跨境电商平台出海目的地（Europe）：出海四小龙加速布局，市场热度持续上升 头豹词条报告系列

Investment Rating - The report does not provide a specific investment rating for the cross-border e-commerce industry targeting the European market [5]. Core Insights - The cross-border e-commerce market in Europe is experiencing rapid growth, driven by the rise of Chinese companies like SHEIN, Temu, and AliExpress, which are gaining market share from established platforms like Amazon and eBay [5][16]. - The market size of cross-border e-commerce platforms targeting Europe has increased from $16.52 billion in 2020 to $36.77 billion in 2023, with a compound annual growth rate (CAGR) of 30.56%. It is projected to reach $77.39 billion by 2028, with a CAGR of 14.59% [29]. - The European e-commerce market is characterized by significant regional differences, with Western Europe dominating the market share, while Central and Eastern Europe are emerging as new growth points [9][33]. Summary by Sections Industry Definition - Cross-border e-commerce refers to international trade conducted through electronic platforms, where transactions are completed via cross-border logistics and payment systems [6]. Industry Characteristics - The European e-commerce market shows high user activity, with over 90% internet penetration and more than 75% of the population engaging in online shopping. By 2023, there were approximately 540 million e-commerce users in Europe, expected to grow to 586 million by 2027 [10]. - Fashion items, including clothing and shoes, are the most popular categories in the European market, accounting for 21.6% of e-commerce revenue in 2023 [11]. Development History - The cross-border e-commerce industry has evolved through three main phases: the embryonic phase (1995-2011), the startup phase (2012-2018), and the rapid development phase (2019-2024), with significant technological advancements and regulatory changes shaping its growth [12][14]. Market Size - The market size for cross-border e-commerce platforms targeting Europe has shown substantial growth, with a historical increase from $16.52 billion in 2020 to $36.77 billion in 2023, and projections indicating continued expansion [29]. Competitive Landscape - Amazon remains the largest e-commerce platform in Europe, with a total revenue of $59.2 billion in 2023. However, Chinese platforms like SHEIN and Temu are rapidly gaining traction, with SHEIN achieving significant sales in France, Italy, and Spain [16][47]. - The competitive landscape is characterized by a tiered structure, with Amazon in the first tier and platforms like AliExpress, Temu, and SHEIN in the second tier [46]. Policy Overview - Various policies have been implemented to support the growth of cross-border e-commerce, including regulations on import and export duties, which aim to facilitate trade and enhance the operational environment for e-commerce businesses [37][41].