Shein, Temu and AliExpress account for almost a third of online apparel purchases

Shein, Temu and AliExpress accounted for nearly one-third of online apparel purchases by volume in the first seven months of 2026. This demonstrates a “growing hold” on the market, which appears to be curbed by the European tax on small parcels, according to a study published on Monday by the Institut Français de la Mode (IFM).

In the first seven months of the year, the trio captured 29 percent of these purchases, up from 19 percent in 2025. The IFM explained its findings, which are based on distributor sales and a monthly consumer survey, during a press conference with the Fédération de la vente en ligne et à distance (Fevad).

The three main Asian platforms, regularly accused of environmental pollution and unfair competition, also accounted for 8 percent of total apparel purchases by volume. This includes sales made both online and in brick and mortar stores, representing a two-point increase year-over-year.

Shein secured the second position in the market player rankings by volume, which includes both store and online sales. It placed behind Kiabi and ahead of the second-hand platform Vinted. Meanwhile, Temu climbed seven spots to eighth place.

Slowdown in July with European tax

The introduction of a 3 euro European tax on July 1 for each product category sent in small parcels from China appears to be changing the situation.

At the end of August, the Ministry of the Economy confirmed the measure had led to a drop in their imports of around 30 to 40 percent in the European Union. Processing fees will also be added in November.

The IFM also observed a slowdown in the “ultra-fast fashion dynamic” in July.

In that month alone, Shein, Temu and AliExpress accounted for 25 percent of online apparel purchases. This represents “a significant decline of 4 points” compared to the January-July period, insisted Gildas Minvielle, director of the IFM's Economic Observatory.

Unprecedented audience drop for Asian trio

Similarly, these three platforms experienced a “sharp decline” in their audience in July, according to Fevad and Médiamétrie. Temu's traffic was down 36.4 percent year-over-year; Shein's was down 42.3 percent; and AliExpress's was down 10.4 percent.

“This is the first time I have seen all three sites decline,” said a pleased Marc Lolivier, general delegate of Fevad. He also urged “caution” when dealing with players known for their “ability to adapt”.