Chinese E-commerce Platforms Dominate European Retail

European consumers are increasingly turning to Chinese e-commerce platforms for their shopping needs. According to survey data from the European Central Bank, in April 2026, exactly 51.7 percent of respondents said they used these providers to purchase goods from overseas.

The popularity of Chinese online retailers such as Temu, AliExpress, and Shein is particularly high in Southern Europe, with Greece leading the way at 79 percent, followed by Portugal and Spain.

However, this trend has not gone unnoticed, and domestic retailers are feeling the pinch. Aggressive pricing strategies and direct shipping are squeezing margins, fueling a debate about stricter import controls within the European Union.