Amazon, Notino, and Skims lead cross-border e-commerce in fashion, beauty, and luxury in Europe

In the fashion, beauty, and luxury categories, cross-border online sales in Europe are dominated by Amazon, by the Czech company Notino, and by Skims, the brand co-founded by Kim Kardashian.

Within these categories, Amazon leads in fashion, Notino takes the top spot in beauty, and Skims commands the luxury segment, according to the Cross-Border Commerce Europe barometer.

The cross-border online sales specialist revealed that the top 500 cross-border online sellers in these sectors generate a turnover of €71 billion in Europe, with €51 billion of that coming from marketplaces alone. This comes in the context of a European market where 38% of online sales are now cross-border, totaling €82 billion.

CB Commerce Europe’s barometer dedicated to fashion highlights what it describes as the “fourth wave” of fast fashion taking a firm hold. The Chinese companies Temu and Shein occupy the third and sixth positions in the ranking, respectively, while their Turkish competitor Trendyol has already established itself in eighth place.

The fashion ranking is further dominated by American company Amazon and Chinese platform Aliexpress. They are followed by eBay (4th), Etsy (5th), the German Zalando (7th), the Lithuanian Vinted (9th), and the Chinese brand Cider (10th).

In the beauty category, the top cross-border sellers are led by the Czech Notino, followed by the American brands The Ordinary and Fragrantica. The ranking continues with the French Cerave, Ukrainian Makeup, Swiss Oriflame, American ELF, Guernsey-based AllBeauty, British Avon, and American Byrdie. This top 10 list illustrates the strong presence of Western players in the beauty sector.

The range of regions represented narrows even further in the top 10 list for luxury, which is solely divided among American, Italian, and French players. The ranking is led by four U.S. sellers, starting with Skims and Beyoncé, followed by Rare Beauty and Marc Jacobs.

The ranking continues with Armani in 5th place, Chanel in 6th, and Louis Vuitton in 7th place. These maisons are followed by Italian Gucci, French Dior, and finally, American Fenty.