E-commerce remains a challenge for most European small businesses, but marketplaces are beginning to change that. According to Temu's 2026 Small Business Study, one in four Spanish SMEs selling on this platform already markets their products in other countries , a figure that could approach 60% if those preparing for international expansion or planning to take that step soon are included.
The survey, conducted between June and July 2026 with over 150 local sellers in Spain, Germany, France, Italy, Poland, and the United Kingdom, reveals that 52% of Spanish sellers have expanded their product catalog, warehouse, or staff since joining the platform . Furthermore, 80% received their first order within the first week, and approximately half began selling within one to three days. This data contrasts sharply with the overall reality of European businesses, where only 24% of companies with at least ten employees report online sales, and a mere 9% use marketplaces.
Online sales remain a minority practice among small European businesses.
Temu's report gathers responses from small and medium-sized businesses (SMEs) in six European countries, and the company identified three recurring obstacles hindering the digitalization of small businesses : operational complexity, costs, and a lack of direct support. These obstacles were identified after holding more than one hundred meetings with business associations, chambers of commerce, and entrepreneurship networks across Europe.
Among the Spanish sellers surveyed, over 54% particularly valued having personalized support to get started and adapt their business strategy. This individualized attention has become a differentiating factor for many self-employed individuals facing an international marketplace for the first time.
While businesses still have a limited presence on these channels, demand is much more widespread among consumers. According to Eurostat, 78% of internet users in the European Union purchased products or services online during 2025 , highlighting the mismatch between the digital offerings of SMEs and the purchasing behavior of citizens.
Success stories: from Albacete to Logroño
The study includes several examples illustrating how the platform is helping small, traditional businesses make the digital leap. One of the most notable cases is that of Recamania, a family-run appliance parts company from Albacete that had been operating for over 40 years but was struggling to establish its online presence. It opened its online store on Temu in March 2025 and reached over 4.000 monthly orders , prompting it to strengthen its warehouse and administrative teams to handle the increased activity.
Another example is El Rey del Fruto Seco (The King of Dried Fruit), a business run by a self-employed individual in Alicante, who handles product selection, storage, and shipping. His shop offers nearly 200 varieties of nuts, dried fruits, and spices, and has accumulated over 13.000 sales on the platform , which he describes as his fastest-growing channel.
In Logroño, Frikishop, a family business specializing in collectible figures, has sold more than 18.000 products in various European countries and has increased its revenue by 30% year-on-year since joining the platform. Its founder, David Vidal Criado, says the platform has become their fastest-growing sales channel and he plans to expand their staff to handle the Christmas season.
34% of European sellers have reached new markets
Across the six countries analyzed, 34% of businesses operating in the European Union reported having started selling in international markets they had not previously accessed . Furthermore, half stated that they had increased their operational capacity, hired employees, or taken both measures since joining the platform.
Temu has allowed local European businesses to sell since 2024 and currently maintains its seller program in over 35 markets. The platform states that it charges no fees for registration or listing products and integrates payments, logistics, after-sales management, and analytics tools to reduce the workload when operating in multiple countries.
The marketplace isn't just a platform for newly established businesses, as 43% of participants had been operating for over a decade before launching their online store . For 75%, Temu represents an important additional channel or their primary source of sales, although the study doesn't provide figures on revenue, profitability, or the platform's contribution to total income.
Logistics has become one of the main challenges for small businesses seeking to expand internationally. The report, citing OECD data, points out that cross-border trade costs can be up to 50% higher than domestic trade costs, even within the European Union. For companies with smaller structures, this difference can hinder their entry into new markets.
In this context, Temu claims to work with a network of over 150 European delivery providers, including ten national postal operators. The platform estimates that this network can generate savings of between 30% and 40% on certain cross-border routes, although this is the company's own estimate.
Finally, the study's data indicates that entering new sales channels is having a direct impact on the logistical capacity of some of the surveyed companies, especially when the increase in orders is combined with expansion into other European markets. The combination of rapid customer acquisition, personalized support, and simplified operational processes is enabling many Spanish SMEs to take a leap that until now seemed reserved for large corporations.