Temu Matches Amazon in Cross-Border E-Commerce Sales!
The Chinese e-commerce platform Temu has become a significant competitor in global online shopping, now matching Amazon in cross-border e-commerce sales.
The Chinese e-commerce platform Temu has become a significant competitor in global online shopping, now matching Amazon in cross-border e-commerce sales. According to the 2025 Cross-Border E-Commerce Shopper Survey by the International Post Corporation (IPC), nearly a quarter (24%) of consumers made their most recent purchase from Temu, placing it on equal footing with Amazon.
The IPC survey covered 30,970 shoppers across 37 different countries. The survey highlights the rapid growth of Temu, which was launched in the United States in September 2022. In just three years, Temu’s share of cross-border e-commerce sales skyrocketed from 1% to 24%. In comparison, Amazon’s share remained steady at 24%, with both platforms together accounting for nearly half of all cross-border sales globally.
Temu’s rapid rise, according to the survey data from September 2025, is remarkable considering the platform didn’t exist before 2021. This growth is supported by Temu’s aggressive international expansion, including the opening of its European headquarters in Dublin in 2023.
Mixed Trends in Shein and AliExpress in Cross-Border E-Commerce
While Temu’s growth has been rapid, other platforms have shown less noticeable changes. Shein, the third-largest player in cross-border sales, maintained a 9% share. AliExpress saw a decline from 9% to 8%. eBay holds a 5% market share, while Zalando, the first European-based platform, holds 3%, ranking fifth.
However, signs of slowing growth have appeared in Temu’s European expansion. In the first half of last year, the number of users increased by only 12.5%, reaching 115.7 million. To overcome this, Temu plans to accelerate growth by shipping products primarily from local warehouses and partnering with European sellers.
China’s Dominance in Global E-Commerce
The IPC report also emphasizes China’s dominance in cross-border shopping. In 26 out of 30 European countries, China is the most popular destination for cross-border shopping. Only Luxembourg and Austria prefer Germany over China for cross-border shopping, while Ireland and Iceland most frequently shop across borders in the United Kingdom. With its rapid growth and expansion into international markets, Temu continues to challenge established competitors like Amazon, gaining a significant share in the cross-border e-commerce space.