Online shopping across borders in Europe is picking up speed. In 2024, cross-border ecommerce sales in Europe reached €275.6 billion. That’s more than a 16% increase compared to the previous year, showing that more people are comfortable buying from stores based in other European countries.

Cross-border ecommerce now makes up 36% of the total online market in Europe. That means more than one-third of all online purchases in Europe are being made from shops located in other countries. Whether it’s a French customer ordering from a German retailer, or a Spanish shopper buying from a Dutch brand, people are clearly looking beyond their home countries for better deals, more variety, or unique products.

For businesses, this shift is important. It shows that customers don’t mind where a company is based, as long as the service is good, the price is right, and delivery is reliable. Many companies across Europe are now thinking about how to make their websites and support systems work better for customers in other countries. That includes translating content, adjusting payment methods, and offering international shipping.

At DMSMatrix, we’ve noticed more clients asking how they can expand their reach across borders. Some are already seeing success in nearby markets and want to grow further. Others are just getting started and need help figuring out where to begin. We often tell them: start simple. Make sure your product pages are clear, your checkout works smoothly, and your shipping options are easy to understand.

It’s also important for businesses to build trust with customers who may never have heard of them before. That can come from clear return policies, responsive support, and honest product descriptions. These small things matter, especially when selling to people in other countries who might be cautious at first.

The growth of cross-border ecommerce is a good sign for online businesses in Europe. It means that more shoppers are open to trying something new, and that good service can cross borders as easily as a package.

At DMSMatrix, we’re continuing to support businesses that want to grow in Europe—not by chasing trends, but by helping them build strong, reliable foundations that can work in any country.