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Chinese online retailer Temu has suspended all international product sales in Türkiye, marking a dramatic shift in strategy for the platform that aggressively courted Turkish consumers with low-cost imports and heavy advertising campaigns.
Users who log into the platform's app or website can no longer access the thousands of foreign-sourced budget items that previously defined Temu's appeal. Instead, the marketplace now displays only listings from local Turkish sellers offering domestic shipping, effectively transforming the global e-commerce giant into a Turkey-only marketplace.
The abrupt change eliminates access to cross-border purchases subject to customs processing, removing what had been the platform's primary attraction for cost-conscious shoppers. Customers attempting to browse or add items to their carts now encounter exclusively domestic inventory, with all international options disabled from the system.
The policy change comes days after Türkiye's Competition Authority conducted an on-site inspection at Temu's Istanbul office on Jan. 21. While the agency emphasized that the visit did not signal a formal investigation, the timing suggests the company may be restructuring its Turkish operations to address regulatory compliance concerns.
Temu acknowledged the inspection in a statement to Reuters, saying it would cooperate fully with Turkish authorities. The company disputed reports that officials seized laptops and computers during the visit, though it confirmed equipment was examined. The Competition Authority similarly denied any seizures took place.
Temu has not issued a public statement explaining whether the local-sellers-only model represents a permanent business pivot or a temporary measure. The company has not indicated when or if cross-border sales might resume on the platform.
The shift directly affects shopping habits for Turkish consumers who had grown accustomed to purchasing inexpensive imported goods through the platform. Temu, owned by China's PDD Holdings, built its business model around offering bargain-priced products shipped directly from China, taking advantage of duty-free exemptions for low-value packages that allowed it to undercut domestic retailers.
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The suspension follows months of intensifying scrutiny of Chinese e-commerce platforms operating in Türkiye. In early January, the Trade Ministry announced it would eliminate the simplified customs clearance process for items valued up to 30 euros, effective Feb. 1, citing safety concerns after tests revealed toxic and carcinogenic substances in imported products.
That decision came after an October measure that had already excluded certain high-risk items like toys, shoes and leather goods from streamlined customs procedures. Turkish industrial groups had pushed for tighter import rules, arguing that artificially low prices from Chinese platforms harmed domestic manufacturers.
Temu established a local office in Türkiye in June 2025 after the Trade Ministry required all foreign digital marketplace operators to register a domestic legal entity. The platform had begun allowing Turkish merchants to list products, expanding beyond its core cross-border model.
The platform reached 416 million monthly active users globally and generated an estimated $70.8 billion in annual sales as of 2024, according to industry estimates. Its rapid expansion has drawn regulatory attention across multiple markets, including a December enforcement action at the company's European headquarters in Dublin over concerns about potential unfair state support from China.
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