Fostering Small and Medium-Sized Enterprise (SME) digitalisation and strengthening cross-border trade remain central to building a more competitive and inclusive European economy. In this context, we have published a new report highlighting how eBay’s global marketplace is enabling small businesses across the European Union to expand internationally and thrive.
For nearly three decades, eBay has helped level the playing field for small businesses by removing traditional barriers to cross-border trade. Our latest research shows that 96 percent of eBay small businesses in the EU sell to consumers in other countries, dramatically outpacing the roughly 6.5 percent of traditional non-digitalised businesses that sell across borders. At the same time, these businesses reach an average of 18 international markets each year, compared to just 4 for traditional exporters. This demonstrates how digital tools and platforms are transforming the ability of even the smallest enterprises to access global demand.
These international sales do more than drive revenue: they strengthen resilience. By reaching a diverse set of markets, small businesses reduce their dependence on local economic conditions and are better positioned to weather regional downturns. The report also shows that eBay-enabled exporters frequently reach markets that differ from those of traditional exporters, expanding national export portfolios and unlocking new opportunities for growth across the EU.
Digitalisation plays a critical role in this success. As the European Commission continues to prioritise both digital adoption and SME internationalisation, the findings reinforce the “double dividend” of combining these strategies. Digital platforms allow small businesses to overcome longstanding barriers, such as limited resources, regulatory complexity, and lack of market access, while simultaneously improving productivity and operational efficiency. The result is a more dynamic and competitive SME sector capable of scaling beyond domestic borders.
Importantly, this success is not concentrated in a handful of major economic hubs. Instead, eBay small business activity is widely distributed across regions, often acting as a counterbalance to geographic economic disparities. This demonstrates how digital commerce can support more inclusive growth, ensuring that opportunities to participate in global trade are accessible regardless of location.
Our findings point to the continued importance of policies that support SME digitalisation and reduce barriers within the Single Market. A well-functioning, accessible, and less fragmented European Single Market remains essential to enabling small businesses to scale, compete, and succeed internationally.
We invite you to read the report and explore how Europe’s small businesses are leveraging digital tools and cross-border trade to drive growth and resilience.