TikTok Shop grows rapidly in Germany
One year after its launch, around 15% of German online shoppers have already purchased via TikTok Shop, according to NielsenIQ. Depth of usage is also increasing. The average purchase frequency rose from 2.3 to 3.3 purchases per year, while spending per buyer increased by around 32%. TikTok is thus increasingly evolving from a discovery channel into a transaction platform. Find out more at NielsenIQ 

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EU tightens rules for low-value imports
The EU is stepping up its actions against low-cost imports from China and plans to introduce a €2 handling fee in addition to the uniform €3 customs duty. The customs duty will apply from July 2026, while the handling fee is planned to be introduced from November 2026. See more on Transport-online 

Temu owner PDD misses expectations
PDD Holdings reported revenue of $12.6 billion in Q4 2025, falling short of analyst estimates. The company cites intensifying competition in China as well as growing global uncertainties, such as tariffs in the US, as key factors weighing on its business – also impacting the international growth of Temu. Read more at Retailgazette 

OnBuy expands into eight new markets
The marketplace OnBuy is launching in Sweden, Norway, Denmark, Poland, Hungary, Romania, the Czech Republic and Switzerland, bringing its presence to 21 European markets. The expansion follows strong growth, with quarterly sales increasing by 152% last year. See more at Ecommercenews 

Otto begins international rollout with the Netherlands
Otto Group is opening its marketplace to international sellers in phases. Partners from the Netherlands will be onboarded first in the first half of the year. Poland, Austria, France, and Spain will follow by the end of 2026, Denmark is planned for early 2027. At the same time, the business continues to grow, with GMV reaching €7.5 billion (+6%). The marketplace is expanding faster (+9%) than the 1P business (+3%) and now includes around 6,100 sellers. See the full story at LinkedIn 

Kaufland bundles retail media in its own platform
Kaufland is launching “Kaufland Interact”, a central retail media platform that bundles all advertising offerings – from online shop to in-store screens. This includes display units at store entrances as well as checkout screens. The goal is unified booking across all channels. Read more on Invidis 

Kingfisher posts strong growth
Kingfisher plc reported a pre-tax profit of £378 million for FY 2025/26, up 23% year-on-year. The increase was driven by cost-saving measures and strong performances from B&Q in the UK and Screwfix in the UK and France. See more on HarwichandManningtreestandard 

Hype News

#BookTok drives book sales in Europe
More than 50 million books were sold across Europe in 2025 through the #BookTok community, generating around €800 million in revenue. Germany is the largest market ahead of the UK, with 28 million books sold and €482 million in revenue linked to the trend around TikTok. See the full story at ChannelX 

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Der Beitrag Marketplace Universe News 30.03.2026 – TikTok Shop grows rapidly in Germany / EU Extends Processing Fee for Packages / Otto start with Sellers from Netherlands erschien zuerst auf Marketplace Universe.

When Wish became a global meme

For a few years, Wish defined how Western consumers experienced Chinese e-commerce. The platform became a meme, a shopping app and a global marketplace at the same time — reaching more than 100 million monthly users and shipping products to over 100 countries.

Then, almost as quickly as it had risen, it disappeared. And as Wish was fading from the spotlight, a new platform emerged that looked strikingly familiar: Temu.

• Same pricing logic.
• Same supply chains.
• Same aggressive marketing.

But while Wish collapsed, Temu scaled. Somewhere along the way, their trajectories diverged. But where?

The rise — and quiet disappearance — of Wish

Wish was founded in 2010 by Piotr Szulczewski and Danny Zhang and operated by the San-Francisco-based company ContextLogic, the technology company behind the marketplace.

Szulczewski, a former Google engineer, designed Wish not as a traditional online shop, but as a mobile discovery platform. Instead of searching for products, users scrolled through an endless feed of algorithmically recommended items — an experience closer to social media than to classic e-commerce.

Behind this interface sat a large cross-border marketplace connecting Western consumers directly with merchants, most of whom were based in China. This structure enabled extremely low prices and rapid assortment expansion.

For a time, the model scaled: According to ContextLogic’s SEC filings around the company’s 2020 IPO, Wish reached more than 100 million monthly active users globally and operated in over 100 countries.

But the decline came quickly. User numbers dropped from over 100 million to roughly 74 million within a short period after the IPO, according to subsequent ContextLogic filings. As marketing spend was reduced, traffic followed. What initially looked like massive scale proved to be fragile.

