Still Cheap Despite a 60% Tax? How Did Temu Survive in Turkey? (2023–2025 Analysis)
In 2024, new Turkish regulations reduced the tax-free shopping limit from €150 to €30 and imposed a fixed 60% customs duty on products imported from non-EU countries. These changes directly affected China-based e-commerce platforms such as Temu and raised serious questions about their sustainability in the Turkish market.
Despite the higher tax burden, Temu managed to maintain its price advantage and later strengthened its position by launching local operations in Turkey. So how did Temu remain competitive even under a 60% tax regime? This article analyzes the 2023–2025 period from commercial, logistical, and regulatory perspectives.
Temu’s Founding, Founder, and Purpose
Temu was founded in 2022 by Chinese entrepreneur Colin Huang. Huang is also the founder of Pinduoduo, one of China’s leading e-commerce platforms. Temu operates under PDD Holdings Inc., the parent company of Pinduoduo.
Its founding purpose is to deliver products from China-based manufacturers directly to global consumers, minimizing intermediary costs and offering a competitive shopping experience. Temu’s business model is based on a “factory-to-consumer” approach. This allows for a wide variety of products while significantly reducing prices.
The platform was first launched in the United States in September 2022. It then rapidly expanded into different markets such as Europe, Latin America, and Africa. Temu’s slogan, “Shop like a billionaire,” reflects the brand’s claim of accessible luxury and a wide range of products.
This strategy represents a digital marketing approach that prioritizes fast and inexpensive shopping, particularly targeting low-income consumers. In this regard, Temu positions itself as a new-generation e-commerce player competing with platforms like Shein and AliExpress.
Temu’s Entry into the Turkish Market and Tax Regulations
Temu’s first product shipment to Turkey began in the last quarter of 2023. During this period, Temu operated using an international shipping model without establishing a local company or warehouse in Turkey. Orders were typically shipped from China, and delivery times ranged from 10 to 20 days.
Initial Period: Tax-Advantaged Shopping (End of 2023)
According to customs regulations in effect at the end of 2023, orders up to 150 euros were considered for personal use and subject to low customs duties.
Average Euro exchange rate in December 2023: 1 EUR ≈ 32.65 TL
In this case, 150 Euros was equivalent to approximately 4,900 TL. Customs duties of between 18% and 30% were generally applied to purchases up to this amount, with some products incurring no tax at all. Users could complete purchases up to 5,000 TL at low cost during this period. This period led to Temu rapidly gaining popularity among users in Turkey. Affordable products, low taxes, and a wide range of products increased interest in the platform.
New Regulation: Tax Increase and Limit Reduction (2024)
With the Official Gazette decision dated August 6, 2024, serious restrictions were imposed on China-based platforms such as Temu. The shopping limit was reduced from 150 Euros to 30 Euros. The customs duty applied to products from non-European Union countries has been fixed at 60%. This regulation came into effect on August 21, 2024. Although additional fees (presentation fee, stamp duty, special consumption tax) are included in the legislation, in practice, only 60% tax is levied on most orders.
Example:
In August 2024, 1 Euro ≈ 35 TL
30 Euro ≈ 1050 TL
For orders exceeding this amount, the total of the products added to the cart began to be calculated with a multiplier of 1.60. Therefore, a product worth 1000 TL could cost approximately 1600 TL.
Start of Local Operations (2025)
Temu officially commenced operations in Turkey on June 19, 2025, with the establishment of its operational center in Istanbul. This step is considered part of Temu’s localization strategy. Orders are now shipped from within Turkey, with delivery times reduced to 1 business day. Customs duties are eliminated, offering consumers a faster and more economical shopping experience. Payment and billing processes are now Turkey-based, with the Ireland-based system discontinued.
Temu’s Marketing Strategies in Turkey
Since entering the Turkish market, Temu has pursued a remarkable pricing and accessibility strategy. This strategy aims to offer a wide range of products at affordable prices, specifically targeting low-income consumers.
Price-Focused Positioning
Temu’s fundamental marketing approach is based on the “direct from factory to consumer” model. This has reduced intermediary costs, allowing products to be offered directly from the manufacturer. Thanks to this model, users in Turkey have been able to purchase similar products at lower prices compared to local markets.
Delivery Time and Logistical Differences
Temu has two different delivery models in Turkey:
Shipping from Local Sellers (post-2025):
Thanks to the operations center established in Istanbul, delivery times for products shipped within Turkey have been reduced to 1 business day. This fast delivery has become an important factor in increasing user satisfaction.
Shipping from Abroad (2023–2024 and still for some products):
For products shipped from China or other countries, delivery times still vary between 10–20 days. Customs duties apply to these products, and the delivery process takes longer. Running these two models simultaneously allows Temu to target both users who want fast delivery and those looking for a wider range of products.
Digital Marketing and Consumer Engagement
Temu has largely conducted its marketing activities in Turkey through digital channels. It has reached a wide audience through its mobile app, social media, and online advertising. This strategy has increased brand awareness, particularly among young users, and supported the platform’s rapid expansion. In addition, pricing policies and promotional campaigns applied in different countries have led users to question regional access differences; this has prompted some users to explore solutions such as VPN technology.
