European top cross-border online shops.


The online platform Cross-Border Commerce Europe released major research covering the strongest online cross-border sellers at the end of March. The study was performed with the support of FedEx Express, Lengow, and nShift.

The ranking takes into account ten parameters. Four of them are primary, such as:

  • cross-border online sales within 16 countries (including Western Europe, Scandinavia, and the UK);
  • cross-border SEO performance;
  • amount of the countries where the goods can be purchased;
  • quantity of the cross-border visitors and their percentage;

And there are also six secondary parameters, such as numbers of languages, payment methods, currencies, brand authority, organic search percentage, and availability of local supply.

So, the top ten retailers in 2021 were:

  • Ikea
  • H&M
  • Lego

And the next 7 are the new entrants:

  • Zalando 
  • Lidl 
  • About you 
  • Jysk
  • Zara
  • Bauhaus
  • Euronics

The overall sales of those top 10 companies reach almost 21% of the sales of head 500.