In 2024, ContextLogic exited the business entirely, selling the Wish marketplace to Singapore-based e-commerce group Qoo10 for approximately $173 million, as reported in the company’s 2024 annual disclosures.

Today, Wish still exists under Qoo10 ownership — but at a dramatically smaller scale. According to ECDB projections, the platform’s GMV may reach around €43 million by 2026, a fraction of what its early trajectory once suggested.

The question is why such a large platform lost relevance so quickly.

The cracks in the model

Several structural weaknesses of the Wish model became visible over time.

Dependence on paid growth
Wish invested heavily in digital advertising to drive app installs and traffic. When marketing spend declined, user numbers dropped almost immediately. The platform struggled to convert initial attention into sustained engagement.

Erosion of trust
The meme culture surrounding Wish reflected a deeper issue: inconsistent product quality, misleading listings and long delivery times. The humor generated visibility — but also defined the brand.

A fragile logistics model
Wish relied heavily on direct cross-border shipping from Chinese merchants to Western consumers. This resulted in long delivery times and complex returns. While the company attempted to improve logistics, the model remained fundamentally cross-border.

More importantly, this approach would have struggled under today’s conditions. Rising tariffs, stricter customs enforcement and geopolitical tensions have made ultra-cheap cross-border shipping significantly more complex — putting pressure on exactly the structure Wish depended on.

Limited marketplace evolution
Wish never developed into a broader marketplace ecosystem. Initiatives such as Wish Local were discontinued, and the platform struggled to attract a meaningful base of international sellers. The merchant structure remained largely China-centric, limiting its ability to evolve into a more resilient global marketplace.

By the time the company attempted to address these issues, momentum was already lost.

Temu — another marketplace as “bought on Wish”?

When Temu entered Western markets, the similarities were hard to ignore. The platform combined three core elements that had already defined Wish:

• extremely aggressive marketing
• ultra-low prices
• direct manufacturer access.

Both platforms connected Western consumers directly with Chinese supply chains. Both scaled through visibility. And both positioned themselves around price. Yet Temu did not simply repeat the model — it extended it. The platform has already reached more than 75 million monthly users in the EU, qualifying as a Very Large Online Platform under the Digital Services Act, according to the European Commission.

Where Temu corrected Wish’s weaknesses

Temu entered the market with a model that looked similar to Wish — but addressed the same structural challenges more systematically.

From attention loops to retention systems
Wish relied on behavioral triggers such as endless scrolling and flash deals to drive impulse purchases. These mechanisms optimized for attention. Temu builds on this logic with more explicit gamification systems — including rewards, incentives and repeat-visit triggers — designed to increase retention and frequency.

From unmanaged inconsistency to controlled risk
Both platforms struggle with trust. But while Wish let merchants handle customer complaints with widely different outcomes, Temu manages them more systematically through centralized policies, refund mechanisms and tighter platform control. The problems remain — but are less visible to the customer.

From cross-border dependence to hybrid fulfillment
Wish remained fundamentally dependent on direct China-to-consumer shipping. Temu, by contrast, is actively transitioning toward hybrid fulfillment models that combine cross-border supply with regional warehousing and local inventory.

This shift is partly strategic and partly reactive. Rising tariffs and stricter trade controls have made pure cross-border models harder to sustain. Temu has responded by building infrastructure that Wish never developed.

From a China-centric seller base to a gradually global marketplace
While both platforms started with a heavy focus on China-based merchants, Temu managed to evolve from that and is actively expanding its seller base to include European and American merchants. This transition is still ongoing — but marks a clear strategic shift. 

The difference in scale reflects this evolution. ECDB data highlights the scale of this divergence: Temu could reach around €110.6 billion in GMV by 2026, while Wish is expected to remain at roughly €43 million.

A divergence that reshaped the China marketplace narrative

After all, Wish and Temu did not quite represent the same marketplace model. Wish built a viral discovery app that connected Western consumers with Chinese merchants — but failed to build the infrastructure required for long-term growth. 

Temu started from a similar foundation, but evolved into a much more complex global platform. The difference lies less in pricing than in execution and evolution. While Wish mostly stayed true to its nature, Temu simply managed to adapt.

But it is also important to consider the historical context when comparing the two. Because Temu is not just executing better — it is also operating under conditions that force a more mature version of the same model. Conditions that Wish did not experience during their prime. 

