with the operational standards and compliance requirements of the european market。
References
Sixth edition of the report " europe crossing the cross border markets: europe's high level of renovation by transborder electricians "
How many sellers in etsy in 2025Ink my books
Zalando had strong growth in the third quarter
