Temu competes with Amazon in the race for leadership in cross-border e-commerce

Temu Rivals Amazon in Global E-Commerce Market Share

According to a recent International Post Corp. survey, Temu has surged to capture 24% of the cross-border e-commerce market in 2025, equaling Amazon's share and underscoring its rapid expansion over the past three years.

Back in 2022, Temu accounted for just 1% of international online sales. Meanwhile, Shein, a Chinese fast-fashion giant, experienced a plateau at 9% market share after a period of rapid growth from 2020 to 2023. Other platforms have seen significant declines: Wish lost 95% of its market presence, eBay dropped by 68%, and AliExpress fell by 33% between 2018 and 2025.

The future of cross-border e-commerce growth in 2026 is uncertain, especially after the U.S. removed the de minimis rule that previously allowed low-value imports to clear customs without duties. This regulatory change has forced Chinese online retailers to rethink their supply chains, leading to higher logistics expenses and increased prices for shoppers. As a result, products on Amazon (NASDAQ: AMZN) and similar sites have become more attractive to consumers. At the same time, European authorities are also taking steps to limit inexpensive imports from China.

Together, Amazon and Temu now account for nearly half of the cross-border e-commerce sector. (Source: IPC)

“Shein and Temu flourished during a period of relaxed regulations and strong consumer demand. However, 2026 is shaping up to be their most challenging year—not due to competition, but because of new tariffs and trade policies that strike at the core of their business models,” said Friedrich Schwandt, CEO of ECDB, in a press release.

With new customs rules in place, buyers must now pay duties and tariffs upfront at checkout. Transparent information about shipping costs has become a priority, with 61% of consumers in the IPC survey saying that knowing these details before purchasing is crucial.

The IPC study gathered responses from almost 31,000 individuals across 37 countries.

(Source: IPC)

Delivery Preferences and Trends

Speed of delivery is not the top concern for international shoppers. About 20% of those surveyed reported waiting 10 to 14 days for their orders, while 19% said deliveries typically arrived within four to five days. Customers in countries sourcing goods from nearby regions generally received packages faster, whereas those ordering from distant markets experienced longer wait times. Notably, the share of parcels taking 15 days or more to arrive dropped sharply from 29% in 2020 to just 7% in 2025.

The use of parcel lockers for deliveries rose considerably in 2025. While 44% of respondents still preferred doorstep delivery for cross-border orders, 13% opted for parcel lockers and 12% chose delivery to mailboxes.