In this presentation, get a glimpse of the key figures and trends of cross-border e-commerce, be that in Europe or around the world. Which countries are the most performing? What are the best practices? Lengow sets out all the must-know facts about selling online internationally.

1. Cross-border e-commerce
in Europe
European cross-border trends: a general
overview and key figures

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E-commerce around the world
Global e-commerce turnover in 2014 was worth $1,700 billion.
Predictions state that by 2018, it will be worth $2,300 billion.
The countries that export the most are :
E-commerce is now a global phenomenon.

3. Why is selling cross-border such an attractive feature for retailers
and brands?
It lets you boost sales & become more visible abroad.
24% of all online consumers buy from foreign
websites.
Therefore, cross-border holds great potential for
online retailers.
Cross-border

4. Europe is the 3rd largest
ecommerce region in the
world, behind China and USA.
The average yearly spend for cross-border
consumers in 2014 was €363.
Cross-border sales in Europe totalled €29
billion in 2015.
Cross-border sales represent 16% of all
online sales in Western Europe.
170,000 online retailers sell cross-border
in the 17 Western Europe countries.
Soon, 28% of European online retailers
will sell products internationally.
What is the situation in Europe?

5. European cross-border forecast
3 predictions show that the European cross-border e-commerce market
is booming:
By 2018, 83% of European cross-border online shoppers will buy items from
another European country.
In 2018, cross-border customers will spend €428 per year on average.
The value of cross-border e-commerce turnover is estimated to be worth
between €250B and €350B in 2015, and Europe will account for 25% of this
figure.
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6. Germany & UK: cross-border leaders
The most attractive western European countries for online
shoppers around the world are Germany and UK.
A quarter of British online retailers’ orders come
from abroad.
More than a half of German online retailers sell
to more than one foreign country.

7. What about the rest of Europe?
Cyprus, Malta, Austria, Belgium,
Switzerland and Luxembourg had the
highest rate of cross-border
penetation in Europe in 2014.
Their domestic markets are limited
and often lack certain items.
Therefore, they look abroad to
buy said products.
Why?Beyond the main European countries,
smaller countries are also partial to
cross-border e-commerce.

8. Retailers on the marketplace in France,
Germany, Italy, Spain, The Netherlands
and UK generated $3.08B in 2014.
Amazon’s cross-border strategy:
• Built a logistics and distribution network
• Local approach for each country: legislation,
consumer habits, etc.
• Technological choices in line with the above
points
Amazon: an example of a successful cross-
border strategy

9. Zalando: an example of a successful cross-
border strategy
Zalando’s cross-border strategy:
• Dedicated web development, marketing
and procurement teams for each country
• Scalable business
Zalando’s biggest growth did not
happen in its home markets (Germany,
Austria and Switzerland).
Sales generated in these countries
increased by 31%in 2014.
The strongest growth was achieved
in the 15 other European countries
the company has expanded into.

10. Europe is still a group of national markets, despite the desire to create a unique
market at a politic level for European e-commerce.
Each country works in its own way and has national preferences, characteristics and
trends.
For an effective cross-border strategy in Europe, the key is to take each
country’s local features (payment methods, delivery methods, consumer habits,
legislation) into account, and adapt your strategy accordingly.
Which strategy to adopt? Why?
For the now, Europeans prefer to buy from European websites, rather than from sites
in other countries around the world.

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Discover our white paper
To find out more about the
features and challenges of
selling cross-border in
Europe, download our
white paper!

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