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We recently reported on how Temu hit 115.7 million monthly EU users, now let’s examine its positions across individual countries.
Growth from Zero to Billions in Three Years
Temu entered the market in 2022 with a simple strategy – direct delivery from Chinese factories without intermediaries.The results speak clearly: from $14 billion USD in GMV in 2023, it grew to $53.9 billion USD in 2024.
The platform competes on price and assortment. Instead of traditional distribution channels, it uses technology to measure demand and delivers goods directly from manufacturers. This bypasses traditional retailer margins.
Eastern Europe as Entry Gateway
ECDB analysis mapped Temu’s positions in European e-commerce popularity rankings. Results show a clear pattern – greatest success in countries without strong Amazon presence.
- In Finland and Slovenia, Temu took first place. Both countries have smaller e-commerce markets with high international player participation and Amazon has no significant position there.
- In Bulgaria, local emag.bg leads, followed by AliExpress and then Temu.
- Greece is dominated by skroutz.gr, with AliExpress in second place and Temu third.
Source: ECDB
Amazon Holds Positions in Key Markets
The position in countries with established Amazon presence is interesting. In Austria, amazon.de remains in first place, but Temu made it into the top three. It’s the only market where Amazon leads while Temu has a top position simultaneously.
In Denmark, local players elgiganten.dk and zalando.dk dominate ahead of Temu. Norway is controlled by elkjop.no, with Temu in second place.
Fifth Position Isn’t Defeat
In Germany, Ireland, Italy, Lithuania, Poland, and Romania, Temu holds fifth place. In Czech Republic and Slovakia, it finished fourth.
These positions signal growing brand awareness. Media intensively cover the new platform’s arrival and its presence in advertising campaigns increases its visibility.
Low Price Strategy vs Customer Loyalty
Amazon maintains positions thanks to Prime member loyalty and fast delivery. Customers value membership benefits and shopping convenience.
Temu relied on price as the main argument. In countries with lower purchasing power or weaker competition, this strategy works. In developed markets with established players, progress is slower.
