For many online retailers, international expansion feels like a significant leap.
Launching in a new country often means investing in localisation, marketing, logistics, customer service and compliance before there's any certainty that demand exists. While the opportunities are substantial, so too are the risks.

That's one reason marketplaces continue to play an increasingly important role in cross-border eCommerce.

Across Europe, consumers are already accustomed to shopping through established marketplace platforms.

Whether it's Amazon in Germany, Bol in the Netherlands and Belgium, Allegro in Poland, ManoMano in France or Zalando across multiple markets, shoppers often begin their product search on marketplaces rather than brand websites.

For retailers looking to scale internationally, this creates a valuable opportunity: marketplaces provide access to existing audiences, built-in trust and a relatively low-risk way to test demand before committing to a full market entry strategy.

Why marketplaces continue to grow

The success of marketplaces comes down to convenience, as they give consumers a trusted place to compare products, prices and reviews.
Shoppers also benefit from familiar payment options, clear delivery expectations and established returns processes. For shoppers entering a transaction with an unfamiliar brand, the marketplace itself often acts as a trust signal.

For retailers, the appeal is equally obvious.

Rather than investing heavily in customer acquisition from day one, brands can tap into traffic that marketplaces have already spent years and millions of euros attracting, dramatically reducing the barriers to entering new territories.

Marketplaces also provide valuable data. Sales performance, customer feedback and regional demand patterns can help retailers understand where opportunities exist before making larger operational investments.

In effect, marketplaces allow brands to conduct market research while generating revenue at the same time.

Looking into Europe’s marketplace setup
One of the biggest mistakes retailers make when expanding into Europe is assuming that marketplace success begins and ends with Amazon.

While Amazon remains dominant in several major markets, Europe's eCommerce landscape is far more diverse.

In Germany, platforms such as Otto, Kaufland and Zalando play important roles alongside Amazon. In the Netherlands, Bol remains a major force. Poland is heavily influenced by Allegro, while France has strong domestic players including Cdiscount and ManoMano.

This fragmentation creates both challenges and opportunities.
Retailers that understand local marketplace preferences can often access highly engaged customer bases with less competition than they might face on larger global platforms.

However, it also means that a one-size-fits-all approach rarely works.

Success often requires tailoring product listings and customer experiences to individual markets rather than simply replicating a domestic marketplace strategy abroad.

Why marketplaces are ideal for testing demand

For ecommerce brands considering European expansion, marketplaces can serve as an effective first step.
Rather than launching dedicated websites in multiple countries immediately, businesses can use marketplaces to validate demand and identify their strongest opportunities.

Questions that marketplaces can help answer include:

Which products resonate most strongly with local consumers?

Which countries generate the highest conversion rates?

What price points are customers willing to accept?

How does customer feedback differ between markets?

These insights become invaluable when planning longer-term investment.

Many successful international retailers initially entered European markets through marketplaces before expanding into direct-to-consumer channels once demand had been established. This staged approach can significantly reduce expansion risk.

Operational readiness still matters
While marketplaces make customer acquisition easier, they do not remove operational complexity.

Consumers purchasing through marketplaces expect the same standards they would receive from local retailers.

Delivery speed, stock availability, communication and returns all influence seller ratings and customer satisfaction.
Poor operational performance can quickly undermine marketplace growth.

As brands scale across multiple countries and platforms, inventory visibility becomes increasingly important. Effective ecommerce channel integrations help ensure inventory, orders and fulfilment data remain synchronised across marketplaces, reducing the risk of delayed dispatches or inaccurate availability information that can negatively impact marketplace performance and seller rankings.

Returns management also deserves particular attention.

Cross-border returns management is often one of the biggest friction points in international eCommerce. Consumers expect straightforward processes regardless of where a retailer is based, and marketplaces increasingly reward sellers who can provide a positive post-purchase experience.

For many brands, operational scalability becomes the determining factor between marketplace success and marketplace stagnation.

Localisation remains an advantage
Even when selling through marketplaces, localisation can significantly influence performance.

European consumers may share a single market in regulatory terms, but purchasing behaviours often vary considerably from country to country.

Product descriptions, imagery, customer service, payment preferences and delivery expectations should reflect local market norms wherever possible.
Language is particularly important.
Consumers are generally more likely to purchase when product information is presented clearly in their native language. While marketplaces provide access to international audiences, they do not eliminate the need for local relevance.

The retailers achieving the strongest marketplace performance are typically those that combine marketplace reach with local market understanding.

Marketplaces as part of a wider expansion strategy

Marketplaces should not necessarily be viewed as an end destination. For many retailers, they represent one component of a broader international growth strategy.

Over time, brands can use the knowledge gained through marketplaces to inform wider investments in localised websites, marketing campaigns, distribution networks and customer engagement initiatives.

In this sense, marketplaces function as both a sales channel and a market entry tool.

As cross-border eCommerce continues to mature, retailers that use marketplaces strategically will often find themselves in a stronger position to scale sustainably across Europe.

The opportunity is no longer simply about selling internationally, but understanding where demand exists, building trust with local consumers and creating the operational foundations for long-term growth.

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The post Why marketplaces remain one of the smartest ways to enter Europe's eCommerce markets appeared first on Cross-Border Magazine.

For many European small and medium-sized enterprises, international expansion has long been attractive but difficult. The European single market gives businesses access to a large consumer base, yet selling across borders still involves logistics, taxation, compliance, customer service, language barriers, and country-specific rules.

This complexity has often made cross-border e-commerce feel like a growth path reserved for larger retailers with dedicated export teams. For smaller merchants, even expanding into a neighboring country can require operational setup before demand has been properly tested.

Marketplaces such as Temu are changing this dynamic. Instead of asking SMEs to build export infrastructure market by market, platforms are increasingly acting as cross-border growth channels. They provide access to consumer traffic, seller tools, logistics partnerships, and operational support that can help smaller businesses enter new markets faster.

The result is a shift in how European SMEs approach internationalization. Expansion no longer has to begin with local entities, separate websites or independent delivery networks in every country. It can also begin through a marketplace ecosystem that already connects sellers, consumers, and service providers across several markets.

The cross-border challenge for European SMEs

Europe is often described as a single market, but many SMEs still experience it as fragmented. Selling into another country can involve different tax processes, packaging rules, product requirements, consumer expectations, and delivery standards.

A 2025 European Commission survey confirmed that SMEs continue to face significant barriers when scaling across the single market. Among the most cited challenges were divergent business environments, unclear rules, and taxation-related issues.

