Chinese e-commerce platforms have become a mainstream part of online shopping in Europe, but their popularity varies significantly between markets. According to the European Central Bank’s April 2026 Consumer Expectations Survey, 52% of euro area consumers have purchased from Chinese platforms such as Temu, AliExpress, Shein, and Banggood at least once. Southern Europe stands out. Usage reaches 79% in Greece, 77% in Portugal, and 69% in Spain. By comparison, only 43% of French consumers and 40% of German consumers report having shopped through these platforms. The differences reveal more than the success of individual marketplaces. They show how price, assortment,…
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