Chinese e-commerce platforms Temu and Shein continue to face scrutiny across Europe due to allegations of unfair competition and unsafe products. Despite this, they remain popular, with over 90 million consumers reportedly shopping from them.
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Recent data highlights contrasting trends for the two platforms in Sweden. According to SEO expert Jorge Castro, Shein's Swedish SEO traffic dropped from 400,000 in January 2024 to 324,000 in January 2025, a decline he describes as "significant." This decrease may stem from negative media coverage, including criticism of Shein's environmental practices.
In contrast, Temu has shown resilience, with a 2.4% increase in SEO traffic compared to the previous month. Over the past year, Temu's Swedish SEO traffic grew from 178,000 to 333,000, attributed primarily to a rise in branded search queries.
The European Union's heightened focus on unfair competition and unsafe products is expected to impact both platforms, particularly Shein, which has also faced criticism for labour conditions and environmental responsibility. Castro predicts further challenges ahead, noting that Google's introduction of its Search Generative Experience (SGE) in Sweden could significantly affect both companies.
Castro anticipates Shein's decline to continue, suggesting both platforms should adapt to evolving search engine optimisation strategies and embrace generative search technologies to remain competitive.
Source: www.ehandel.se