For small businesses, these barriers are especially difficult because many cross-border costs are hard to absorb. Larger retailers can spread compliance, logistics, and administrative costs across high sales volumes. Smaller merchants often cannot. Before they know whether a new market will generate demand, they may already need to invest in translations, tax setup, delivery processes, returns management, and customer service.

That creates a practical problem: many SMEs do not avoid cross-border growth because there is no opportunity, but because the operational bridge is too complex or expensive to build alone.

Why marketplaces are becoming cross-border infrastructure

Marketplaces were once seen mainly as sales channels. Increasingly, they are becoming infrastructure providers.

For an SME, a marketplace can offer visibility, operational reach, and market access. Instead of launching a standalone webstore in each country, the seller can list products on a platform that already has consumer traffic. Instead of building a delivery network alone, the seller can connect to logistics options supported by the platform. Instead of navigating every market from zero, the seller may benefit from seller tools, guidance, and service partners.

This does not remove every responsibility from the merchant. Sellers still need to manage pricing, product compliance, stock availability, customer expectations, and marketplace rules. However, it can reduce enough friction to make international testing more realistic.

For SMEs, this changes the logic of cross-border expansion. Selling abroad becomes less of a major strategic leap and more of an incremental growth path. A business can test demand in a neighboring market, measure performance, adjust inventory, and expand further if results are strong.

Temu’s Local Seller Program and the SME export model

Temu’s Local Seller Program is part of this wider shift. Launched in 2024, the program allows eligible local businesses to sell through local warehousing and delivery. It was originally designed to support local-to-local selling, but it has increasingly become relevant for merchants looking to reach consumers beyond their domestic market.

For SMEs, the appeal is clear. Temu offers access to a large marketplace audience without requiring sellers to rebuild their entire e-commerce operations in each country. Eligible merchants can use the platform to test demand across several destinations, rather than building separate market-entry plans one country at a time.

This can turn cross-border expansion from a slow, sequential process into a faster marketplace-led rollout. For small and mid-sized businesses, that speed can make international growth less risky and more measurable.

Kremtik: Spanish sweets reaching Portugal

The experience of Kremtik, a Spanish sweets business based in Badajoz, shows how this model can work for a small merchant.

Founded by Cristian García, Kremtik sells gummies, novelty snacks and nostalgic sweets online. The company had already developed strong domestic online demand in Spain, but international expansion remained difficult. Selling abroad meant dealing with logistics, tax questions and market-specific requirements.

After joining Temu, Kremtik began selling in Portugal. For a small team, this represented a meaningful step: the company could reach international customers without first having to build a complete export operation independently.

The key point is not only that Kremtik sold abroad. It is so that the company could test demand quickly. For many SMEs, speed reduces uncertainty. A business can learn whether consumers in another country respond to its products before committing to a heavier investment.

Kremtik’s case also shows the value of marketplace visibility. Small businesses may have strong products but limited reach outside their home market. Marketplaces can help solve this discovery problem by placing local merchants in front of consumers who are already shopping.

Euroelectronics: expanding from Poland into Europe

A similar pattern can be seen with Euroelectronics, a Polish electronics distributor.

After joining Temu in early 2025, Euroelectronics expanded into 18 European markets within weeks, including countries where it had not previously operated. For a company with a large product catalog and established warehouse operations, the platform offered a way to enter several markets simultaneously rather than building a separate launch plan for each.

This shows that marketplace-led expansion is not only useful for very small businesses. It can also help more established distributors accelerate international sales. Even companies with inventory, warehouse capacity, and operational experience may face delays when entering new markets. Logistics negotiations, systems integration, and country-specific processes can take months.

By using Temu’s marketplace infrastructure, Euroelectronics was able to scale more quickly. The company has also indicated plans to expand warehouse capacity and improve inventory integration, showing how marketplace growth can influence broader operational planning.

Logistics and compliance remain central

Cross-border e-commerce depends heavily on logistics. Customers may discover products online, but the delivery experience determines whether the purchase feels reliable.

Temu says it works with more than 150 EU delivery providers and 10 national postal services. This should be understood as a company-provided figure, but it reflects the broader strategy of building delivery capacity that can reduce friction for sellers and buyers. Partnerships with logistics operators such as DHL and postal networks in Europe also show how platforms are investing in local and regional fulfillment models.

For SMEs, this type of logistics support matters. Building cross-border delivery independently can be difficult because customer expectations vary by country. Consumers expect affordable shipping, tracking, reasonable delivery times, and simple returns. Marketplaces can reduce some of that complexity by aggregating demand and connecting sellers with established delivery options.

Compliance is equally important. European sellers must deal with VAT, product safety, packaging rules, environmental obligations, and Extended Producer Responsibility requirements. These obligations can differ by market and product category.

Marketplaces can support sellers with tools, guidance and operational processes, but they do not remove the seller’s responsibility to comply with applicable laws. For SMEs, the advantage is not that compliance disappears. It is that the platform may help reduce the complexity of navigating several markets at once.

The regulatory pressure around Temu

Any discussion of Temu in Europe must also include regulatory scrutiny.

The European Commission designated Temu as a Very Large Online Platform under the Digital Services Act in 2024. This brought stricter obligations around systemic risk assessment, transparency, illegal products, consumer protection, and platform accountability.

In 2026, the Commission fined Temu €200 million under the Digital Services Act for failing to properly identify, analyze and assess systemic risks linked to illegal products on its marketplace. The Commission also required corrective action.

This context matters for SMEs. Temu may offer a faster route into cross-border selling, but sellers should understand that marketplace growth in Europe is increasingly tied to compliance, product safety and transparency. Platform selection should therefore not be based only on traffic or speed. Merchants should also consider compliance support, product category rules, documentation, returns handling, and long-term regulatory risk.

What this means for European e-commerce

The rise of marketplace-led cross-border expansion suggests that European e-commerce is entering a new phase.

First, smaller businesses may be able to internationalize earlier. A merchant no longer needs the resources of a large retailer before testing demand abroad.

Second, European consumers may see more local and niche products from other countries. Regional brands, specialty retailers, and category experts can reach shoppers beyond their domestic markets more easily.

Third, competition may intensify. If a Spanish sweets seller can reach Portuguese consumers and a Polish electronics distributor can enter multiple European markets quickly, domestic merchants in each market face more cross-border pressure.

Fourth, marketplaces may compete increasingly on seller infrastructure. The most attractive platforms will not only be those with large consumer audiences, but also those that offer strong tools for logistics, compliance, visibility, returns, and inventory integration.

