Polish distributor Euroelectronics is building a warehouse the size of one and a half football fields and hiring more staff after a surge in sales from Temu, which gave the company access to 18 European markets in weeks — including Greece, Bulgaria and Finland, where it had never sold before.
“You upload a product [on Temu], and suddenly you’re live in 18 markets,” said Natalia Schmidt, head of international sales at Euroelectronics, said of the e-commerce platform. “That level of instant scale would normally take months of negotiation and manual setup.”
Euroelectronics is among a growing number of European businesses using Temu to broaden their customer base beyond their home markets. Long associated with shipping bargain goods directly from China, Temu has in the past year rolled out a Local Seller Program in more than 30 markets. The initiative lets European companies plug into its logistics and technology network, helping them reach buyers abroad while navigating regulatory hurdles and cross-border costs.
Despite being an early adopter of online commerce, Euroelectronics found growth outside its home base to be challenging. The company launched its e-commerce operations back in 2004 and over the years expanded across several major platforms in Europe. But even with two decades of experience, the business faced mounting hurdles. “We’d expanded across all the major marketplaces available to us, but rising costs and growing complexity made it harder to maintain margins and momentum,” Schmidt said.
Temu, meanwhile, has been gaining traction with consumers since entering Europe in 2023, offering a wide array of competitively priced products from third-party sellers by streamlining supply chains and passing the savings on to shoppers. An Ipsos survey of consumers in the UK, France, Germany and Spain found that about three-quarters believe Temu delivers good value for money. In the Nordics, a Kantar poll showed 76% of shoppers think Temu improves competition and prices, with more than one-third calling the impact significant.
That growing consumer appetite has created an opening for sellers such as Euroelectronics to scale quickly. Founded in 1998 in Tarnowskie Góry, Euroelectronics has grown from a regional distributor into one of Poland’s larger online sellers, managing more than 5000 products across eight proprietary brands. Its current 5,000-square-meter warehouse in nearby Gliwice processes more than two thousand orders daily.
Even so, sustaining profitable growth across borders proved difficult — until Temu offered a different path. Euroelectronics first listed 50 products on the platform in early 2025 and saw immediate traction. “With just 50 products live on Temu, we were already seeing daily order volumes comparable to the largest local e-commerce platform — and that’s our home market,” Schmidt said.
The growth has prompted Euroelectronics to expand its workforce in Gliwice and Tarnowskie Góry, where new hires are being added to support warehousing and logistics. The company also plans to build a new distribution center roughly double the size of its current facility. At 10,000 square meters, it would be about one and a half soccer fields — a scale Schmidt said will create more local jobs. She linked the project directly to the jump in orders from Temu.
Euroelectronics is also integrating more than 5,000 products onto Temu’s marketplace and upgrading its systems to manage the scale. Its engineers have synced Euroelectronics’ backend with Temu’s platform to streamline fulfillment. “Temu’s team worked with us daily to ensure smooth integration. That kind of collaboration is rare,” Schmidt said.
According to the OECD, companies face up to 50% higher costs in cross-border trade compared with domestic sales, even within the European Union. Schmidt credits Temu’s centralized system with lowering those barriers by enabling Euroelectronics to expand into multiple countries at once without the usual overhead.
Euroelectronics’ new reach spans established Western European markets such as Germany, France, Italy and Spain, as well as newer territories including Greece, Bulgaria and Finland. “We were there in weeks, not months,” Schmidt said.
For Euroelectronics, Temu is now a cornerstone of its international strategy. “If Temu opens in a new country, we’ll be there. Wherever they go, we go,” Schmidt said.
