Most European Beauty and Fashion Sales Cross Borders
Cross-Border Commerce Europe’s TOP 500 ranking puts Europe’s leading online fashion, beauty and luxury retailers at EUR 120bn of online turnover in 2025, of which roughly EUR 79bn crossed a border. Marketplaces carried EUR 31bn of that cross-border volume, across 30 European markets.
Amazon’s EU Audience Shrank as the Netherlands Grew
Amazon’s average monthly active EU users fell to 193.9 million in the first half of 2026, from 195.2 million in the second half of 2025, on its own Digital Services Act filings. Germany, France and Italy declined while the Netherlands grew 4.0 per cent and Denmark 18.4 per cent.
EU Cross-Border Ecommerce Hit €108 Billion in 2025
EU cross-border B2C ecommerce reached €108 billion in 2025 — 25% of the total European online market — with cross-border share now exceeding 50% in Germany, Italy, and Benelux, according to Cross-Border Commerce Europe’s 8th Edition report. Amazon is committing €15 billion to French logistics infrastructure through 2028. The brands capturing this market consistently are those operating with local VAT, EU-compliant products, and in-market fulfilment.