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

What Can Brands and Retailers Learn From Their Rapid Rise?

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?

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

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First Published on Apr 18, 2024


Carina Perkins


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

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