Temu resumes sales in Türkiye under a new import structure

Chinese e-commerce giant Temu has resumed operations in Türkiye after temporarily halting cross-border shipments earlier this month.

The pause followed the government’s decision to scrap simplified customs procedures for goods worth less than €30. Initially, Temu limited sales to items held in its local warehouses. Now its Turkish subsidiary, WhaleCo Turkey Teknoloji, will manage import processes directly.

Taxes are collected at the time of purchase and the company itself will handle customs formalities, removing the need for customers to use customs brokers and pay extra fees. WhaleCo Turkey Teknoloji was set up a year ago but had remained largely inactive until now.

Industry representatives note that Temu will now be subject to the same safety inspections and regulatory requirements as other importers, ending its previous preferential treatment. Under the new system, Temu will be responsible for paying customs duties and fees — a change expected to affect final product prices.