Study: One in three Germans shop in Temu
Jayson 27 May 2024 08:41
According to foreign media reports, e-commerce platforms from Asia have become very popular in Germany in the past year.
Recent research shows that 90% of German consumers are familiar with these platforms and 43% purchase from them. Especially the rising Temu.
This is reported by ECC KÖLN, a subsidiary of Germany's renowned IFH KÖLN (Cologne Business Institute), in its regular Trend Check Handel.
Data show that German consumers' brand awareness in Asian markets has increased by 13% points over the past year, from 78% to 91%.
Usage of these shopping platforms also increased from 32% to the aforementioned 43%. Among younger consumers, the proportion is even higher: more than half (51%) of German consumers aged 18 to 29 shop in Asian markets.
Most respondents said they engage with these platforms through social media. Temu is especially common.
According to new research from ECC KÖLN, 32% of German consumers purchase items on Temu, up from just 11% last year
Shein's popularity has also grown significantly: 22% of Germans have shopped here, up from 10% last year.
Research shows that these markets are popular due to their pricing, product range and the entertainment they offer German shoppers.
However, Asian platforms score lower on user trust. Despite the rapid growth and popularity of Asian markets, two-thirds of German consumers (66%) say they do not plan to use these platforms in the future, mainly due to concerns about quality, safety and sustainability.
Recent research shows that 90% of German consumers are familiar with these platforms and 43% purchase from them. Especially the rising Temu.
This is reported by ECC KÖLN, a subsidiary of Germany's renowned IFH KÖLN (Cologne Business Institute), in its regular Trend Check Handel.
Data show that German consumers' brand awareness in Asian markets has increased by 13% points over the past year, from 78% to 91%.
Usage of these shopping platforms also increased from 32% to the aforementioned 43%. Among younger consumers, the proportion is even higher: more than half (51%) of German consumers aged 18 to 29 shop in Asian markets.
Most respondents said they engage with these platforms through social media. Temu is especially common.
According to new research from ECC KÖLN, 32% of German consumers purchase items on Temu, up from just 11% last year
Shein's popularity has also grown significantly: 22% of Germans have shopped here, up from 10% last year.
Research shows that these markets are popular due to their pricing, product range and the entertainment they offer German shoppers.
However, Asian platforms score lower on user trust. Despite the rapid growth and popularity of Asian markets, two-thirds of German consumers (66%) say they do not plan to use these platforms in the future, mainly due to concerns about quality, safety and sustainability.
