Online shopping
Temu and Shein are so successful in Germany
Whether T-shirts, shoes, decorative items or electronics: Consumers are happy to order on the Internet. Portals such as Temu and Shein have gained popularity, as a study shows.
Asian shopping portals are used more and more often in this country. The fashion retailer Shein is now one of the largest online shops, as the study “E-Commerce-Markt Germany 2025” from the EHI Commercial Research Institute and the ECDB data platform shows. Shein improved from the 18th to 7th place. The group’s turnover rose 18 percent to 1.1 billion euros in 2024.
Temu made the biggest leap in the online marketplaces. The Chinese portal quadrupled its gross trade volume in Germany to almost 3.4 billion euros and thus rose from eleventh to fifth place. This value corresponds to the total value of all orders.
“Temu and Shein are gaining popularity in Germany because they convince with low prices, playful elements and an enormous variety of products,” says EHI study author Lars Hofacker. The two portals hit the nerve of the time.
Shop pharmacy and Rewe are also adding
In online shops, companies sell directly to customers. Market places, on the other hand, are platforms on which different retailers offer their products – for fees to the operator. Large dealers such as Amazon, Media Markt or Otto combine both models.
At the online shops, Amazon, Otto and Zalando are on the first three places in the ranking as in the previous year. Shop pharmacy and Rewe have grown strongly, which occupy the ranks eight and nine. According to expert Hofacker, this is mainly due to changed shopping habits. Food is therefore more often ordered online – for delivery or collection. In addition, the e-recipe accelerates the digital order in pharmacies.
In the marketplaces, Amazon continues to lead by a large distance, ahead of Ebay, Otto and Zalando. The ranks six and eight take other Asian providers with Aliexpress and Shein.
Popular, but in criticism
Temu and Shein are popular with consumers, but controversial. Politicians, sales representatives and consumer advocates complain, among other things, product quality, lack of controls and unfair competitive conditions and demand stricter regulation. From the perspective of the trade association Germany, hurry is required. “We are not always allowed to discuss this, now acts have to be done,” said President Alexander von Preen. “Otherwise, this unfair competition will destroy many domestic trading companies and producers.”
A procedure of the EU Commission is currently underway against Temu. According to the authority, there is a high risk of encountering illegal products for consumers. You could find baby toys or electronics products there that do not correspond to EU rules. Temu therefore threatens a punishment.
Shein also has to improve consumer protection due to violations of EU regulations. According to the commission, the fashion dealer misleads customers with lack of or misleading information. Both portals emphasized their cooperation with the authorities.
dpa
Source: Stern
