US, China and Russia dominate Europe’s ecommerce top 10

By: Trademagazin editor Date: 2026. 02. 23. 09:45

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Amazon is by far the largest ecommerce player in Europe. A new top 10 ranking also includes two other American companies, three Chinese players and two Russian platforms. Allegro and Zalando complete the list published by ECDB.

How local is ecommerce in Europe? That varies by country, ECDB previously found. In the three largest markets – the United Kingdom, Germany and France – the cross-border share exceeded 50 percent in 2024. In Spain and Italy, the fourth and fifth largest markets, it was even above 75 percent, according to the statistics. In all of these countries, Amazon is the market leader.

Top 10 based on GMV in Europe

Amazon’s dominance is evident from a new ranking published in ECDB’s comprehensive Global E-commerce Compass 2026. The top 10 ranks companies based on gross merchandise value (GMV) in Europe, including Russia. The figures reflect trade volumes achieved in 2025 and are expressed in US dollars.

Amazon’s GMV in Europe – just under 232 billion dollars last year – is only slightly smaller than that of the next nine players combined (244 billion dollars). With eBay and direct seller Apple, two more American companies also appear in the top 10.

Amazon nearly equals numbers 2 through 10 combined

Ozon and Wildberries, two Russian online platforms that are largely unknown in many parts of Europe, occupy second and third place in the ranking. They are roughly equal in size.

AliExpress, Temu and Shein

AliExpress, Temu and Shein hold fourth, sixth and seventh place respectively. Their growth rates are slowing somewhat. The platforms are on the radar of European regulators, and from July 1 they will face an interim flat-rate customs duty of 3 euros on small parcels.

Allegro, from Poland, and Zalando, from Germany, complete the top 10. Both companies have found success with a platform model and services for selling partners in multiple European countries.

Headquarters of second-tier players

Although many of the world’s largest ecommerce platforms are not European, the continent does host a relatively high number of headquarters: of the world’s 250 largest ecommerce companies, 95 have their headquarters in Europe, ECDB previously calculated. That is more than in the Americas combined, and significantly more than in Asia.