Temu Ranks Third and Upward in 10 Central and Eastern European Countries

Temu has entered world eCommerce with a bang, shaking up the online market with a business concept that undercuts established retailers on price and outbids most of them on product variety.

Temu’s rapid growth is proof of its broad appeal. But just how quickly is it really ascending? Temu’s target region is the Western hemisphere. In Europe, its strategy appears to be paying off.

To investigate Temu’s success rate in Europe, ECDB examined how many markets Temu ranks in the top three. The results show that it entered Europe from the fringe.

How Temu Sustained Its Upward Momentum

Along with AliExpress, Temu is one of the newcomers exporting Chinese eCommerce fulfillment to Western markets. By cutting out the middleman and using technology to measure demand, Temu saves money and offers lower prices than usual eCommerce retailers.

Temu launched in 2022, when it experienced explosive growth in GMV and reach. By 2023, it had already generated US$14 billion in GMV, and by 2024, it had increased that number to US$53.9 billion.

Despite media uproar regarding the low quality and potential hazards of its products, Temu sources some of its products from the same factories used by other leading retailers, resulting in similar products being sold.

Temu Ranks Third and Higher in Central Eastern Europe

Price is a primary concern for many consumers, and some markets emphasize this aspect more than others. However, it's not just about income level; factors like the strength of domestic eCommerce and the success of Amazon certainly play a role.

Austria is the only market where Amazon (amazon.de) ranks first, with Temu within the top three. In all other markets, different competitors rank first, with some even having Temu in the top spot.

Bulgaria has emag.bg on the first spot, followed by aliexpress.com. In Denmark, elgiganten.dk and zalando.dk are on the first and second spots ahead of temu.com. Greece has skroutz.gr on top, followed by aliexpress.com and then temu.com on third place. In Norway, elkjop.no is on first place, followed by Temu.

This shows that Amazon tends to hold off Temu's influence, at least in the short term. Amazon consumers are considered loyal, given the membership perks and delivery conveniences. With the launch of a new concept that delivers products directly from factories, Amazon is staying on top of the wave.

In Finland and Slovenia, Temu ranks as the number one eCommerce retailer. Both countries have relatively small eCommerce markets with a high degree of international influence and no Amazon presence. In both markets, AliExpress is also significant.

Ranks Below 3 Do Not Mean a Total Absence

The blue shade signifies a Temu rank below three, which does not mean that the retailer is absent from this market. In fact, Temu ranks fourth in the Czech Republic and Slovakia.

It ranks fifth in Germany, Ireland, Italy, Lithuania, Poland, and Romania. Temu's ascent in European retailer rankings is evident, and given the media hype and prevalence across channels, the ongoing rise in eCommerce rankings represents surging awareness.