Temu is part of a broader SME expansion shift

The story of European SMEs using Temu is not only about one platform. It reflects a wider transformation in cross-border e-commerce.

Small businesses want to grow internationally, but many still face barriers linked to taxation, regulation, logistics, compliance and customer acquisition. Marketplace infrastructure can help reduce those barriers by giving sellers access to consumers, delivery networks, operational tools, and support systems.

Kremtik’s expansion from Spain into Portugal and Euroelectronics’ rollout from Poland into multiple European markets show how this model can work in practice. For both small merchants and established distributors, the ability to reach international customers without having to build everything from scratch can change the economics of growth.

At the same time, Temu’s regulatory challenges in Europe show that speed must be matched by trust. Platforms that want to become cross-border infrastructure for SMEs will need to demonstrate they can support growth while meeting EU standards for safety, transparency, and compliance.

For European SMEs, the opportunity is real. The companies that benefit most will be those that treat marketplaces not as shortcuts, but as strategic testing grounds: a way to enter new markets faster, learn from demand and build a more scalable international e-commerce operation over time.

The post How European SMEs Are Using Temu to Expand Overseas Faster + Case Studies appeared first on Cross-Border Magazine.

Marketplace usage across the EU has become one of the most important indicators of how European e-commerce is evolving. Online marketplaces are now a major route to market for businesses, a default shopping environment for consumers, and a growing concern for regulators as cross-border platforms reshape competition, customs flows, product safety checks, and digital commerce policy.

The clearest official snapshot comes from Eurostat’s 2024 enterprise e-commerce data. In 2024, 45% of EU enterprises with web sales used an e-commerce marketplace, while 85.65% used their own websites or apps. This shows that owned e-commerce channels remain the dominant route for web sales, but marketplaces are now used by nearly half of businesses that sell online through websites or apps.

The marketplace story becomes more nuanced when looking at turnover. EU enterprises generated 8.39% of total turnover from web sales in 2024. Of that, 7.08% came from own websites or apps, while only 1.30% came from online marketplaces. In other words, marketplace adoption is widespread, but marketplace turnover still accounts for a much smaller share of enterprise revenue than that of owned digital channels.

Key EU marketplace statistics at a glance

Eurostat’s enterprise data shows that EU e-commerce is not a simple “marketplaces versus websites” story. Businesses often use marketplaces for visibility, discovery, new customer acquisition, and cross-border reach, while their own websites and apps remain the stronger revenue base.

Marketplace adoption varies sharply by EU country

Marketplace usage across the EU is uneven. Some markets show very high reliance on marketplace channels among enterprises with web sales, while others remain strongly oriented toward owned websites and apps.

The highest marketplace usage rates among enterprises with web sales in 2024 were recorded in Lithuania at 86.55%, Italy at 65.06%, and Poland at 63.62%. At the other end of the scale, the lowest marketplace usage rates were recorded in Estonia at 16.51%, Sweden at 24.78%, and Croatia at 25.72%.

Lithuania is the clearest outlier. It had the highest marketplace usage rate among enterprises with web sales and also the highest share of total enterprise turnover generated via marketplaces, at 5.21%. This is far above the EU average of 1.30% marketplace-generated turnover.

Owned websites still outperform marketplaces in turnover

The most important commercial finding is that marketplaces are widely used, but they do not yet dominate enterprise turnover. Eurostat states that in 2024, e-commerce turnover via own websites or apps was more than five times that via marketplaces.

This matters because marketplace usage can be misleading if measured only by adoption. A business may list products on Amazon, Zalando, eBay, Etsy, ManoMano, Kaufland, Bol, Allegro, or another marketplace, but still generate most of its digital revenue through its own web shop, B2B portal, app, or direct ordering environment.

For brands, retailers, and B2B sellers, this suggests that marketplaces are often best understood as reach channels rather than as the core revenue infrastructure. They help sellers drive traffic, test new markets, and acquire customers, but owned platforms remain central to controlling margins, owning customer data, shaping the brand experience, and driving repeat purchases.

The EU consumer base is already highly digital

Marketplace usage across the EU is supported by a large and mature online shopping population. In 2025, 95% of EU individuals aged 16 to 74 had used the internet in the previous 12 months, and 78% of those internet users had bought or ordered goods or services online.

Online shopping penetration has grown steadily over the past decade. In 2015, 62% of EU internet users bought online. By 2025, that figure had increased to 78%, a gain of 16 percentage points in ten years.

The strongest online shopping age group in the EU is 25–34, where 90% of internet users bought online in 2025. This is followed by 35–44 at 87%, 16–24 at 84%, and 45–54 at 80%. Older groups remain less active but still meaningful, with 69% of internet users aged 55–64 and 55% aged 65–74 buying online.

Online shopping frequency shows a mature but uneven market

Eurostat’s 2025 consumer data also shows that online shopping frequency is relatively balanced across light and medium users. Among EU individuals who bought or ordered goods or services online in 2025, 34% purchased one or two times, while 33% purchased three to five times.

This is important for marketplace strategy because marketplaces benefit from habitual shopping behaviour. A consumer who buys online several times a year is more likely to compare prices, subscribe to delivery programs, use marketplace search, check reviews, and move between domestic and cross-border platforms.

The biggest marketplace platforms have massive EU reach

The scale of marketplace usage across the EU becomes especially visible in Digital Services Act data. Under the DSA, platforms with more than 45 million monthly users in the EU are classified as Very Large Online Platforms or Very Large Online Search Engines.

As of the European Commission’s list updated on 29 April 2026, several marketplace and commerce-adjacent services exceeded this threshold. Amazon Store reported an average of 181.3 million monthly active users in the EU; Shein reported 108 million; AliExpress reported 104.3 million; Temu reported 75 million; Google Shopping reported 70.8 million; and Zalando reported an average of 74.5 million in retail.

These figures should not be read as buyer counts or order volumes. They are active user or active recipient figures reported under the DSA framework. However, they clearly show the scale of marketplace exposure in the EU and explain why large platforms now sit at the centre of European e-commerce regulation.

Cross-border marketplaces are reshaping EU e-commerce flows

Cross-border marketplace activity is one of the strongest forces behind the current EU e-commerce debate. The European E-commerce Report 2025 estimates that the EU-27 accounted for 81% of total European e-commerce turnover in 2024 and has experienced steady annual e-commerce growth of 7–9% since 2022. The same report estimates that EU-27 e-shopper penetration reached 72% in 2024 and was forecast to reach 74% in 2025.