The result remains: in global marketplaces, scale alone is not enough. Infrastructure decides who survives.

Key Learnings

1. Viral growth does not guarantee platform stability
2. Logistics is becoming a structural advantage
3. Marketplace success depends on seller diversity
4. Trust is not solved — it is managed
5. Execution matters more than the model

25.03.2026 – Written by Ricarda Eichler, Journalist and Author for OHN

Der Beitrag From Meme to Market Leader: Why Wish collapsed while Temu exploded erschien zuerst auf Marketplace Universe.

Shein has more than 600 sales partners in Germany
The marketplace of Shein continues to expand its seller network in Europe: in Germany alone, more than 600 sales partners are now active. This marks a shift from a pure private-label model towards a more open marketplace with a growing merchant base. At the same time, in France, the government also failed in its second attempt to temporarily suspend the marketplace following a scandal involving child-like sex dolls. More on Ecommerecnews (Germany) and Reuters (France)

More News

Amazon to invest over €5 billion in Poland
Amazon plans to invest €5 billion in Poland by 2028, aiming to challenge local market leader Allegro. Part of the investment will go toward a new fulfillment center. The company has already invested €10 billion in the market since 2012. See more at Ecommercenews 

Temu grows rapidly in Spain and Italy
Temu served an average of nearly 130 million Europeans per month in the second half of 2025. That is 12 percent more than in the first six months of last year. Especially Spain and Italy saw a strong increase in users. Find out more on Ecommercenews 

Galaxus continues to post losses in Germany
Online retailer Galaxus has accumulated losses of more than €200 million in Germany. Nevertheless, parent company Migros continues to push ahead with expansion – not for short-term profits, but for strategic effects on purchasing, logistics, and pricing in its home market. Read more on NZZ 

Kiabi Expands Its Marketplace Business
Following its launch in France, Kiabi is accelerating its digital transformation with the European rollout of additional marketplaces. Spain and Italy are the first on the list, with other countries set to follow. See more on Retaildetail 

Kingfisher bets on agentic shopping features
Kingfisher plans to introduce agentic AI-powered shopping features on the websites of B&Q and Castorama in France and Poland, as well as Brico Dépôt in France. The goal is to move beyond traditional keyword search by enabling a more intuitive, conversational product discovery experience. Find out more at TheRetailBulletin 

POs News

MediaMarktSaturn Opens Its Spaces to Decathlon
As part of its “Space as a Service” concept, MediaMarktSaturn is leasing retail space to Decathlon. This is creating shop-in-shop areas in select stores that combine sports and technology, thereby revitalizing unused retail space. This approach demonstrates how large retail spaces are becoming increasingly flexible: Instead of traditional product categories, hybrid shopping destinations are emerging that boost foot traffic and share costs. See the full story on RetailDetail 

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Der Beitrag Marketplace Universe News 23.03.2026 – 600 German Seller on Shein / Amazon Invests in Poland / Kiabi Expands Marketplace Business erschien zuerst auf Marketplace Universe.

OpenAI stops Agentic Commerce
Just five months after entering Agentic Commerce with its Instant Checkout, OpenAI is already pulling the plug. It appears that while users research products via ChatGPT, they do not use the bot to complete purchases. However, OpenAI may be giving up too quickly: changing established user behaviour requires persistence – and, of course, the necessary investments. Read the full story on LinkedIn

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Amazon Haul grows quickly in the discount segment
Less than 15 months after launch, Amazon’s discount format Haul is gaining significant momentum in the US market. Haul has now reached 3,287 active sellers – an important milestone for further scaling. The offer focuses on ultra-cheap direct imports from China priced below $20, putting it in direct competition with platforms such as Temu and Shein. Read more on Retail News

Amazon launches Seller Wallet in Europe
Amazon is now rolling out its Seller Wallet in Europe. The tool is available across seven marketplaces: Germany, France, Italy, Spain, the Netherlands, Sweden and Poland. It and aims to give sellers more control over their earnings and currency conversions. See more on Ecommercenews

Amazon tests AI tool for marketplace sellers
Amazon is introducing Canvas, a new AI-powered analytics interface in Seller Central, initially in the US and the UK. The tool helps sellers analyse performance data and identify growth opportunities. Additional countries, including Germany, are expected to follow in the second half of 2026. Find out more on Digital Commerce 360 

