Greek consumers are the most active shoppers on Chinese e-commerce platforms in the eurozone, according to a new European Central Bank (ECB) survey, highlighting the growing popularity of low-cost online marketplaces despite concerns over product quality and security.
The findings come just weeks after the European Union introduced a €3 customs duty on every low-value parcel entering the bloc from non-EU online platforms. The measure, which took effect on July 1, is intended to curb the rapid expansion of Asian e-commerce retailers and help create a more level playing field for European businesses.
Greeks top the eurozone rankings
The ECB’s Consumer Expectations Survey, conducted in April, found that nearly 80% of Greek consumers had placed at least one order through Chinese online marketplaces such as Shein, Temu or AliExpress during the previous 12 months—the highest rate recorded across the eurozone.
Portugal and Spain followed with usage rates exceeding 70%, while consumers in France and Germany were the least likely to shop on Chinese platforms, with fewer than half reporting purchases.
According to the ECB, the particularly strong presence of Chinese marketplaces in southern Europe reflects significant differences in consumer habits, familiarity with the platforms, distribution networks, trust and the availability of local retail alternatives.
Low prices remain the biggest draw
The survey found that affordability is the main reason consumers continue to shop on Chinese platforms.
Words such as “price,” “cheap” and “cheaper” appeared most frequently when regular users were asked why they choose these websites. Many respondents said the platforms help them stretch household budgets at a time when the cost of living remains a major concern.
Product variety was the second most important factor, with shoppers valuing the wide selection of clothing, household goods, electronics, accessories and niche products that may be difficult to find in local stores.
The ECB also found that purchases are especially common among low- and middle-income households, although many higher-income consumers also use the platforms.
Small purchases dominate
Most orders placed on Chinese marketplaces are relatively inexpensive.
Nearly two-thirds of purchases are worth less than €25, while 90% cost no more than €50. One in five respondents said they shop on these platforms at least once a month.
Across the eurozone, clothing, household products and electronics are the most commonly purchased categories, reflecting consumers’ strong sensitivity to price in these sectors.
The ECB noted that the availability of low-cost imported goods may have helped keep prices stable for some consumer products during 2025.
Quality concerns remain
Despite their popularity, almost half of respondents said they do not use Chinese e-commerce platforms.
The main reasons cited were concerns about product quality, trust, environmental impact, payment security, customer service and the protection of personal data.
Many respondents said low prices do not outweigh doubts about product durability and reliability.
Geopolitical issues played only a limited role in consumers’ purchasing decisions. Only one in five respondents said tensions between the European Union and China discouraged them from shopping on Chinese platforms, suggesting that demand for low-cost goods remains resilient despite broader political concerns.
