Southern Europeans Drive Demand for Chinese Ecommerce Platforms

The European Central Bank (ECB) recently conducted a consumer survey to understand the popularity of Chinese ecommerce platforms in the euro area. The research found that more than half of consumers have shopped on a Chinese platform at least once, with significant differences between regions.

Usage is highest in Greece (79%), Portugal (77%), and Spain (69%), while France (43%) and Germany (40%) lag behind. The ECB notes 'striking cross-country differences' in consumer habits, platform awareness, delivery infrastructure, trust, and local retail alternatives.

According to the survey, affordability is a major driver of popularity for Chinese platforms, with low prices combined with extensive product choice being the core competitive advantage. However, growth in the number of low-cost ecommerce parcels entering the European Union has slowed, with imports rising by only 26% in 2025 after doubling in the previous year.

The number of ecommerce shipments entering Liège Airport's customs zone fell by 24% year-on-year in July and by as much as 41% compared to June this year. The airport attributes this decline to a new 3-euro charge that applies to parcels with a value below 150 euros, introduced on July 1.