Temu ranks first in four European ecommerce markets

Temu has broken into the top 10 online retailers in almost every European country. In four countries, the platform owned by China’s PDD Holdings even ranks first, according to ECDB, based on its 2025 data. Worth noting that none of these countries has a local Amazon storefront or a major domestic marketplace.

Temu has only been active in Europe since 2023. In a short period of time, the platform has established a strong position in European ecommerce. “Where Temu ranks in any given market depends on who it competes with”, ECDB says about the positions it achieved in different countries last year. “The strength of the domestic market determines how far Temu has to climb to reach the top spot.”

Croatia, Finland, Hungary and Slovenia

According to the German ecommerce data provider, Temu ranked first in Croatia, Finland, Hungary and Slovenia last year. None of these countries has a local Amazon storefront or a major domestic marketplace such as Allegro in Poland and Bol in the Netherlands and Belgium. Shoppers in these countries are, however, willing to buy from foreign websites.

Temu ranks second in eight countries

In another eight countries, Temu ranked second, according to ECDB: Austria, Bulgaria, Czechia, France, Greece, Norway, Portugal and Slovakia.

Particularly notable is its strong position in the large French market, where Amazon leads the market but also faces many local competitors.

Baseline

“The value proposition explains Temu’s competitive edge”, ECDB explains. “It undercuts established retailers on price and beats them on product variety.” The figures relate to last year, the company emphasizes: “Any tariff effects would only start showing up in next year’s data, which makes the current rankings a useful baseline for measuring what changes next.”

EU measures

Like AliExpress and Shein, Temu is facing EU measures aimed at curbing the influx of parcels from China. On 1 July this year, the European Union introduced a temporary import duty of 3 euros per product category in parcels worth up to 150 euros. From July 2028, this will be replaced by regular customs tariffs.

Temu will soon face a European handling fee

In addition, a handling fee will be introduced by 1 November at the latest, as part of the customs reform approved by the European Parliament last week. The amount of the fee has not yet been determined.

Local warehouses and sales partners

Temu has already been reducing its reliance on cross-border shipments, among other things by opening warehouses in Europe and bringing local sales partners on board. The platform continues to enter into new partnerships with parcel carriers and integrators across EU member states. In the longer term, Temu wants 80 percent of all European orders to be shipped from local warehouses.