Back Market reaches $3.5 billion GMV
The refurbished marketplace Back Market generated more than $3.5 billion in global gross merchandise value in 2025, representing 32% year-over-year growth. Germany performed particularly strongly, with traded volume increasing by 58%. Read more on Ecommercenews

Refurbed expands to 13 additional European countries
The refurbished marketplace Refurbed has surpassed €3 billion in GMV and is now launching a major expansion across Europe. With entry into 13 new markets – including the UK, France, Spain and Poland – the platform will operate in 24 countries and reach around 486 million potential customers. See more on Cross-Border Magazine 

Redcare Pharmacy disappoints with weak outlook
Online pharmacy Redcare Pharmacy has missed investor expectations with its outlook for 2026. The company expects significantly slower growth and has lowered its margin targets. Industry observers point to a cooling OTC business and a generally more cautious growth trajectory. Read more on Investing 

Fashion Collaboration News

About You and ProSiebenSat.1 launch fashion brand Everly
Online fashion retailer About You and media group ProSiebenSat.1 have jointly launched the new fashion brand Everly. The first collection of versatile basics is available exclusively via the About You platform and will be promoted through ProSiebenSat.1’s TV reach as well as social media. The project combines fashion development, distribution and marketing in an integrated media commerce model. Find out more on AboutYou

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Der Beitrag Marketplace Universe News 09.03.2026 – OpenAI halts Agentic Commerce / Amazon Haul grows rapidly / Refurbished on the rise erschien zuerst auf Marketplace Universe.

TikTok Shop doubles GMV to $64 billion
In 2025, TikTok Shop grew at a rapid pace. According to estimates, its GMV doubled year over year to reach $64 billion. After its home market China, the largest markets are the United States ($15 billion), Indonesia ($13 billion), and Thailand ($11.5 billion). In Europe, only the UK is currently significant, with a GMV of $2.4 billion. By 2030, TikTok Shop is expected to grow annually by more than 35% in both the US and the UK. More on LinkedIn and Exciting Commerce  

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Ceconomy on a growth trajectory with a 30% online share
In the last quarter of 2025, Ceconomy generated €7.6 billion in revenue. With an increase of 3.4%, the company recorded growth for the twelfth consecutive quarter. The online share of total sales exceeded 30% for the first time. Meanwhile, Joybuy, a subsidiary of future Ceconomy owner JD.com, has launched its own delivery service, Joy Express, in the United Kingdom, Germany, the Netherlands, and France. It could later take over logistics for MediaMarktSaturn. See more on Ecommercenews and listen our latest podcast Why JD.com bought Ceconomy

Amazon launches AI tool for Amazon Ads
With its new tool Creative Agent, Amazon is bringing automated campaign creation to Europe. The solution covers the entire process from analysis and concept development to production and performance measurement. The agent includes formats such as Amazon DSP, Sponsored Brands, and Sponsored Brands Video. Find out more on ChannelX  

Allegro expands to Facebook Marketplace
Following a move similar to eBay, Polish marketplace Allegro has agreed on a cooperation with Meta, allowing listings from Allegro Lokalnie to be displayed on Facebook Marketplace. The aim is to increase reach – and that appears necessary. Allegro is facing growing competitive pressure from Temu. In January, Temu was the most visited shopping platform in Poland, ahead of Allegro. More on InnPoland (Facebook) and PortalSpozywczy (Temu)

Payback launches marketplace in Germany
Largely unnoticed, Payback launched a product marketplace in Germany in January. The loyalty provider aims to leverage its 35 million customers but charges sales commissions of between 7% and 15%, plus a monthly base fee of €40. Read more on LinkedIn 

International sellers drive bol’s growth
In 2025, bol increased its GMV by 8.4% to €6.3 billion, supported by strong international sellers. These partners doubled their revenue in the final quarter of the year. However, there are growing signs that Amazon is gradually closing in on the Dutch market leader. In December, Amazon overtook bol in search volume, and the visibility of Amazon products has increased by 50% since October. More on RetailDetail (revenue) and Productrise (Amazon)  

change News

Zalando pushes profitability with virtual fitting room
Zalando is working on a shift from a margin-sensitive retail business to a platform model with more stable service revenues. At the same time, the company aims to improve profitability – for example, through the widespread rollout of a virtual fitting room. In tests with jeans, it reduced returns by up to 40%, thereby lowering costs. Zalando is facing increasing pressure from competitors such as Shein, TikTok Shop and Temu. Find out more on AdhocNews (platform model) and Zalando (virtual fitting room)

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Der Beitrag Marketplace Universe News 16.02.2026 – TikTok Shop doubles GMV / Ceconomy sees online growth / Amazon launches AI ad tool erschien zuerst auf Marketplace Universe.

