E-commerce in Europe sees rebound amid strong competition from Temu
As consumer confidence improves across Europe, online shopping is experiencing renewed growth. Ecommerce turnover is projected to rise this year, though low-cost platforms are driving fierce competition in the market.
Online shopping in Europe is making a comeback this year, with ecommerce turnover expected to reach €958 billion, up 8% from 2023, according to a report by Ecommerce Europe. While inflation has strained consumer spending power, recovering confidence is pushing more shoppers back online. However, the competitive market has intensified, particularly due to low-cost platforms like Temu, which is owned by PDD Holdings. These marketplaces, known for offering cheap products, are challenging local players across Europe.
In countries like Germany and Denmark, industry leaders have voiced concerns over the growing presence of Chinese platforms like Temu, which offer significantly lower-priced goods. These platforms are seen as creating an uneven playing field, as they are not always subject to the same regulations as European retailers. Despite these challenges, e-commerce in Europe is seeing its first real growth in years after adjusting for inflation, signaling a shift toward a “new normal” in consumer behavior.
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