2026年电子商务报告

A TRADEBYTEREPORT TABLE OFCONTENTS RETAIL MEDIA &PERFORMANCE MARKETING STRATEGICPRIORITIES FOR 2026 3THE STATE OFE-COMMERCEIN 2026 THE STATE OF E-COMMERCE IN 2026 E-commerce enters 2026 at a turning point. While growth in fashion and life-style remains steady, the conditions underlying have changed significantly. Costpressures, tariffs and geopolitical uncertainty are shaping how brands operate,while consumers are becoming more selective and value-driven in how theyspend their money. At the same time, discovery is becoming more fragmented. Many shopping jour-neys now start within marketplaces, social platforms, and AI-driven interfacesrather than traditional search, reshaping how products are found, valued, andbought. This leads to relevance and price perception playing a bigger role thanbrand positioning alone. In thefourth editionof the Tradebyte Report, we spoke with top industry ex-perts to uncover their front-line perspectives on e-commerce growth. This year’sedition combinesour own datawithleading industry researchandin-depthinterviews with top voices across our networkto explore key opportunities,challenges, and trends shaping fashion and lifestyle e-commerce from the in-side out. WHAT’S CHANGINGAND WHY IT MATTERS In the coming year, the e-commerce market is still growing, but at a slowerand more uneven pace than during the surge years, with global e-commercesales expected to reach around $7 trillion in 2026 (eMarketer, 2025). Growthis increasingly concentrated in specific regions, categories and channels, whilemature markets face stabilisation and margin pressure. Across our community, we’ve seen e-commerce in 2026 continue to shift towardredistribution, with wellbeing, essentials, and active lifestyle categories settingthe tone for the whole market. Rising costs and increased competition are makingefficiency critical, further strengthening the importance of a unified approach toe-commerce. In 2026, success will rely heavily on diversification, operational agility and data-driven decision-making. It will be defined less by scale alone, and more by thebrand’s ability to adapt to structural complexity, balancing reach with relevance,efficiency with resilience, and growth with profitability. ■Unifying inventory across channels■Enriching product data (attributes,sizing, imagery)■Diversifying portfolios to reducesingle-channel dependence ■AI and algorithms are setting thenewrules for visibility,ranking,and pricing■Marketplaceandcross-bordernetworks enable faster, lower-riskexpansion■Structured,high-quality productdata is key for AI-driven discovery 6EUROPE’SGMV GROWTHTHROUGH THETRADEBYTE LENS EUROPE’S GMV GROWTHTHROUGH THE TRADEBYTE LENS Western Europe, representing just over 10% of global online sales, comparedwith China’s 50% and the US’s 20%, is entering a phase of internal rebalancing.Our own network data, tracking over 1,000 brands across 90+ marketplaces,reveals rapid expansion acrossCentral and Eastern Europe (CEE), the Nordics,the Middle East, India and Turkey. This growth is fueled by improved logistics,more accessible digital payments, and the spending power of an expandingmiddle class. *Based on Tradebyte’sproprietary dataset. KEY SHIFTS CENTRAL/EASTERNEUROPE (CEE) GMV GROWTH2024 YTD VS2025 YTD PER GEOGRAPHIC REGION BASED ON OUR EXCLUSIVE MARKETPLACE DATA ■CEE expanded by 59%, gaining +2.6 percentage points of total market share- one of the most significant shifts in recent years. ■The Nordics grew by 37%, adding +1.2 points and underlining their strengthas a stable, high-value cross-border region. GMV GROWTH 2024 YTD VS 2025 YTD PER COUNTRY GMV SHARE 2025 YTD PER COUNTRY *Based on Tradebyte’s proprietary dataset. INSIGHTS DERIVED FROM OUR AGGREGATED BRAND NETWORK DATA: 9 9■The top 5 countries (DE, CH, NL, FR, BE)together account for over73% of2025 GMV.■SwitzerlandandBelgiumlost share (-0.3 points each) despite maintainingpositive growth.■Western markets such asthe Netherlands (+5%), France (+8.5%), and Austria(+14.6%)continued to post solid gains.■Hyper-growth markets, though emerging from a smaller base, are showingremarkable momentum. We’ve seen especially strong growth in regionslike Luxembourg, Norway, and Cyprus, Greece, and Portugal (all recorded100%+ growth), driven by brands expanding their marketplacepresence and addingnew regionalconnections.Experimentation is clearly moving eastand north, where fresh demand meetsan evolving digital landscape. WHY THIS HAPPENS This regional momentum is driven by accelerating digital adoption, competitivelocal marketplaces and increasingly sophisticated fulfilment networks that makecross-border selling smoother. Shoppers in these regions welcome new brandsand wider choices, creating fertile ground for marketplaces that offer breadthand reliability without Western Europe’s high costs.” “The Dutch e‑commerce market is highly advanced, with 90%of consumers online and total online spend rising over 35% infour years. Com