Overview

Temu has climbed to the same level as Amazon in global cross‑border e‑commerce, each now accounting for roughly 24 % of worldwide sales projected for 2025. The shift, identified in a survey of more than 30,900 frequent international shoppers, signals a new competitive reality that Amazon sellers must address to stay profitable.

Key Points

• Temu equals Amazon at 24 % share — The Chinese‑owned marketplace grew from under 1 % in 2022 to match Amazon’s global cross‑border volume in 2025.
• Traditional platforms eroding — eBay’s share fell about 68 % since 2018, AliExpress slipped 33 %, and Wish lost roughly 95 % of its cross‑border market, leaving the two leaders dominant.
• Faster deliveries now the norm — Orders taking longer than two weeks dropped from 29 % in 2020 to just 7 % in 2025; more than half of all international purchases now arrive within two to seven days.
• Price clarity drives conversion — 61 % of shoppers said they need transparent shipping costs before buying, and around 50 % rank low customs duties as a decisive factor.
• Review credibility matters — Half of the surveyed buyers indicated that trustworthy product reviews heavily influence their decisions, giving Amazon sellers with established feedback a clear edge.

What's Changing

1. Direct‑from‑factory sourcing — Temu links shoppers straight to Chinese manufacturers, cutting out middlemen and allowing unit prices that undercut most resale models; a buyer can find a $5 phone case that would cost $12 on Amazon.
2. Massive ad spend for rapid awareness — The platform invested heavily in high‑visibility campaigns, including a Super Bowl spot, which propelled brand recognition across Europe and North America within months.
3. Mobile‑first, impulse‑driven UI — The app emphasizes quick scroll, gamified product discovery, and one‑tap checkout, attracting younger users accustomed to social‑commerce experiences and encouraging spontaneous purchases.

Context: Before vs. After Temu’s Surge