2024 Global Market Regional Distribution of Temu & SHEIN: US Dominates, Europe Grows Significantly

Overview of Regional Distribution

In 2024, Temu and SHEIN, as leaders in Chinese cross-border e-commerce, continue to expand globally. Based on industry estimates, their revenue regional structure shows the following characteristics:

• US Market (60%): The US remains the largest single market, benefiting from low-price strategies and social media marketing (e.g., TikTok, Facebook ads), with high user stickiness. Daily active users of Temu and SHEIN in the US have maintained growth, but they face regulatory and tariff risks, such as proposed legislation to eliminate the de minimis exemption for imports under $800.
• European Market (25%): Europe has become the second largest market, especially in the UK, Germany, and France. The EU's proposed tariff reforms (e.g., removing the €150 duty-free threshold) and the Digital Services Act (DSA) may increase compliance costs, but user growth remains strong due to high value-for-money products.
• Southeast Asia and Others (15%): The Southeast Asian market is growing rapidly but from a small base; Temu and SHEIN's penetration in countries like Indonesia and Thailand is gradually increasing. Latin America (Brazil, Mexico) and the Middle East are also expanding but account for limited shares, with logistics and payment infrastructure remaining challenges.

Regional Growth Drivers

• US: Strong supply chains and low prices continue to attract price-sensitive consumers; efficient advertising with relatively controlled customer acquisition costs.
• Europe: Rising demand for low-cost goods amid high inflation; localized operations (e.g., local warehouses, currency support) enhance user experience.
• Southeast Asia: Young demographics and mobile internet penetration drive growth; but competition from local platforms like Shopee and Lazada persists.

Risks and Trends

• Policy Risk: US de minimis rule changes could weaken price advantages; European tariff reforms raise costs.
• Market Diversification: Companies are accelerating entry into mature markets (Japan, South Korea, Australia) and emerging ones (Africa, Middle East) to reduce regional concentration.
• Compliance Costs: ESG requirements and product safety standards are increasing, forcing platforms to strengthen supply chain audits.

Data Notes

Data are based on revenue estimates and user behavior analysis from multiple third-party sources (e.g., Marketplace Pulse, Similarweb). Actual figures may vary due to different statistical methods. The chart only reflects trends, not precise financial data.