年度盘点：跨境电商“卷”向欧洲？国际巨头、中国新贵、本土诸侯开启“三国杀”

Core Insights - The European market is becoming increasingly attractive for cross-border sellers, especially as U.S. tariffs and the removal of tax exemptions for small imports push companies to seek opportunities in Europe [1][2] - Chinese e-commerce platforms like Temu, SHEIN, and TikTok are rapidly expanding their presence in Europe, with significant increases in active users and localized strategies [1][3][4] Group 1: Market Dynamics - In 2024, China's exports to the EU reached $19.1 billion, surpassing exports to the U.S. which were $23.1 billion, indicating a shift in trade focus [1] - By June 2025, Temu's active users in Europe exceeded 120 million, while SHEIN's monthly users averaged 150 million, reflecting a growth of 11.6% year-on-year [1] - The competitive landscape in Europe is characterized by a mix of international giants and local players, with over 250-300 e-commerce platforms expected to operate by 2025, 45% of which will be from outside Europe [3][4] Group 2: Strategic Shifts - Temu and SHEIN have shifted their focus to Europe due to challenges in the U.S. market, with Temu's advertising spending in France and the UK increasing by 115% and 20% respectively [2] - Amazon is encouraging sellers to expand into Europe, offering incentives to reduce migration costs [2][4] - SHEIN's first permanent store opened in Paris, attracting over 50,000 customers shortly after launch, despite facing significant opposition [5][7] Group 3: Localized Strategies - Temu aims for 80% of its European orders to be fulfilled from local warehouses, reducing delivery times from two weeks to a few days [4] - TikTok Shop has expanded its presence in Europe, launching new sites and logistics services to enhance delivery efficiency [7][8] - SHEIN has established a logistics center in Poland to improve delivery times across Europe, aiming to cover major markets within 48 hours [13] Group 4: Regulatory Challenges - The European market is facing increased compliance requirements, with new regulations impacting cross-border e-commerce operations [11][12] - A new tax policy set to take effect in 2026 will eliminate tax exemptions for imports under €150, significantly affecting profit margins for sellers [13] - The regulatory environment is complex, with varying compliance standards across different European countries, adding to the challenges for e-commerce platforms [12]