This ranking is based on parameters such as the amount of cross-border online sales, SEO indicators, the volume of cross-border visits, different strategies adopted by brands and sales platforms…
Also included in this ranking are Temu (5th) and Shein (8th). These platforms, with Aliexpress, are the driving force behind the rise of Chinese marketplaces, which is reshaping the e-commerce landscape in Europe. In fact, they use a “produced by China, marketed by China, sold by China and delivered by China” model, forcing Western players, led by Amazon, to adapt.
The latter illustrates the challenges of Chinese growth: while benefiting from effective Chinese third-party sellers (more than half of its third-party sales), the American faces risks linked in particular to geopolitical tensions and changing regulations.
Additionally, sellers are increasingly adopting multi-channel approaches, extending beyond Amazon to their own sites and social networks, particularly due to Amazon’s rising costs and a desire to control of their brand. This strategy allows sellers to reach diverse customers and improve their visibility while mitigating the risks of platform dependency.
To maintain its dominance, Amazon is therefore expanding its network of Chinese sellers, improving its logistics and innovating in delivery methods, which brings new challenges. “The future of global e-commerce depends on how Western companies innovate and navigate an increasingly competitive and regulated market, shaped by the rise of Chinese e-commerce giants,” comments CBCommerce.
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