Slovenčina 
Čeština 
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Österreich 
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български 
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Nederlands 
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Română 
Srpski 
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Svenska 
Germany takes the lead
Germany has become Temu’s biggest European market with 19.3 million monthly users, up 13.5% from six months earlier, according to EcommerceNews EU data. France comes second with 16 million users and posted 19.4% growth. Poland sits third with 13.2 million users.
Italy and Spain complete the top five with 12.9 million and 12.6 million users respectively. Romania saw the fastest growth at 20.5%, reaching 4.7 million users.
Regulators circle
But Temu’s rapid expansion has caught the attention of European authorities. France wants Google and other search engines to delist the platform if it keeps breaking EU rules on product safety. The proposal came up in Brussels discussions about tighter oversight of Chinese marketplaces.
Consumer groups and governments across Europe have raised concerns about counterfeit goods and safety standards on the platform. These issues could affect Temu’s ability to keep growing in European markets.
Content screening ramps up
Temu says it has invested heavily in policing what appears on its platform. The company uses computer algorithms to scan products and reviews before they go live. Human moderators then check anything the automated systems flag as suspicious.
The platform screens sellers before they can list products, checking business registration documents and identity papers. Temu also maintains a database of brands to help spot counterfeit items.
Success across Europe
Outside the EU, Temu became the most downloaded app in the UK last year. The platform also broke into France’s top 15 fashion sellers within two years of starting operations there.
This growth comes from Temu’s strategy of offering low prices on products shipped directly from Chinese manufacturers. But this approach has drawn criticism from traditional retailers who say it creates unfair competition.
What’s next
European regulators continue examining whether Temu properly protects consumers and follows local rules. The platform will need to address these concerns while maintaining its growth trajectory.
The transparency report shows Temu’s scale in Europe but also highlights the regulatory challenges it faces. How well the company handles these issues will likely determine its future in European markets.
Sources: Temu Transparency Report, EcommerceNews EU
