A recent survey reveals that approximately 70 percent of young adults in Finland have never shopped at online retailers outside the European Union. This finding sheds light on the purchasing habits of younger consumers, who appear more hesitant to engage with foreign platforms.
The survey, conducted by the Consumers Union of Finland, highlights an interesting trend: single parents and the elderly are leading the charge in utilizing foreign shopping sites like the China-based Temu and Shein. In contrast, younger consumers remain notably less enthusiastic about venturing beyond EU borders for their online shopping.
Out of roughly 1,000 respondents, 31 percent reported purchasing items from Temu, while a smaller nine percent indicated they had shopped on AliExpress, and four percent turned to the fast-fashion retailer Shein. Notably, single-parent households demonstrated a stronger preference for shopping on Temu, with 46 percent of such families having made purchases from the site. This figure drops to 33 percent in two-parent households, according to the survey’s findings.
Interestingly, 36 percent of respondents over the age of 65 admitted to having ordered products from Temu, marking a significant engagement from this demographic. Previous data from last year even suggested that Temu had become the favored online shopping destination for those over 50 in Finland.
The survey also touched on younger adults, revealing that while 24 percent of those aged 18 to 35 had shopped at Temu, a striking 70 percent within this group had never purchased from online shops located outside the EU. Moreover, both men and women appeared equally likely to shop on Temu, indicating that the platform appeals across gender lines.
An overwhelming 85 percent of respondents expressed the belief that non-EU shopping platforms should be held to the same standards as their European counterparts. The Consumers Union raised a cautionary note, reminding consumers that shopping from outside the EU often carries inherent risks.
The survey, commissioned by the Consumers Union, was executed by data analytics firm Aula Research in September, providing a vital look into the evolving landscape of online shopping in Finland.