China’s share of cross-border e-commerce hit 40% in 2024, up from 31% in 2021. This growth was driven by platforms like Temu and Shein, as detailed by IPC's latest survey.
China has solidified its position as the leader in cross-border e-commerce, with its share growing from 31% in 2021 to 40% in 2024, according to IPC's latest survey. This data comes from a study of 31,000 shoppers across 37 countries. Platforms like Temu and Shein have played a key role in driving China's growth. Notably, Germany, the US, and the UK saw declines in their market share, while France held steady. The "Other" category rose slightly by 1 percentage point, reflecting broader diversity in e-commerce origins.
Over 40% of cross-border purchases in mature markets such as Czechia, Poland, and Germany came from China in 2024. Countries like Spain (49%) and the Netherlands (48%) also show high dependency on Chinese imports. Interestingly, even traditionally strong markets like the US and UK saw China’s share outpace domestic or regional sellers. The survey underscores a clear shift towards China in global cross-border buying habits.
Temu and Shein’s rapid rise has reshaped cross-border e-commerce. Temu grew its share from 7% in 2023 to 21% in 2024, while Shein held steady at 9%. Together, they now account for 30% of the market, up from 16% last year. Meanwhile, Amazon maintained its 24% share, AliExpress dropped from 16% to 10%, and eBay fell slightly to 6%. Temu’s aggressive marketing and low prices have been critical drivers of its success.
Will Temu and Shein overtake Amazon in cross-border shopping?
Each week we select most important sector news and statistic
so that you can be up to speed