The report also shows the cross-border structure of EU online purchasing in 2024. Among individuals who purchased online in the last three months, 83% bought from national sellers, 40% from sellers in other EU countries, and 33% from sellers in the rest of the world (non-EU countries).

This data highlights a key marketplace reality: domestic e-commerce remains the foundation of EU online shopping, but cross-border buying is now deeply embedded in consumer behaviour. Marketplaces make that cross-border buying easier by solving for search, payment, product discovery, trust signals, delivery options, and customer support.

Low-value parcels reveal the pressure from non-EU platforms

Marketplace usage across the EU is also visible in parcel flows. In 2024, the EU saw 4.6 billion low-value consignments worth €150 or less enter the bloc, a volume of around 12 million parcels per day, and twice that of the previous year, according to European Commission figures cited in policy discussions on e-commerce imports. Reuters also reported that 91% of e-commerce shipments valued at less than €150 came from China in 2024.

This parcel surge is closely associated with the growth of ultra-low-cost and cross-border marketplaces such as Temu, Shein, AliExpress, and similar platforms. It has pushed marketplace usage from a commercial question into a policy issue involving customs, product safety, VAT collection, environmental impact, and fair competition.

Marketplace usage is now a regulatory priority

The EU’s Digital Services Act has made the largest marketplaces more accountable because their scale creates systemic risks. Platforms with more than 45 million monthly EU users must comply with stricter DSA rules, including obligations on illegal content, advertising transparency, recommender systems, reporting, and risk mitigation.

This matters for marketplace sellers because the regulatory environment around platforms is tightening. The more marketplaces become central to EU commerce, the more they are expected to control product safety, seller transparency, counterfeit risks, dark patterns, consumer protection, and traceability.

In practical terms, marketplace usage across the EU is not only growing as a sales channel. It is also becoming a compliance environment. Sellers using marketplaces increasingly need to understand platform rules, EU consumer law, product compliance, customs requirements, VAT obligations, and country-specific expectations.

Marketplace usage by businesses is high, but not yet dominant

The central contradiction in EU marketplace data is clear: marketplace usage is high, but turnover remains relatively low. Nearly half of EU enterprises with web sales use marketplaces, but only 1.30% of total enterprise turnover comes through marketplace web sales.

This means marketplaces are strategically important even when they are not the largest revenue channel. They influence discovery, price transparency, customer expectations, delivery standards, returns behaviour, and cross-border competition.

For many sellers, marketplaces are not replacing direct e-commerce. Instead, they are becoming part of a multi-channel sales model in which businesses balance reach against dependence.

What marketplace usage across the EU means for e-commerce businesses

For EU retailers and brands, the data points to a dual-channel reality. Owned websites and apps still capture most web-sales turnover, but marketplaces are too large to ignore. A business that avoids marketplaces may protect its margins and customer data, but it may also miss a large share of consumer search and discovery.

For cross-border sellers, marketplaces can reduce barriers to entry. They offer access to established traffic, payments, consumer trust, and delivery expectations. This is particularly relevant in fragmented European markets where language, payment preferences, returns expectations, and logistics infrastructure vary from country to country.

For B2B and wholesale businesses, the marketplace question is more selective. Eurostat’s broader e-sales data shows that EDI-type sales remain important in turnover, especially in sectors such as manufacturing and wholesale. In 2024, EU enterprises generated 11.07% of total turnover from EDI-type sales, compared with 8.39% from web sales.

This suggests that in B2B, the future may not be a simple shift from traditional sales to public marketplaces. Instead, the market is likely to evolve through a mix of private portals, procurement platforms, industry-specific marketplaces, EDI integrations, and owned digital commerce infrastructure.

The EU marketplace economy in one snapshot

Marketplace usage across the EU is strong, uneven, and strategically important. On the seller side, 45% of EU enterprises with web sales used marketplaces in 2024. On the consumer side, 78% of EU internet users bought online in 2025. On the platform side, major marketplaces now reach tens or hundreds of millions of monthly active users across the EU, led by Amazon Store at 181.3 million, Shein at 108 million, AliExpress at 104.3 million, and Temu at 75 million.

The most important takeaway is that EU e-commerce is increasingly marketplace-influenced, even if it is not yet marketplace-dominated in turnover. Owned websites and apps still generate most web-sales revenue. Still, marketplaces shape where consumers search, how sellers expand cross-border, how prices are compared, and how regulators approach the future of online commerce.

The post Marketplace Usage Across the EU: A Data-Intensive Snapshot of Europe’s Platform Economy appeared first on Cross-Border Magazine.

European e-commerce has entered a new era. The traditional model of brands selling primarily through their own online stores is being challenged by the rapid rise of digital marketplaces. In 2025, marketplaces accounted for 60.8% of total e-commerce gross merchandise value (GMV) in Europe, a sharp increase from 56.2% in 2023. That means most online sales in Europe now happen through multi-vendor platforms rather than standalone webshops.

This shift is more than a statistic. It signals a structural transformation in how consumers shop, how brands grow, and how competition works across the European digital economy.

What Is Driving Marketplace Growth in Europe?

Several forces are accelerating marketplace dominance across the region.

Consumers Want Convenience

Modern shoppers increasingly prefer destinations where they can compare brands, prices, delivery options, and reviews in one place. Instead of visiting five different websites, they can search once on a marketplace and complete the purchase immediately.

That convenience has made marketplaces the default starting point for many buying journeys, especially in categories such as electronics, fashion, home goods, and beauty.

Trust and Familiarity Matter

Consumers often trust large platforms more than unknown independent stores. Familiar checkout systems, clear return policies, fast shipping, and visible customer reviews reduce friction and increase conversion rates.

For newer or smaller merchants, being present on a trusted marketplace can shorten the path to first purchase.

Better Logistics and Fulfillment Networks

Leading marketplaces have invested heavily in warehousing, fulfillment, and delivery infrastructure. Faster shipping and simplified returns have become standard expectations, raising the bar for independent retailers.

Many merchants now choose marketplaces not only for traffic, but also for access to operational capabilities they would struggle to build alone.

The Biggest Marketplace Players in Europe

The European marketplace landscape includes both global giants and strong regional champions.

Amazon remains the largest force in European e-commerce, holding leading positions in key markets such as Germany and the United Kingdom. Its scale, Prime ecosystem, and fulfillment network give it major advantages.