Google pushes Agentic Commerce forward with a standard protocol
Google has introduced a new open standard called the Universal Commerce Protocol (UPC). Its goal is to accelerate the AI-platform shift in commerce by standardizing processes such as product search and checkout via AI bots. Platforms and retailers including Walmart, Etsy, Shopify, Shopee, Carrefour, Target, Macy’s, Wayfair, and Zalando were involved in its development, as they seek to secure their position within the customer journey. However, it remains unclear whether Google’s clout will be sufficient – and whether other major players such as Amazon, Meta, Alibaba, ByteDance, or OpenAI will support this protocol initiative. More on Google (UCP), Profashionals (marketplaces) and Exciting Commerce (major players).

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Instagram is the leading social commerce platform in Germany
Three in ten German consumers shop via social media. Instagram is used the most: 15 % of Germans buy directly on the platform or via redirects to online shops. Facebook follows with 14 % and YouTube with 11 %. Among 16- to 29-year-olds, TikTok is the third social commerce platform, with an adoption rate of 20 %, according to Bitkom. Read more on Ecommercenews 

Shein: Faltering start in brick-and-mortar retail in Paris
Shein’s presence at the BHV Marais department store in Paris has caused major controversy but appears to have generated little revenue. Despite high footfall, sales are reportedly sluggish, partly due to a weaker assortment and smaller discounts than online. As a result, Shein has postponed further in-store rollouts in French department stores. At the same time, an appeals court decision on a potential ban of Shein in France is scheduled for February 5. More on Chip (failure) and FashionUnited (court decision).

Temu’s explosive growth
Around a quarter of all cross-border orders now go to Temu – the same share as Amazon. Back in 2022, Temu’s share was just 1%, according to an IPC study. Together, Amazon and Temu account for nearly half of all cross-border sales. Shein, AliExpress, eBay, and Zalando together make up another quarter. Find out more at Ecommercenews

eBay makes international shipping easier for German sellers
eBay has launched eBay SpeedPAK in Germany, a service that offers sellers a customs-cleared shipping, with import duties already paid. From February 12th onward, new selling fees will also apply on eBay Germany. Read more on Ecommercenews (SpeedPAK) and eBay (fees)

Rumored News

OpenAI eyes Pinterest
Since early January, rumors have repeatedly surfaced that OpenAI is considering the acquisition of Pinterest. If this were to happen, the implications would be significant: OpenAI would gain direct access to hundreds of millions of user-generated content items – highly valuable for AI training. And data is the decisive competitive factor in the AI race. The question Malte Karstan therefore raises is less “why Pinterest?” and more “who’s next?” More on LinkedIn 

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Der Beitrag Marketplace Universe News 19.01.2026 – Google pushes standard for AI commerce / Temu catches up with Amazon / OpenAI eyes Pinterest erschien zuerst auf Marketplace Universe.

1. Agentic Commerce: The War for User Choice (Perplexity vs. Amazon)

In 2025, AI agents became transactional. While OpenAI’s deep integrations with Shopify and Stripe created a seamless “Headless Commerce” backend, the year ended in a legal showdown. In November 2025, Amazon sued Perplexity, alleging that its “Comet” shopping bots were covertly accessing accounts and bypassing security to automate purchases. Perplexity countered, framing the lawsuit as a threat to “user choice” and the right to have an AI assistant.

• The Bigger Picture: We are seeing the first major conflict between “Closed Gardens” (Amazon) and “Open Agents” (Perplexity). The battle is over who owns the customer relationship: the platform or the AI agent.
• 2026 Impact: Success in 2026 will depend on your “Product Knowledge Graph.” Brands must decide whether to optimize for platform-specific AI (like Amazon’s Rufus) or universal agents that may soon be legally restricted.

