Temu Catches Up to Amazon in Global Cross-Border E-Commerce
In just a few years, Temu has gone from a little-known discount app to a global eCommerce powerhouse. According to a 2025 survey by the International Post Corporation (IPC), Temu has now matched Amazon in global cross-border e-commerce market share, a major milestone for the Chinese-owned platform.
Temu, launched in 2022 by PDD Holdings, saw its market share jump from under 1% to 24% in 2025, putting it level with Amazon’s 24–25% during the same period. That’s a stunning rise in just three years, and it marks a major shift in global retail power.
Amazon’s Share Is Slipping
While Temu is growing quickly, Amazon’s hold on the cross-border market has been slowly shrinking. The U.S. company held 26% of the market in both 2022 and 2023, but that dipped to 25% in 2024, and now matches Temu at 24% in 2025.
Cross-border e-commerce refers to shoppers buying products from outside their home country—an area where Amazon has long been a dominant player. Temu's rise suggests that shoppers are increasingly open to alternatives, especially when they come with low prices and free shipping.
Other Platforms Falling Behind
Temu and Amazon aren’t the only players in the game, but they’re clearly leading the pack. According to IPC’s global survey:
- Shein, another Chinese platform, had 9% of the cross-border market in 2025
- AliExpress, also based in China, held 8%
- eBay, once a key player, dropped to just 5%, down from 17% in 2018
The IPC survey included nearly 31,000 participants across 37 countries and was conducted in September 2025.
The Formula Behind Temu’s Growth
Temu’s success can be credited to a simple strategy: low prices, aggressive marketing, and fast international expansion. Most of its products are sourced directly from Chinese factories, allowing the platform to offer deals that often undercut competitors.
Its growth has been especially strong in the U.S., where it has heavily invested in ads, promotions, and app downloads. Shoppers looking for deep discounts have responded.
What Comes Next?
Temu’s rapid climb is a clear sign that global shopping habits are changing. Amazon is still massive—but it’s no longer unchallenged. With Temu now on equal footing in cross-border eCommerce, the competition for global customers is heating up fast.
And while Amazon may focus on premium services and faster delivery, platforms like Temu are proving that shoppers will wait a little longer if the price is low enough. Whether this trend continues in 2026 will depend on how Amazon and other players respond to this new kind of competition.
