ECB survey highlights popularity of Chinese e-commerce platforms

More than half of consumers in the euro area have used Chinese e-commerce platforms such as Temu, Shein and AliExpress, according to a Consumer Expectations Survey by the European Central Bank (ECB). Low prices and wide product selection were the main reasons for their popularity.

According to the survey, clothing, household goods and electronics are the most frequently purchased product categories, with most orders worth €50 or less. Usage is highest in Greece, Portugal and Spain and is more common among lower- and middle-income households.

Among consumers who do not use these platforms, the main concerns are product quality, trust, personal data security and environmental impacts. The survey also found that geopolitical considerations play only a limited role in purchasing decisions compared with price and convenience.

The ECB says the findings highlight the growing influence of Chinese e-commerce platforms on consumer behaviour in the euro area and suggest they could affect competition and price dynamics in the retail market.

Why does it matter?

The survey illustrates how low-cost Chinese e-commerce platforms are reshaping consumer behaviour across Europe. Their growing popularity could intensify competition for European retailers while influencing pricing strategies, cross-border trade and consumer expectations around cost and convenience.

The findings also highlight the broader policy challenges posed by cross-border digital commerce. As platforms such as Temu, Shein and AliExpress expand their presence in Europe, regulators will continue balancing consumer benefits from lower prices with concerns over product safety, sustainability, data protection and fair competition.

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