Zalando has built a powerful position in fashion and lifestyle, expanding across multiple European countries.

Allegro dominates in Poland and plays an important role in Central and Eastern Europe.

eBay continues to attract buyers and sellers in multiple categories, especially refurbished goods, collectibles, and cross-border commerce.

These platforms show that marketplace success in Europe is not limited to one business model or geography.

Why This Matters for Brands and Retailers

Marketplace dominance creates both opportunity and risk.

Access to Massive Audiences

Marketplaces can provide instant access to millions of active buyers. For many brands, this can accelerate market entry in new countries without the need to build local awareness from scratch.

This is especially relevant in Europe, where language, logistics, tax, and consumer preferences differ significantly by country.

Rising Competition

The same platforms that offer reach also intensify competition. Products are displayed next to rivals, price comparison is immediate, and customer loyalty can shift quickly.

Merchants need stronger product content, sharper pricing strategies, and differentiated service to stand out.

Margin Pressure

Marketplace commissions, advertising costs, and promotional requirements can reduce profitability. Sellers may gain revenue while sacrificing margin if they do not manage channel economics carefully.

Success on marketplaces increasingly requires professional performance management, not just listing products.

What Happens to Direct-to-Consumer Stores?

The rise of marketplaces does not mean owned webshops are disappearing. Instead, their role is changing.

Direct-to-consumer websites remain valuable for:

• Brand storytelling
• First-party customer data
• Higher margins
• Loyalty programs
• Premium customer experiences
• Product customization

Many successful retailers now operate hybrid strategies: marketplaces for reach and acquisition, owned channels for retention and lifetime value.

This approach balances scale with control.

Cross-Border Growth Is Strengthening the Trend

Marketplace dominance is even stronger in cross-border commerce. Europe’s fragmented geography makes it difficult for individual merchants to scale internationally on their own. Marketplaces solve many of those barriers through localized storefronts, built-in payments, and established logistics networks.

Cross-border e-commerce in Europe continues to grow rapidly, reinforcing the value of marketplace ecosystems for international expansion.

The Future of European E-Commerce

The European e-commerce market share is likely to continue rising, though not without challenges. Regulation, platform fees, competition policy, sustainability expectations, and changing consumer behavior will all shape the next phase.

Still, the direction is clear: marketplaces are no longer one channel among many. They are now the center of gravity in European online retail.

For brands, the key question is no longer whether to sell on marketplaces. It is how to build a profitable strategy within an ecosystem that increasingly defines the market.

European e-commerce has crossed an important threshold. With more than 60% of online GMV now flowing through marketplaces, the region has moved decisively toward platform-led commerce. Brands that adapt early, optimize operations, and balance marketplace reach with direct customer relationships will be best positioned for long-term growth.

The post Marketplaces Now Dominate European E-Commerce appeared first on Cross-Border Magazine.

Otto.de, Germany's second-largest online marketplace, has opened its platform to Dutch retailers. The move marks the first step in a broader European expansion strategy and gives Dutch ecommerce businesses access to one of the most significant untapped marketplaces in continental Europe.

Until recently, selling on Otto.de required a German legal entity and a German VAT ID. That barrier no longer applies to Dutch companies. As of March 2026, businesses registered in the Netherlands with a B.V., N.V., or V.O.F. structure and a valid Dutch VAT ID can apply directly, provided they participate in the OSS procedure.

Why Otto Is Worth Taking Seriously

Otto is not a niche player. In the past fiscal year, the platform reached a GMV of approximately 7.5 billion euros, growing 6 percent while the broader German online retail market grew 3.2 percent. The marketplace arm contributed significantly to that growth, increasing by 9 percent and now counting 6,100 active seller partners. 

The platform now has 12.6 million active customers and over 19 million products available. Fashion and Sports recorded the strongest category growth, followed closely by Home and Living.

A Curated Marketplace — Not an Open Platform

Otto operates a curated marketplace model. Each retailer is individually checked and vetted before being granted access, with quality positioned as the platform's core differentiator. This means the application process takes time, and not every seller will be accepted.

For those who do qualify, the monthly basic fee is €99.90, regardless of the number of products listed. Commission is charged per item sold, with rates determined by product category.

What Dutch Sellers Need to Arrange

Meeting the eligibility criteria is straightforward for most established ecommerce businesses, but there are four areas to address before applying.

Legal and tax structure. A Dutch legal entity (B.V., N.V., or V.O.F.) with a valid Dutch VAT ID is required. Participation in the OSS procedure, using that Dutch VAT for cross-border purposes, is also mandatory.

Customer service in German. This is the requirement that will determine whether most Dutch sellers can realistically operate on the platform. Otto mandates German-language customer service as a condition of selling, not a recommendation. Native-level support, available across the week including evenings and weekends, is the standard expected by German consumers.

Shipping from an EU warehouse. Products must be shipped from a warehouse located in Germany or elsewhere in the EU.

Returns handling. Returns must be accepted at a warehouse in Germany or one of the selected EU countries: the Netherlands, Denmark, France, Italy, Austria, Poland, Spain, or the Czech Republic.

The German Customer Service Requirement: The Deciding Factor

For Dutch sellers evaluating the opportunity, the logistics and legal requirements are manageable. The German customer service requirement is where the decision often gets complicated.

German consumers have high expectations for customer support, in their language, across their preferred channels, and outside standard office hours. A part-time German speaker or a translated support script will not meet that bar. Otto is explicit about this: quality is the platform's top priority, and it applies the same standards to its sellers as to its own operations. otto

Sellers who cannot credibly deliver German-language support risk both their seller rating and their continued access to the platform. Getting this right from the start is significantly easier than fixing it under pressure after go-live.

For companies without existing German-speaking capacity, outsourcing to a specialist customer service provider with native German agents is the most reliable route. Pay-per-interaction models, which charge only for actual volume handled, make this accessible even for sellers starting at lower order volumes on a new platform. Our partner Salesupply, for example, provides native German customer service for ecommerce brands on exactly this basis.

Looking Ahead: More European Countries to Follow

Otto's international expansion does not stop with the Netherlands. Sellers from Poland, Austria, France, and Spain are expected to be able to apply later in 2026, with Danish retailers following in early 2027.  For European ecommerce brands with the operational infrastructure to meet Otto's requirements, the window to establish a position on the platform — before the wider European seller base arrives — is now.

The post Otto.de Opens to Dutch Sellers: What Retailers Need to Know appeared first on Cross-Border Magazine.

