New research from the European Central Bank reveals that Chinese ecommerce platforms like AliExpress, Temu, Shein, and Banggood have achieved deep market penetration across the euro area, but with striking regional disparities. Southern European consumers — particularly in Greece, Portugal, and Spain — are far more likely to shop on these platforms than their counterparts in France, Germany, or the Netherlands. The findings, drawn from a broad consumer survey conducted in spring 2026, come as European policymakers grapple with the implications of surging low-value imports from China and the recent imposition of a customs charge designed to level the playing field for local retailers.
The ECB survey: more than half of euro area consumers have used a Chinese platform
The European Central Bank’s survey, prompted by a doubling of low-value shipments from China between 2023 and 2024, shows that 52 percent of consumers across the euro area have made at least one purchase on a Chinese ecommerce platform. This figure, however, masks what the ECB describes as “striking cross-country differences in consumer habits, platform awareness, delivery infrastructure, trust and local retail alternatives.”
Usage peaks in Greece, where 79 percent of respondents have shopped on a Chinese platform. In Portugal the figure is 77 percent, and in Spain it reaches 69 percent. These three countries form a clear Southern European cluster of high adoption. By contrast, fewer than half of consumers in France (43 percent) and Germany (40 percent) have used such platforms. The survey also recorded lower penetration in other Northern and Western European economies, though the ECB did not publish a full country-by-country breakdown in the blog post.
What explains this sharp North-South divide? The ECB points to several interrelated factors: price sensitivity, the variety of affordable goods available, the maturity of local delivery networks, and the degree of competition from domestic ecommerce and brick-and-mortar retail. Southern European markets, with their higher unemployment rates and lower average disposable incomes compared to Northern peers, may offer a more fertile ground for ultra-low-cost import platforms. Furthermore, the strong presence of local logistics hubs — such as those around Madrid, Lisbon, and Athens — may facilitate faster and cheaper last-mile delivery for Chinese parcels.
How does the ECB define “use” of a Chinese platform?
The survey asked consumers whether they had ever purchased a product from any of the major Chinese platforms, including AliExpress, Banggood, Shein, and Temu. The question covered at least one purchase, not necessarily recent or frequent. This means the 52 percent figure represents lifetime adoption, not monthly active users. Even with this broad definition, the cross-country variation remains dramatic.
Affordability and product variety: the core competitive advantage
The ECB survey also examined the motivations behind consumer choices. Responses indicate that affordability is the single most important driver. Low prices — often significantly below what local retailers or even other international platforms can offer — are the primary reason shoppers turn to Chinese platforms. However, price alone does not explain the sustained popularity. The ECB notes that product variety is a second major factor: Chinese platforms typically list millions of items across dozens of categories, from electronics and apparel to home goods and auto parts. “In sum, low prices combined with extensive product choice appear to be the core competitive advantage of these platforms,” the ECB concludes.
This combination creates a powerful value proposition. A consumer in Lisbon can find a smartphone case for €1.50, a dress for €8, or a set of kitchen knives for €5 — all with free or near-free shipping. The sheer breadth of the catalog means that shoppers can often find items that local retailers do not carry, or carry only at much higher prices. For price-conscious households, especially those with limited access to larger retail chains, these platforms act as a de facto universal marketplace.
The ECB’s analysis aligns with earlier market studies showing that Temu and Shein, in particular, have rapidly gained market share in Southern Europe through aggressive discounting and influencer marketing. Temu, which launched in Europe only in 2023, has reportedly overtaken older players like AliExpress in several markets by offering even lower prices and free returns.
What percentage of Southern European consumers use Chinese platforms?
According to the ECB survey, 79 percent of Greek consumers, 77 percent of Portuguese consumers, and 69 percent of Spanish consumers have used a Chinese ecommerce platform at least once. These figures are roughly twice as high as in Germany (40 percent) and France (43 percent).
Growth slows as customs charges take effect
The rapid expansion of Chinese ecommerce into Europe has shown signs of deceleration. The ECB’s research was motivated by a sharp increase in low-value imports — parcels valued under €150 — which doubled between 2023 and 2024. In 2025, that growth slowed to 26 percent. Now, new data from Liège Airport, one of Europe’s primary entry points for Chinese ecommerce shipments, suggests the trend may be entering a contraction phase.
In July 2026, the number of ecommerce shipments entering the customs zone at Liège Airport fell by 24 percent year-on-year. Compared to the previous month (June 2026), the drop was even steeper at 41 percent. The airport attributes this decline directly to a European Union regulation that came into force on July 1, 2026: a €3 customs processing fee now applies to every parcel with a value below €150. Previously, such low-value shipments entered the EU duty-free and largely without customs intervention, giving Chinese platforms a significant cost advantage over domestic sellers who are subject to standard VAT and customs procedures.
The new charge appears to have affected the volume of small, cheap parcels disproportionately. At the same time, the number of B2C shipments from China valued above €150 increased by 10 percent. This suggests that some merchants and consumers may be consolidating smaller orders into larger ones to avoid the fee, or that higher-value goods — which are less price-sensitive — are less affected by the administrative cost.
