Chinese ecommerce platforms see high usage in Southern Europe

Research by the European Central Bank (ECB) indicates that Chinese ecommerce platforms, including AliExpress, Banggood, Shein, and Temu, have achieved significant market penetration across the euro area. While over half of euro area consumers have used a Chinese platform at least once, usage rates vary significantly by region.

Southern European countries show the highest adoption rates, with Greece at 79 percent, Portugal at 77 percent, and Spain at 69 percent. In contrast, usage is lower in France (43 percent) and Germany (40 percent). The ECB attributes this disparity to differences in consumer habits, platform awareness, delivery infrastructure, trust, and local retail alternatives.

The primary drivers for the popularity of these platforms are low prices and extensive product variety. Although the shipment of low-value items from China doubled between 2023 and 2024, recent data suggests a slowdown in growth, with imports of cheap parcels rising by 26 percent in 2025.