China has introduced a new regulatory framework targeting pricing practices and algorithmic behavior on major online platforms. The rules are designed to curb forced low-price strategies and prevent the abuse of algorithms that disadvantage merchants or mislead consumers. Together, these measures signal a decisive shift in how the Chinese government intends to balance platform power, merchant sustainability, and consumer protection in the digital economy.

Over the past decade, China’s e-commerce sector has grown into one of the most competitive digital markets in the world. Large platforms have relied heavily on algorithm-driven pricing, data profiling, and traffic allocation to win consumers through ever-lower prices. While this model boosted short-term consumer demand, it also raised concerns among merchants facing shrinking margins and limited pricing autonomy.

Regulators increasingly view these dynamics as a risk to long-term market stability. Complaints from small and medium-sized sellers, combined with broader antitrust goals, pushed authorities to formalize more precise boundaries for acceptable platform behavior.

Core Objectives of the New Platform Rules

The new regulations focus on restoring fairness and transparency across the e-commerce ecosystem. Policymakers aim to reduce excessive price wars, limit opaque algorithmic decision-making, and reinforce the rights of merchants and consumers alike.

Protecting Merchant Pricing Autonomy

A central element of the rules is the prohibition of practices that indirectly force sellers to offer the lowest possible prices. Platforms are no longer allowed to penalize merchants by reducing visibility, increasing fees, or suppressing traffic if they refuse to join aggressive discount campaigns.

This change is particularly significant for independent sellers operating on dominant marketplaces such as Alibaba and JD.com, where algorithmic ranking strongly influences sales performance.

Limiting Algorithmic Price Discrimination

Another primary focus is the governance of algorithms used to personalize pricing. Platforms must now avoid practices that secretly charge different users different prices for the same product based on behavioral data, purchase history, or perceived willingness to pay.

By tightening oversight of algorithmic pricing, regulators seek to address consumer distrust linked to so-called “big data discrimination” and ensure that automated systems comply with existing data protection laws.

Enhancing Transparency for Consumers

The rules require more transparent disclosure of pricing structures, promotions, and automatic renewals. Consumers must be able to understand how prices are formed and whether discounts are genuine. This aligns with China’s broader push toward transparency in digital services and online advertising.

Scope and Enforcement of the New Regulations

The regulatory framework applies broadly to internet platforms offering goods and services online, including marketplaces, delivery platforms, and social commerce channels. Enforcement responsibilities are shared among several authorities, reflecting the cross-cutting nature of pricing, data usage, and competition policy.

Regulatory Bodies Involved

The new rules are jointly overseen by institutions such as the State Administration for Market Regulation and other national regulators responsible for pricing, competition, and data governance. This coordinated approach reduces regulatory gaps and increases accountability for large platforms.

Penalties and Compliance Expectations

Platforms that violate the new standards may face fines, mandatory rectification orders, or public enforcement actions. In severe cases, regulators can restrict certain business practices or impose long-term compliance monitoring.

For platforms like Pinduoduo and Meituan, compliance will require adjustments to recommendation engines, pricing algorithms, and merchant management policies.

Impact on Merchants and Sellers

For merchants, the new rules represent a meaningful shift in bargaining power. Sellers gain greater freedom to set sustainable prices without fear of algorithmic punishment. This may reduce short-term traffic spikes driven by deep discounts but supports healthier margins and long-term brand building.

Small and medium-sized businesses are expected to benefit the most, as they are typically the most vulnerable to platform-driven price pressure.

Implications for Consumers

From a consumer perspective, the regulations aim to rebuild trust in online pricing. Shoppers should see fewer deceptive discounts, more precise promotional terms, and more consistent pricing across user profiles. While extreme price drops may become less common, regulators believe fairer competition will improve service quality and product reliability.

Broader Significance for the Global E-commerce Market

China’s move reflects a global trend toward stricter oversight of digital platforms. As algorithms increasingly shape prices, visibility, and consumer choice, regulators worldwide are reassessing how much control platforms should have over market outcomes.

China’s approach stands out for its depth and enforceability. By directly addressing algorithmic behavior and merchant coercion, the new rules may influence regulatory discussions in other major e-commerce markets.

Strategic Outlook for Platforms

For large platforms, the new regulatory environment does not eliminate competition but reshapes it. Growth strategies are expected to shift away from relentless price undercutting toward service quality, logistics efficiency, and value-added tools for merchants.

Platforms that adapt quickly by making their algorithms more transparent and merchant-friendly are likely to maintain consumer trust and regulatory goodwill in the long term.

China’s new platform rules mark a turning point for the country’s e-commerce sector. By restricting forced low-price practices and tightening control over algorithmic pricing, regulators are redefining the balance between platform power, merchant sustainability, and consumer protection. The result is a more regulated but potentially more resilient digital marketplace, with implications that extend far beyond China’s borders.

The post China Implements New Platform Rules to Reshape E-commerce Competition appeared first on Cross-Border Magazine.

China’s e-commerce giant JD.com is accelerating its international expansion, with a clear focus on Europe. Known for its advanced logistics network and strong domestic presence, JD.com is now making strategic acquisitions and partnerships to strengthen its foothold in one of the world’s most competitive retail markets.

The company recently launched a €2.2 billion offer for German retailer Ceconomy, owner of well-established brands like MediaMarkt and Saturn. This move signals JD.com’s ambition to combine traditional retail infrastructure with its powerful e-commerce capabilities, directly challenging European players such as Amazon and Allegro.

Why Germany Matters for JD.com

Germany is Europe’s largest economy and one of the continent’s most attractive e-commerce markets. With its high consumer spending, well-developed logistics, and central geographic position, it provides JD.com with a strategic entry point into the broader EU market.

Acquiring Ceconomy would give JD.com access to:

• A network of physical stores across Germany and other European countries.
  
• Established customer bases familiar with electronics retail.
  
• Supply chain and distribution channels that complement JD.com’s digital expertise.
  

This hybrid model, combining brick-and-mortar presence with online platforms, mirrors JD.com’s domestic success in China.

JD.com Competitive Landscape in European E-Commerce

JD.com’s European ambitions place it in direct competition with:

• Amazon – still the dominant online marketplace in Europe.
  
• Allegro – a fast-growing Polish platform expanding logistics partnerships across Central Europe.
  
• Shein and Temu – Chinese rivals focusing heavily on fast fashion and low-cost imports.
  

Unlike Shein and Temu, JD.com emphasizes product authenticity, reliable logistics, and high service standards, aligning more closely with European consumer expectations around trust and product safety.

