Amazon is by far the most important ecommerce participant in Europe. A brand new prime 10 rating additionally contains two different American firms, three Chinese language gamers and two Russian platforms. Allegro and Zalando full the record printed by ECDB.
How native is ecommerce in Europe? That varies by nation, ECDB beforehand discovered. Within the three largest markets – the UK, Germany and France – the cross-border share exceeded 50 % in 2024. In Spain and Italy, the fourth and fifth largest markets, it was even above 75 %, in response to the statistics. In all of those nations, Amazon is the market chief.
Prime 10 based mostly on GMV in Europe
Amazon’s dominance is clear from a brand new rating printed in ECDB’s complete World E-commerce Compass 2026. The highest 10 ranks firms based mostly on gross merchandise worth (GMV) in Europe, together with Russia. The figures mirror commerce volumes achieved in 2025 and are expressed in US {dollars}.
Amazon’s GMV in Europe – slightly below 232 billion {dollars} final yr – is just barely smaller than that of the subsequent 9 gamers mixed (244 billion {dollars}). With eBay and direct vendor Apple, two extra American firms additionally seem within the prime 10.
Amazon almost equals numbers 2 by way of 10 mixed
Ozon and Wildberries, two Russian on-line platforms which are largely unknown in lots of components of Europe, occupy second and third place within the rating. They’re roughly equal in dimension.
AliExpress, Temu and Shein
AliExpress, Temu and Shein maintain fourth, sixth and seventh place respectively. Their progress charges are slowing considerably. The platforms are on the radar of European regulators, and from July 1 they may face an interim flat-rate customs obligation of three euros on small parcels.
Allegro, from Poland, and Zalando, from Germany, full the highest 10. Each firms have discovered success with a platform mannequin and providers for promoting companions in a number of European nations.
Headquarters of second-tier gamers
Though lots of the world’s largest ecommerce platforms should not European, the continent does host a comparatively excessive variety of headquarters: of the world’s 250 largest ecommerce firms, 95 have their headquarters in Europe, ECDB beforehand calculated. That’s greater than within the Americas mixed, and considerably greater than in Asia.
