The UK’s crossborder sales fell to an all-time low last year as a result of Brexit. In total, it sold online for the equivalent of 29 billion euros across the border, 12 percent less than a year earlier.

This is according to research by platform Cross-Border Commerce Europe. As a result of Brexit and The Associated VAT regulations, import duties, logistics and returns, the UK must now cede its No. 1 position as the most important European country for cross-border sales to Germany.

In the Top 500 Cross-Border Retail Europe, an annual ranking of the 500 largest cross-border webshops of the research platform, there is also a sharp decline in the number of British shops. In 2020, there were 100 retailers on that list, a year later there were 68.

The European crossborder market is dominated by German and Scandinavian retailers and brands. The top 3 consists of Ikea, H&M and Lego, followed by the three German companies Zalando, Lidl and About you. The top-10 accounts for more than a fifth of the total European crossborder turnover. In total, that turnover amounts to 171 billion euros, an increase of 17 percent compared to 2020. A 30 percent increase in sales is expected for the current year.