Retail Technology Show 2026 research shows growing shopper backlash against Temu and Shein

As competition from ultra-cheap e-commerce players like Temu and Shein continues to intensify, consumers want the playing field to be levelled up, showing their support for home grown retailers, according to research from Retail Technology Show (RTS).

Its survey of over 1,000 UK shoppers revealed that 54% believe the government should bring in changes to the de minimis threshold to stop cheap e-commerce products flooding the UK market.  

This rises to 68% of Gen Z - the very audience that index highest for Temu and Shein purchases. Eight in ten Gen Z consumers in the UK shop on Chinese marketplaces, while 41% make at least one purchase on Shein a month - more than twice that of older generations (16%).

“There’s no denying that the lure of ultra-low-priced goods will appeal to squeezed consumers as downward pressure on household budgets continues to suppress spending. But while consumers want access to competitively priced goods, they also want to support home grown retail brands,” says Matt Bradley, Founder & Event Director at RTS. “Consumers are increasingly calling for the playing field to be levelled up to ensure the ongoing health of the retail sector and the high street in the long-term.”

Last year, tariff changes and the abolishment of the de minimis rule in the US, which previously exempted low value parcels from fees when entering the North American market, saw growth among Temu and Shein significantly slow. Between March and May 2025, Temu’s daily active users in the US dropped by -52%, while Shein’s fell by -25%. 

It was widely expected that the UK would follow the lead of the US in scrapping the de minimis rule in last year’s autumn budget, amid a broader international shift towards tightening low value import regulations.  

However, the rule - which exempts parcels worth under £135 from import duties - will now remain in place until March 2029, despite pressure from British retailers, including Primark, Currys and Next, and lobbying from the British Retail Consortium (BRC) for its abolition.

Helen Dickinson, Chief Executive at the BRC, will speak on-stage at RTS 2026 in a session which will explore whether the UK government is helping or hindering retail innovation, growth and investment.  Speaking on the Supernova Stage on 22nd April at 9.40am, she will join Customer Whisperer Kate Hardcastle for a fireside chat exploring policy, trends and the health of the retail sector.  

Meanwhile, Retail Economics’ Richard Lim takes to the stage on day two (23rd April, 1.15pm) to explore how retailers can tackle ongoing economic headwinds and disruption while meeting new and evolving customer demands face on.

2026 RTIH Innovation Awards

E-commerce will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.