"In recent years, several websites selling ultra-low-cost goods have appeared on the French market. Shein, Temu and Aliexpress, to name but a few, are shaking up the online retail landscape. According to a study conducted by BPCE Digital & Payments, the number of payment cards recording at least one monthly transaction on a discount site increased by 20% between the first quarters of 2022 and 2023."
"In mid-July 2025, low-cost platforms accounted for 22% of parcels handled by the French postal service, compared with 5% five years ago. This increase is set to continue, with the sector expected to grow by a total of 6.5% in 2025."
"By analysing user behaviour data, the AI tools used by the platforms can identify the customers most likely to make a purchase and tailor the advertising messages they receive. Predictive algorithms also analyse user behaviour to offer personalised recommendations. This approach aims to create a need before it even arises, by playing on feelings of scarcity and urgency. This is the famous Fomo, or fear of missing out."
Shein, Temu and Aliexpress have entered the French market offering ultra-low-cost goods and have driven significant growth in discount-site transactions. The number of payment cards with at least one monthly transaction on discount sites rose by 20% between Q1 2022 and Q1 2023. Temu attracts millions of French visitors monthly, and low-cost platforms handled 22% of French postal parcels by mid-July 2025, up from 5% five years earlier. Sector growth of 6.5% is expected in 2025. Rampant inflation partly explains rising demand. AI-based behavioural profiling and predictive algorithms personalise advertising, create urgency, and cultivate consumer loyalty through FOMO.
Read at The Conversation
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