Fast commerce advances, exponential growth for Chinese in Europe in 2025
This is the picture drawn in research carried out by Yocabe, which studied the map of marketplaces
Key points
Fast commerce is advancing. And the year 2025, while seeing Amazon at the top of the ranking, records the growth and exponential progression of Temu and Shein conquering Europe in a picture determined by the use of data. This is what emerges from the 2025 Marketplace Map of Yocabe, the 'intelligent platform that helps brands sell more and better on marketplaces', founded by Vito Perrone, Lorenzo Ciglioni and Andrea Mariotti.
6.5 trillion dollars in sales
By 2025, the study shows, global e-commerce will have crossed the $6.5 trillion sales threshold, with an average annual growth rate of 10-12%. China continues to account for about 45% of the total market value, followed by the US (20%), Europe (15%) and the rest of the world (20%). For the three-year period 2026-2028, global average growth is expected to be 8-9%, driven mainly by South Asia and the Middle East. In Europe, 77% of users have made at least one online purchase in the last 12 months (report by E-commerce Europe and EuroCommerce). The data confirm that marketplaces play a central role: in 2024, 72% of global e-commerce revenues were generated by these platforms. In Italy, the percentage stands at 76%.
Italy exceeded 58 billion euro
In 2025, Italian e-commerce continues its expansion, surpassing EUR 58 billion in value, "up 13% over 2024 (Netcomm sources, Statista 2025)". "Online buyers exceed 35 million, and more than half of the transactions take place from mobile," Yocabe underlines. "In the top 5 of the e-commerce ranking for monthly visits we find Amazon, with +18% over 2024, followed by Temu (+133%), eBay in slight decline, and then AliExpress and Zalando.
From Temu to Shein
In the overall scenario, the Chinese Temu platform 'records exponential accelerations in monthly visits virtually everywhere'. The growth figures compiled by Yocabe point out that 'in Europe they range from +415% in France (2025 over 2024), to +202.8% in Spain and +133% in Italy'. Not only that: 'The United Kingdom registers +459% and the Netherlands even reaches +622%, while the Scandinavian countries +333%. Across the Atlantic, its performance doubles in the USA (+201%) and Canada (+251.8) - the study continues - But it is in Latin America that the 'revolution' takes place: Temu.com takes first place in the Brazilian ranking of monthly visits with a growth of +469% compared to 2024. In Mexico, Temu also gains positions, coming in third with +189% compared to 2024'.
In India and Russia bucking the trend
In India, however, Temu 'is still outside the top 5 although it is growing compared to previous years, just as monthly visits are also growing in the Middle East (+59%) and Australia (+221%). Only in Russia is Temu's presence still marginal, although it shows signs of entering the market'. The study also records Shein's advance in Italy where "monthly visits are growing by 43% year on year, in Spain they are increasing by 18%, consolidating in the young segment, in France by 36% and in the UK by 154.5%, appealing to the young audience. Germany is also doing well with +53.3% and the Scandinavian countries are also expanding strongly (+62%)'. Yocabe's analysis shows the growth of Vinted in many European countries. "In Italy, the second-hand site, with 12.2 million visits, establishes itself as the absolute leader of the second-hand market. But it is France that triumphs: Vinted, in fact, is in the top 5 of the French fashion sector with significant growth (+28%)'.
