Main points
- European marketplace Allegro is actively expanding its presence, offering an alternative to cheap Chinese goods, making it a competitor to Temu.
- Allegro operates within the European legal framework, providing greater transparency and regulation, which reduces risks for buyers compared to Temu.
Temu is under attack because he could be ousted / Shutterstock
A new player has appeared on the budget online shopping market, which is already being called a potential competitor to Temu. This is the European marketplace Allegro, which is actively expanding its presence and offering an alternative to cheap Chinese goods.
What is known about the new marketplace?
The platform works on the marketplace model: goods are sold by various sellers, and the service itself acts as an intermediary. The assortment is standard for such platforms – from electronics and clothing to household goods and cars, writes Sonline.
Why are prices so low? The low cost of goods is explained by several factors: competition between sellers, a large number of offers for the same product, and deliveries from different countries.
This creates a dumping effect – the buyer sees the lowest possible price, but does not always understand what is behind it.
Is the Allegro marketplace safe?
Allegro has basic protection mechanisms in place:
- Refund option
- Complaints procedure
- Guarantees from the platform
However, as with any marketplace, the quality of your purchase depends on the specific seller. Therefore, before placing an order, you should check the seller's rating, product description, and delivery terms.
Using a primary bank card is not mandatory. There are safer alternatives: virtual or web card solutions from the bank, or, for example, a disposable virtual card from Revolut. The essence of these is that you use separate card details with a limited amount. This way, any possible misuse will not affect your entire account, it is much safer.
How is it different from Temu?
The main difference is in regulation and transparency. Temu has already faced complaints from European regulators:
- deceptive discounts
- aggressive sales methods
- problems with refunds
- risks of illegal goods
Instead, Allegro operates within the European legal framework, which reduces the level of uncertainty for buyers.
What does this mean for the economy? Experts warn: cheap marketplaces are not only a benefit for the consumer, but also a threat to the economy. Mass imports of ultra-cheap goods reduce the competitiveness of local businesses, displace traditional stores and make the market dependent on large platforms
European regulators have already begun to pay attention to these risks, and the inspections of Temu's activities are just the beginning.
Note! The e-commerce market is entering a phase of fierce competition between global and regional platforms. Temu is betting on ultra-low prices, while Allegro is betting on trust and regulatory transparency. The competition between them is not just a fight for the buyer. This is a signal of the transformation of the entire online trading market, where price is no longer the only factor, and security and transparency are becoming key.
Why do they want to ban Temu in Europe?
Chinese retailers Shein and Temu should be banned from selling products in Europe, according to Philippe Palazzi, CEO of Casino Guichard Perrachon SA, Bloomberg reports.
Palazzi said products sold by the two online retail giants did not meet European standards and could pose a risk to consumers. He also said the flow of products, including textiles and furniture, could mean the closure of small businesses in the region.
I think we need to pass legislation first before allowing Shein and Temu to enter the market. I see a real danger. Block them for two years while Europe passes legislation,
– said Palazzi.
The ban could be implemented by 2028 – by this time, Europe has decided to legislate regulations for imports into the region from China by 2028.
How dangerous is the Temu app?
The Chinese marketplace Temu has found itself at the center of serious warnings from international analysts, writes the American Center for Strategic and International Studies.
This involves not only basic information, but also potentially sensitive data, which raises privacy and security concerns. Experts point out several risks:
- access to a large amount of personal data
- possible connection with Chinese state structures
- opaque information processing policy
In particular, the company may be subject to Chinese law that requires businesses to cooperate with government agencies. In addition, through corporate ties, Temu may be linked to entities that work with Chinese data and information policies.
Grizzly Research has called Temu “the most dangerous app in widespread use.” Analysts suggest that the app's functionality may go beyond standard e-commerce and include data collection elements that are not necessary for purchases.
By the way, later in Ukraine they may cancel the benefits for cheap parcels with Temu up to 150 euros. The EBA says that the cancellation of this benefit is one of the steps that will help Ukraine bring its tax and customs rules closer to those in force in the European Union.
Also, according to experts, more than half (56%) of international parcels in 2025 did not pay taxes – these are goods worth about 93 billion hryvnias, because of which the budget lost at least 18.6 billion hryvnias.
Analyst Yuriy Shchedrin told Channel 24 that taxation of digital platforms and a tax on parcels from abroad, in particular on Chinese goods, could affect the cost of goods.
Yuri Shchedrin,
analyst at the NGO “Center for Urban Development”
For example, many chains sell the same product on the Ukrainian market, but with a markup. Accordingly, if the ability to order directly from China is restricted, consumers will be forced to buy it in these retail chains. In such a situation, the chains will be able to set prices more freely.
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How is Temu harming Ukraine?
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Chinese online platforms such as Temu and AliExpress are actively entering the Ukrainian market, leading to the loss of billions of hryvnias in VAT and making it difficult for local businesses to compete.
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Due to the increase in purchases by Ukrainians on foreign platforms, the Ukrainian budget is short of about 34 billion hryvnias in VAT each year.