Why European marketplaces are losing ground to US and Chinese challengers

European marketplaces are seeing falling sales due to a flagging economy, logistical challenges and fierce competition from US and emerging Chinese brands such as Shein and Temu. Who does hold out – and how?

Declining revenue share

In 2023, total international online trade in Europe accounted for 237 billion euros in sales (excluding travel and services), up 32% compared to 2022. In that market, European web shops accounted for 107 billion euros in sales, according to a new research report by Cross-Border Commerce Europe, the platform promoting cross-border e-commerce across Europe.