one in three Germans shops on Temu

Marketplaces originating from Asia have gained considerable popularity in Germany over the last year. Recent research shows that nine out of ten German consumers are familiar with these platforms and 43 percent buy products via them. Especially Temu is growing.

This is reported by ECC KÖLN, a subsidiary of the renowned German IFH KÖLN (Institut für Handelsforschung), in its Trend Check Handel periodical.

Increased awareness and use

Brand awareness in the Asian markets in Germany increased by 13 percentage points over the last year, from 78 to 91 percent. The use of these shopping platforms increased from 32%. to the above-mentioned 43 percent Among younger consumers, the percentage is even higher: more than half (51 percent) of German consumers aged 18 to 29 shop in Asian markets.

More than half of young Germans use Asian markets.

The majority of respondents indicated that they interact with these platforms through social media. This is particularly visible there. The subsidiary PDD Holdings is experiencing enormous growth not only in Germany. However, this is closely monitored by industry and consumer organizations.

The number of buyers in Temu has tripled

According to a new study by ECC KÖLN, 32 percent of German consumers bought products at Temu compared to just 11 percent last year. Sheina’s popularity has also increased significantly: 22 percent of Germans shopped there, up from 10 percent last year. According to the study, the popularity of these markets is due to their prices, product range and the entertainment they offer to German shoppers.

Shein doubled customer penetration in Germany.

Trust issues

However, Asian platforms underperform on many other points. Established suppliers such as Amazon, the market leader in German e-commerce, Otto and Zalando enjoy leading positions in terms of consumer trust. It is worth noting that despite the growth and adoption of Asian markets, two out of three German consumers (66 percent) say they do not plan to use them in the future, mainly due to concerns about quality, safety and sustainability.