The British excessive avenue didn’t want extra issues. Between River Island closures, M&S cyber assaults, and the standard cost-of-living squeeze, it was already dropping foot site visitors quick.
Now there’s one other blow and it’s coming from Temu, Shein, TikTok Store, and AliExpress.
New Omnisend information reveals that 70% of British customers now store at Chinese language marketplaces, up practically 17% from final 12 months. For context: that’s hundreds of thousands extra individuals actively selecting low-cost on-line platforms over homegrown retailers.
And no, it’s not simply one-off purchases. A fifth of British buyers (19%) now say they store at one in every of these websites at the very least as soon as every week.
Fast-glance findings
Right here’s what stood out from the August 2025 Omnisend survey of UK customers:
- 70% of Brits now store at Chinese language marketplaces — up from 60% final 12 months
- 19% achieve this weekly
- Temu leads with 55% of buyers shopping for from it at the very least as soon as, adopted by Shein (52%), TikTok Store (37%), and AliExpress (34%)
- Temu’s weekly buyers hit 12% — or 6.5 million individuals nationwide
- Amazon and eBay had been the one platforms to dip, each down simply 1%
- 30% of buyers say they’d cease utilizing these platforms instantly if costs go up
- Solely 2% say worth doesn’t have an effect on their buying habits
Low costs are driving the shift, however loyalty remains to be up for grabs.
Temu takes the lead
Of the 4 main Chinese language marketplaces, Temu is now the UK’s hottest. Over 6.5 million Brits — or 12% of the grownup inhabitants — say they store on Temu weekly.
In complete, 55% of UK web shoppers have purchased from Temu, up from 43% final 12 months — a pointy year-over-year leap in general attain.
The components are predictable:
- Steep reductions
- Free transport and freebies
- Limitless scrolls of “TikTok made me purchase it” offers
However beneath the dopamine hits, one factor nonetheless issues greater than anything: worth.
Shein, TikTok Store, and AliExpress comply with shut behind
Whereas Temu could also be main, Shein stays a heavyweight with 52% of UK web shoppers shopping for from it prior to now 12 months — up from 42% in 2024.
It’s adopted by:
- TikTok Store — now utilized by 37% (up from 25%)
- AliExpress — now at 34% (up from 22%)
This isn’t area of interest conduct anymore. These websites are consuming into time and spend as soon as reserved for extra conventional platforms and in some instances, the excessive avenue.
Even legacy giants aren’t immune. Amazon and eBay had been the one two platforms within the examine to see a drop in utilization, albeit a modest 1% every.
No worth, no loyalty
For all their development, these platforms don’t have buyers in a long-term relationship. It’s extra of a situationship.
Three in ten buyers (30%) say that if costs had been to extend they might cease buying ‘instantly’, whereas simply 2% say they might proceed no matter price.
Translation: worth could also be king, nevertheless it’s sitting on a really fragile throne.
This isn’t a passing fad
In response to Marty Bauer, Ecommerce Skilled at Omnisend, this shift is each cultural and structural.
“You solely must stroll via your nearest city, or activate the information, to see that on-line buying has dramatically modified the face of the British excessive avenue. Nonetheless, the rise of extremely low-cost Chinese language marketplaces has introduced one more formidable problem.
“Whereas each day utilization stays comparatively low, the actual development is occurring in month-to-month and weekly buying patterns. This isn’t a passing fad — these platforms have gotten an everyday a part of customers’ buying routines.
“It’s not simply the enticing costs on provide which have made the likes of Temu and Shein change into so common, free items, buyer gives and trending merchandise and style have all inspired this shift.”
Remaining takeaway
The rise of Temu, Shein, TikTok Store, and AliExpress within the UK is a transparent conduct shift. With 70% of Brits now buying on these platforms, worth has clearly gained the primary spherical.
However it’s not sport over.
British retailers nonetheless have benefits Chinese language platforms can’t simply replicate. It’s pace, service, and model connection. The secret is to cease combating on another person’s turf, and begin reminding clients what it appears like to purchase from somebody who really is aware of the place Yorkshire is.
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