Western Europe Cross-Border Ecommerce 2024

China’s Ecommerce Giants Drive Sales Growth Despite a Slowdown in Adoption

Despite a post-Brexit drop in the number of shoppers, Western Europe’s cross-border ecommerce market is booming as consumers spend more on goods from foreign retailers. Much of the momentum is being driven by China’s ecommerce giants and investment by online marketplaces such as Amazon and Zalando. Buyer growth will return in 2025—which will be both an opportunity and a threat for retailers in Europe.

Key Question: What is the outlook for cross-border ecommerce in Western Europe in 2024 and beyond?

Key Stat: After falling from a pandemic peak, cross-border buyer numbers will rise again in Spain (0.2%) and Italy (0.6%) this year and return to growth in Germany (3.0%), France (2.3%), and the UK (2.6%) in 2025.

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Carina Perkins


Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Bill Fisher
Principal Analyst, UK
Oscar Orozco
Director, Forecasting
Amy Rotondo
Director, US Research

"Behind the Numbers" Podcast