
The Temu paradox: How a logistics chameleon outwits the European market and regulations
Suddenly they were visible everywhere. First in the United States and soon after, Europe too was inundated with Temu’s packages. Temu seems to have appeared out of nowhere, disrupting existing retail and customs clearance with millions of shipments. Behind the app full of gamification and rock-bottom prices, however, is a well-oiled machine that works fundamentally differently than we are used to in the West. An analysis of how Temu is restructuring the chain and why European regulations are already behind the times.