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Türkiye’s new playbook for E-Commerce: What Temu and shoppers need to know?

A smartphone displays the orange Temu logo in front of a blurred background showing the Temu app interface. (Adobe Stock Photo)

Türkiye is emerging as an influential global case study in e-commerce regulation, decisively rolling back the unchecked expansion of Chinese platforms like Temu.

Over the past year, rapid consumer adoption—peaking at 9.3 million monthly users and 1.4 million daily visitors—prompted government backlash over health, safety and data risks.

Customs clampdown: From €150 to €30

Drawing regulatory teeth from Law No. 4458, Türkiye now imposes automatic customs duties on parcels valued over €30 ($35.15) (including shipping), with 30% for EU-origin goods and 60% for other imports, including most Temu items.

This marks a sharp decrease from the previous €150 ($175.77) exemption threshold and significantly reduces Temu’s low-price advantage in Türkiye.

Temu, a Chinese online marketplace, displayed on both a smartphone and computer screen. (Adobe Stock Photo)

Mandatory transparency on product safety on Temu

Under the "Regulation on Market Surveillance and Inspection of Remote E-commerce Goods" (effective April 1, 2024), Temu and similar platforms must now display valid CE marks and safety certifications on every product page—particularly critical for toys, textiles, household items, and more. Non-compliant products risk seizure or import denial.

Consumer backlash, regulatory scrutiny

The Turkish Trade Ministry has received over 50,000 complaints from consumers, complaints centered on refund challenges, misleading product information, and mandatory T.C. ID requests.

Authorities confirm, however, that despite speculation, no access ban on Temu is imminent; also, the firm has yet to appoint a mandated local legal representative, but the government has not yet escalated to blocking platform access.

Rapid market shift amid regulatory oversight

Temu’s meteoric rise—from niche buyer to mainstream shopping app—triggered these measures. Shipping volumes reportedly soared to 200,000 packages daily by mid‑2024, pushing regulators to intervene over fears of dangerous goods entering Turkish homes without local oversight.

Regional, global significance of Temu

Türkiye’s approach differs significantly from that of many comparable countries.

By enforcing customs changes, safety transparency, and legal representation, Ankara has created a model for proactive governance—addressing not just consumer protection, but data security, tax fairness and competitive equity.

Temu’s growing presence faces increasing scrutiny as regulators across the European Union tighten rules to ensure consumer safety and fair trade. (Adobe Stock Photo)

Parallel pressure building in EU

While Türkiye moves legally and swiftly, the European Union is also stepping up scrutiny of Temu and Shein:

In October 2024, the EU formally launched an investigation under the Digital Services Act (DSA) into whether Temu allows illegal or counterfeit goods to reappear on its platform and lacks adequate seller traceability (€10 million fines possible) ($11,718,000).
Secret-shopper tests found unsafe products like baby items that could cause choking, sunglasses without UV protection, and cosmetics with harmful chemicals. Justice Commissioner McGrath told the Guardian he was “shocked” by what the tests revealed.
Proposals under consideration include ending the €150 ($175.77) parcel duty exemption, adding handling fees per shipment, and assigning legal liability directly to platforms for non-compliant goods.

July 23, 2025 05:46 PM GMT+03:00