Regulatory Challenges Ahead

The European Union is tightening regulations around product safety, VAT, and cross-border imports. Recent proposals would hold online marketplaces liable for unsafe goods, meaning JD.com must ensure strict compliance to succeed.

However, JD.com’s existing focus on supply chain control and quality assurance gives it a potential advantage compared to other platforms that rely heavily on third-party sellers.

What This Means for JD.com and for European Retail

If the Ceconomy deal is successful, JD.com could reshape the European electronics retail sector by:

• Offering faster delivery through integrated logistics.
  
• Creating a seamless omnichannel experience for consumers.
  
• Driving competitive pricing while maintaining product reliability.
  

For European consumers, this expansion could mean greater choice and better service, while for competitors, it signals rising pressure to innovate and adapt.

JD.com’s push into Europe highlights a new chapter in the continent’s e-commerce story. By targeting Germany through the Ceconomy acquisition, JD.com is positioning itself not just as an online marketplace, but as a hybrid retail powerhouse blending physical and digital commerce.

With regulatory challenges and fierce competition ahead, the coming years will determine whether JD.com can secure a lasting place in Europe’s retail landscape.

The post JD.com Expands into Europe: Strategic Moves and Market Impact appeared first on Cross-Border Magazine.

In 2025, Amazon accelerated its European growth strategy—ramping up investments in cloud infrastructure, fulfillment, same-day delivery, and marketplace logistics. These moves reinforce the company’s dominance in the EU retail and logistics ecosystem.

Amazon Massive Investments Driving European Expansion

Amazon invested over €38 billion in the EU in 2024, part of more than €225 billion committed since 2010. In 2025 alone, it is investing over €55 billion across Europe, creating more than 230,000 direct jobs and supporting over 450,000 indirect positions.

In Germany, Amazon has allocated €17.8 billion to expand its operations, including the construction of fulfillment centers and a new AWS sovereign cloud region in Brandenburg, which is expected to go live by the end of 2025.

In Spain, Amazon Web Services (AWS) announced a €15.7 billion investment over ten years in data centers located in Aragon. This will support approximately 17,500 jobs annually through 2033 and contribute more than €21 billion to GDP.

In Italy, AWS plans to invest €1.2 billion by 2029 to expand its cloud infrastructure around Milan, with projections of over 5,500 new jobs across the digital supply chain.

Logistics Overhaul: Same-Day Delivery and Fulfillment Expansion

Amazon is aggressively expanding its Same-Day Delivery service across Europe. In 2025, 20 more cities will be added, including Augsburg, Metz, and Bergamo. The total footprint now covers over 135 locations.

New urban fulfillment models support this expansion. For instance, Amazon’s fast delivery zones in Madrid enable cut-off times as late as 6:15 pm, made possible by AI-driven inventory allocation and highly automated warehousing.

Policy and Seller Strategy: Pan-EU Logistics Update

Starting June 25, 2025, Amazon’s Pan-European Fulfillment Network will require sellers to include the Netherlands (Amazon.nl) in their country list to retain eligibility. Sellers must now list products in Germany, France, Italy, Spain, and the Netherlands to qualify for streamlined logistics and inventory pooling.

This update aims to standardize cross-border fulfillment and improve shipping speeds in Northern and Western Europe.

Market Dynamics and Platform Reach

Amazon continues to dominate EU e-commerce. In Germany alone, Amazon.de receives over 390 million monthly visits, significantly ahead of local competitors such as Otto and Zalando.

Across 21 EU countries, Amazon employs more than 150,000 people, with thousands more working indirectly in third-party logistics, warehouse operations, technology, and customer service.

Sustainability and Second-Hand Commerce Momentum

Amazon is also contributing to the circular economy. The European second-hand product market is now valued at €21.6 billion and is expected to grow by an additional €2 billion by 2025.

Over 740 million items were resold, refurbished, or returned via Amazon Europe in 2024–2025. Consumer demand for eco-conscious alternatives is prompting the company to expand its re-commerce offerings and introduce lower-carbon delivery options.

Strategic Implications for Brands and Sellers

Leverage Pan-EU Logistics

Retailers must align with Amazon’s Pan-EU strategy, including compliance with VAT, packaging laws, and the new Dutch marketplace requirement. Unified logistics planning is critical.

Adopt Same-Day and Local Fulfillment

To compete on convenience, sellers should explore local fulfillment models, late cut-off support, and inventory optimization using Amazon’s AI tools.

Integrate AWS Infrastructure

With AWS expanding across Germany, Spain, and Italy, brands with regulated data needs—like those in healthcare or fintech—can benefit from sovereign cloud setups and secure EU hosting.

Offer Sustainable and Circular Products

Amazon’s resale initiatives are experiencing rapid growth. Sellers can participate by launching certified refurbished lines, using minimal packaging, and promoting eco-friendly delivery options.

Amazon’s EU Expansion at a Glance

Amazon’s 2025 expansion in the EU reflects a deliberate and well-funded push to consolidate its leadership in logistics, cloud services, and digital retail infrastructure. By deepening its presence in key markets such as Germany, Spain, and Italy, while optimizing delivery speed and expanding its marketplace policies, Amazon is shaping the next chapter of European e-commerce.

The post Amazon Accelerates Its EU Expansion  appeared first on Cross-Border Magazine.

Istituto Piepoli recently surveyed—with support from Temu—the latest online shopping preferences in Italy. Various factors, including technological advancements, changes in economic conditions, and the increasing influence of global e-commerce platforms, have driven a considerable shift in Italians' online shopping preferences. 

That’s why today we will explore Italy's current online shopping preferences, highlighting consumer attitudes towards price, quality, convenience, and the growing popularity of direct-from-factory platforms like Temu. 

Online Shopping in Italy: Growth and Consumer Confidence 

Online shopping in Italy has surged, with approximately 57% of Italians making at least half of their online purchases - Istituto Piepoli. This growing reliance on digital marketplaces is accompanied by increased consumer trust, with 89% of Italian shoppers expressing confidence in the quality and reliability of online products -Istituto Piepoli.

Several factors contribute to this growing trust. Italians increasingly see online shopping as a viable alternative to traditional retail, particularly in terms of price and convenience. In fact, 92% of consumers believe that purchasing directly from manufacturers, as seen on platforms like Temu, allows them to save money without sacrificing quality, claims the Istituto Piepoli report

Price Sensitivity and Economic Factors

The economic landscape in Italy has significantly influenced online shopping preferences. As inflation impacts household budgets, Italians are adopting more strategic approaches to purchasing. The Istituto Piepoli survey reveals that 9 out of 10 Italians consider price a critical factor in their buying decisions, and many are turning to online platforms where they perceive better value for money.

