The German government has introduced an action plan to ensure fair competition in e-commerce. It specifically targets international platforms like Temu, Shein & Co., which put pressure on German retailers with their ultra-low prices.
But what does this mean for advertisers, publishers, and affiliate partners? What opportunities and challenges arise for performance marketing campaigns?
New Rules for Market Access
Consequences for Advertisers & Publishers
✔ Challenge: Platforms like Temu and Shein attract advertisers due to high conversion rates and aggressive pricing strategies.
✔ New Situation: If stricter regulations take effect, it might become more difficult for advertisers to work with these platforms. However, German retailers could gain an advantage by offering better compliance and trustworthiness.
✔ Tip for Advertisers: Campaigns should focus more on quality, trust, and sustainability.
Shifting Affiliate Landscape
Opportunities for Publishers
✔ Expand partnerships with local and sustainable brands
✔ Leverage content niches (e.g., fair trade, sustainable products, “Made in Germany”)
✔ Focus on high-quality leads rather than mass traffic
Changing Performance Marketing Dynamics
✔ Tip for Advertisers: Evaluate whether target audiences will continue shopping on Temu & Co. in the long term or shift toward alternative retailers.
Why This Matters for Publishers & Advertisers
✔ More transparency in affiliate marketing – fewer fake merchants & more security
✔ Stronger focus on regulated & verified partner programs
Relevance for Performance Marketing
✔ Leverage sustainability as a marketing advantage – consumers prefer ethical and transparent brands.
✔ Advertisers should highlight sustainable product lines.
The new action plan could benefit German online shops and marketplaces by:
✔ Creating fair competition – no more unfair price advantages through tax or customs loopholes.
✔ Offering greater consumer protection – making it harder for unsafe products to enter the market.
✔ Holding platforms accountable – ensuring sellers provide full transparency.
At the same time, new challenges arise:
❌ Stricter rules apply to everyone – even local marketplaces must comply with increased obligations.
❌ Price pressure remains high – customers are used to ultra-low prices.
While some global players may come under pressure, German and European retailers could gain new market opportunities.
👉 Advertisers should adjust their campaigns to focus on transparency & trust.
👉 Publishers can benefit from new partnerships & programs with a focus on sustainable e-commerce.
In the long run, the shift toward fairer trade conditions can be an advantage for performance marketers working with reliable partners.