ECC KĂLN study in cooperation with Salesforce of Germans reveals significant increases in awareness and use of Temu, Shein, and other Asian marketplaces even though there is almost complete lack of trust. Let's dive into insights
91% of consumers are now familiar with Asian marketplaces, up from 78% in 2023.
43% of respondents use these marketplaces, with usage among 18-29-year-olds at 51%.
Social media plays a key role, with 57% discovering these marketplaces through platforms like Instagram and TikTok.
Temuâs purchase rate tripled from 11% in 2023 to 32% in 2024.
Sheinâs order frequency doubled from 10% in 2023 to 22% in 2024.
Over 35% of respondents see Temu's ads multiple times a week.
However, 50% of users find this ad frequency annoying.
65% of users shop at Temu and similar sites for bargains.
Only 16% trust the security of their data on these platforms.
51% feel manipulated by the discounts advertised.
24% shop without hesitation, but many have safety concerns.
54% of consumers still prefer established providers like Amazon.
Amazon excels in data security, smooth delivery, and product searches.
66% of consumers do not plan to shop at Asian marketplaces in the future.
Quality defects (83%) and safety concerns (57%) are major deterrents.
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