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Temu and Shein at the Bottom – Worst Reputation in the Nordics

E-commerce platforms Temu and Shein are the companies that have the lowest confidence among consumers in the Nordic region, shows a new study.

» Published: February 18 2025

Temu and Shein at the Bottom – Worst Reputation in the Nordics
Photo: Jessica Gow/TT

The import of cheap e-commerce products to the EU area has increased strongly in recent years, driven primarily by the Chinese platforms Temu and Shein. In Sweden, every tenth consumer in the age group 18-89 shops there at least once a month, according to a survey from Svensk Handel.

At the same time, both popular platforms are at the bottom of the trust list of companies operating in the Nordic countries. This is shown by a new study from Reputation and Trust Analytics, which has been conducted in Sweden, Norway, Finland, and Denmark.

"There are no guarantees for ethics, responsibility, safety, and quality of products available from ultra-cheap online stores", says development director Riku Ruokolahti in a press release.

Both Chinese-owned companies received very poor ratings in terms of reputation. At the top of the reputation ranking are traditional companies such as Ikea in Sweden, Lego in Denmark, and Kone in Finland.

Sweden

At the top: Ikea, Scania, Systembolaget

At the bottom: Zara, Temu, Shein

Norway

At the top: Vipps, Vinmonopolet, Ikea

At the bottom: Ryanair, Temu, Shein

Finland

At the top: Kone, Fazer, Ponsse

At the bottom: Caruna, Temu, Shein

Denmark

At the top: Novo Nordisk, Lego, Grundfos

At the bottom: Temu, Shein, Nordic Waste

Source: Reputation and Trust Analytics

The organizations were evaluated using a research model where the organization's reputation score is formed as an average of eight different areas - corporate governance, financial performance, leadership, innovation, dialogue, products and services, workplace, and responsibility.

In the study, 4,612 Swedes, 3,657 Norwegians, 10,575 Finns, and 3,788 Danes participated. The target group was citizens aged 15-65 years. The samples were weighted to represent the population by gender, age, and region.

Source: Reputation and Trust Analytics

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By TTThis article has been altered and translated by Sweden Herald

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