Observed Signal · Jan 22, 2026 · Market Share Report · Source: Trending Topics · Impact: 3/5 · Sentiment: Neutral
Temu nearly matches Amazon with 24% e-commerce share
According to a survey by the International Post Corporation (IPC), Chinese e-commerce platform Temu has reached a 24% global market share, nearly matching Amazon's 25%. Amazon declined from 26% to 25% over the past year. Temu gains share through aggressive pricing, optimized logistics, and exploiting regulatory gaps, particularly de minimis import thresholds. Shein holds 9%, while eBay has lost 68% of its market share since 2018, dropping to fifth place. The article also discusses upcoming regulatory changes: the US abolished de minimis for commercial imports, and the EU will impose a flat fee of €3 per package under €150 from non-EU countries starting July 2026. Temu has invested heavily in marketing, including Super Bowl commercials, and benefits from China's trade surplus. Amazon launched Amazon Haul to counter, but it has not been as successful. The competitive landscape in cross-border e-commerce is shifting significantly.
Significant shift in global e-commerce market share, impacting retail media networks and advertising budgets, as Amazon's dominance is challenged by Chinese platforms.
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Key Takeaways & Evidence Grounding
- Temu reached 24% global market share, nearly matching Amazon's 25% in 2025.
- Amazon's market share declined from 26% to 25% year over year.
- eBay lost approximately 68% of its market share between 2018 and 2025.
- The USA abolished the de minimis rule for commercial imports.
- The EU will introduce a flat fee of 3 euros per package under 150 euros from non-EU countries starting July 2026.
Connected Companies & Entities
5 Entities mapped“The US corporation reports 25 percent and is thus entering striking distance of the Chinese trading platform for the first time....”
“According to t3n, Temu has reached nearly Amazon’s level with 24 percent global market share....”
“Shein, for example, maintains its market share stably at nine percent....”
“eBay is hit particularly hard, losing around 68 percent market share between 2018 and 2025 and falling back to fifth place with five percent...”
“Parent company PDD Holdings operates Pinduoduo, one of China’s largest e-commerce platforms....”
Ontology Mapping & Concepts
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