H&M, Zalando, Zara, and Adidas lead Europe’s cross-border e-commerce

In the European cross-border commerce barometer, Sweden’s Ikea remains at the top of the 500 largest B2C retailers, in a ranking where clothing retains a significant presence.

According to the Cross-Border Commerce Europe network, behind Ikea and Danish home-furnishings giant JYSK, Sweden’s H&M generates the highest cross-border sales across the continent. It is followed directly by Berlin-based fashion platform Zalando, which outpaces Italian consumer electronics retailer MediaWorld.

Sixth place goes to Denmark’s Pandora, whose jewellery puts it ahead of Czech personal-care specialist Notino. In eighth comes Spain’s Zara, putting the Inditex group ahead of Germany’s Lidl. Germany’s Adidas, for its part, ranks as Europe’s tenth-largest cross-border retailer.

“The top 10 retailers account for around 20% of the total cross-border sales of the top 500, underlining the high level of market concentration,” says Cross-Border Commerce Europe. “Notably, the ranking remains virtually unchanged from 2024, testifying to growing market maturity and minimal disruption at the top.”

The barometer finds that the combined revenue of Europe’s 500 largest cross-border B2C e-commerce retailers reached €86 billion in 2025, a slight decline on 2024. CBCommerce Europe tempers this, framing it as part of a more moderate and sustainable growth trajectory rather than a continuation of the exceptional increases seen in recent years.