2. The Regulatory Wall: The End of “Tax-Free” Imports

The dominance of Temu and Shein met its match in EU regulation. In December 2025, the EU finalized a €3 flat-rate custom duty on all small parcels from non-EU countries, effective July 1st, 2026. This complements the French Anti-Fast Fashion Law (passed June 2025), which introduces a €5 eco-tax per item and a total ban on fast-fashion influencer marketing starting January 1st, 2026.

• The Bigger Picture: The “Wild West” of tax-free, direct-from-China shipping is officially ending. The EU is re-asserting sovereignty to protect local, compliant competition.
• 2026 Impact: Domestic sellers will see a “fairness dividend.” As the €3 fee and €5 eco-tax narrow the price gap, delivery speed and local compliance will replace “absolute lowest price” as the key conversion drivers for 2026.

3. The TikTok Shop Invasion: Polarized Realities & Hard Data

The 2025 rollout of TikTok Shop in Central Europe (DE, FR, IT) moved past the hype and into hard data. In France alone, the platform generated €53 million in October 2025 with over 35,000 active shops. However, the experience was highly polarized. While brands like Blissim saw record engagement, About You pulled its integration just four weeks after the June launch, citing a mismatch between the platform’s high operational intensity and their existing fulfillment structures.

• The Bigger Picture: TikTok is successfully attacking Amazon’s convenience moat with “Fulfilled by TikTok,” but it requires a fundamental shift in seller DNA – from static listings to high-frequency content creation.
• 2026 Impact: “Discovery-led Commerce” is now a primary consumer habit. In 2026, the gap will widen between “content-ready” brands and traditional retailers who fail to entertain.

4. The Internationalization Paradox: Expansion vs. Retreat

2025 saw a massive wave of cross-border growth. OnBuy expanded into 12 European countries in September, and B&Q (Kingfisher) made a surprise move in November 2025 by opening its UK marketplace to German sellers, offering a specialized “Cross-Border Turbo” for DIY brands. The consolidation of the European fashion market was finalized on November 6th, 2025, with the legal squeeze-out of About You by Zalando. Conversely, the year proved that scale isn’t everything: Wayfair completed its exit from the German market in January 2025 to focus on profitability in its core strongholds.

• The Bigger Picture: Internationalization is no longer about geographic “land grabs” but about “unified scale.” Platforms are either going all-in on a pan-European model or retreating to core markets.
• 2026 Impact: For sellers, the “barrier to entry” for cross-border trade has dropped, but the competition is now truly global and focused on localized excellence.

5. Platform Consolidation: Quality over Quantity

The consolidation wasn’t just corporate, but also internal. Amazon’s “Project Bend the Curve” led to the removal of billions of low-quality or inactive listings to save on massive AWS infrastructure costs. Simultaneously, platforms like Otto increased seller fees to prioritize high-volume, professional partners over low-margin churn.

• The Bigger Picture: 2025 was the year marketplaces stopped chasing “infinite shelf space” and started prioritizing “curated quality.” They are cleaning up their databases to reduce the “noise” for both customers and AI crawlers.
• 2026 Impact: Marketplace SEO is shifting. It’s no longer about keyword volume but about performance health, returns ratios, and delivery reliability.

6. Circular Economy 2.0: Re-Commerce as a Standard

Sustainability has moved from a marketing claim to a business pillar. Vinted became a dominant force in the broader retail conversation, while Kaufland and Back Market launched integrated “Second Life” programs, allowing customers to trade in electronics and appliances directly on the platform.

• The Bigger Picture: “Circular as a Service” is becoming a standard marketplace feature. Consumers now expect a “sell back” button next to the “buy” button.
• 2026 Impact: Brands must develop a “Second Life” strategy. In 2026, marketplaces will likely reward (or require) products that are certified as repairable or part of a formal buy-back program.

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Der Beitrag 2025 Marketplace Year in Review: The Great Re-Architecture erschien zuerst auf Marketplace Universe.

