Temu has rapidly strengthened its position across European e-commerce, ranking among the continent’s leading online retailers and taking the No. 1 position in four markets, according to ECDB’s analysis of 2025 e-commerce data.
Temu ranks first in Finland, Croatia, Hungary and Slovenia. ECDB notes that these four markets share a notable characteristic: none has a local Amazon storefront, while none has a domestic marketplace operating at the scale of major platforms such as Allegro or Bol.com.
The platform also ranks second in eight additional European markets — France, Portugal, Norway, Bulgaria, Greece, Austria, Czechia and Slovakia. This places Temu among the top two online retailers in 12 European markets based on the 2025 data.
Market structure plays a significant role
ECDB’s analysis highlights how the competitive structure of individual markets influences Temu’s position. Markets with deeply established domestic e-commerce leaders and strong Amazon presence present a different competitive environment from markets where consumers have historically been more accustomed to purchasing from international retailers.
In larger established markets including Germany, Switzerland, the UK, the Netherlands, Italy and Spain, Temu remains outside the top two but has still entered the top 10 in each market.
For brands and sellers looking to expand internationally, the figures underline the importance of taking a market-by-market approach to European expansion. Marketplace maturity, incumbent competition, consumer behaviour and cross-border purchasing habits can all influence where opportunities exist.
DMSMatrix: Simplifying cross-border expansion
As European e-commerce continues to evolve, sellers increasingly need the infrastructure and expertise to manage multiple marketplaces, listings, inventory, fulfilment and account operations across different countries.
“European e-commerce is highly diverse, and success in one market does not automatically translate into another,” said Sudeep Singh, President of DMSMatrix. “The growth of platforms such as Temu demonstrates how quickly the competitive landscape can change. For sellers, having the right marketplace strategy and operational infrastructure is becoming increasingly important when expanding across borders.”
DMSMatrix helps brands and sellers manage their international e-commerce operations through marketplace onboarding, account management, product listings, inventory, shipping, fulfilment and analytics.
The company supports sellers looking to expand across major global marketplaces while reducing the operational complexity associated with cross-border commerce.