Southern Europeans lead in Chinese platform use

Chinese ecommerce platforms such as AliExpress, Banggood, Shein, and Temu are more popular than average in Southern Europe, according to research by the European Central Bank (ECB). Shoppers are attracted by low prices and a wide product range.

This spring, the ECB conducted a large-scale consumer survey into the popularity of ecommerce platforms from China. The survey was prompted by the doubling of shipments of low-value items from China from 2023 to 2024, raising key policy questions.

More than half of euro area consumers

First of all, the ECB notes that Chinese ecommerce platforms are widely used across the euro area. More than half of consumers in the euro area (52 percent, see EA in the image below) have shopped on a Chinese platform at least once, but there are significant differences between regions.

‘Striking cross-country differences’

Usage is highest in Greece (79 percent), Portugal (77 percent), and Spain (69 percent). In France (43 percent) and Germany (40 percent), less than half of consumers have used Chinese shopping platforms.

The ECB concludes from the figures: “The particularly deep market penetration in Southern Europe points to striking cross-country differences in consumer habits, platform awareness, delivery infrastructure, trust and local retail alternatives.”

Affordability and product variety

Consumer responses show that affordability plays a central role in the popularity of Chinese platforms. In addition to price considerations, product variety is a second major driver: “In sum, low prices combined with extensive product choice appear to be the core competitive advantage of these platforms”, according to the ECB.

Growth slowed

Growth in the number of low-cost ecommerce parcels entering the European Union has slowed: imports of cheap parcels rose by only 26 percent in 2025, after doubling in the previous year. There are now signs of a contraction, judging by figures from Liège Airport, one of Europe’s main gateways for Chinese ecommerce shipments.

Fewer Chinese parcels at major European hub

The number of ecommerce shipments entering the customs zone at Liège Airport fell by 24 percent year-on-year in July and by as much as 41 percent compared with June this year. The airport attributes this to the European measure that came into effect on July 1: since then, a 3-euro charge applies to parcels with a value of less than 150 euros. Meanwhile, the number of B2C shipments from China valued above 150 euros increased by 10 percent.

Geopolitics

“Geopolitics do not seem to deter many consumers”, the ECB concluded regarding the use of Chinese platforms. Price, however, does.