EU gets serious about small parcel tax
From July 2026, the EU plans to levy a flat-rate tax of €3 on all imported small parcels worth up to €150. The tax is intended as a transitional measure. From 2028, all imports will be subject to customs duty from the first euro. The abolition of the de minimis rule will primarily affect low-cost platforms such as Temu, Shein, and AliExpress. More on Euronews

More News

France refrains from blocking Shein completly
Following a hearing before a Paris court, the French authorities have withdrawn their demand for a three-month suspension of Shein. The suspension was related to selling prohibited weapons and child-like sex dolls. Instead, Shein is now required to implement age filters and prove that the items it sells comply with the law. See more on RetailGazette

Pure players grow faster than marketplaces in German Christmas business​
In October and November, German online retail grew by 2.9%. This points to surprisingly strong Christmas sales. It is striking that online pure players, with growth of 4.8%, are significantly ahead of marketplaces. Marketplaces grew by 3.6%. Furniture, household appliances, and drugstore items are particularly driving growth. Nevertheless, Amazon is the first port of call for Germans when it comes to Christmas shopping. Around two-thirds shop there, while 15% shop on Chinese platforms. The British also rely heavily on marketplaces. More at bevh (Pure Players, German) , Ecommercenews I (Amazon) , and Ecommercenews II (UK)

How AI selects retailers
AI agents focus heavily on a small group of retailers, creating a new competitive reality. This is according to an analysis of purchase recommendations by ChatGPT in the US, UK, Germany, and France. At the same time, the selection varies from country to country. Amazon dominates even more clearly in Germany than in other countries, but local players also have a strong presence. This means that AI models often reflect real consumer ecosystems. At the same time, the vast majority of smaller retailers receive only a tiny fraction of AI-generated traffic. See the full story on LinkedIn

eBay issues new policy for AI agents
With new guidelines, eBay regulates how AI agents and large language models can interact with eBay. Namely, they cannot. The new “Robot and Agent Policy” states: “Automated scraping, purchasing agents, LLM-driven bots, or any end-to-end processes that attempt to place orders without human review are strictly prohibited.” Find out more on Modern Retail

Brand Protection News

Temu wants to expand brand protection
More than 1,500 brands work directly with Temu as part of the Brand Guardian Initiative. Temu therefore intends to further expand the program. The program was launched in April 2024 and will be expanded with additional resources and strengthened enforcement mechanisms. The framework regulates cooperation with rights holders in order to better protect brands and intellectual property. This applies regardless of whether these brands are actually sold on Temu. More on LinkedIn

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Der Beitrag Marketplace Universe News 15.12.2025 – Parcel fee coming in July / No Christmas without marketplaces /Temu emphasizes brand protection erschien zuerst auf Marketplace Universe.

In a nutshell

The EU’s decision to end the €150 de minimis exemption in 2026 is set to shake up cross-border e-commerce, particularly for Chinese giants like Temu and Shein. Retailers see it as a win for fair competition, but experts warn it won’t stop the dominance of Chinese platforms. So, will these changes really impact pricing and market dynamics, or are Temu and Shein simply too agile to be stopped?
⏱ Time to Read: appr. 5 min

The End of De Minimis: Will Europe’s New Rules Slow Down the Chinese E-Commerce Giants?

In November 2025, European ministers reached a historic agreement that could change the face of cross-border e-commerce: the €150 de minimis exemption will be abolished by 2026. Until now, small parcels valued below €150 could enter the EU without customs duties, enabling platforms like Shein, Temu, and AliExpress to flood the market with cheap products from China.

The European Commission argues that this loophole has allowed non-EU sellers to flood the market with unfairly priced goods, leaving local European retailers struggling to compete. The new rules aim to level the playing field, closing the door on undervalued imports and improving product safety.

But will it really make a difference?

What Will Change in 2026 and Why?

Come 2026, customs duties will apply to all imports, regardless of value. The idea is simple: no more free rides for small parcels from outside the EU.

Why now? The flood of cheap Chinese goods entering Europe has been growing rapidly. According to EU Economy Commissioner Valdis Dombrovskis, 4.6 billion parcels were imported into the EU in 2024, and a staggering 91% of them came from China. In fact, some estimates suggest that 65% of these parcels were deliberately undervalued to avoid customs duties.

With a market awash in cheap goods, the EU has decided it’s time to act—and fast.

“It’s a defining moment,” said Maroš Šefčovič, European Commissioner for Trade, speaking after the meeting. “This sends a strong signal that Europe is serious about fair competition and defending the interests of its businesses.”

So, what happens now? With tariffs expected to range from 0%-23%, the EU aims to ensure that all businesses, whether based in Brussels or Beijing, must comply with EU regulations.

But will this shift have the desired effect?

Retailers’ Reactions – A Call for Fairer Competition

For many European retailers, this move is long overdue. HDE (Handelsverband Deutschland), the German retail association, has been vocal in calling for a crackdown on unfair competition from Chinese platforms. According to HDE CEO Stefan Genth, this decision marks a necessary shift in leveling the playing field.

