Rising Popularity of Chinese E-commerce Platforms Among Australian Consumers

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According to a recent survey by Omnisend, Chinese e-commerce platforms are gaining significant traction among Australian consumers. The study, which surveyed 1,000 Australians, found that 70% of respondents had made purchases from Chinese markets in the past year, with 56% shopping across multiple platforms.

The most popular Chinese e-commerce sites among Australians are Temu, recognized by 76% of the population, and Shein, known by 56%. Among online shoppers, 56% have bought from Temu, 45% from Shein, and 31% from AliExpress. Shein’s adult apparel tops the list of popular items at 57%, followed by home goods from Temu at 35%, and electronics from AliExpress at 20%.

Interestingly, despite only 12% of respondents expressing trust in Temu, this hasn’t deterred them from shopping on the platform.

“Temu has made a remarkable impact in just one year, becoming the fifth most popular e-commerce site in Australia, almost rivaling the long-standing recognition of platforms like Amazon,” commented Greg Zakowicz, a senior e-commerce expert at Omnisend. “The Temu phenomenon is also spotlighting other Chinese markets, presenting stiff competition to local brands due to their competitive pricing.”

Approximately 20% of Australians view Temu as a primary competitor to Amazon.

“Despite 88% of respondents indicating a lack of trust in Temu, this has not stopped them from making purchases on this Chinese-owned platform,” Zakowicz added.

The survey also revealed mixed perceptions regarding delivery times.

“For some, delivery times may seem lengthy, while others find them perfectly reasonable. Our data indicates that 24% of respondents are willing to wait over a week for their packages, and one in ten is even willing to wait over two weeks,” Zakowicz explained.

Price plays a significant role in these decisions. Omnisend’s findings suggest that Amazon’s prices are considered too high compared to those on Chinese e-commerce platforms.

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