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Amazon dominates Western Europe while Temu wins central and eastern markets
Mike Ryan has published an original analysis combining self-reported MAU data from Amazon and Temu with Eurostat consumer data across European markets, producing what he describes as the most comprehensive picture of marketplace market presence to date. The findings show a clear geographic split: Amazon dominates high-GDP western markets, while Temu leads across central and eastern Europe: notably Poland, Romania, and Hungary.
What changed
Amazon's failure in Poland is highlighted as a strategic gap: despite launching amazon.pl in 2021, two years before Temu entered, Amazon has ceded the market to Temu and faces additional competition from AliExpress and Trendyol, the Turkish marketplace backed by Alibaba that has been running heavy Google Shopping spend across CEE markets. Ryan argues the cost of entry into CEE has risen significantly since 2022, and that the window for Amazon to establish itself in those markets is narrowing.
Why it matters for advertisers
For you, this means advertisers running Google Shopping across central and eastern Europe should be aware of the competitive dynamic: Trendyol and AliExpress are actively buying inventory in these markets, and the auction landscape is changing faster than most western-centric planning assumptions reflect.
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Amazon dominates Western Europe while Temu wins central and eastern markets
Mike Ryan has published an original analysis combining self-reported MAU data from Amazon and Temu with Eurostat consumer data across European markets, producing what he describes as the most comprehensive picture of marketplace market presence to date. The findings show a clear geographic split: Amazon dominates high-GDP western markets, while Temu leads across central and eastern Europe: notably Poland, Romania, and Hungary. Amazon's failure in Poland is highlighted as a strategic gap: despite launching amazon.pl in 2021, two years before Temu entered, Amazon has ceded the market to Temu and faces additional competition from AliExpress and Trendyol, the Turkish marketplace backed by Alibaba that has been running heavy Google Shopping spend across CEE markets. Ryan argues the cost of entry into CEE has risen significantly since 2022, and that the window for Amazon to establish itself in those markets is narrowing.
For you, this means advertisers running Google Shopping across central and eastern Europe should be aware of the competitive dynamic: Trendyol and AliExpress are actively buying inventory in these markets, and the auction landscape is changing faster than most western-centric planning assumptions reflect.
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