Temu, the rapidly growing Chinese e-tailer, has expanded its sales platform to Europe, offering EU merchants services such as advertising, promotion, multilingual customer support, and business setup assistance. According to Temu employee Zixia Yi, the platform introduced a Local-to-Local model in the EU in April this year, and from July, it opened for registration by companies with EU entities in countries like Germany, France, and the UK. Despite only being on the market since late 2022, Temu has quickly gained popularity for its affordable prices and wide product range, drawing comparisons to its rival Shein. However, Temu is currently embroiled in a legal battle with Shein, which has accused it of unfair trading practices and IP violations.