Temu served an average of nearly 130 million Europeans per month in the second half of 2025. That is 12 percent more than in the first six months of last year. Especially Spain and Italy saw a strong increase in users.
This emerges from a new transparency report that Temu submitted under the Digital Services Act. As a Very Large Online Platform (VLOP), the Chinese company must publish insights into, among other things, its user numbers twice a year. These figures are also broken down per EU member state.
Growth pace maintained
Temu’s average number of monthly users across the EU increased from 115.7 million to 129.7 million within six months. The addition of 14 million shoppers represents growth of 12.1 percent, comparable to the 12.5 percent growth recorded in the previous reporting period.
Temu gained 14 million monthly users in the EU
Temu, which has been active in Europe for less than three years, continues to attract new groups of European users at a double-digit pace after an initial phase of explosive growth. The growth rate of Shein, another Chinese platform that recently published European user figures, is significantly lower at 6.9 percent. Its number of monthly EU users (155.7 million), however, is higher than Temu’s.
Temu in Southern Europe
Temu is expanding particularly quickly in Southern Europe. Spain added 2.1 million monthly users, a 17 percent increase to 14.7 million. Growth in Italy was almost as strong, with 2.0 million new users (up 16 percent to 14.9 million). In some smaller markets such as Hungary and Slovakia, growth rates were even higher, although user numbers there are much lower.
Temu in Germany
Germany remains Temu’s largest market in Europe in terms of monthly users. On average, the platform attracted 20.9 million users per month (up 8,3 percent) in the country where Amazon is dominant.
Germany remains Temu’s top market in Europe
A recent survey by ECC CLUB, part of research institute IFH Köln, found that 38 percent of German consumers have ordered from Temu at least once, compared with 21 percent for Shein and 16 percent for AliExpress. The Chinese platforms remain popular despite concerns about product quality and safety. Gradually, consumer trust in these platforms appears to be increasing.
