Research: one in three Germans shops on Temu

Research: one in three Germans shops on Temu

Marketplaces with origins in Asia have gained significant popularity in Germany over the past year. Recent research indicates that nine out of ten German consumers are familiar with these platforms, and 43 percent purchase items from them. Especially Temu is on the rise.

This is reported by ECC KÖLN, a subsidiary of the renowned German IFH KÖLN (Institut für Handelsforschung), in its periodic Trend Check Handel.

Increased awareness and usage

The brand awareness of Asian marketplaces in Germany increased by 13 percentage points over the past year, from 78 to 91 percent. The usage of these shopping platforms grew from 32 percent to the mentioned 43 percent. Among younger consumers, the percentage is even higher: more than half (51 percent) of German consumers aged 18 to 29 shop on Asian marketplaces.

More than half of young Germans use Asian marketplaces.

A majority of respondents indicated that they encounter these platforms through social media. Temu is particularly seen there. The PDD Holdings subsidiary is experiencing enormous growth not only in Germany. However, it is also being closely monitored by trade and consumer organizations.

Number of shoppers on Temu tripled

According to ECC KÖLN’s new study, 32 percent of German consumers bought products on Temu, compared to just 11 percent last year. Shein’s popularity also saw a significant increase: 22 percent of Germans have shopped there, up from 10 percent last year. The popularity of these marketplaces is attributed to their pricing, product range, and the entertainment they offer to German shoppers, according to the research.

Shein has doubled its shopper penetration in Germany.

Trust issues

However, the Asian platforms score lower on many other points. Established providers such as Amazon, the market leader in German ecommerce, Otto, and Zalando, enjoy a lead in consumer trust. Notably, despite the growth and adoption of Asian marketplaces, two out of three German consumers (66 percent) say they do not plan to use them in the future, mainly due to concerns about quality, safety, and sustainability.



Arjan van Oosterhout has been contributing to Ecommerce News Europe since the spring of 2023. He writes news articles for the website on a freelance basis.

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