Despite the rapid rise of Chinese platforms, Amazon remains immensely popular in the United Kingdom. The company has managed to maintain the number of monthly active users since the beginning of this year. Shein is growing, but Temu saw a decline in the number of users.
This is evident from figures by GWS Magnify. According to the mobile analytics and business intelligence firm, approximately 26 million Britons visited Amazon in June, indicating that interest in the United Kingdom’s ecommerce market leader remains as high as at the beginning of the year.
Amazon and eBay at the forefront
Last year, Amazon lost shoppers to growing competition, particularly from China, but now the platform is holding its position. ‘The latest data shows that Amazon remains more resilient than ever’, reports Direct Commerce based on GWS’ figures.
‘Amazon more resilient than ever.’
With 17.5 million active monthly users, the American eBay is also managing to stay ahead of Chinese competition in the United Kingdom.
Shein and Temu
Shein is the big grower, with 10.5 million monthly active UK users in June, compared to just under 8.0 million half a year ago. Temu, on the other hand, saw a slight decrease in interest, attracting 4 percent fewer active visitors than around the turn of the year. However, with approximately 16 million monthly users, Temu is still significantly larger than Shein and Asos. That local player is echoing Shein to increase turnover and profitability.
Furthermore, Temu leads in terms of engagement: users – mainly women – spend an average of 18 minutes daily on the platform, spread over six visits.
British Temu users visit the app six times a day.
Shein engages users for just over 8 minutes daily, while Amazon’s engagement time is slightly lower (almost 8 minutes per day), spread over four visits.
Acknowledgement of the threat
“Amazon seems to have withstood the storm”, comments Paul Carter, CEO of GWS Magnify. “Its resilience over the last year against challenger brands is a testament to its market dominance and future growth. But despite growth remaining steady, Amazon’s recent moves to bring in its own direct-from-China discount section is an acknowledgment of the threat posed by the likes of Temu and Shein.”
