DMR News

Advancing Digital Conversations

U.S.-based sellers on Amazon show keen interest in adopting Temu’s growth.

ByYasmeeta Oon

Mar 20, 2024
U.S.-based sellers on Amazon show keen interest in adopting Temu's growth.

U.S.-based sellers on Amazon show keen interest in adopting Temu’s growth.

Temu, the burgeoning Chinese e-commerce platform, is making strategic moves to extend its marketplace reach. Within the forthcoming weeks, the platform is slated to welcome sellers from the United States and Europe, a decision poised to reshape the dynamics of international online shopping.

Temu currently operates under a “managed marketplace” model. This setup has enabled manufacturers to consolidate their inventory in China before shipping directly to consumers worldwide. The platform takes an active role in managing product listings, pricing, and shipping logistics. Although this approach has traditionally led to longer shipping times, it has also allowed Temu to offer lower prices than many of its competitors, positioning it as a go-to platform for budget-conscious shoppers.

The decision to open the marketplace to US and European sellers marks a significant shift in Temu’s business model. Under the new expansion plan, US sellers will take on the responsibilities of fulfillment and logistics themselves. This shift is anticipated to offer several advantages:

  • Shorter Delivery Times: By leveraging local warehousing and fulfillment, products can reach consumers more quickly.
  • Diverse Product Listings: Sellers will have the opportunity to list bulkier items and higher-priced SKUs, diversifying the range of products available on Temu.
  • Stability in Shipping Costs: This model reduces exposure to the volatility of long-haul shipping costs.
Comparison of Temu’s Business Models
FeatureManaged Marketplace ModelNew Expansion Model
Inventory LocationConsolidated in ChinaLocal to US/Europe
Shipping LogisticsManaged by TemuManaged by Sellers
Product RangeLimited by shipping constraintsExpanded, includes bulkier items
Shipping TimesLonger due to international shippingShorter, domestic shipping
Exposure to Shipping CostsHigh due to international logisticsReduced, local logistics

Industry insiders predict that Chinese sellers with existing warehouse operations in the US, many of whom also vend on platforms like Amazon, will be among the first to embrace Temu’s new selling model.

The expansion has sparked excitement among American brands, eager to tap into Temu’s vast consumer base as a means to diversify their sales channels and reach new audiences. Nonetheless, Temu’s reputation for low prices and occasional product quality issues poses a significant challenge. It may deter high-quality-focused sellers from joining the platform. There’s a consensus that Temu must work diligently to elevate its brand perception to attract a broader spectrum of sellers, including established US brands wary of associating with a platform known for bargain deals.

  • Advantages for Sellers:
    • Access to a large, diversified consumer base.
    • Opportunities for quicker delivery times enhancing customer satisfaction.
    • Reduced reliance on international shipping, mitigating cost volatility.
  • Challenges to Overcome:
    • Upgrading Temu’s market image to appeal to premium brands.
    • Balancing the platform’s low-price reputation with the desire to host higher-quality products.
    • Navigating the regulatory environment, particularly concerning de minimis shipment policies in the US.

The expansion strategy also aims to reduce Temu’s dependence on de minimis shipments, which have increasingly come under scrutiny by US lawmakers. By facilitating more domestic within-US shipping, Temu seeks to circumvent potential regulatory hurdles, thereby securing a more stable operational foundation in the face of evolving trade policies.

As Temu ambitiously strides forward, its success hinges not only on its ability to attract a wide array of sellers but also on navigating the complex regulatory environment that governs international e-commerce. Competing with giants like Amazon and Shein, Temu’s journey will be closely watched by industry observers. The platform’s ability to innovate, adapt, and ultimately thrive amid a competitive and regulatory landscape will determine its place in the future of global e-commerce.

Temu’s expansion into the US and European markets is more than just a business maneuver; it’s a bold step towards redefining the boundaries of e-commerce. The platform’s evolution from a managed marketplace model to a more open, seller-driven format promises to enrich the shopping experience for consumers worldwide. It also sets the stage for a vibrant marketplace where diversity of products, competitive pricing, and logistical efficiency converge.

The road ahead for Temu is fraught with challenges, from enhancing its brand image to navigating regulatory landscapes and competing with established e-commerce giants. Yet, the opportunities that lie in this expansion are immense. By leveraging the strengths of local sellers in the US and Europe, Temu not only stands to offer a broader range of products and faster shipping times but also to build a more


Related News:


Featured Image courtesy of

Yasmeeta Oon

Just a girl trying to break into the world of journalism, constantly on the hunt for the next big story to share.

Leave a Reply

Your email address will not be published. Required fields are marked *