Regulatory Barriers in Turkey and Temu’s Compliance Success
Temu’s activities in the Turkish market have faced significant challenges, not only commercially but also in terms of regulatory compliance. The Turkish government has tightened regulations on foreign-based e-commerce platforms, particularly in 2024 and 2025.
Representative Office Requirement and Legal Pressure
The “Regulation on Market Surveillance and Control of Products Offered via Remote Communication Tools,” which came into effect on April 1, 2025, requires foreign-based platforms operating in Turkey to open representative offices. Temu was warned by the Ministry of Trade under this regulation and began the process of establishing an official representative office. Penalties such as access restrictions were discussed for companies that did not open representative offices, and rumors spread on social media that Temu would be shut down. However, the Ministry of Trade stated that there were no specific sanctions against Temu and that its activities were continuing.
Data Security and Consumer Protection Obligations
Temu is also required to comply in the following areas:
- Processing user data in accordance with Turkish legislation
- Removing unsafe or defective products from the platform within 24 hours
- Providing 24/7 support and a return guarantee in response to consumer complaints
In response to these obligations, Temu has established a Product Safety Contact Point in Turkey and announced to the public that it complies with all legal requirements.
Temu’s Compliance Strategy and Achievements
Despite all these legal pressures, Temu:
Has transitioned to a local delivery model by establishing an operations center in Istanbul. Ensured transparency by switching to a Turkey-based invoicing system. Completed the legal representation process as of July 2025. Built trust with purchase protection programs that increase user satisfaction. These steps demonstrate Temu’s long-term commitment to the Turkish market and its success in regulatory compliance.
Temu’s Shopping Process in Turkey (2023–2025)
Having started shipping products to Turkey at the end of 2023, Temu has undergone significant transformations in terms of both legislation and user experience within two years. Below are the key commercial and logistical parameters of this process.
Minimum Cart Amount
With the regulation that came into effect in August 2024, the tax-free shopping limit has been set at 30 Euros. This amount is equivalent to approximately 1,050 TL based on the 2024 average exchange rate. Orders below this limit are not subject to tax, while orders above this limit are subject to customs duty.
Tax Rate
For Temu orders after 2024, a 60% customs duty is applied to products over 30 Euros. This rate is calculated based on the original price tag, not the discounted price. Therefore, even if a coupon or promotional discount is used, the tax is collected on the undiscounted price.
Promotions and Gift Applications
Temu offers free gift products with orders during certain promotional periods. These products are usually automatically added to the cart for purchases above a certain amount and are tied to a single order.
Coupon Codes and Tax Calculation
Temu offers discounts to its users through various coupon codes. However, these discounts do not affect the tax base. In other words, tax is calculated based on the non-discounted price of the product, not the reduced cart total after using the coupon. This situation requires users to be careful in their cost planning.
Shipping Methods
The vast majority of Temu products are shipped by air. This method shortens delivery times but increases customs control. However, some low-volume products or bulk shipments are also delivered to Turkey by road. The shipping method varies depending on the product type and logistics intensity.
Maximum Purchase Amount (as of 2025)
As of 2025, the maximum cart amount for purchases made without promotions or coupons is approximately 1,370 TL. This amount is the order price before customs duties are included. Temu continues to offer free shipping for these purchases.
Price Comparison and Tax Compliance
Despite a 60% tax applied to products purchased from Temu, the total price including tax for many products remains more affordable than their equivalents in Turkey. However, especially for electronic products, additional obligations such as the IMEI registration process should also be taken into consideration alongside the price advantage. This is particularly noticeable for non-electronic products and household goods. Temu’s direct-from-manufacturer model makes this price advantage sustainable.
Conclusion
Temu’s product shipments to the Turkish market, which began in late 2023, have significantly impacted both consumer habits and local e-commerce dynamics within two years. Initially made attractive by low tax rates and high cart limits, the platform faced a serious test with regulatory changes in 2024; nevertheless, it managed to retain user interest.
As of 2025, Temu’s establishment of local operations in Turkey, shorter delivery times, and maintaining a price-performance balance have reinforced the platform’s sustainability. Despite the tax burden, the total cost of products remains competitive compared to local equivalents, demonstrating the success of Temu’s price-focused strategy.
Notable aspects of this process include:
- Increasing customs duty to 60% and introducing a €30 limit
- Coupons and promotions not affecting the tax base
- Gift items being linked to orders and included in declarations
- Combined use of air and land logistics
- The maximum purchase amount hovering around 1,370 TL without promotions and coupons
The Temu example shows how global e-commerce platforms can adapt despite regulatory barriers in local markets and create transformations that benefit consumers. In Turkey, this process has been a turning point that redefines both the technical and social dimensions of digital commerce.
FREQUENTLY ASKED QUESTIONS
Is a 60% customs duty really applied on Temu orders?
Yes. Since 2024, orders exceeding €30 from non-EU countries are subject to a fixed 60% customs duty.
Do coupons reduce the tax amount?
No. Customs duty is calculated based on the original product price, not the discounted cart total.
Did Temu open a local warehouse in Turkey?
Yes. As of 2025, Temu established local operations in Istanbul and began domestic shipping for selected products.
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