Why did Liège Airport see fewer Chinese parcels in July 2026?
Liège Airport, a major European hub for Chinese ecommerce cargo, recorded a 24 percent year-on-year decline and a 41 percent month-on-month decline in ecommerce shipments entering the customs zone in July 2026. The airport directly attributes this to the new EU regulation imposing a €3 charge on parcels valued under €150, which took effect on July 1. The fee erodes the price advantage of very cheap goods, making them less attractive to consumers and less profitable for sellers.
Geopolitics take a back seat to price
Given rising trade tensions between the European Union and China — including anti-subsidy investigations into Chinese electric vehicles, disputes over intellectual property, and broader concerns about market access — one might expect geopolitical factors to influence consumer choices. The ECB survey suggests otherwise. “Geopolitics do not seem to deter many consumers,” the bank states plainly. For the vast majority of shoppers, price remains the decisive factor.
This finding aligns with other research on consumer behavior, which consistently shows that stated preferences for “local” or “ethical” sourcing often collapse when price differences exceed a certain threshold. In practice, the €3 customs charge may do more to alter purchasing patterns than any political messaging. The ECB’s analysis implies that if European policymakers want to reduce reliance on Chinese platforms, they will need to address the price gap directly — either through regulatory measures like the new parcel fee, or by helping domestic retailers become more competitive on cost and product range.
However, the survey also found that platform awareness is higher in Southern Europe, suggesting that marketing and word-of-mouth have played a role. As Chinese platforms continue to invest in local logistics and customer service — Shein, for example, now operates return hubs in Spain and Italy — the competitive moat widens. Trust, once a barrier, appears to be improving as consumers gain experience with returns and delivery times.
Implications for European retailers and policymakers
The ECB’s data provides a baseline for understanding the scale of Chinese platform penetration in the euro area. For European retailers, particularly those in Southern Europe, the figures underscore the urgency of adapting to a marketplace where ultra-low-cost imports are not a niche but a mainstream choice. Competing purely on price is likely futile given the production cost advantages of Chinese factories. Instead, retailers may need to emphasize factors where they retain an edge: after-sales service, warranty support, sustainable sourcing, local supply chains, and the ability to handle returns quickly and conveniently.
For policymakers, the survey reinforces the rationale behind the new customs fee. The €3 charge on low-value parcels is a direct attempt to close the price gap and to ensure that European VAT and customs rules are not systematically circumvented. Early evidence from Liège suggests the policy is having an immediate impact on parcel volumes, though its long-term effect on consumer behavior remains to be seen. If consumers are deterred by the extra cost, European retailers may regain some market share. If they merely consolidate orders or switch to platforms that absorb the fee, the net effect could be smaller.
The ECB’s research also raises questions about how customs enforcement will evolve. The current system relies on carriers and logistics hubs to collect the €3 fee. A 41 percent month-on-month drop in shipments at a single airport may reflect not only lower demand but also changes in routing — some parcels may now enter through other European hubs that are not yet applying the fee as strictly. Harmonized enforcement across the EU will be critical to prevent regulatory arbitrage.
Another layer of complexity involves the European Union’s broader trade policy toward China. The survey’s finding that geopolitics do not deter consumers suggests that tariffs or sanctions aimed at Chinese goods are unlikely to shift consumer demand meaningfully unless they affect price and availability. Conversely, measures that directly increase the cost of low-value imports, such as the customs fee, can produce rapid and measurable changes in trade flows.
What lies ahead for Chinese ecommerce in Europe
Looking beyond the headline numbers, the ECB survey offers a detailed snapshot of a market in transition. The rapid adoption phase of 2023–2024 has given way to a period of consolidation and regulatory adjustment. Southern Europe remains the stronghold, but growth is slowing. The new customs fee has already hurt volumes at one of the continent’s most important gateways. Meanwhile, platforms are reacting: Temu has begun advertising its ability to absorb customs costs for certain categories, and Shein is expanding its European warehouse network to speed up delivery and reduce reliance on air cargo from China.
The long-term trajectory will depend on how these forces balance. If the customs fee remains at €3 and is uniformly enforced, the cost advantage of Chinese platforms will narrow, potentially capping their market share in the euro area at around 50 to 60 percent — below the peak penetration seen in Southern Europe. If the fee is raised further, or if additional regulations such as mandatory product safety checks are implemented, the growth story may stall more decisively.
For European consumers, however, the genie is out of the bottle. The ECB survey demonstrates that tens of millions of shoppers have now experienced the convenience and pricing of Chinese platforms. Even if barriers increase, many will continue to seek out these options. European retailers and regulators alike must reckon with a permanently altered ecommerce landscape — one where low-cost global platforms are no longer an outlier but an integral part of how a large portion of the continent shops. The challenge ahead is not to reverse that trend but to manage its consequences for local economies, labor markets, and consumer protection. The ECB’s data provides an evidence-based foundation for those discussions, and the coming months will reveal whether the current policy interventions are enough to reshape the market or whether stronger measures lie ahead.
