Chinese retailers are dominating the European e-commerce market. A new study by CBCommerce suggests that, although Amazon remains the largest platform, it is in fact China that is taking over.
40% growth in one year
Amazon is by far the biggest e-commerce platform in Europe, but its lead is beginning to narrow. The American e-commerce giant is under pressure, both from Chinese newcomers and from existing trading partners who are increasingly seeking alternative channels.
In 2023/2024, Europeans made online cross-border purchases worth 326 billion euros, the fifth edition of the Cross-Border Commerce Europe Marketplace Report calculated. Of this total, they spent 225 billion euros – or 69 % – on marketplaces. The 100 largest platforms have a combined turnover of 197 billion euros and grew 39.3 % last year.
