Temu and Shein’s European growth slows down

These data come 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 on their online shopping habits.

45% of users bought something at least once at Temu or Shein

According to the report, Temu and Shein have invested heavily in awareness campaigns. This has resulted in a brand awareness of 96 percent for Temu and 93 percent for Shein. However, only around 50 percent of users have actually bought something on these products.

This year, 45 percent of online shoppers bought something at least once on Temu. That is exactly the same share of shoppers as in 2024. And at Shein, 45 percent of shoppers bought something at least once. This is a slight decrease compared to a year ago, when 49 percent of shoppers bought something.

Conversion is a challenge

While consumers are more aware of Chinese platforms, their biggest challenge now is converting these users into loyal shoppers. These data seem to confirm a trend that is also visible in local ecommerce markets in Europe.

In the Netherlands, for example, the growth of Chinese platform has considerably slowed this year. Shein dropped in the country’s ranking of the 300 biggest online stores. While the platforms still grow in terms of revenue, other European platforms have grown a lot faster in the last 12 months.