Temu, Shein & AliExpress Share of German Online Spend
Review Jul–Oct 2026 vs. Jul–Oct 2025: The combined share of German online spend going to Temu, Shein and AliExpress fell to 2.1% in Jul–Oct 2026, half the 4.3% recorded in the same months of 2025 −51% year on year
License: CC BY 4.0 · Source: General Evidence · How to reuse
Info
- Sample size
- n = 15,816
- Data date
- Jul–Oct 2026 vs. Jul–Oct 2025
- Segment
- All segments
- Platform
- Purchases
- Market
- Germany
Analysis
The combined wallet share of Temu, Shein and AliExpress among German online shoppers was cut in half within a single summer — from 4.3% in July–October 2025 to just 2.1% in the same months of 2026, a 51% year-on-year drop. The first half of 2026 was virtually flat versus 2025 (3.40% vs. 3.38%), pinpointing the EU's July 2026 €3 flat-rate duty on non-EU parcels below €150 as the break point.
When the €3 duty changed everything
On 1 July 2026 the EU abolished the longstanding customs exemption for low-value imports and replaced it with a €3 flat duty per item type — a charge that disproportionately erodes the price advantage of ultra-low-cost goods selling for just a few euros each. The impact in Germany was immediate: spend on the three Chinese platforms fell every month from July onward, with no corresponding pickup at European fashion rivals. Buyer counts also collapsed — AliExpress lost 69% of its monthly German buyers, Shein 41% and Temu 35% year on year. On 1 November 2026 a further €2 processing fee per item type took effect on top of the July duty, bringing the combined per-item charge to €5 before VAT; that impact falls outside the current observation window, with October 2026 serving as the latest available reading.
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Methodology
Spend shares are calculated from email receipt data among active German online shoppers aged 18 and over, re-weighted monthly to reflect the adult online population in Germany. The denominator covers all email-receipt spend excluding Amazon, which is tracked via a separate data source. Each month's share is computed within the same source, making the trend robust to changes in overall email receipt volume. The observation window runs from January 2025 through October 2026; November 2026, the first month of the additional €2 EU processing fee, is not yet observable.
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