2025 marks a paradigm shift. There growth of Temu and Shein it is not a passing phenomenon, but the demonstration of how the models data-driven are rewriting the rules of the global market. The advance of fast commerce was in the air, but it was 2025 that marked the definitive consecration of Chinese digital giants. Temu and Shein not only continue to grow, but they are redesigning the global balances of e-commerceforcing historic players to review strategies, operating models and market management capabilities. This is what emerges from the new one Yocabe 2025 marketplace mapthe platform founded by Vito Perrone, Lorenzo Ciglioni and Andrea Mariotti that helps brands sell better on marketplaces and strategically read digital commerce data.
In 2025 the value of the global e-commerce market super i 6.5 trillion dollarswith an annual growth of 10-12%. There China weighs almost half of the entire sector (45%), followed by United States (20%) ed Europa (15%).
Future predictions and the central role of marketplaces
For the three-year period 2026-2028 analysts expect an average increase of between 8 and 9%, driven mainly by South Asia and the Middle East. To confirm the central role of marketplace it’s a fact: in 2024 they generated the 72% of global e-commerce revenue (in Italy 76%). In Europe, 77% of users have purchased online at least once in the last 12 months.
Temu’s definitive explosion into the world
2025 is the year of the definitive explosion of Ago. While not undermining Amazon’s primacy, the Chinese giant is growing everywhere at unprecedented rates. In Europa monthly visits increase dramatically: Netherlands: +622%; UK: +459%; France: +415%; Spain: +202.8%; Italy: +133%; Scandinavia: +333%. Overseas I fear doubling the volumes in the United States (+201%) and grows even more in Canada (+251.8%). But the real revolution comes in Brazilwhere it becomes the most visited site in the e-commerce sector with an impressive +469% year on year. In Mexico it rises to third place (+189%). Growth also in Japan and the Middle East, while it remains marginal, but on the rise, in Russia. The only market still far from the top 5 is India.
Shein and the progression in fashion
Chinese excessive power does not only concern electronics or general merchandise. In the fashion, Shein he imposes himself with a progression that closely resembles that of Temu. In Western Europe, monthly visits explode in several countries: UK: +154.5%; Germany: +53.3%; Italy: +43%; France: +36%; Scandinavian countries: +62%. More moderate growth in the Netherlands (+18.6%) and even negative growth in Eastern Europe (-9.8%). Outside Europe, Shein scores important numbers: +62% in USA and Canadastrong expansion in Latin America and the Middle East, and an impressive surge in South Korea (+145,22%).
Second-hand and the Italian market
In a market where everything runs, the second-hand not only does it resist, but it grows. Vintedin fact, it confirms itself as the leader of the segment in many European countries. Italy: 12.2 million monthly visits; France: +28%, in the top 5 of fashion; UK: +197.7%; Germany: +53.3%; Nordics: Sellpy at +13%. In the United States Poshmark and Depop dominate, while Thredup also finds space in Canada. The message is clear: the sustainability remains a strong driver, especially among Gen Z e Millennials. L’Italian e-commerce surpasses in 2025 i 58 billion euroswith a growth of 13% compared to the previous year. Online shoppers exceed 35 million and over half of purchases are made from smartphones. The top 5 for monthly visits to Italy is dominated by: Amazon (+18%), Ago (+133%), eBay (slightly down), AliExpress and Zalando. The growth of vertical platforms is also interesting: Leroy Merlin (12.1 million) and Decathlon (10.8 million). In fashion, Zalando (14 million) maintains its leadership, but Shein is growing rapidly (5 million). Yoox, Veepee and Privalia are in decline, while Vinted establishes itself as Assolution leaders of the second-hand.
Competitive dynamics in Europe and the United States
In the Old Continent Amazon leads almost everywherewith two exceptions: Eastern Europe, dominated by Allegro, and the Netherlands, where Bol maintains its leadership. In Eastern Europe, in addition to Allegro and Temu, Olx, eMag and Decathlon remain strong. In the United Statese-commerce surpasses 1.4 trillion dollars. The duties do not slow down the market, but the competitive dynamics change: players with robust logistics and omnichannel presence are at an advantage. The top 5 is made up as follows: Amazon (-1.9%), Walmart (+10.4%), eBay (+1.6%), Ago (+201%)Etsy. Temu thus officially enters the “A series”. American market.
Yocabe’s reading: Data is the new competition
For Yocabe, the message that emerges from the 2025 Map is clear. Competition is no longer based only on price, assortment or logistics. It is played on data. “The ability to collect and use data strategically is common to all last year’s winners“explains CEO Vito Perrone. “Temu and Shein are proof of this: their growth comes from the intelligent use of data and advanced targeting tools. Today, those who sell online can no longer consider marketplaces as simple sales channels.” And Andrea Mariotti, Co-Founder of Yocabe adds: “I marketplaces are integrated ecosystems which influence product, marketing, logistics and commercial strategy. Brands must know how to analyze and exploit the real-time data to remain competitive”. fast commerce acceleraTherefore, second-hand resists, the traditional giants consolidate. The winner, once again, will be those who know how to interpret the data and transform it into strategy. And, as Yocabe points out, the game has just begun.