Temu's cross-border concept of sending merchandise at cut-rate prices directly from China exploded onto the scene in 2023 and 2024. Data from the International Post Corporation shows that the marketplace's share in global cross-border e-commerce rose from 9 percent in 2023 to 22 percent in 2024 and 24 percent in 2025.
Previously, clothing retailer Shein made a somewhat slower but still impressive splash using a concept of retail and marketplace sales from China. While in 2020, its share in global cross-border e-commerce stood at just 1 percent, this had risen to 10 percent in 2023. AliExpress, the international arm of Chinese e-commerce giant Alibaba, has been around since before the latest cross-border e-commerce hype and had a market share of 8 percent most recently according to the data, down from a high of 15 percent in the past eight years. Another legacy player in the Chinese e-commerce space (albeit being a U.S. company), Wish, suffered even more from the newly found competition, as it decreased its market share from 13 percent in 2018 to just 1 percent in 2025.
E-commerce sellers Amazon and eBay also dabble in cross-border sales, with the former holding on another large chunk of market share at currently 24 percent, while the latter also saw its significance in cross-border sales decrease over the past years.
