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Temu, the fast-rising discount eCommerce marketplace owned by PDD Holdings, continues its rapid expansion in Europe. According to the company’s latest Digital Services Act (DSA) transparency report, Temu attracted an average of 115.7 million European users per month in the first half of 2025. This represents a 12.5% increase, or 12.9 million more users, compared with the second half of 2024.

The figures position Temu as one of the fastest-growing platforms in the European Union, with growth concentrated in its largest markets. 

Strong Momentum in Key EU Markets 

The data highlights that Temu’s top five European markets — Germany, France, Poland, Italy, and Spain — all recorded double-digit growth in the first six months of 2025. 

  • Germany remains Temu’s largest EU market, averaging 19.3 million monthly users, a 13.5% increase.
  • France posted the sharpest growth among the top five, with 16 million monthly users, up 19.4% (+2.6 million new users).
  • Poland saw 13.2 million monthly users, up 12.8%.
  • Italy reached 12.9 million users, a 13.2% increase.
  • Spain climbed to 12.6 million users, growing 15.6%. 

Outside the top five, Romania delivered the fastest growth in percentage terms. The market grew by 20.5%, taking the monthly user base to 4.7 million. By contrast, Temu’s smaller EU markets grew more slowly, falling short of the 12.5% regional average. 

DSA Compliance and Rising Scrutiny 

Under the EU’s Digital Services Act, Temu is classified as a Very Large Online Platform (VLOP), requiring it to publish biannual transparency reports. These reports disclose user numbers at both EU and member-state levels.
However, Temu’s rapid ascent has not gone unnoticed by European regulators.

  • France has recently called for harsher penalties, even suggesting that Temu could be delisted from Google and other search engines if it continues to violate EU regulations, particularly around product safety and compliance.
  • Advocacy groups and consumer watchdogs across Europe are also pressuring regulators to hold Temu accountable for its seller vetting, product sourcing, and marketplace standards. 

This scrutiny underscores the tension between Temu’s popularity with consumers and its friction with European policymakers. 

Push Toward European Marketplace and Local Fulfilment 

To strengthen its presence in the EU and address regulatory pressures, Temu has been investing in localized operations: 

  • Opening its platform to European merchants for over a year, giving local sellers access to its vast customer base.
  • Expanding European warehousing and fulfilment capacity, with the stated aim of ensuring 80% of all European orders are shipped from within the EU. 

This strategy aligns with broader EU expectations for marketplace accountability and localized commerce, while also helping Temu improve delivery speeds and reduce logistical costs. 

Temu’s growth trajectory in Europe highlights the platform’s ability to capture price-sensitive consumers amid ongoing inflationary pressures. But its future expansion will depend heavily on navigating EU regulations and building trust with local consumers and governments.

With France, Spain, and Romania showing above-average adoption, Temu is not only consolidating its foothold in Western Europe but also opening growth opportunities in emerging Eastern European markets.

The next six months will be critical as Temu balances its aggressive expansion strategy with the regulatory demands of the EU’s Digital Services Act and mounting pressure from national governments.

Source: https://ecommercenews.eu/12-5-more-european-users-for-temu/  

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