A market share that has more than duplicated in two years: Chinese Temu, symbol of the strong growth of the discount market in France

After an “explosion of its sales” in 2024, the Chinese online business platform Temu made an accelerator in the French market in early 2025 against US protectionism, which encouraged its “crazy race”, according to a study by the Joko application transmitted on Tuesday, July 8. “Who can stop. [la] Tumu? Tumu? He asked the request for purchases Joko after analyzing the bank transactions of one million people between 18 and 64 representatives of the French population.

“Spectacular” growth, a progressive market

In two years, among the discount brands, the TeMU market share (in value) increased from 8% in 2023 – year of its arrival in France, to 19% in 2025 (January to May). For the Chinese platform that sells all kinds of fashion, house or even electronic equipment at a very low price, the year 2024 was the “explosion of its sales”, of 129%.

“Spectacular” growth that exceeds its competitors such as Shein (+57%), normal (+42%), action (+20%) or aliexpress (+20%). Others retreated, such as foir’fouille (-1%), Gifi (-5%) or Stokomani (-8%), in a discount market that increased by 23%in 2024.

“Its strategy that combines the permanent renewal of the ultra -cost mass supply and visibility, especially in Tiktok, made possible (in Temu) establish itself as an important player in the discount to detriment to the detriment of Gifi and Aliexpress,” says the study.

A re -disnrolled strategy for Europe and France

In 2025, Temu registered the growth of 47%. “Victim” of customs surcharges imposed by Donald Trump in China packages, Temu has been deployed to Europe and France “since February 2025”. “A renouncement strategy pays” according to Joko because, with important advertising investment reinforcements, the basis of Temu clients rose 10% in May.

This “historical investment” of Asian platforms in advertising “leads to additional costs for brands [de mode traditionnelles] Those who go from 15 to 50%, “said Yann Rivoallan, president of the French Federation of Ready-To-Wear.

With its “prices that are difficult to compete”, Temu is also essential in “expert” brands, such as CDISCOUNT or micromania in electronics or conforama, but, La Redoute or Ikea in the camera team, according to Joko. “Themu is no longer perceived as an alternative option ‘low cost’, but as a general ‘market’ (online sales of multiple brands), observes the study.