Despite escalating trade tensions between the United States and China, Chinese e-commerce apps like Taobao and DHgate have experienced a remarkable surge in global popularity. This trend underscores the complex interplay between consumer behaviour, social media influence, and international trade policies.
In April 2025, Chinese e-commerce platform Taobao, operated by Alibaba, catapulted from 47th to 5th place among free apps on the US Apple App Store. Similarly, DHgate, a platform connecting consumers directly with Chinese manufacturers, soared to the 2nd spot, trailing only ChatGPT. These apps, previously lesser-known in Western markets, have gained traction as consumers seek cost-effective alternatives amid rising prices.
A significant driver of this shift is the proliferation of viral TikTok videos revealing that many luxury goods, often perceived as European-made, are actually manufactured in China. These videos have prompted consumers to bypass traditional retail channels, opting instead to purchase directly from Chinese suppliers via apps like Taobao and DHgate.
The surge in app downloads coincides with the US government’s decision to impose a 145% tariff on Chinese imports and eliminate the “de minimis” exemption, which previously allowed duty-free imports under USD 800. These measures have led to significant price hikes on platforms like Shein and Temu, prompting consumers to explore alternative shopping avenues.
While purchasing directly from Chinese apps may not exempt consumers from tariffs, the perception of accessing products at factory prices remains appealing. However, experts caution that this approach carries risks, including potential quality issues and a lack of consumer protections.
Interestingly, while exports from Chinese e-commerce platforms to the US have declined by 65% in the first quarter of 2025, shipments to Europe have increased by 28%, indicating a strategic pivot towards markets with fewer trade barriers.
This phenomenon illustrates how digital platforms and social media can influence consumer behaviour, even amidst geopolitical tensions. As trade policies evolve, the adaptability of both consumers and e-commerce platforms will continue to shape the global retail landscape.
