Notino named Europe’s top cross-border beauty player

The trade organisation, which is dedicated to fostering cross-border e-commerce in Europe, revealed that the biggest cross-border key player in the beauty category was Czech Republic retailer Notino, which came 30th​ in its overall ranking of the top 250 fashion and beauty retailers.

Also in the top five were Swiss brand manufacturer Oriflame in second place, US pure play business Dermstore in third place, UK manufacturer Avon in fourth place, and Netherlands pure player Farmaline in fifth place.

The top 250 ranking unveiled the pivotal players in the fashion and beauty sector that are operating across borders in 30 countries (the EU27, UK, Switzerland and Norway) through online platforms, predominantly B2C and C2C sellers and excluding B2B sellers.

Cross-Border Commerce Europe shared that Europe’s online fashion and beauty market achieved a turnover of €122bn in 2022 (from which €45bn is cross-border) and it is projected to reach €144bn by 2026, which would mark 18% growth.

It said that this upward trajectory is supported by the presence of C2C marketplaces that offer sustainable second-hand fashion and resale options.

Online market poised for continuous growth over the next five years

The total EU online retail B2C market amounted to €729bn in 2022, with fashion and beauty sales accounting for 17% of this sum, according to Cross-Border Commerce Europe’s data.   

It said that it anticipated that over a quarter of fashion and beauty trade would be conducted online by 2026.

Emerging trends such as the metaverse, livestream shopping, personalisation, and second-hand selling are all expected to bolster the growth.

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