Round 50 p.c of internet buyers in Germany, France, Italy, Spain and the UK have shopped at Temu or Shein this yr. In comparison with a yr in the past, the quantity of customers utilizing these platforms has not modified a lot. Plainly Temu’s and Shein’s progress in Europe has slowed down.
These knowledge come from the most recent Amazon Shopper Report 2025 by Remazing. In June this yr, 1,000 folks in Germany, France, Italy, Spain, the UK and america have been surveyed on their on-line purchasing habits.
45% of customers purchased one thing not less than as soon as at Temu or Shein
In line with the report, Temu and Shein have invested closely in consciousness campaigns. This has resulted in a model consciousness of 96 p.c for Temu and 93 p.c for Shein. Nevertheless, solely round 50 p.c of customers have really purchased one thing on these merchandise.
Shein’s share of customers dropped barely in a yr
This yr, 45 p.c of internet buyers purchased one thing not less than as soon as on Temu. That’s precisely the identical share of customers as in 2024. And at Shein, 45 p.c of customers purchased one thing not less than as soon as. It is a slight lower in comparison with a yr in the past, when 49 p.c of customers purchased one thing.
Conversion is a problem
Whereas customers are extra conscious of Chinese language platforms, their greatest problem now’s changing these customers into loyal customers. These knowledge appear to substantiate a pattern that can also be seen in native ecommerce markets in Europe.
Within the Netherlands, for instance, the expansion of Chinese language platform has significantly slowed this yr. Shein dropped within the nation’s rating of the 300 greatest on-line shops. Whereas the platforms nonetheless develop by way of income, different European platforms have grown rather a lot sooner within the final 12 months.
