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insights from 4,000+ online shoppers

In ecommerce,
value speaks louder
than trust

We surveyed 4,000 people across the US, UK, Australia, and Canada to learn more about how they shop online and what they think about major global and Chinese marketplaces like Amazon, Etsy, AliExpress, as well as newer Chinese players like Temu and Shein.

What we found was eye-opening.

Key findings

Americans are the most open to Chinese marketplaces
20%

said they shopped there at least once a week

Brits like buying clothes at Shein

62%

of Shein customers in the UK bought clothes there

Canadians trust Chinese stores the least
Only 3.5%

trust Temu but 55% still shop there

Australians believe in the potential of Temu the most
1 in 5

think Temu is Amazon’s best competition

Methodology

The survey was commissioned by Omnisend and conducted by Cint in April 2024. A total of 4,000 respondents were surveyed across 4 countries. Quotas were placed on age, gender, and place of residence to achieve a nationally representative sample among users. The margin of error is +/-3 percent.

Our latest survey at Omnisend reveals fascinating trends about how consumers in the US, UK, Australia, and Canada shop online.

In the past year, we've seen a significant shift towards Chinese marketplaces like Temu and Shein. These emerging platforms are not just a passing fad – they're becoming a staple for online shoppers.

Surprisingly, even with trust issues, shoppers are still flocking to these platforms. Why? Because great prices speak louder than anything else, even when brand loyalty is weak.

Our survey also shows a clear difference in how men and women shop on these sites. And with many people thinking that platforms like Temu could soon challenge giants like Amazon, it's clear that the competition is heating up.

Key findings by country

US insights

Around 70% of Americans have shopped in Chinese marketplaces in the past year, and 46% shopped in more than one marketplace.

Dive deeper (PDF)
UK insights

Only 4% of Brits trust Temu, but this doesn’t stop them from shopping on the platform.

Dive deeper (PDF)
Canada insights

17% of Canadians say that they see Temu as the main competitor for Amazon.

Dive deeper (PDF)
Australia insights

1 in 7 Australians shop on Chinese marketplaces at least once a week.

Dive deeper (PDF)
insight #1

Chinese marketplaces
are on the rise

The data clearly indicates that Chinese marketplaces like Temu and Shein are becoming go-to destinations for online shoppers worldwide.

It's clear that they offer something that people find valuable. Whether it's competitive pricing, unique product offerings, or both, these marketplaces are not just another option – Chinese marketplaces are becoming a mainstay in global online shopping.

insight #2

Value speaks louder than trust

People trust Amazon far more than Temu. But there’s a twist: Despite the low trust, people are still flocking to Temu.

Globally, only 6.4% say they trust Temu over Amazon, yet 48% have shopped at Temu at least once in the past year. Clearly, trust isn’t the only thing driving purchases.

What does this tell us? Simply put, value matters.

Even if shoppers don’t fully trust Temu, they’re still drawn to it for other reasons – great prices (53%), ease of use (31%), and special deals & discounts (29%). It’s a strong reminder that while trust is crucial, value can be a powerful draw.

insight #3

The gender gap

Our survey reveals a gender gap in the way men and women rate Chinese marketplaces like Temu, Shein, AliExpress, and TikTok Shop.

Interestingly, women consistently rate these marketplaces higher than men do. The stark differences in ratings, especially for Shein, show that women might feel these platforms meet their needs better than they do for men.

This might be the case for several reasons:

  • Product appeal. Women might find the products on these platforms more appealing. This could be due to better selections in categories such as fashion, beauty, and household items, which are typically marketed more towards female consumers.
  • Trust and loyalty. Women might feel stronger trust and loyalty towards these marketplaces, perhaps due to positive past experiences, word-of-mouth recommendations, or effective influencer partnerships.
  • Value perception. Women might see a higher value in the products and services offered by these platforms, finding them to be good deals or worth the price, which could be a significant factor driving their higher ratings.
insight #4

Temu vs Amazon:
The future of ecommerce?

Just two years after its launch, shoppers already see Temu as a serious contender to Amazon. Globally, an average of 17.5% of respondents believe Temu could overtake Amazon as the leading ecommerce platform.

These numbers tell us something important: Temu is making waves in the ecommerce world.

While Amazon is still the big player, nearly one in five shoppers around the world see Temu as its main competitor. This means Temu’s approach resonates with consumers, and they see it as a viable alternative to Amazon.

Have any questions?

Reach out to our Public Relations team for more details or to schedule an interview with an Omnisend expert about the report. We’re here to help and provide any additional information you might need.

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