Asian Retailers Shein and Temu Storm German E-Commerce Market
Asian shopping portals are making waves in Germany, with fast fashion retailer Shein and Chinese online marketplace Temu climbing the ranks of the 'E-Commerce Market Germany 2025' study. Meanwhile, Amazon, Otto, and Zalando maintain their top positions.
Shein has skyrocketed from 18th to 7th place, while Temu nearly quadrupled its gross merchandise volume, jumping from 11th to 5th place. This growth can be attributed to their low prices, wide product range, and engaging elements. However, their popularity is not without controversy, with concerns raised about product quality, lack of controls, and unfair competition.
The EU Commission has opened proceedings against Temu and AliExpress to ensure compliance with new EU digital service laws, aiming to prevent fraud and protect consumers from untraceable or fraudulent products. Temu's gross merchandise volume in Germany reached 3.4 billion euros. Meanwhile, Shop Apotheke and Rewe have also grown significantly, placing 8th and 9th respectively. Among marketplaces, Amazon leads by a large margin, followed by eBay, Otto, and Zalando. Shein's turnover increased by 18 percent in 2024 to 1.1 billion euros.
The rise of Shein and Temu in the German e-commerce market is undeniable, but their future depends on addressing consumer concerns and complying with EU regulations. Established players like Amazon, Otto, and Zalando continue to dominate, but the competition is heating up.
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