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Asian marketplaces lose market share in Germany

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Asian marketplaces lose market share in Germany

German sales for Shein, Temu and AliExpress have dropped 35.5 percent in the third quarter, compared to that same period in 2025. The total sales came to 566 million euros. As a result, the market share has fallen to 3.1 percent. A quarter earlier, their share was still 5.3 percent.

These data come from a consumer survey for the third quarter of this year, from the German Ecommerce and Distance Selling Trade Association (bevh). It focuses on ecommerce in Germany. According to the report, online sales increased 2.9 percent compared to the same period last year. They amounted to 18.5 billion euros. The sales growth rate is below the inflation rate of 3.3 percent in September.

“After signs of recovery in the first half of the year, sharply rising energy prices and declining income expectations are now impacting online purchasing behavior”, notes Alien Mulyk, CEO of bevh. At the same time, there are fewer low-cost packages from Asia reaching Europe. This seems to have negatively impacted overall market development. “The rapid growth of Temu and Shein in Germany has stalled. As a result, overall market sales are declining, without local providers being able to benefit from the weakness of their Asian competitors.”

Local providers are not able to benefit from the current weakness of Asian competitors

Since July 1 of this year, a flat import fee of 3 euros per product category in a package has come into effect. Additionally, every shipment from non-EU countries is now subject to customs duties .


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