Observed Signal · Jan 22, 2026 · Industry Report · Source: Trending Topics · Impact: 3/5 · Sentiment: Neutral
Temu matches Amazon with 24% global market share
According to an International Post Corporation (IPC) survey of 31,000 consumers in 37 countries, Temu reached a 24% global e-commerce market share in 2025, nearly matching Amazon's 25%. Amazon lost one percentage point year-over-year, while eBay saw a 68% decline in market share since 2018. The rise of Chinese platforms is driven by aggressive pricing, optimized logistics, and use of regulatory loopholes, but new tariffs and EU import fees (starting July 2026) may slow growth. Temu has invested heavily in marketing, including SEA campaigns and Super Bowl ads, while Amazon launched the budget-focused 'Amazon Haul' as a countermeasure. The competitive landscape for cross-border e-commerce is shifting, with potential implications for retail media and advertising.
Major shift in global e-commerce market share, with Chinese platforms like Temu nearly matching Amazon, impacting retail media strategies and advertising budgets in the sector.
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Key Takeaways & Evidence Grounding
- Temu achieved 24% global e-commerce market share in 2025, according to an IPC survey of 31,000 consumers in 37 countries.
- Amazon holds 25% market share, down from 26% the previous year.
- eBay lost 68% of its market share between 2018 and 2025, dropping to 5%.
- The US abolished the de-minimis rule for commercial imports, and the EU will impose a €3 flat fee per package under €150 from non-EU countries starting July 2026.
- Temu's parent company PDD Holdings operates Pinduoduo and invested heavily in SEA campaigns, social media, and Super Bowl ads in 2023 and 2024.
Connected Companies & Entities
5 Entities mapped“Temu erreicht laut t3n mit 24 Prozent globalen Marktanteil nahezu das Niveau von Amazon....”
“Der US-Konzern verzeichnet 25 Prozent und rutscht damit erstmals in Schlagdistanz zur chinesischen Handelsplattform....”
“Shein hält seinen Marktanteil beispielsweise stabil bei neun Prozent....”
“Besonders deutlich trifft es Ebay, das zwischen 2018 und 2025 rund 68 Prozent Marktanteil einbüßte....”
“Die Muttergesellschaft PDD Holdings betreibt mit Pinduoduo eine der größten E-Commerce-Plattformen Chinas....”
Ontology Mapping & Concepts
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