Around 50 percent of online shoppers in Germany, France, Italy, Spain and the UK shopped at Temu or Shein this year. Compared to a year ago, the number of shoppers using these platforms has not changed much. Temu and Shein’s growth in Europe seems to have slowed down.
This data comes from the latest Amazon Shopper Report 2025 by Remazing. In June this year, 1,000 people in Germany, France, Italy, Spain, the United Kingdom and the United States were surveyed about their online shopping.
45% of users have purchased something from Temu or Shein at least once
According to the report, Temu and Shein have invested heavily in awareness campaigns. This resulted in a brand awareness of 96 percent for Temu and 93 percent for Shein. However, only about 50 percent of users actually made a purchase on these products.
Shein’s share of shoppers fell slightly for the year
This year, 45 percent of online shoppers bought something on Temu at least once. That’s exactly the same proportion of shoppers as in 2024. And at Shein, 45 percent of shoppers have bought something at least once. That’s down slightly from a year ago, when 49 percent of shoppers made a purchase.
Conversion is a challenge
While consumers are more aware of Chinese platforms, their biggest challenge now is to convert these users into loyal shoppers. This data seems to confirm a trend that is also visible in local e-commerce markets in Europe.
For example, in the Netherlands, the growth of the Chinese platform has slowed significantly this year. Shein has fallen in the ranking of the 300 largest online stores in the country. While the platforms are still growing in terms of revenue, other European platforms have grown much faster over the past 12 months.