In the wake of new European rules on digital services, the European consumer organization BEUC and 17 of its members, including Testaankoop, have filed complaints against the online store Temu. BEUC lodged a complaint with the European Commission, while its 17 members filed complaints with the relevant authorities in their respective countries.
In Belgium, Test Purchase representatives accused Temu of failing to provide consumers with all necessary information about the actual seller of products, making it impossible for them to determine whether products meet EU safety requirements. The platform was also accused of using manipulative tactics such as “dark patterns” to entice consumers to purchase more expensive items. For example, when clicking on a product, consumers were shown not only that item but also several other pricier options. Additionally, deleting an account with Temu was reportedly much more challenging than creating one.
Despite launching its platform in Europe only in 2023, Temu boasts 75 million monthly active users in the European Union. The online store has quickly become one of the most popular e-commerce platforms in several European countries, similar to industry giants like Amazon and eBay. Temu’s business model mirrors that of other online shopping platforms such as Shein and Alibaba, with most products shipped directly from Chinese factories or warehouses to consumers.
