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European Active users on Amazon, Temu, Shein and Tiktok

European Active Users of Amazon, Shein, Tiktok, and Temu

Thanks to the EU: European REach of Online Giants Become Transparent The European Union’s Digital Services Act (DSA) has introduced a new era of transparency for online platforms, requiring those with over 75 million active monthly users in the EU to disclose their user figures twice a year, broken down by country. This data reveals fascinating insights into the online habits of Europeans and the role different platforms play across the region. Transparency REports shed a light on User Numbers By relating these user numbers to the internet-active population in each country, analysts can calculate the “penetration rate” — the percentage of internet users engaging with a platform at least once a month. This metric provides a clearer picture of a platform’s importance in specific markets. Amazon’s Uneven Footprint Among the Very Large Online Platforms (VLOPs), Amazon has long been the sole retail giant on the list. However, its influence varies significantly by country. For instance, 70% of internet users in Germany and 81% in Italy use Amazon monthly, making it a dominant player. In contrast, its penetration drops to 25% in Portugal and barely 10% in Poland. Interestingly, these figures are not static. Just six months ago, Amazon boasted a penetration rate of over 90% in Italy, while in Poland it hovered below 7%. While these fluctuations may reflect seasonal trends or reporting nuances, they also underline the challenges Amazon faces in consolidating its position in less-established markets. The inclusion of Chinese e-commerce platforms Temu and Shein in the DSA reports marks a turning point in understanding their European footprint. Temu’s Consistent Growth Temu’s penetration rate exceeds 20% across most EU countries, meaning about one in five EU internet users visits the platform monthly. Its relatively even spread suggests that Temu is approaching Europe as a unified market, deploying a standardized strategy across the continent. Shein’s Targeted Strategy In contrast, Shein has concentrated its efforts on specific “lighthouse markets” such as Spain, Italy, Portugal, and France, where it commands over 40% penetration. These are the same countries where Shein has already become the leading online fashion retailer, reflecting its focused investment in these regions. Meanwhile, Shein’s presence in markets like Germany and Poland remains comparatively modest. TikTok Shop: A Parallel Expansion Retailers are also closely monitoring the growth of TikTok Shop, which recently expanded to Ireland and Spain. Intriguingly, TikTok’s strongest markets in Europe often align with Shein’s: countries like Spain and Italy where both platforms are thriving. This overlap suggests these markets could become battlegrounds for social commerce. What’s Next? The DSA-mandated reports provide a rare glimpse into the competitive dynamics of the European online landscape. Amazon’s entrenched dominance, Temu’s pan-European approach, and Shein’s strategic focus illustrate diverse strategies for capturing market share in a complex region. As the data evolves, it will offer valuable insights into how platforms adapt to changing user preferences and regulatory landscapes. With expansion plans from TikTok Shop and growing competition among global players, Europe’s digital marketplace promises to remain a fascinating arena for innovation and rivalry. The next set of transparency reports will undoubtedly reveal even more about the shifting sands of online commerce in the EU.

Marketplace Universe News 21.10.2924 – Amazon wants to build a supercenter / Backmarket business figures / New service at TikTok Shop

Breaking News Amazon is allegedly building a huge brick-and-mortar shopping mall that is supposed to open in the second half of 2025, US e-commerce analyse Brittain Ladd reported. According to his sources, Amazon has been toying with the idea for several years; now it’s finally coming to life – though he doesn’t seem to have information on the location of this new “supercenter” for Amazon. Brittain Ladd More News For their tenth anniversary, Backmarket presented some figures on their business: 15 million customers and 1.800 retailers are using the marketplace, generating nearly 30 million orders worth 2.157 billion euros in 2023. In Germany alone, Backmarket generated a GMV of 300-350 million euro last year, and is aiming for 400 million in 2024. Channelpartner Amazon will change its rules for FBA reimbursment in the European markets from January 15th 2025. Sellers will get an automatical reimbursement for lost items. At the same time the claims window for that will be reduced from 18 months down to 60 days. As the automatic reimbursment system is not foolproof, sellers will have to stay on their toes, ChannelX warns. ChannelX Tik Tok Shop is launching a new service which connects Content Creators who want to sell their own products with fitting manufacturers. The goal: more exclusive products for Tik Tok Shop. Business insider Zalando has launched “Cultural Ties”, a interactive map to streatwear scenes all over Europe. The data basis is Zalando’s very own “Trend Spotter” tool, which assembles the most relevant styles and products in several European fashion capitals. Zalando curious News Fox Intelligence has attempted to estimate the e-commerce market share of marketplaces in the biggest EU markets based on traffic figures. According to their study, marketplaces account for 45-46 percent of online sales in Austria and Italy, for 40-45 per cent in Spain, Germany and the UK, and for 30-32 per cent in the Netherlands and France. A note of caution: The Fox Intelligence estimates are considerably lower than those of several local statistic authorities. LinkedIn Don’t want to miss any news? Subscribe to our weekly newsletter!

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