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Chinese sellers now represent 28% of all active third-party sellers on Walmart, according to Marketplace Pulse. "They are trying to replicate as many of the routes to growth as Amazon has modeled," Ben Donovan, insights lead for Marketplace Pulse, told Modern Retail. "That was a big part of [Amazon's] strategy to open up the selection, to really court Chinese sellers and invite them to be a main part of the platform.”

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Some 41% of new sellers on Walmart Marketplace were from China in 2024, up from 16% in 2023, according to e-commerce research company Marketplace Pulse.

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The concerns being aired by Detlefsen and his group of fellow Amazon business owners are not new, but have mounted in recent years as the market share of China-based sellers on Amazon’s U.S. shopping site has crossed 50%, according to estimates by the e-commerce data firm Marketplace Pulse.

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The number of Chinese businesses selling through Amazon Marketplace has steadily risen, many based in the electronics hub Shenzhen. In the UK they made up 39% of the top 10,000 sellers in December, up from 20% eight years ago, according to Marketplace Pulse, an e-commerce research firm.

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China-based merchants have made up a sizable contingent of Amazon’s marketplace for many years, though the company acknowledged for the first time in 2023 that they account for a “significant portion.” By some estimates, they outnumber American sellers on the platform, according to data from Marketplace Pulse.

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Last year, Chinese third-party sellers became an outright majority of all sellers on Amazon, and they dominate the top sellers list, according to Marketplace Pulse data. Walmart’s third-party marketplace is now made up of 30% Chinese seller accounts, up from 20% a year ago.

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The company, founded in 2018, spearheaded a wave of “Amazon aggregators” that grew at a blistering pace to attract over $16bn in capital mostly in 2021, according to Marketplace Pulse.

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China’s Xiaomi, the world’s third-largest smartphone maker, and electric vehicle powerhouse BYD have focused on the rest of the world outside the United States. The United States is probably the largest market for Temu but “just barely,” said Juozas Kaziukenas, founder of the e-commerce research firm Marketplace Pulse.

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As such, RedNote is probably just a cultural blip, at least where brands are concerned, according to Juozas Kaziukėnas, founder of Marketplace Pulse.

“RedNote is a blink of a moment, like a small, knee-jerk reaction thing,” he said. “It’s not going to be the place for TikTok users to go and somehow continue doing their thing.”

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“We’ve seen tractors for sale. We’ve seen furniture for sale. We’ve seen e-bikes for sale,” said Juozas Kaziukėnas, founder of Marketplace Pulse.

“Early on, Temu focused on being able to shock consumers with these super cheap items over time. It’s trying to do less of that,” he said. “If anything, Temu is trying to not only sell more expensive items but also sell more items at the same time to increase the average order value and thus achieve better unit economics.”

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The loss of TikTok Shop as a marketplace in the U.S. will also have a detrimental impact on the growth of live shopping in the country. Although social media channels like YouTube Shorts and Instagram Reels “have replicated the core TikTok experience” and therefore will see users and creators migrate to those platforms, they are not social commerce platforms, according to Juozas Kaziukėnas, founder and CEO of Marketplace Pulse. As such, a TikTok ban will significantly erode the growth of live shopping in the U.S.

As Kaziukėnas put it, “While brands that sell through TikTok Shop will shift their ad budgets and focus to other channels, those will not be social commerce.”

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Temu, which is owned by PDD, one of the biggest ecommerce giants in China, is moving and pivoting at a speed that its Western counterparts can’t really grasp, says Juozas Kaziukėnas, founder of the ecommerce intelligence firm Marketplace Pulse. “When you look at a company like Temu, it's going a thousand miles an hour,” he says.

Kaziukėnas believes the most important thing Temu did this year was quickly switch its focus away from shipping small packages through air cargo and start building local inventory supply chains in the US and other countries. “This year, it started with 100 percent of goods coming from China; now in the US, 50 percent of them are coming from local warehouses. For Western marketplaces, these types of changes would have taken years,” Kaziukėnas says.

Whether Temu can overcome these hurdles will depend on how fast the company can adjust its supply chain and pivot away from the most troublesome aspects of how it operates—before regulators take action. “What Temu was, is, and what Temu will be in the future are perhaps different things,” Kaziukėnas says.

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Juozas Kaziukenas, founder of Marketplace Pulse, said that indicates a certain agility some critics didn’t think the company had.

“The biggest change [to low-cost e-commerce] this year was the aggressive move to storing inventory locally, or to selling inventory that is already stored locally, as opposed to shipping goods from China. That, I think, is most applicable to Temu,” Kaziukenas said. “Knowing that de minimis changes are coming…this is only going to get accelerated next year.”

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None of this has stopped sales numbers from breaking records.

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The way Juozas Kaziukėnas, founder and CEO of Marketplace Pulse, sees it, “You’re either competing with China [or] you’re sourcing from China [or] you’re dealing with upcoming tariffs on Chinese goods, or you’re competing with Chinese platforms.”

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Most of these merchants are based in China, according to estimates by ecommerce intelligence firm Marketplace Pulse.

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Durch die Investitionen erhöhen sich jedoch auch die Kosten; die extremen Billigpreise sind noch weniger zu halten als zuvor. „Der verrückte Preisvorteil, den sie in der Vergangenheit hatten, ist verschwunden“, urteilt Juozas Kaziukėnas, Chef des Analysehauses Marketplace Pulse.

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Juozas Kaziukėnas of research firm Marketplace Pulse noted that big Chinese merchants try to hedge against the possibility of a ban by operating hundreds of seller accounts, often under a variety of names and addresses.

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Juozas Kaziukėnas, founder and CEO of Marketplace Pulse, told Retail Brew that it’s early days for Haul. Amazon has not marketed the service so far—a sign that it’s still in its test and learn phase.

“We’ve not seen ads on Facebook or Google, and we’ve also not seen ads inside of Amazon itself,” Kaziukėnas said.

“It’s a soft launch for Amazon, and I think that people that have discovered it have found it accidentally in the Haul tab, at the top of their app, or perhaps many of them also kind of saw it in the news,” he added.

But Kaziukėnas was quick to add that people are indeed buying items on Haul because they have begun to show up on Amazon’s bestsellers list for random and niche items like bestsellers in sewing rickrack, or in women’s novelty head wraps, or in machine tools lamps, to cite a few examples.

“We’ve been tracking Amazon bestsellers for a very long time, and Amazon Haul products are now slowly starting to appear amongst the best sellers on Amazon…They’re [showing up] in the niche, small categories, but they are starting to appear there,” Kaziukėnas said.

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Juozas Kaziukenas, founder of e-commerce intelligence firm Marketplace Pulse, wrote in a November blog post that his firm tested Rufus by requesting gaming TV recommendations. The chatbot’s response included products that were not TVs. When asked for the least expensive options, Rufus came back with suggestions that weren’t the cheapest, Kaziukenas said.

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