One in three (34 percent) of online purchases in the first half of this year in Spain were placed on Chinese platforms, such as Alibaba, Temu or Shein. The market share (in terms of order frequency) of these platforms is far higher in Spain than in other European countries. However, Spanish consumers spent a lot less on these platforms than consumers from other countries.
These data come from the latest NIQ Consumer Online Panel report. The report analyzes ecommerce sales of consumer goods during the first half of this year, in nine countries.
Countries that participated in the research were the United Kingdom, Germany, France, Italy, Spain, the Netherlands, Belgium, Austria and Ireland. The research specifically looked at Chinese online platforms, which are increasingly becoming popular in Europe.
Bigger market share, lower spending
The report shows that the market share of Chinese platforms is the greatest in Spain, with 34 percent. In comparison, in Italy, 14 percent of all online purchases were placed on Temu, Alibaba or Shein. In France, the share was 9 percent. It is followed by Germany, with 8 percent and the United Kingdom, with 6 percent.
‘German consumers spent an average of 1,125 euros per buyer in the first half of 2024 on Chinese online platforms’
However, Spanish consumers spent an average of 497 euros per buyer in the first half of 2024. Only Irish consumers spent less: 475 euros. German consumers, on the other hand, spent an average of 1,125 euros per buyer. And in the United Kingdom, consumers spent 997 euros. French consumers spent an average of 951 euros per buyer.
Consumers in UK place most orders
When looking at order frequency, the United Kingdom is the leader with 22.7 purchases per buyer on Chinese platforms. In Germany, the frequency is 18.2 orders per buyer. Spanish consumers placed 12.1 orders per buyer. This was a higher frequency than in Italy, Belgium and Ireland.
