The Chinese-owned shopping platform has fallen from third to tenth place among Denmark’s most-used online stores, while second-hand marketplace Vinted is gaining ground.
Temu has lost significant ground among online shoppers in Denmark over the past year.
In the third quarter of 2025, the Chinese-owned platform was the third most popular online store among Danish consumers. A year later, it has fallen to tenth place, according to the latest E-commerce Tracker from the Confederation of Danish Industry (DI).
The quarterly survey, conducted by research company Epinion, asks Danish consumers where they made their most recent online purchase.
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While Temu is losing popularity, second-hand marketplace Vinted remains Denmark’s second most-used online shopping platform.
Bilberg said the result reflects a broader shift towards buying used goods.
“This aligns with the trend we are seeing both in Denmark and globally, where consumers are buying more second-hand,” she said.
Consumers are increasingly concerned about climate, looking for unique products and trying to make their money go further as everyday expenses remain high, she added.
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