AliExpress & Temu: ignoring these marketplaces is missing the next Amazon

In 2010, European brands hesitated to sell on Amazon. "Not for us", "brand risk", "margins too thin". Fifteen years later, Amazon is 40 % of European e-commerce — and late-comers pay full price. In 2026 the same story is repeating with AliExpress and Temu, and the window is closing fast.