As much as I hate Amazon, I think there is a simpler explanation. Europe has been relaxing their consumer protection standards for the past two decades, and EU’s consumer protection enforcement against foreign tech companies is hardly ever done today. This applies to both American and Chinese companies.

TEMU only exists because they simply neglected quality of their products which their competitors were required by law to have. And then they were not punished for it as they should have been.

In other words, TEMU only exists because Europe has turned into a deregulated neo-liberal paradise.