Asian Platforms vs Amazon.de vs German Retailers: Session Share Snapshot in Germany — Q1 2025, Q3 2025, Q1 2026
Review Q1 2025 · Q3 2025 · Q1 2026: Asian platforms' combined e-commerce session share in Germany doubled from 14% to 28% between Q1 2025 and Q1 2026, with Temu accounting for the largest single gain
Info
- Sample size
- n = 16,476
- Data date
- Q1 2025 · Q3 2025 · Q1 2026
- Segment
- All segments
- Platform
- Browsing
- Market
- Germany
Analysis
The doubling of Asian platform session share within a single year, visible across three reference quarters, is the clearest summary of how quickly the German online shopping landscape has been restructured in favor of Chinese e-commerce.
What accelerated between Q3 2025 and Q1 2026
The jump from Q1 to Q3 2025 already showed a strong mid-year surge — consistent with Temu's 62% spending growth in Germany and Shein's 19.9 million German monthly active users reported under EU Digital Services Act disclosures. The Q3-to-Q1 2026 leg then added a further acceleration, fuelled partly by a redirection of Temu and Shein's marketing budgets away from a frosty US market — where tariffs hit both platforms hard — toward Europe. This context makes the EU's decision to scrap the €150 duty-free threshold from July 2026 particularly consequential: German consumers built the habit of ordering from these platforms under a pricing environment that will not survive the summer. For the month-by-month evolution behind these quarterly snapshots, see the monthly session share chart.
This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.
Methodology
The chart compares e-commerce session share across three reference quarters — Q1 2025 (January–March), Q3 2025 (July–September), and Q1 2026 (January–March) — among online shoppers in Germany. Session share is calculated as each platform group's proportion of all tracked e-commerce sessions within the quarter. Platform groups are Temu, Shein, AliExpress (shown individually or combined), Amazon.de, and other German retailers. The panel comprised approximately 9,500 browsing users in Q1 2025, 13,400 in Q3 2025, and 16,500 in Q1 2026.