NIQ: 34% of Spain online purchases are done via Chinese platforms

34% of this year's online purchases in Spain in the first half were made on Chinese platforms such as Alibaba, Temu, or Shein. 

These platforms have a far higher market share (regarding order frequency) in Spain than other European countries. However, Spanish consumers spend much less on these platforms than consumers from other countries.

These data come from the latest NIQ (Nielsen IQ) Consumer Online Panel report. The report analyzes e-commerce sales of consumer goods in nine countries during the first half of this year.

The research involved countries such as the United Kingdom, Germany, France, Italy, Spain, the Netherlands, Belgium, Austria, and Ireland. It specifically examined Chinese online platforms, which are becoming increasingly popular in Europe.

The report shows that the market share of Chinese platforms is the greatest in Spain, with 34%. In Italy, 14% of all online purchases were made on Temu, Alibaba, or Shein. In France, the share was 9%. It is followed by Germany, with 8%, and the United Kingdom, with 6%.

Average ticket across the EU 

‘German consumers spent an average of 1,125 euros per buyer in the first half of 2024 on Chinese online platforms’

However, Spanish consumers spent an average of 497 euros per buyer in the first half of 2024. Only Irish consumers spent less: 475 euros. 

On the other hand, German consumers spent an average of 1,125 euros per buyer. And in the United Kingdom, consumers spent 997 euros. French consumers spent an average of 951 euros per buyer.

Regarding order frequency, the United Kingdom is the leader with 22.7 purchases per buyer on Chinese platforms. In Germany, the frequency is 18.2 orders per buyer. Spanish consumers placed 12.1 orders per buyer, which is higher than in Italy, Belgium, and Ireland.