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European Market Sees Surging Cross-Border Sales, With Fashion, Beauty, and Luxury Leading the Charge
In Europe's booming cross-border e-commerce market, Amazon, Notino, and Skims have emerged as dominant forces in fashion, beauty, and luxury. According to the latest Cross-Border Commerce Europe barometer, these three brands lead their respective sectors, driving significant growth in online cross-border sales.
Amazon reigns supreme in fashion, with its vast marketplace catering to a wide audience. In beauty, the Czech brand Notino has taken the lead, bolstering its presence across Europe with a wide range of skincare, cosmetics, and fragrances. Skims, co-founded by Kim Kardashian, commands the luxury segment, carving out a niche in premium cross-border e-commerce.
Europe’s top 500 cross-border sellers in these categories generate a staggering €71 billion in turnover, with €51 billion attributed to online marketplaces. The overall market is expanding, with 38% of Europe’s online sales now cross-border, contributing to a total of €82 billion.
The fashion sector, experiencing what has been dubbed the “fourth wave” of fast fashion, includes Chinese companies Temu and Shein, ranking third and sixth, respectively. Turkish platform Trendyol is also making waves, securing the eighth spot.
The beauty sector is marked by a strong presence of Western brands, with Notino, The Ordinary, and Fragrantica leading the charge. Other notable brands include French Cerave, Ukrainian Makeup, and Swiss Oriflame. These findings underscore the rapid rise of cross-border e-commerce, with global brands shaping the landscape of European fashion, beauty, and luxury.
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