Chinese online marketplace Temu has recently started using local warehouses in Europe. In the future, the company wants 80 percent of all European orders to be shipped from local warehouses.
Temu launched in Europe in 2023. A year later, it announced that it would open the marketplace to European sellers. In august last year, the platform invited European sellers to register on Temu.
Local warehouses
First, it was announced that European sellers would need to handle logistics themselves. However, in December 2024, Temu has started using local warehouses in Europe. From these logistics centers, products from Chinese and European sellers are sent to customers in Europe. This reduces delivery time to several days, instead of weeks.
Shipping from local warehouses is available in several European markets
Shipping from local warehouses is now available in several European markets, including Germany, France, Spain, the Netherlands and Italy. Austria was also recently added. Temu says it will eventually process as much as 80 percent of European sales through these local warehouses.
Deployment of retail media
In addition, Temu recently started testing retail media, giving advertising space to sellers. Sellers pay for more visibility on the platform. This method of advertising has long been popular in the ecommerce world, but Temu is testing it only in the United States for now. The company is expected to deploy it within Europe as well.
Products in violation of European rules
Just last week, European market authorities announced that a vast majority of products from Chinese platforms, such as Temu, do not comply with European rules. With the announced growth of Temu in Europe, it seems this problem will continue.
