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.
Growth was above average in Temu’s five largest European markets:
| Country | Monthly Users (H1 2025) | Growth vs H2 2024 |
| Germany | 19.3 million | +13.5% |
| France | 16.0 million | +19.4% |
| Poland | 13.2 million | +12.8% |
| Italy | 12.9 million | +13.2% |
| Spain | 12.6 million | +15.6% |
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.
Temu’s success in Europe is closely linked to recent changes in its strategy, particularly in logistics and local seller integration.
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.
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.
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 goal is to provide regulators with reliable data to supervise systemic risks, marketplace practices, and compliance levels.
Despite its strong growth, Temu is under increasing scrutiny from EU regulators and Member States, especially over product safety and consumer protection.
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.
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.
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 | Risks |
| Faster deliveries through EU warehousing | Risk of fines for DSA non-compliance |
| Strong user growth in major markets | Possible delisting from Google and search engines |
| Local sellers are improving catalog quality | Reputation damage from unsafe or counterfeit products |
| Transparency reporting as a trust factor | Competitive pressure from compliant EU marketplaces |
Temu’s future in Europe will depend on how it balances rapid growth with regulatory compliance. Key areas to watch include:
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.
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