Temu, TikTok, and China’s Ecommerce Players in Western Europe

What Can Brands and Retailers Learn From Their Rapid Rise?

Report by Carina Perkins  | UPDATED: May 3, 2024
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Executive Summary
Retailers with roots in China are making a push into Western Europe
How should brands and retailers in Western Europe react?
Sources
Media Gallery
About This Report
Retailers with roots in China are still gaining share of ecommerce in Western Europe, despite concerns over their sustainability credentials.
Topics
Ecommerce Sales
Western Europe
Table of Contents
Executive Summary
Retailers with roots in China are making a push into Western Europe
How should brands and retailers in Western Europe react?
Sources
Media Gallery

As inflation persists in Western Europe, retailers with roots in China are gaining share of ecommerce sales. Their low prices, extensive variety of merchandise, gamified apps, and relentless advertising campaigns are proving appealing to cost-conscious consumers, even amid mounting concerns over their sustainability credentials and treatment of workers.

Key Question: What’s driving the success of Temu, Shein, AliExpress, and TikTok Shop in Western Europe, and how can local brands and retailers compete?

AliExpress, Miravia, Shein and Temu Are Growing Their Combined Share of European Ecommerce
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Key Stat: Shein, Temu, and Alibaba-owned AliExpress and Miravia had a combined 9% share of Spain’s ecommerce sales value in 2023—up from 6% in 2022.

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Table of Contents

  1. Executive Summary
  2. Retailers with roots in China are making a push into Western Europe
  1. How should brands and retailers in Western Europe react?
  2. Sources
  1. Media Gallery

Charts in This Report

AliExpress, Miravia, Shein and Temu Are Growing Their Combined Share of European EcommerceAs Temu and Shein Grow, Asian Shopping Apps Are Gaining Share of the European Download Market
Temu and AliExpress Are Among the Top 10 Most-Visited Online Retailers in the UKAll of the Growth in Western Europe's Fast-Fashion App Usage Is Coming From Shein and Temu
AliExpress is the Third Most-Visited Retailer Website in SpainTikTok Is the Second-Most Popular Social Media Platform for Social Commerce Purchases

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First Published on Apr 18, 2024

authors

Carina Perkins

Contributors

Sky Canaves
Senior Analyst, Retail & Ecommerce
Man-Chung Cheung
Senior Researcher
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Amy Rotondo
Director, US Research