European Central Bank survey finds Chinese e-commerce platforms are widely used in the euro area, driven by price and product variety

The European Central Bank published a blog analysis based on its April 2026 Consumer Expectations Survey showing that Chinese e-commerce platforms such as Temu, Shein and AliExpress are widely used across the euro area, with low prices and broad product choice as the main draw. More than half of respondents said they had used these platforms, with usage highest in Greece, Portugal and Spain at more than 70% and lowest in Germany and France at under 50%. The survey found use is more common among lower and middle-income households, although many higher-income households also shop on these platforms. Purchases are concentrated in clothing, household goods and electronics, and are typically small in value. Nearly two-thirds of orders are worth no more than EUR 25, 90% are up to EUR 50, and one in five respondents said they shop on these platforms at least once a month. Among non-users, the main deterrents were concerns about product quality, trust, data and payment security, customer service and environmental effects. Geopolitical tensions appeared to play only a limited direct role in consumer decisions, with one in five respondents saying such concerns made them less willing to buy from Chinese platforms. The ECB linked these findings to euro area price developments, noting that sustained demand for low-cost imported goods may matter for consumer prices in some product categories. It also noted that if these platforms become more prevalent, the pattern could increase competitive pressure on European retailers.