Nearly one in four consumers made their most recent cross-border ecommerce purchase on Temu, putting the marketplace level with Amazon at 24%. The finding highlights how quickly the competitive landscape for cross-border selling is shifting.
The data comes from the International Post Corporation’s Cross-Border E-Commerce Shopper Survey 2025, which surveyed 30,970 online shoppers across 37 countries. The study includes responses from consumers in Europe, North America, and Asia-Pacific, and focuses on recent cross-border purchasing behavior. Fieldwork was conducted in September 2025.
Temu launched in the U.S. in 2022 and expanded rapidly into Europe and other global markets in 2023. In 2022, the platform had virtually no presence in the survey results but, in just three years, its share of cross-border purchases rose from 1% to 24%.
Amazon recorded the same 24% share in the 2025 survey. Together, the two marketplaces now account for nearly half of all reported cross-border transactions. The survey measures order share, not total spending, and does not reflect differences in average order value between platforms.
For ecommerce sellers, the results underscore how quickly shopper preferences can change in cross-border markets, and how important it is to stay flexible as new platforms scale at speed.
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