Temu’s Monthly Active Users in Europe Hit 1.3 Billion
Recent reports indicate that Temu's monthly active users in Europe reached approximately 1.3 billion in the second half of 2025. This marks a 12% increase from the first half of the year. Spain and Italy have emerged as key markets for this growth.
Data reveals that Temu's user base in the EU grew from 1.157 billion to 1.297 billion within six months, adding around 14 million users. This growth rate is consistent with the previous period's 12.5% increase.
Comparison with Competitors
Despite being in the European market for less than three years, Temu continues to attract new users at a double-digit rate. In contrast, Shein's user growth in Europe is notably slower, with a recent growth rate of 6.9%.
However, Shein still maintains a larger user base in the EU, with 1.557 billion monthly users compared to Temu's 1.297 billion.
Market-Specific Growth
In Southern Europe, Temu's growth is particularly pronounced. Spain saw an increase of 2.1 million monthly active users, a 17% rise, bringing the total to 14.7 million. Italy's growth was similar, with 2 million new users, a 16% increase, reaching 14.9 million monthly users.
In smaller markets like Hungary and Slovakia, Temu's growth rate is even higher, although the overall user base remains small.
Germany: A Key Market
Germany remains Temu's largest market in Europe, with an average of 20.9 million users per month, growing by 8.3%. Despite this, Amazon continues to dominate the German e-commerce market.
- 38% of German consumers have shopped on Temu.
- 21% have shopped on Shein.
- 16% have shopped on AliExpress.
Consumer surveys indicate that while there are concerns about product quality and safety, Chinese e-commerce platforms remain popular in Europe, with growing consumer trust.
Regulatory Challenges and Market Dynamics
The European market is experiencing rapid expansion, with Temu showing significant growth, especially in Southern Europe. As cross-border e-commerce platforms expand their user base and build consumer trust, the competitive landscape in the European e-commerce market continues to evolve.
European industry stakeholders are calling for stricter regulations on e-commerce platforms like Temu, Shein, and AliExpress, urging them to be recognized as importers responsible for product compliance with EU standards.
Visa and Fiserv's Unified Payment Platform
Visa and Fiserv have announced a collaboration to launch a cloud-based unified payment acceptance infrastructure in the European market. This initiative aims to streamline payment system access and enhance transaction efficiency through an API-driven approach.
Final Thoughts
Temu's impressive growth in Europe highlights the dynamic nature of the e-commerce landscape. As platforms continue to expand and adapt to regulatory challenges, the competition within the market is set to intensify.
With consumer trust on the rise and strategic collaborations like Visa and Fiserv's, the future of e-commerce in Europe looks promising, albeit with challenges that require careful navigation.
