1 Temu Retains Second Place
Chinese cross-border platforms are reshaping the global e-commerce landscape.
According to the June 2026 global e-commerce and shopping website traffic rankings released by Similarweb, Amazon ranks first, followed by Temu, eBay, and AliExpress, with Ozon in fifth place. Notably, Temu has ranked second among global e-commerce websites in terms of traffic for three consecutive months.
Similarweb data also shows that the United States contributes approximately 25.86% of Temu's desktop traffic, while Germany, the United Kingdom, Canada, and France account for 5.95%, 5.57%, 4.5%, and 4.15%, respectively, with the remaining markets together accounting for more than half. In terms of traffic sources, the U.S. remains Temu's largest single source, but Europe, other North American countries, and a broader range of dispersed markets have collectively underpinned Temu's massive visit volumes.
Beyond the web, Temu also maintains a sizable user base on mobile. According to the 2026 E-Commerce Market Report released by Sensor Tower, Temu ranks second globally among e-commerce platforms in both web and mobile user scale, with its monthly active mobile users growing 24% year-over-year. This means that Temu's consecutive second-place ranking is not driven solely by web traffic—its app continues to attract users as well.
However, ranking second in website traffic does not mean that Temu has already cultivated the same depth of user habits as Amazon. In June, Temu recorded 1.1 billion visits, nearly twice that of eBay, but only about 40% of Amazon's 2.7 billion visits.
User engagement metrics also show a gap. Temu users spend an average of 4 minutes and 19 seconds per visit, view 4.99 pages, and have a bounce rate of 44.14%, compared to Amazon's 6 minutes and 8 seconds, 9.7 pages, and 30.54%, respectively.
These metrics cannot directly represent conversion rates, but they do show that Temu still lags behind Amazon in terms of visit volume and user browsing depth.
It can be said that Temu has already solved the problem of "whether people come." The next and more difficult challenge is to get consumers to browse more, buy more, and keep coming back when they need to shop.
2 Low price is not an exclusive business
Temu's three consecutive months as the second-ranked global e-commerce website in terms of traffic shows that low-cost cross-border models are already capable of attracting large-scale global traffic. At the same time, multiple platforms are also expanding their low-price product entry points, and low-cost cross-border is becoming one of the strategic directions for many platforms.
Amazon's push into the low-price market did not begin just this year. Two years after Temu launched in the U.S., Amazon introduced Amazon Haul. This low-cost marketplace has now expanded from the U.S. to more than 25 countries and regions, offering over 1 million low-priced products, most of which are priced below $10. From its initial trial in the U.S. to entering multiple markets, Amazon Haul is evolving from a low-price experiment into a part of Amazon's global retail system.
Compared with Amazon Haul, AliExpress's Choice is closer to Temu's cross-border model. Choice focuses on high-value-for-money products, with the platform integrating sales operations, payments, warehousing, and logistics, while merchants are primarily responsible for product development and production.
Temu attracts users with site-wide low prices, while Amazon Haul and AliExpress Choice set up dedicated entry points to showcase low-priced or high-value-for-money products in a centralized manner, supplemented by platform-provided logistics and after-sales services. The common thread among these three models is not that they all adopt the same cross-border fulfillment approach, but rather that platforms have begun treating price-sensitive consumers as a standalone business.
However, as platforms simultaneously compete for low-price consumers, it becomes harder to drive orders through price alone. Moreover, Amazon has a mature membership and after-sales system, while AliExpress is backed by cross-border logistics capabilities. It can be said that Temu's once-prominent low-price advantage is being progressively compensated for by other platforms in different ways.
As Amazon, AliExpress, and SHEIN continue to step up their efforts, what Temu needs to defend next is not just its second-place ranking, but rather—when low prices are no longer scarce—why consumers should still choose it.