I was wrong about Shein and Temu.

The fastest growing retailer aren't either of them.

Last year at Ecommerce Hub Amsterdam I presented one of my most popular original keynote topics which was “The Logistics and Supply Chain of Temu and Shein.”

I remember shocking the audiences with the growth trajectory of both Chinese companies compared to other major retailers like Zara, Uniqlo, and H&M.

It was October 2024, and the 2025 numbers looked insane.

BUT, I was wrong.

Turns out Shein and Temu weren’t the biggest Chinese retailers to watch in 2025 after all. The real 500 pound gorilla would actually TikTok Shop.

It seems that while I was presenting late in 2024, TikTok Shop was busy hitting $33.2B in GMV. And now, here in 2025, TikTok Shop is expected to hit $60B in GMV this year, beating both Shein and Temu.

Now I know that it’s not totally apples to apples to compare TikTok Shop, a marketplace, to the current group of companies, which are predominantly retailers, but given Shein and Temu are quickly and successfully transitioning many countries to a local marketplace model, I wanted to see how the data stacked up.

And it is beautiful.

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