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Temu Competes Globally with Amazon, Claims 24 Percent Market Share
Chinese low-cost e-commerce platform Temu has established itself as a major player in the cross-border e-commerce sector, nearing competition with industry giant Amazon, according to a recent report from the International Post Corporation.
The study, reported by Chinese media, found that Temu’s global market share surged from less than 1 percent in 2022, the year the platform launched, to 24 percent in 2024, closely approaching Amazon’s steady share of 25 percent.
Temu is owned by PDD Holdings, and the International Post Corporation’s survey conducted in September 2024 included over 30,970 consumers across 37 countries, within a network comprising 26 national postal authorities in Europe, the Asia-Pacific, and North America.
The results highlighted the rapid growth of the Chinese platform, fueled by its aggressive advertising campaigns, notably during the Super Bowl in 2023 and 2024, alongside its tagline “Shop Like a Billionaire.”
In contrast, Amazon saw a slight decline in its market share, dropping from 26 percent in 2022 and 2023 to 25 percent in 2024. The Chinese platform Shein maintained its position with a 9 percent share, while AliExpress, part of the Alibaba Group, fell to 8 percent after reaching 12 percent in 2023.
eBay emerged as the biggest loser, experiencing a 68 percent decline in market share from 2018 to 2025, settling at just 5 percent.
The report quoted the director general of the International Post Corporation, Holger Winklbauer, stating that China’s e-commerce exports, particularly through the Temu platform, have seen significant growth over the past three years, despite global supply chains being reshaped by impending tariff changes in 2025 and 2026.
In this context, the report noted that the United States has ended tariff exemptions on goods valued at less than $800, while the European Union plans to impose a €3 fee on parcels valued below €150, starting July 2026.
