With 16.3 million monthly users, Temu is more popular in Germany than anywhere else in the European Union. The more well-known Shein attracts more attention in France, Spain, and Italy, but generates the most revenue in Europe in Germany.
This is according to several reports published recently. Temu and Shein, online shopping platforms with Chinese roots, are making a significant impact on ecommerce in Europe. They are rapidly gaining market share at the expense of local online players, who are unhappy with the way these platforms operate. For instance, they are accused of not adhering to regulations on product safety, consumer protection, customs, taxes, and the environment.
Temu and Shein are under scrutiny by trade and consumer organizations, as well as government agencies. With a concrete action plan, the German government is, for example, trying to create a level playing field between European online retailers and Asian platforms, a cause that Ecommerce Europe also supports. The European Union has called on Very Large Online Platforms, as defined by the Digital Services Act, to provide transparency regarding their operations.
Both Temu and Shein have now published transparency reports, showing their popularity in Europe and the various EU member states. Starting with Temu: from April to October, the platform reached 97.3 million Europeans, with the majority located in Germany (16.3 million users). France (12.0 million) and Italy (10.0 million) follow at a distance. Temu is especially popular among young shoppers in Germany.
Shein has also shared user data for EU member states. First, it is notable that Shein has tens of millions more monthly users than Temu: an average of 126.4 million, based on an earlier measurement period (April to July).
Shein attracts tens of millions more Europeans than Temu.
France leads with 23.9 million monthly Shein users, followed by Spain (22.8 million) and Italy (22.6 million). Germany comes in much later, in fourth place, with 17.8 million users. A recently presented annual revenue report revealed that Germany is, in terms of revenue, the most important European market for Shein, with a share of 6.6 percent of total sales, which amounts to around 2 billion euros. As a result, Germany not only outperforms France, Italy, and Spain but also the United Kingdom, which is no longer part of the EU.
