Chinese ecommerce platforms have found their most enthusiastic users in Southern Europe, with Greece, Portugal, and Spain leading the way in adoption rates, according to new research from the European Central Bank. The study found that 79 percent of Greek consumers have purchased from platforms like AliExpress, Shein, or Temu, compared to just 40 percent in Germany and 43 percent in France. The gap between Northern and Southern European markets reflects deeper structural differences in how consumers in these regions interact with retail environments and manage household budgets.
Survey Reveals Regional Divide
The ECB conducted its large-scale consumer survey this spring, prompted by a doubling of low-value shipments from China between 2023 and 2024. More than half of all euro area consumers have shopped on a Chinese platform at least once, but the numbers vary dramatically by country. Portugal follows Greece at 77 percent, with Spain at 69 percent. The survey was designed to understand the factors driving these patterns as EU policymakers grappled with questions about customs enforcement, competition policy, and the impact of surging parcel volumes on logistics networks.
The ECB attributed these gaps to differences in consumer habits, platform awareness, delivery infrastructure, and the availability of local retail alternatives. “The particularly deep market penetration in Southern Europe points to striking cross-country differences,” the report stated. Beyond those headline factors, researchers noted that trust levels in online transactions vary considerably across the continent, with Southern European consumers showing greater willingness to try unfamiliar vendors in exchange for lower prices. The report also identified platform awareness as a significant driver, noting that marketing efforts and word-of-mouth recommendations have spread more effectively in some markets than others.
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Price and Variety Drive Growth
Respondents pointed to two main reasons for choosing Chinese platforms: affordability and product range. Low prices combined with extensive product choice appear to be the core competitive advantage of these platforms, according to the ECB. The survey suggests shoppers are willing to look beyond concerns about shipping times and product origins when the deals are attractive enough. This trade-off between cost and convenience appears more pronounced in markets where disposable income is lower and local retail options are more limited, making the value proposition of Chinese marketplaces particularly compelling.
Growth in the number of low-cost ecommerce parcels entering the European Union has begun to slow. Imports of cheap parcels rose by only 26 percent in 2025, after doubling in the previous year. That deceleration appears to be accelerating at major entry points. The shift marks a notable change from the explosive growth trajectory that characterized the previous two years, when pandemic-era changes in shopping behavior combined with aggressive pricing strategies from platforms to drive record volumes through European customs systems.
Liège Airport, one of Europe’s main hubs for Chinese ecommerce shipments, reported a 24 percent year-on-year drop in July and a 41 percent decline compared to June. The airport attributed the shift to a European measure that took effect July 1, which imposed a 3-euro charge on parcels valued under 150 euros. The fee, designed to recover administrative costs associated with processing low-value shipments, has forced some consumers to reconsider their purchasing patterns. Meanwhile, shipments above 150 euros increased by 10 percent, suggesting some buyers are consolidating orders to avoid the new fee. This behavior indicates that while the charge has created an incentive to spend more per transaction, the underlying demand for Chinese products remains robust.
