Dark Patterns in E-Commerce Platforms: An International Analysis of Temu.com

Gordion Sosyal Bilimler Dergisi, cilt.1, sa.2, ss.66-84, 2026 (Hakemli Dergi)

Manipulative interface designs known as dark patterns have become an increasing source of concern in digital

commerce due to their ability to influence users’ decisions without their awareness. This study examines the dark

patterns used on the Temu.com platform from a cross-national perspective. The research is based on 1,964 one- and

two-star user reviews collected from Trustpilot across 68 different countries during August 2025. The data were

obtained using a web scraping method implemented with the Python programming language and the Selenium library.

Within the scope of a quantitative content analysis that combines semi-automated keyword screening, manual coding,

and statistical analyses, the study focuses on the 20 countries with the highest number of reviews (n = 1,826). The

findings indicate that there are pronounced differences between countries in terms of both the prevalence and the

distribution of dark pattern types. It is observed that Anglo-Saxon markets, comprising the United Kingdom, the

United States, Canada, Australia, and Ireland, have significantly higher dark pattern ratios compared to Continental

European countries, pointing to the influence of cultural and regulatory contexts. While misdirection emerges as the

most frequently encountered dark pattern type, country-specific tendencies stand out, such as gamification in the

United States and confirmshaming in Spain. Complaints that do not involve dark patterns mainly concentrate on

operational issues such as delivery, refund processes, and customer service. While statistical analyses reveal

significant differences between countries, no significant relationship is identified between the number of reviews and

the prevalence of dark patterns.