“The illegal goods flood from China has to stop,” Genth said. “The €150 exemption has been undermining local businesses. It’s time for strong enforcement.”

EuroCommerce, the EU retailers’ representative body, has echoed this sentiment, calling for harmonized customs procedures across member states. They warned that without a coordinated approach, countries could adopt fragmented rules, which would only complicate enforcement and undermine the level playing field for retailers across the EU.

In France, the government has launched investigations into Shein for selling unsafe products, such as child-like sex dolls, and announced plans to inspect 200,000 Shein parcels at the Paris airport. Retailers in France, represented by bodies such as the Fédération du Commerce et de la Distribution (FCD), have applauded the move, seeing it as a step towards protecting the integrity of the local market.

Giancarlo Giorgetti, Italy’s Minister of Economy, also spoke in favor of the new regulations, saying:

“We welcome the measures that will protect our domestic industries and ensure fair competition.”It’s clear that European retailers believe this regulatory change will give them a fighting chance. EuroCommerce, the EU’s main retail lobby, emphasized that this is an important step towards restoring market fairness.

The Con Side – Why the Regulation Might Not Have the Desired Impact

Here’s where it gets interesting.

Ed Sander, a leading China-commerce expert at Tech Buzz China, doesn’t think this regulation will do much to stop Temu or Shein. In fact, he’s pretty sure they’ll just keep going.

“I’ve seen all the cheers online, but this is not going to slow Temu down,” Sander said. His reasoning is simple: Temu has been adapting its business model for the past 18 months. By shifting operations to local warehouses in Europe, Temu is already setting itself up to avoid many of the new customs duties that will be imposed under the new rules.

Sander argues that even though the EU will impose tariffs on small parcels, platforms like Temu have already been planning ahead. Ed Sander:

“Even when the US introduced high tariffs after the de minimis rule change, Temu quickly recovered. Their operational flexibility is astonishing.”

This is where Björn Ognibeni, a China-commerce expert, echoes the same sentiment. He explains that Temu’s local warehousing means that the new customs duties will not have the same impact on pricing as some may expect.

“Temu can still keep prices low,” Ognibeni said. “Their logistics model is already built to handle these kinds of regulatory challenges.”

For Shein, the situation is more complex. Unlike Temu, Shein operates on a more small-batch production model, which makes local warehousing more difficult. However, Ognibeni suggests that Shein’s profitability and existing infrastructure will allow it to absorb new costs without much issue.Despite the EU’s ambitious plans, both experts agree that Chinese platforms are too agile to be effectively stopped by new import duties alone. The EU’s customs system is not prepared to handle the massive volume of small parcels, and Temu will continue to leverage its local operations to sidestep the impact of the new tariffs.

Key Learnings – What Should Brands and Retailers Take Away?

• Temu and Shein are adapting. While European retailers see the end of the de minimis exemption as a win, experts like Ed Sander and Björn Ognibeni caution that Chinese platforms are too agile to be significantly disrupted by the new rules.
• For European retailers, the lesson is clear: don’t wait for regulation to solve your competition problems. The Chinese platforms have proven time and again that they can bounce back quickly from new regulatory hurdles—whether it’s the US tariffs or the VAT changes in 2021.
• Instead, European businesses need to innovate. Better services, quality products, and stronger customer relationships will be the only way to truly compete in a market that continues to be dominated by agile Chinese e-commerce giants.
• The end of de minimis may help create a fairer marketplace, but it won’t level the playing field on its own. It’s up to European retailers to take the next step.

Der Beitrag EU de minimis 2026: Will Temu & Shein Slow Down? erschien zuerst auf Marketplace Universe.

EU tightens customs games: cheap Chinese parcels under fire
The European Commission and EU member states have agreed to scrap the €150 “de minimis” import threshold as early as Q1 2026, accelerating action against some 4.6 billion small parcels (91 % of them from China) flooding European markets. The reform targets low‑cost seller models on platforms like Shein and Temu. It signals a major shift for marketplace‑logistics and cross‑border merchants. More on Euronews

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Der Beitrag Marketplace Universe News 17.11.2025 – EU ends de minimis / TikTok Shop goes big for Black Friday / Amazon rolls out FBM Ship+ erschien zuerst auf Marketplace Universe.