Turkey's Updated E-Commerce Strategy: A Guide for Temu and Customers
In recent developments, both Turkey and the European Union (EU) have taken significant steps to regulate Chinese e-commerce platforms, with each approach targeting different aspects of online trade.
Turkey's Regulatory Crackdown on Chinese Platforms
As of mid-2025, Turkey has implemented stringent e-commerce regulations, targeting Chinese platforms like Temu, to curb their rapid expansion and address consumer protection concerns. Key measures include the imposition of customs duties on parcels valued over €30 ($35.15), a sharp reduction from the previous €150 ($175.77) exemption threshold, with 60% duties applied on most imports from outside the EU, including Temu products. This move greatly diminishes Temu’s low-price competitive edge in Turkey.
Additionally, Turkey has enforced the "Regulation on Market Surveillance and Inspection of Remote E-commerce Goods" effective April 2024, requiring platforms such as Temu to display valid CE marks and safety certifications on product pages, especially for toys, textiles, and household items. Non-compliance risks seizure or denial of import.
Turkey's actions address not just consumer protection, but also data security, tax fairness, and competitive equity. Ankara has received over 50,000 complaints from consumers regarding refund challenges, misleading product information, and mandatory T.C. ID requests on Temu and similar platforms.
EU's Approach to E-commerce Regulation
In contrast, the EU’s approach focuses more broadly on accessibility and digital product standards rather than targeted trade tariffs or direct import duties on platforms like Temu. The EU’s European Accessibility Act (EAA), effective June 28, 2025, requires e-commerce sites to meet specific accessibility standards, ensuring inclusivity for users with disabilities.
While the EU has imposed tariffs on some Chinese imports impacting platform usage, the regulatory emphasis for e-commerce is more on consumer safety, data protection, and accessibility rather than steep customs duties. The EU is currently investigating Temu under the Digital Services Act (DSA), focusing on whether the platform allows illegal or counterfeit goods and lacks adequate seller traceability (€10 million fines possible).
Comparing the Regulatory Stances
Turkey’s new regulations go beyond the EU’s focus by deploying higher customs duties (60% for non-EU imports), explicit product certification demands, and stringent platform accountability (such as appointing a local representative and consumer complaint mechanisms), reflecting a more protectionist and hands-on regulatory stance toward Chinese platforms.
On the other hand, the EU's scrutiny of Temu and Shein is parallel to the actions taken by Turkey, but the EU's approach emphasizes digital accessibility and broader product standards, enforcing regulations that encourage inclusion and safety without imposing the heavily increased customs thresholds Turkey has enacted.
Despite rumors of a potential access ban on Chinese online shopping platform Temu, Turkey has refuted these rumors, and as of July 2025, no immediate access ban on Temu in Turkey has been confirmed by authorities. Temu has launched an operation hub in Istanbul to offer next-day deliveries in Turkey, with the daily shipping volume reportedly reaching 200,000 packages by mid-2024.
In conclusion, both Turkey and the EU are taking active steps to regulate Chinese e-commerce platforms, but each is approaching the issue from different angles, with Turkey focusing on import tariffs and product compliance, and the EU emphasizing digital accessibility and broader product standards.
- The Turkish government has released stringent e-commerce regulations, targeting Chinese platforms like Temu, in an attempt to address consumer protection concerns in Turkey.
- The European Union, on the other hand, has imposed tariffs on some Chinese imports and is currently investigating Temu under the Digital Services Act, focusing mainly on consumer safety, data protection, and digital accessibility.
- Turkey's regulatory stance towards Chinese platforms like Temu is more protectionist and hands-on, with higher customs duties and explicit product certification demands, while the EU's approach leans more towards fostering digital inclusion and safety without heavily increasing customs tariffs.
