Slovenčina 
Čeština 
Shqiptare 
Österreich 
België 
български 
Bosanski 
Українська 
Eesti 
Македонски 
Türkçe 
Deutsch 
Dansk 
Español 
Français 
Suomi 
Ελληνικά 
Hrvatski 
Magyar 
Schweiz 
Italiano 
Lietuvių 
Latviešu 
Nederlands 
Norsk 
Polski 
Português 
Română 
Srpski 
Slovenščina 
Svenska 
Why Temu Switched To Local-Only Selling
Temu built its international growth on ultra-low prices, largely driven by Chinese sellers and aggressive advertising. That model helped attract millions of buyers, but cross-border e-commerce comes with rising costs, longer delivery times, and more regulatory pressure.
In Turkey, the shift happened shortly after an inspection by the Turkish Competition Authority at Temu’s local offices.
While no formal investigation has been announced, the outcome is clear: Turkish consumers now see products from domestic sellers only.
The €30 Threshold Is Disappearing
A key factor is upcoming customs regulation. From 1 February 2026, Turkey will abolish simplified customs clearance for shipments valued under €30. This threshold has long enabled low-value imports to flow quickly and cheaply into the country.
For marketplaces reliant on small, low-cost parcels, that change fundamentally alters the economics. Moving to a local-seller model appears to be a way for Temu to stay compliant while keeping its Turkish operations viable.
A New Opportunity For Turkish Sellers
What looks like bad news for overseas sellers may be a clear opportunity for local e-commerce businesses. Turkish merchants can import goods in bulk, hold stock domestically and sell through Temu without facing individual parcel customs barriers.
That means faster delivery, fewer regulatory risks and more predictable costs. Prices may rise compared to ultra-cheap imports, but local sellers gain a stronger position on the platform.
A Signal For The UK And Europe?
Turkey’s move is being closely watched, particularly as similar discussions around de minimis thresholds are ongoing in the EU and the UK.
For European e-commerce players, the message is straightforward: speed and adaptability matter. Those able to localise supply quickly could benefit most. At the same time, some Chinese sellers are likely to respond by setting up domestic operations, turning regulation into an opportunity to capture market share.
