The Expansion of Asian E-Commerce Platforms in Europe
Certain e-commerce platforms originating from Asia are reportedly expanding their operations within the European market, utilizing competitive pricing models and growth strategies. One such platform, Temu, has allegedly experienced a surge in popularity, ranking highly on app store charts in the US and gaining traction among European consumers.*1
In Poland, reports indicate that Temu overtook a long-standing major player, Allegro, in terms of visitor numbers for direct to consumers e-commerce platforms during March 2025. Figures suggest Temu attracted 18.1 million visitors compared to 17.8 million for Allegro that month. Additionally, Temu is said to have established partnerships with logistics providers like DHL and Poczta Polska to enhance fulfillment capabilities across Europe.*²
However, in some European countries, a decline in sales is observed for domestic companies due to the competitive pricing strategies of Asian platforms.*³
Potential revisions to duty-free importation policies and fees applied to low-value e-commerce shipments are being discussed. There are considerations around modifying or eliminating the current de minimis rate threshold, as well as potentially implementing handling fees per package to support enhanced customs processes. EU currently has a €150 de minimis rate but is considering abolishing this by 2028 and introducing handling fees of €2 per package (or 50 cents if shipped to an EU fulfillment center).*4
These regulatory modifications are imposing strategic adaptations by e-commerce entities originating from Asia. While these entities are allegedly expanding their warehousing facilities within Europe, majority (80%) of their sales volume is still claimed to be fulfilled from warehouses located outside the EU region.*5
In an effort to sustain their competitive advantages, these Asian e-commerce platforms are said to be undergoing a transition towards supply chain and fulfillment models that are more localized within Europe. The proposed regulatory reforms are aimed at creating a more balanced competitive environment for companies based in Europe and those offering goods imported at lower prices.
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Source 1 Forbes: link
Source 2 Business Insider: link
Source 3 Intermodal logistics: link
Source 4 Chinese sellers: link
Source 5 Post and parcel: link
