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Learning from China: How data-driven strategies are transforming e-commerce
5 Nov 2025
Chinese e-commerce platforms such as SHEIN and Temu are setting new standards in efficiency and customer proximity. Digital strategist Björn Ognibeni explains why their success is not just based on low prices, but on systemic thinking, data-driven innovation and genuine value creation – and what European retailers can learn from it.
Reading time: 3 minutes
“In China, things are rethought from the ground up, while here in Europe we tend to make only small optimisations.”
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Key insights
Think systemically instead of optimising in silos
Chinese platforms like SHEIN demonstrate how retail works as an interconnected system – from the click to delivery. In Europe, by contrast, adjustments are often made only in isolated areas. Future-oriented retail requires thinking in systems, not in departments.
Innovation must be business-relevant
Trend topics such as big data or AI only drive progress when they create real value. The key is to understand innovation not as a stage for visibility, but as a practical tool for growth.
A focus on opportunities as a principle for success
Many retailers initially respond to new developments with scepticism. But those who test courageously learn faster. Social commerce, data models and new platforms offer opportunities to build lasting relationships and secure revenue.
Three practical tips for retailers
Try new things actively Many retailers approach new developments cautiously. It is better to start small, experiment, learn and adapt. This keeps businesses agile – and turns innovation from theory into practice.
Deepen customer relationships through data Focus on relevance, not reach. Those who analyse customer data effectively understand needs better and can build personalised, trust-based communication – independently of major platforms.
Learn from China – and apply it locally China’s e-commerce success is built on speed and a culture of learning. Retailers should observe which principles – such as short feedback loops or flexible production – can be adapted to their own markets and customers.
Data-driven innovation means making decisions based on concrete usage, sales and process data. Retailers can identify trends faster, optimise their assortments and manage their entire value chain more effectively.
Platforms such as SHEIN and Temu connect demand, production and logistics in real time. This continuous data synchronisation enables quick reactions to trends, minimal inventory and tailored product offers.
It’s not about copying products or campaigns, but about adopting systemic thinking: short feedback loops, flexible structures and data-based decisions. These principles can be successfully applied in European markets.
Björn Ognibeni
Practical Visionary & co-founder ChinaBriefs.io
Björn Ognibeni is a digital strategist and co-founder of the think tank ChinaBriefs.io. For over 20 years, he has helped brands and retail companies to not only understand digital trends but translate them into operational strategies. His focus lies on data-driven transformation, China’s retail ecosystem and its implications for the European retail market.
