Temu’s latest transparency report, published under the Digital Services Act (DSA), shows the platform reached an average of 115.7 million monthly users in the European Union during the first half of 2025.

That represents an increase of 12.9 million users compared to H2 2024, or a growth rate of 12.5 percent.

Strong performance in major markets

Growth was above average in Temu’s five largest European markets:

Romania stands out in relative growth

In relative terms, Romania recorded the fastest growth, up 20.5 percent to 4.7 million users. Several smaller EU markets, however, saw growth below the European average.

Operational Shifts Driving Expansion

Temu’s success in Europe is closely linked to recent changes in its strategy, particularly in logistics and local seller integration.

Local-to-local logistics

Temu has been investing in a local-to-local logistics model, with a stated goal that 80 percent of European orders will eventually be shipped from within the EU. This reduces delivery times, improves returns handling, and minimizes customs-related delays.

Opening the marketplace to European sellers

Just over a year ago, Temu began allowing European sellers onto its platform. This not only diversifies product availability but also strengthens compliance with EU consumer protection standards.

The DSA and Temu’s VLOP Obligations

As a Very Large Online Platform (VLOP) under the Digital Services Act, Temu is legally required to publish biannual transparency reports. These must include:

• The average number of monthly active users across the EU
  
• A breakdown by Member State to assess national reach
  

The goal is to provide regulators with reliable data to supervise systemic risks, marketplace practices, and compliance levels.

Regulatory Challenges and Risks

Despite its strong growth, Temu is under increasing scrutiny from EU regulators and Member States, especially over product safety and consumer protection.

Unsafe and illegal products on the platform

Investigations have shown that Temu’s risk assessment procedures were incomplete, with unsafe or non-compliant goods, including toys and small electronics, still being sold in Europe.

France’s push for delisting sanctions

The French government has proposed that platforms repeatedly breaching EU rules, including Temu, should face delisting from search engine results such as Google. If implemented, this could significantly reduce Temu’s online visibility.

Risk of fines under the DSA

Non-compliance with DSA rules carries penalties of up to 6 percent of global turnover. As a VLOP, Temu faces strict obligations on risk assessments, illegal product removal, transparency, and systemic risk mitigation.

Opportunities vs. Risks for Temu in Europe

What Comes Next for Temu in the EU

Temu’s future in Europe will depend on how it balances rapid growth with regulatory compliance. Key areas to watch include:

• The European Commission’s decision on Temu’s product safety obligations
  
• Whether delisting sanctions gain traction in Brussels
  
• The pace of Temu’s shift to local-to-local logistics
  
• Consumer perception of safety, trust, and delivery reliability
  

Temu’s growth in the EU is undeniable, surpassing 115 million monthly users in H1 2025. Its logistics shift and marketplace expansion have strengthened its position in major markets like Germany, France, Spain, Italy, and Poland.

Yet, this rapid expansion is shadowed by mounting pressure under the Digital Services Act, with risks ranging from fines to potential delisting from search engines. To sustain momentum, Temu must not only expand but also demonstrate apparent compliance with EU regulations and rebuild consumer trust in product safety.

The post Temu’s EU Growth in 2025: Record Users, Local Logistics, and Rising DSA Scrutiny appeared first on Cross-Border Magazine.