More than half of top online sellers in Europe not European

Forty-nine per cent of the thousand largest European online sellers in Europe have their headquarters in Europe. Thus, more than a half of them are based elsewhere, primarily in the United States or China. The traffic share of these non-European companies in the top thousand is even larger, 74 per cent.

This is reported by Internet Retailing, based on data from RetailX. It is the first time the headquarters of Europe’s largest online sellers have been analyzed.

These figures include Amazon and eBay, which dominate the marketplace landscape in the region and globally. But they also point to the increasing power and reach of companies like Shein, Alibaba, and Temu, which have captured a significant share of sales in the region in a short period.

However, unlike traffic share, the report does not highlight the total revenue share of non-European companies.

In an affiliated report, ChannelX examines the dominant role of online marketplaces in European ecommerce, noting that many consumers effectively use them as search engines for retail.

According to the researchers, there are approximately 400 D2C marketplaces operating across Europe, along with more than 250 B2B platforms.

Internet Retailing highlights both the emergence of specialized vertical marketplaces from new entrants and the marketplace initiatives of established (online) retailers.