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
