Countries Covered: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, UK
Publication Date: 19/02/2020
Questions Covered in the report:
- How high are cross-border B2C E-Commerce sales in Europe in 2020?
- How many online shoppers in Europe make purchases on foreign websites?
- What are the preferred product categories of Europe’s cross-border online shoppers?
- What are the top E-Commerce websites used by Europe’s online shoppers to buy internationally?
- Which countries in Europe are leading in cross-border B2C E-Commerce?
Cross-border B2C E-Commerce growth in Europe driven by international marketplaces
European cross-border B2C E-Commerce growth in double-digits
Close to a quarter of all B2C E-Commerce sales in Europe are generated cross-border, with revenues projected to grow at a double-digit rate over the next few years, according to the latest research cited by yStats.com. Figures show that the share of digital buyers in the EU making purchases from other countries inched closer to 50% in 2019, up from around one-third in 2014. The top countries by cross-border online penetration rate in the EU are Malta and Cyprus, with Romania and Poland on the opposite end of the ranking. The most popular product categories purchased by Europe’s cross-border online shoppers are fashion and electronics.
Brexit’s impact on cross-border B2C E-Commerce market in Europe
The UK was the top European country purchased from by international buyers in the EU as of 2019. Brexit might have a negative impact on British B2C E-Commerce exports to the EU if additional charges begin to be applied at checkout. According to a 2019 survey cited in the yStats.com report, seven in ten online shoppers in Europe who currently buy on UK websites would stop purchasing internationally if extra costs such as customs clearance or other taxes were added.
Marketplaces spur cross-border online shopping growth
Marketplaces play an important role in European cross-border B2C E-Commerce. As the yStats.com report shows, a double-digit share of international online sales in this region were generated on these platforms, led by Amazon. Other popular marketplaces and international E-Commerce websites in Europe included Germany’s Zalando, UK-based ASOS, and eBay, Wish and Etsy from the U.S. Furthermore, Alibaba’s AliExpress has gained popularity, with China ranking as a top destination for cross-border online shoppers in 23 out of 28 countries mentioned in the yStats.com report.