Marketplaces with origins in Asia have gained significant popularity in Germany over the past 12 months. Recent research indicates that nine out of ten German consumers are accustomed to these platforms, and 43 percent purchase items from them. Especially Temu is on the rise.
That is reported by ECC KÖLN, a subsidiary of the renowned German IFH KÖLN (Institut für Handelsforschung), in its periodic Trend Check Handel.
Increased awareness and usage
The brand awareness of Asian marketplaces in Germany increased by 13 percentage points over the past 12 months, from 78 to 91 percent. The usage of those shopping platforms grew from 32 percent to the mentioned 43 percent. Amongst younger consumers, the share is even higher: greater than half (51 percent) of German consumers aged 18 to 29 shop on Asian marketplaces.
Greater than half of young Germans use Asian marketplaces.
A majority of respondents indicated that they encounter these platforms through social media. Temu is especially seen there. The PDD Holdings subsidiary is experiencing enormous growth not only in Germany. Nevertheless, additionally it is being closely monitored by trade and consumer organizations.
Variety of shoppers on Temu tripled
In keeping with ECC KÖLN’s latest study, 32 percent of German consumers bought products on Temu, in comparison with just 11 percent last 12 months. Shein’s popularity also saw a big increase: 22 percent of Germans have shopped there, up from 10 percent last 12 months. The recognition of those marketplaces is attributed to their pricing, product range, and the entertainment they provide to German shoppers, in line with the research.
Shein has doubled its shopper penetration in Germany.
Trust issues
Nevertheless, the Asian platforms rating lower on many other points. Established providers resembling Amazon, the market leader in German ecommerce, Otto, and Zalando, enjoy a lead in consumer trust. Notably, despite the expansion and adoption of Asian marketplaces, two out of three German consumers (66 percent) say they don’t plan to make use of them in the long run, mainly attributable to concerns about quality, safety, and sustainability.
