Brussels, Belgium. More than half of eurozone consumers have bought goods through Chinese e-commerce platforms, according to the European Central Bank’s Consumer Expectations Survey.
Temu, Shein and AliExpress have attracted millions of consumers in eurozone markets, with low prices and broad product selections identified as the main reasons for their popularity.
Usage across eurozone markets
Use of the platforms varies substantially among eurozone member states. More than 70 percent of consumers in Greece, Portugal and Spain reported shopping through them, while usage in Germany and France remained below 50 percent.
Cyprus was not included in the ECB survey data. However, the platforms have also gained traction in the Cypriot market, where consumers increasingly use them to buy clothing, household goods, electronics and other low-cost products.
Price and product range
The survey found that the platforms are particularly popular among low- and middle-income households, largely because of their competitive prices. A significant share of higher-income consumers also use them.
Respondents most frequently cited low prices as their reason for shopping on the platforms, with terms including “cheap,” “price” and “cheaper” appearing prominently in responses. Despite easing inflation in the eurozone, consumers continue to seek lower-cost options to reduce household spending.
Product variety was the second main factor. Consumers highlighted the availability of specialised products, accessories and goods that may be difficult to find in local stores.
The combination of low prices and extensive product ranges appears to be the platforms’ main competitive advantage. Consumers also use them more frequently for clothing, household items and electronics, categories in which buyers tend to be particularly price-sensitive.
Rise in low-value imports
The European Commission reported a sharp increase in low-value e-commerce imports from China. In 2024, about 90 percent of parcels valued at up to 150 euros entering the European Union came from China.
The number of such items more than doubled from 1.9 billion in 2023 to 4.17 billion in 2024, a rise attributed to the platforms’ rapid growth in customer numbers.
Nearly two-thirds of orders placed through the platforms are worth no more than 25 euros, while 90 percent are valued at up to 50 euros. One in five respondents said they shop through these sites at least once a month, according to the survey.