Platforms like Temu have capitalized on this trend by offering products directly from manufacturers, eliminating intermediary costs, and providing consumers with lower prices. This business model resonates with the Italian consumer base, particularly during economic uncertainty. Additionally, 8 out of 10 Italians report waiting for sales before making a purchase, illustrating price's importance in online shopping decisions, claims the report. 

Online Shopping in Italy: The Rise of Direct-From-Factory Platforms

One of Italy's most noteworthy trends in online shopping is the rise of direct-from-factory platforms, such as Temu. Since entering the Italian market in April 2023, Temu has gained significant popularity. According to the survey, two-thirds of Temu users in Italy trust the platform enough to recommend it to family and friends.

The success of these platforms can be attributed to several factors:

1. Cost Savings: Platform platforms like Temu offer lower prices without compromising quality by connecting consumers directly with manufacturers. This aligns with the preferences of Italian shoppers, who are increasingly prioritizing affordability in their purchasing decisions.

2. Convenience: These platforms' digital nature provides consumers access to a wide range of products, all from the comfort of their homes. Features like price comparisons and deal notifications, which are appreciated by 9 out of 10 Italians, further enhance the convenience of online shopping.

Shifts in Consumer Behavior

Italian consumers are not only embracing online shopping but are also changing their approach to it. With 94% of Temu users prefer shopping online rather than visiting physical stores, the shift towards e-commerce is clear. This shift is further evidenced by the growing number of younger consumers and men turning to online platforms - Istituto Piepoli

Additionally, 86% of consumers place orders online at least once a month, indicating a high level of engagement with digital marketplaces. The most popular product categories for online purchases in Italy include clothing, household items, and small appliances.

Decoupling Price and Quality

The rise of e-commerce platforms offering affordable alternatives has challenged the concept of price equating to quality. Only one-third of Italian consumers now believe that price directly reflects quality, suggesting a growing acceptance of lower-cost products that still meet their standards.

This trend is particularly evident in the growing preference for generic products over branded ones, as inflation continues to influence consumer behavior. Many Italians are now opting for non-branded items, which they perceive to offer better value for money, without compromising on quality.

Bargain Hunting and Deal Notifications

One of the key features driving online shopping preferences in Italy is the ability to find bargains. Italians are increasingly on the lookout for deals, with 9 out of 10 consumers expressing appreciation for notifications about discounts and sales.

This focus on bargains is closely tied to consumer attitudes towards delivery times. While speed is often a priority in many markets, Italian shoppers are more willing to wait longer for deliveries if it means saving money. 77% of respondents indicated they would accept longer delivery times in exchange for lower prices.

Importance of Product Variety and Customer Service

When it comes to online shopping, variety is another crucial factor for Italian consumers. 65% of shoppers cite product variety as one of the main advantages of using e-commerce platforms. This is particularly important as consumers increasingly compare prices and options across different platforms before making a purchase decision.

Customer service also plays a vital role in shaping online shopping preferences. 75% of Italians consider the quality of customer service when choosing an e-commerce platform. This highlights the importance of providing not only affordable products but also a positive shopping experience, from browsing to post-purchase support.

The rise of online shopping in Italy represents a significant shift in consumer behavior, driven by factors such as price sensitivity, convenience, and the growing influence of direct-from-factory platforms like Temu. As Italian consumers continue to embrace digital marketplaces, their shopping preferences are evolving to prioritize affordability, variety, and trust in the platforms they use.

In the face of economic uncertainty, online shopping provides Italians with the opportunity to make more informed and strategic purchasing decisions, all while enjoying the benefits of convenience and cost savings. As this trend continues to grow, businesses that offer competitive prices, diverse product offerings, and reliable customer service will be well-positioned to succeed in the Italian market.

The post Survey: Online Shopping Preferences in Italy (2024) appeared first on Cross-Border Magazine.

Temu has opened its marketplace to European merchants responsible for its product range, inventory management, and product shipping. These conditions are because Temu determines the final prices of products to the consumer.

Having snowballed with a consignment model, Temu also announced a site-to-site model earlier this year. In this alternative model, sales partners handle product shipping themselves. The new model allows international retailers to capitalize on Temu's local popularity. 

For its owner, PDD Holdings, the marketplace offers opportunities for faster delivery to Western consumers and the inclusion of larger items on its virtual shelves. Temu launched the new model this spring in the United States, where a significant portion of its orders are currently shipped locally. 

According to Zixia Yi, seller acquisitions manager, on LinkedIn, it recently became “officially open for business registration in EU entities, including those based in Germany, France, Italy, Spain, the UK and the Netherlands. " She speaks of “exciting news for EU sellers.”

To attract merchants, Temu currently charges no base fees or sales commissions. Sellers can even advertise on the platform for free. It is not yet known how long this introductory period will last.

Keep in mind that Temu prices are set based on a unique business model. Unlike Amazon, where third-party sellers have pricing power, Temu's suppliers operate differently. They compete to offer the lowest-priced products in the same category. Only 20 suppliers are selected, and they must ensure their prices remain the lowest.

Temu is bracing for impact 

Temu recently pointed out that there will soon be an economic recession that could spread to the rest of the world's countries. Chen Lei, CEO of Temu, one of China's e-commerce giants, warned in the presentation of results that its profits will fall in the future due to the slowdown in economic growth. 

These predictions have caused the company owned by PDD Holdings to experience its darkest day on the stock market since October 2022 with a 30% drop that has caused its owner, Colin Huang, the richest man in the country, to lose 14 billion dollars.

Temu is one of the most important companies in China and the world in terms of e-commerce and its leaders have launched a warning regarding the situation of the global economy in the short term in the presentation of the company's results. Chen Lei, the company's chief executive officer, warned in his appearance at the event where the firm presented its results that revenues and profits will “inevitably” fall due to the slowdown in economic growth.

Jun Liu, vice-president of Finance at PDD Holdings, the company that owns Temu, also reported that the growth rate will be affected by the situation in the country, which in recent years has confirmed itself as the great leader of the world economy. So, the words of these leaders must be taken into account. “In the last quarter, our revenue growth rate slowed quarter-on-quarter. Profitability is also likely to be affected as we continue to invest aggressively,” he said of the situation.

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