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The Chinese e-commerce platform Temu, which attracted unprecedented interest from global users to purchase goods at affordable costs, is also in the spotlight in Türkiye, with substantially increasing visitor numbers.
The platform recorded over 300% growth in online reach in Türkiye within a year, reaching 29 million visitors in July 2025, up from approximately 7 million the previous year, according to data from online data analysis firm Gemius Audience.
While the platform continues to expand its presence in the Turkish market, regulatory bodies in Türkiye have introduced new rules aimed at protecting consumer rights and preserving the competitiveness of domestic platforms such as Hepsiburada, Trendyol, and N11.
These regulatory adjustments impose new obligations on both customers and Temu, potentially leading to higher taxes or shipment disruptions for those who fail to comply with the requirements.
Temu is a China-based e-commerce platform and a subsidiary of PDD Holdings, the parent company of the widely used Chinese app Pinduoduo.
The platform debuted in the United States in 2022 and has since expanded its global footprint, including availability in Türkiye. Its slogan, “Shop like a billionaire,” underscores its business model built around offering a wide range of low-cost products.
According to estimates, the platform’s revenue reached $70 billion in 2024, with approximately 292 million monthly active users worldwide.
While it initially operated in Türkiye solely through its website and mobile application, the company has been gradually expanding its local presence.
To address the rapid increase in international online shopping—particularly through platforms like Temu—Türkiye’s government has introduced stricter customs regulations.
As of August 2024, the customs-free threshold was reduced from €150 (₺7,097) to €30 (₺1,419), meaning that any order exceeding €30 in total value is now subject to customs duties. For example, if a customer in Türkiye orders a product priced at €35, customs duty will apply because the value exceeds the €30 exemption limit.
A subsequent regulation clarified that shipping fees are included in the €30 threshold. Therefore, even if the product itself is under €30, the combined cost including shipping, must not exceed the limit to qualify for exemption.
For instance, if a product costs €28 and the shipping fee is €5, the total becomes €33, which exceeds the threshold—triggering customs charges.
However, despite these charges, Temu currently offers free shipping on most items, which can help customers stay below the customs threshold when making small purchases.
For orders above €30, Türkiye applies customs duties based on the country of origin. Products imported from non-EU countries, such as China, are subject to a 60% customs duty, while those from EU countries are taxed at 30%.
For example, if a customer orders a product worth €40 from China, it would incur a €24 customs duty (60% of €40), increasing the overall cost significantly.
Beyond taxes, products purchased from the platform must also comply with mandatory safety certifications, including the CE mark, to ensure consumer protection against potential health and environmental risks.
Any item that fails to meet these standards may be held at the border and denied entry into Türkiye.
Temu has implemented specific restrictions for its users in Türkiye to align with local regulations and streamline cross-border e-commerce.
Each customer is allowed to place a maximum of five international orders per month, regardless of the platform or product type. In addition, each order may include up to five units of the same product.
These limits are monitored through Türkiye’s customs system and are intended to prevent commercial-scale imports through individual accounts.
The €30 customs duty exemption applies per order, not cumulatively. This means each shipment is assessed separately, and any order that exceeds the €30 threshold—including the value of the product plus shipping fees—is subject to customs duties.
For example, if a customer places two separate orders worth €25 each, both may remain exempt. However, if a single order totals €35 (product plus shipping), that order becomes taxable.
Temu displays estimated taxes during the checkout process under the label “tax.” This provides an upfront calculation of potential customs duties based on the order value and delivery location.
However, if the final amount assessed by Türkiye’s customs authority exceeds the estimate, the customer is responsible for paying the difference upon delivery.
Additionally, Temu has introduced a minimum order value of ₺670 ($16.48) for customers in Türkiye. Orders that fall below this amount cannot be processed or placed on the platform.
This threshold likely reflects the company’s effort to balance logistics costs and comply with local regulations affecting low-value cross-border shipments.
Temu enables direct orders from Türkiye, fulfilling deliveries from abroad through local couriers such as DHL e-Commerce, Aras Kargo, Hepsijet and PTT Kargo.
Delivery typically takes between eight and 25 days, with most items arriving within 14 days. Cross-border purchases are subject to detailed customs rules that Turkish consumers must consider before placing an order.
Meanwhile, as a response to the Turkish Trade Ministry's new requirements for foreign companies, Temu has announced that it is in the process of establishing a local representative office in Türkiye, with registration procedures expected to be finalized by the end of July 2025.
The planned hub is part of Temu’s broader effort to improve logistics infrastructure in Türkiye to reduce delivery times to as little as one business day.
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