46The cross-border e-commerce circle is once again in turmoil! Recently, many Turkish consumers discovered that the Chinese Tuke e-commerce platform TEMU had a “dramatic change” in its local page—cross-border low-priced goods that were once abundant disappeared overnight, leaving only products from local sellers to choose from.Market information shows that TEMU has suspended all international sales in Turkey, narrowing its business scope to only Turkish local sellers. This move has sparked widespread speculation in the industry: Has TEMU encountered regulatory “brakes” in Turkey? Is its global surge facing its first regional adjustment?
Recently, Turkish users logging into the TEMU app or website found that thousands of ultra cost-effective products from China and other overseas markets had collectively “disappeared” from the platform.
Whether searching, browsing, or trying to add to cart, users can only see local products marked “Delivery within Turkey.” This means TEMU has instantly transformed from a global e-commerce platform focused on cross-border direct shipping to a “localized e-commerce platform” in Turkey.
Previously, it quickly attracted a large number of price-sensitive consumers, especially young people, with its extremely low prices and rich cross-border selection. Now, this core attraction has suddenly disappeared, leaving many Turkish users confused.
So far,TEMU has not publicly stated whether this adjustment is a short-term response or a long-term strategic transformation, nor has it revealed whether or when cross-border business will resume.
Image source:turkiyetoday
Cross-border options“disappear”, platform model “transforms”
The sudden change in this business model is believed to be closely related to actions by Turkish regulatory agencies.
Just before this change,on January 21, the Turkish Competition Authority conducted an on-site inspection of TEMU’s Istanbul office.
TEMU later issued a statement confirming the inspection and said it would fully cooperate with the relevant Turkish authorities.
Although regulatory agencies emphasized that this inspection does not equate to a formal investigation, the close timing strongly suggests thatTEMU’s business adjustment is likely a proactive response to potential compliance requirements or a business restructuring following the inspection.
Thisreflects that cross-border e-commerce is facing increasingly complex and specific localization regulatory challenges in its global expansion.
Image source:reuters
From global surge to local adaptation
Since TEMU first landed in North America in September 2022, it has rapidly expanded in the global market, relying on its parent company Pinduoduo’s “extreme cost-effectiveness” gene and direct-to-manufacturer (M2C) supply chain model.
Its product prices have significant advantages over traditional platforms such as Amazon,eBay, quickly attracting a large number of price-sensitive consumers.
In 2023, TEMU accelerated its globalization layout, entering the Japanese, Korean, and Southeast Asian markets one after another. By early 2024, its business map had covered more than 50 countries and regions worldwide, becoming a new force in the e-commerce field that cannot be ignored.
According to the latest ranking by authoritative data platformSimilarweb, TEMU’s monthly active users have reached 246 million, ranking third among global e-commerce apps, only behind Amazon and Shopee.
Image source:x
Future direction: short-term pain or long-term transformation?
This contraction of business in the Turkish market has sounded an alarm forTEMU’s globalization journey.
It highlights that emerging e-commerce platforms, while expanding rapidly internationally, must pay close attention to the complexity of laws, competition policies, and local business ecosystems in different markets.
ForTEMU, the current strategy in Turkey may affect its core attraction formed by rich cross-border products in the short term.
But in the long run, this may also be an opportunity to deepen its local supply chain, integrate into the local market, and build a more sustainable business model. Whether it is a temporary expedient to avoid risks or a signal of its global strategy shifting to“deep localization” remains to be seen.
Global e-commerce competition has entered a new stage, and the approach of relying solely on cross-border traffic and price advantages is being tested.
How to find a balance between efficiency, compliance, and localization will be a key issue thatTEMU and all Tuke e-commerce platforms must answer. The changes in the Turkish market may just be the beginning.
