A new wave of Chinese e-commerce platforms is reshaping the competitive landscape for European retailers and manufacturers. Companies such as Temu, AliExpress, Shein, and JD.com’s European platform Joybuy are accelerating their push into the region, bringing new price dynamics, supply chain models and consumer expectations.
The first wave of entrants built their growth on ultra-low prices and direct shipping from Chinese factories to European consumers. By sending millions of small parcels directly to households, these platforms were able to cut out intermediaries in the retail supply chain and benefit from customs exemptions for low-value goods, helping them scale rapidly across Western markets.
However, the model is increasingly under regulatory scrutiny in Europe as authorities examine product safety, competition and the role of foreign subsidies. From 1 July 2026, parcels valued under €150 entering the EU will face a flat €3 customs duty. This measure is temporary (2026–2028) while the EU prepares a broader customs reform.
At the same time, Chinese platforms are adapting their strategies. While Temu and Shein continue to rely heavily on cross-border shipments, players like JD.com are pursuing a more localised approach. Its Joybuy platform, currently being piloted in several European markets including the UK, Germany and the Netherlands, aims to replicate JD’s domestic model with local warehousing, faster delivery and partnerships with established brands, including Dutch Superunie own brand G’woon, across categories such as groceries, beauty and household essentials.
This development also reflects changing dynamics in China’s own digital economy. As growth slows and the era of heavy platform subsidies fades, some Chinese e-commerce companies are seeking new international markets to sustain growth and improve profitability.