Temu Tied Amazon in 2025 Cross-Border Market Share
The two platforms each captured 24% of cross-border online shopping purchases in a 2025 global survey.
Updated on Sept. 25, 2026 in Shopping — General
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Temu and Amazon tied for the lead in the cross-border e-commerce market in 2025, each capturing 24% of consumer purchases. The findings were derived from a Statista survey of 30,970 online shoppers across 37 countries conducted in September 2025.
Why it matters
This parity highlights the rapid expansion of newer e-commerce platforms in the global marketplace, challenging the long-standing dominance of established retailers like Amazon. It reflects a significant shift in consumer preference for international online shopping channels.
Temu recorded a gross merchandise volume of $92.514 billion in 2025, compared to Amazon's global volume of $847.35 billion. In April 2026, the 25-to-34 age group accounted for 20.06% of visitors to the Temu website.
The players
Temu
This is an international e-commerce marketplace that connects consumers with a wide network of sellers and manufacturers.
Amazon
This is a global technology and retail company that provides e-commerce, cloud computing, and digital streaming services.
Shein
This is a global online fashion retailer known for its rapid production cycles and competitive pricing.
Statista
This is a global business intelligence platform that provides data and statistics on consumer markets and industries.
The details
Temu's rise has been marked by explosive growth, with its annual gross merchandise volume ballooning from $290 million in 2022 to over $92 billion in 2025. Other major players in the cross-border sector include Shein at 9%, AliExpress at 8%, eBay at 5%, and Zalando at 3%.
Timeline
September 2022: Temu launched its international operations.
2022: Temu generated $290 million in gross merchandise volume.
September 2025: A survey of 30,970 shoppers was conducted across 37 countries.
2025: Temu and Amazon tied for 24% market share in cross-border shopping.
April 2026: Demographic data showed 20.06% of Temu visitors were aged 25-34.
Culture Shift
The rapid ascent of new marketplaces reflects a broader move toward hyper-globalized, direct-to-consumer shopping models that bypass traditional retail intermediaries. This shift mirrors the pattern of market disruption identified in the Statista 2025 cross-border e-commerce market share report.
Consumers may find an increasing variety of platforms offering cross-border shipping, which can influence pricing competition and delivery expectations. Shoppers should remain aware of varying return policies and shipping times associated with different international e-commerce marketplaces.
The takeaway
The convergence of market share between established giants and new entrants suggests a maturing and highly competitive cross-border retail environment. Consumers benefit from these price wars, though they should continue to verify retailer reliability before making significant purchases.
Further reading
Learn more about the latest trends in global retail in our Shopping — General section.
Source note: This article includes information reported by Merca2.0 Magazine.
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