The European Central Bank’s Consumer Expectations Survey, conducted in April 2026, revealed that more than half of consumers in the euro area had made at least one purchase through Chinese e-commerce platforms such as Temu, Shein, AliExpress, and Banggood. Low prices and a wide product selection ranked as the leading reasons consumers preferred these platforms.
Chinese E-Commerce Platforms Are More Popular in Southern Europe
Usage rates exceeded 70 percent in Greece, Portugal, and Spain, while remaining below 50 percent in Germany and France. Although the use of these platforms was more widespread among low- and middle-income households, a significant proportion of high-income consumers were also reported to have shopped through these channels. Cyprus was not included in the ECB data, while interest in these platforms was reported to be increasing in the country across the clothing, home products, and electronics categories.
Low Prices and Product Variety Were Decisive
In the survey, the words “price,” “cheap,” and “cheaper” stood out in the responses of frequent shoppers. A broad product range, niche products, accessories, and access to items that are difficult to find in local stores were also cited among the main reasons for choosing these platforms.
The most frequently purchased categories were clothing, household goods, and electronics. Approximately two-thirds of orders did not exceed €25, while 90 percent remained below €50. One in five respondents reported shopping from these platforms at least once a month.
Volume of Low-Value Parcels Entering the EU Increased
According to European Commission data, approximately 90 percent of e-commerce shipments worth up to €150 that entered the European Union in 2024 came from China. Shipment volumes increased from 1.9 billion items in 2023 to 4.17 billion items in 2024.
Concerns Over Quality, Trust, and Data Security Continue
Consumers who did not use the Chinese e-commerce platforms cited concerns related to product quality, durability, trust, payment security, personal data protection, customer service, and platform reliability. Long-distance transportation, excessive packaging, returns, and the environmental impact of production were also among the reasons mentioned.
Some consumers stated that they preferred to support European products and local businesses. While geopolitical concerns had a limited impact on purchasing decisions, one-fifth of respondents said these developments made them less willing to use the Chinese e-commerce platforms.
€3 Customs Duty on Low-Value Orders
As of July 1, 2026, the EU began applying a temporary €3 customs duty to small shipments from third countries worth up to €150, for each different product category based on its tariff classification. The regulation will remain in force until July 1, 2028, and will cover orders from other third countries as well as Chinese e-commerce platforms.