Temu is the leading platform in four European ecommerce markets, based on ECDB data for 2025. Temu is owned by PDD Holdings and entered the region in 2023, quickly becoming one of the top ten platforms in most countries.
Beyond the four markets where it sits at the summit, Temu has broken into the top 10 online retailers in almost every European country, showing a breadth of appeal that rivals longer-established players. In eight additional nations, Austria, Bulgaria, Czechia, France, Greece, Norway, Portugal and Slovakia, it secured the runner-up position, showing its capacity to challenge incumbents even where strong domestic competitors exist.
Its foothold in the large French market is particularly notable because Amazon still leads there, yet Temu’s price-driven value proposition and expansive product variety enable it to capture a sizable share. ECDB attributes this competitive edge to the platform’s ability to undercut established retailers on price while offering a broader catalogue, a formula that has resonated with shoppers who are increasingly comfortable purchasing from foreign sites.
Like other China-origin platforms such as AliExpress and Shein, Temu is now handling a wave of EU regulatory measures aimed at curbing the influx of parcels from China. On 1 July this year the European Union introduced a temporary import duty of 3 euros per product category for parcels valued up to 150 euros, a levy that will transition to regular customs tariffs starting in July 2028. In parallel, a handling fee is slated to take effect by 1 November at the latest, part of the customs reform approved by the European Parliament; the exact amount is still being determined.
To mitigate the impact of these new costs, Temu has accelerated its logistics shift away from cross-border shipping. The company has already opened several warehouses across the continent and is onboarding local sales partners and parcel-carrier integrators in multiple EU member states. In the longer term, Temu aims for 80 percent of all European orders to be dispatched from these local warehouses.
