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Why Temu Is a Game-Changer for European Shoppers
Temu Hailed as a 'Revelation' by European Shoppers Amid Rising Costs.
As inflation continues to squeeze household budgets across Europe, millions of shoppers are turning to one online platform that's proving to be a game-changer: Temu.
For Gelena Ismaili, a 37-year-old single mother from Stockholm, discovering Temu transformed how she shops for herself and her children. "Temu was like a little revolution for me," she said. "Suddenly I could treat myself and my kids to nice things without feeling anxious when checking my bank account."
Temu, an online marketplace known for its rock-bottom prices and vast product selection, has quickly become a go-to for cost-conscious consumers across the continent. With year-round discounts and a model that eliminates traditional retail markups, Temu is helping households cope with the rising cost of living.
Saving European Households Thousands
Recent studies highlight the platform’s significant economic impact. An Ipsos survey spanning six countries—including the UK, France, and Germany—revealed that Temu users cut their spending by an average of 24%, with four in five rating the site as excellent value for money.
In the UK alone, research by the Centre for Economics and Business Research (Cebr) estimates that households could save nearly £3,000 annually by shopping on Temu.
“Price remains a key purchasing driver, especially during tough economic times,” noted Dr. Georg Wittmann, managing director of ibi research.
Temu's influence is evident in the Nordics as well. A Kantar survey showed that 50% of users cited affordability as the platform’s top benefit.
Bridging the Gap for Rural and Underserved Areas
Beyond affordability, Temu is helping address product accessibility—especially for people living in rural areas. Nearly 27% of Europe’s population resides outside major urban centers, where retail options can be limited.
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For 48-year-old Oslo paramedic Nina Brekke, finding shoes in her rare size had always been a struggle—until she joined Temu. “I like that I always find what I’m looking for, at good prices,” she said.
In fact, 68% of Norwegian users said Temu offers products that are unavailable in their local stores.
“Temu is part of the shift toward online access, particularly important for people outside major cities,” said Peter Nordgaard, author of Supply Chain ABC 2025. “It brings the world of products closer to everyone.”
Empowering Small Businesses Across Europe
Temu is also transforming the outlook for small and medium-sized enterprises. In 2024, it opened its platform to local sellers in over a dozen European countries, providing them with a cost-effective route to reach millions of customers without the high overhead of traditional retail or third-party marketplaces.
One such success story is Nova Tissue, a Greater Manchester-based manufacturer of toilet paper and kitchen rolls. After joining Temu in December 2024, the company saw daily sales quickly soar past £10,000. Several of its products became bestsellers nationwide.
“We no longer rely on a single buyer,” said owner Khurram. “Temu connects us directly with UK consumers, and that's far more valuable than wholesale.”
The surge in demand prompted Nova Tissue to hire more staff in dispatch and customer service—proving that platforms like Temu can stimulate local economies and job creation.
Temu expects local sellers to account for up to 80% of its European sales and is helping them scale internationally through partnerships with global courier services.
“In today’s climate, platforms like Temu are launchpads for small business growth,” said Gregor Murray, VP at Digital Commerce Global Group. “They’re not just selling goods—they’re fueling economic activity and giving smaller players a shot at scale.”
Commitment to Trust and Safety
As of 2024, Temu has been classified as a Very Large Online Platform (VLOP) under the EU’s Digital Services Act, requiring it to adhere to the bloc’s highest standards of oversight.
To ensure safety and compliance, the company vets all sellers, uses both AI and human moderators to review listings, and promptly removes non-compliant products. It partners with reputable agencies like TÜV Rheinland and Eurofins for product testing.
Temu also enforces intellectual property rights through automated detection tools and a multilingual team, while maintaining a dedicated reporting portal for brands. Its app is certified under the MASA cybersecurity framework by DEKRA, a leading German certification agency.
Recognition and Growing Popularity
Temu’s rise hasn’t gone unnoticed. The platform won eCommerce of the Year at Spain’s eAwards 2025 and was named one of the top 10 platforms at the Ecommerce Italia Awards.
In the U.S., Temu earned a spot on USA TODAY's America’s Best Customer Service 2025 list.
Across Europe, satisfaction rates are high. Ipsos found that 77% of users believe Temu offers excellent value, more than half would recommend it, and 80% expect to maintain or increase their spending on the platform in 2025.
It’s also encouraging entrepreneurship. In the UK, 14% of local buyers said Temu helped them start or grow a business. Many of these ventures have created jobs and boosted local economic activity.
“I don’t think the public fully grasps the scale of what Temu could become,” said Nova Tissue’s Khurram. “If this is where we are now, imagine three or four years down the line.”
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