Why Germans shop at Temu and Shein
The bevh Christmas survey 2025 provides figures that are uncomfortable to hear. Anyone who ignores them does not understand their customers.
The starting point: Every 20th order goes to Asia
At the end of 2025, 4.9 percent of all online orders from Germany were placed on low-cost platforms such as Temu and Shein. That may not sound like much, but it is.
Every twentieth order. With millions of packages per day.
The bevh therefore surveyed 1,000 customers of these platforms separately. Representative. Between December 17 and 21, 2025.
The results paint a picture that is more complex than the usual narrative of the "bargain hunter."
The key figure: 24.4 percent have no choice
Almost a quarter of respondents stated that they currently do not have sufficient financial resources to be able to do without the low-cost platforms.
24.4 percent.
This is not a lifestyle choice. It is economic reality.
Daniela Bleimaier from bevh sums it up as follows: "The fun of bargain hunting is taking a back seat. More and more people currently see no other option than to tighten their belts."
The silence of the majority: 76.8 percent do not give any reasons
When asked what makes Asian platforms so attractive, four out of five respondents declined to answer.
76.8 percent did not state their reasons—or did not want to admit them.
That's remarkable. Apparently, many customers know that their purchasing behavior is viewed critically. They prefer to remain silent rather than justify themselves.
The generational question: 60.7 percent of young people are open-minded
Those under 30 are an exception. They answer honestly.
60.7 percent of this age group openly admit to shopping at Temu and Shein because of low prices, discounts, or special offers.
No excuses. No detours. It's all about the money.
Risk ignorance: Three figures that make you sit up and take notice
Extensive reporting has revealed that cheap goods from Asian platforms are more likely to have quality defects, safety risks, and harmful substances.
Nevertheless, the survey paints a surprising picture:
Do not believe critical media reports: 40.2%
Confidence in their own ability to judge whether a product is safe:53.5%
Consciously use the right of return to test inexpensive products 33.0%
More than half of those surveyed are convinced that they can assess product safety themselves.
Almost a third have incorporated the right of return into the purchasing process as a test strategy.
And four out of ten simply do not believe the warnings.
The numbers in relation: Two groups, one problem
The survey reveals two different sets of motives that overlap:
Group 1: Economic constraints (24.4%)
These customers shop at Temu and Shein because they cannot afford to do otherwise. They are aware of the risks. They have no alternative.
For this group, any discussion about conscious consumption is a luxury debate.
Group 2: Conscious risk-taking (40–53%)
These customers are aware of the reports—and ignore them. They trust their own judgment or consider the warnings to be exaggerated.
Appeals from trade, politics, and consumer protection are ineffective for this group.
What this means for trade
Alien Mulyk, Managing Director of Public Affairs Europe & International at bevh, draws a sober conclusion:
"We have to acknowledge that many consumers are not receptive to appeals from retailers, politicians, and consumer protection agencies. If we really want people to shop safely and sustainably, the economic situation must improve."
The figures show that there is no single lever.
✅ If you want to reach those who are economically disadvantaged, you have to talk about prices and purchasing power—not morality.
✅ If you want to reach those who ignore risks, you have to build trust—not repeat warnings.
✅ If you want to understand the silent majority, you have to listen—not lecture.
Conclusion: Anyone who ignores these figures is ignoring reality.
The bevh survey does not reveal a simple truth. It shows a society caught between economic pressure and selective perception.
A quarter can't help it.
Almost half don't want anything else.
And the rest remain silent.
If you want to be successful in e-commerce, you have to understand this ambivalence. Don't moralize. Understand.
The question is not: Why do people shop at Temu and Shein?
The question is: What real alternative can we offer them?
Source: bevh survey, conducted by Civey, December 17–21, 2025, n=1,000 Temu and Shein customers in Germany, representative