What and how much Europeans buy on Chinese platforms: Over 4 billion packages in a year

Chinese e-commerce platforms are rapidly expanding their reach across the Eurozone, with consumers drawn by low prices and extensive product variety, particularly in clothing, home goods, and electronics. A blog post by the European Central Bank (ECB) highlights that in 2024 alone, the EU received 4.17 billion shipments from these platforms, a significant increase from 1.9 billion in 2023. This surge is largely attributed to the growing popularity of platforms such as Temu, Shein, and AliExpress.

The ECB's analysis, based on a consumer expectations survey from April 2026, reveals that while low prices and a broad selection are key attractors, concerns regarding product quality and trustworthiness deter many potential users. Geopolitical factors, however, appear to have a limited impact on consumer decisions. The study indicates that over half of the surveyed consumers use these Chinese platforms.

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Research by the European Central Bank shows that customers are attracted by low prices and a wide selection of products. However, concerns about quality, trust, and environmental consequences deter those who do not use them.

Usage patterns vary significantly across member states. Consumers in Greece, Portugal, and Spain show the highest adoption rates, with over 70% reporting purchases through these platforms. Conversely, Germany and France exhibit lower usage, with less than half of their consumers engaging with Chinese e-commerce. The European Commission's e-commerce report notes that approximately 90% of all EU e-commerce shipments valued under 150 euros in 2024 originated from China, underscoring the dominance of these platforms in the low-value cross-border market.

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Their volume more than doubled - from 1.9 billion shipments in 2023 to 4.17 billion in 2024. The Commission links this growth to the sharp increase in the number of users of Chinese online retailers such as Temu and Shein during 2024.