Temu has already targeted the European food market

By: Trademagazin Date: 2025. 07. 06. 12:07

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The Chinese-rooted Temu is posing an increasingly serious threat to European retail: the online platform offering penny-sized industrial goods is now preparing to expand into food retail on the continent, Economx reports. The news may also shock traditional store chains, as Temu is not only targeting price-sensitive customers, but is also trying to gain a foothold in the FMCG market with its strong capital base and European supplier relationships.

Temu’s conquest: its “thick penny” strategy is working

Headphones for two thousand, T-shirts for a few hundred forints, a pack of socks for the price of a lunch – Temu and its competitor, Shein, have quickly become popular among European online shoppers. The combination of increased price sensitivity due to inflationary pressure and aggressive advertising campaigns has had its effect: despite all regulatory efforts, the platform is expanding unabated.

Now it is entering a new level: it is starting its presence in the food market with the sale of durable food products, but in the future it is not ruled out that – following the example of Amazon – it will also introduce a fresh food offering. The essence of the strategy remains unchanged: low margins, mass sales, and an offering tailored to European needs.

It would build with European suppliers

According to German sources, Temu’s new model is no longer based on deliveries from China, but plans to obtain its supply from local, European suppliers. This would not only shorten delivery times, but would also be able to better serve local tastes and consumer habits – which is a critical aspect in the food market.