CHINA’S E-COMMERCE GIANTS ARE TARGETING AMAZON IN EUROPE

A NEW KIND OF COMPETITION

While Amazon has long dominated Europe’s e-commerce space, Chinese players like Shein, Temu, and Alibaba are executing a full-scale offensive. All three are shifting from single-brand models to marketplace platforms, a move that positions them directly against Amazon’s core model.

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TEMU AND SHEIN: FAST, CHEAP, ADDICTIVE

Temu and Shein combine AI-driven product scouting with hyper-reactive production pipelines. They use social media to create shopping experiences that feel more like games than chores. Temu’s “casino-like” interface has made it the most downloaded shopping app in Germany.

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TMALL’S STRATEGIC DEPTH

Alibaba’s Tmall is seen as the most serious long-term threat. With infrastructure across Europe and trust among global brands, Tmall offers better design flexibility and lower commissions (2–6%) than Amazon. According to expert Damian Maib, Tmall’s maturity and B2B credibility may ultimately make it Amazon’s toughest rival.

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CHALLENGES: LOGISTICS AND ETHICS

Shein and Temu still struggle with long delivery times and reputation risks, including accusations of poor labor conditions and supply chain opacity. Both are now investing in European fulfillment centers to improve shipping speeds.

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Readthe full article here: "Wie Shein, Temu und Alibaba Amazon angreifen wollen", Handelsblatt, 17.07.2023