(Boston) — Temu, the fast-expanding online marketplace operated by PDD Holdings, is quickly transforming into a primary gateway for global e-commerce sellers looking to reach international buyers. In just three years since its 2022 debut, the platform has evolved from a U.S.-based discount app into a global trading ecosystem linking manufacturers, wholesalers, and small retailers across more than 90 markets.
A Platform Built for Global Reach
Temu’s rapid ascent is rooted in its cross-border infrastructure and integrated logistics model. Backed by PDD Holdings — the parent company of Chinese e-commerce giant Pinduoduo — Temu has leveraged advanced supply chain networks in Shenzhen, Guangzhou, and Ningbo to enable merchants to ship products directly to consumers in the U.S., Canada, Australia, the U.K., and most of Europe.
Through its centralized procurement system and partnerships with global logistics providers such as YunExpress and 4PX, Temu offers sellers a low-cost entry into international retail without requiring regional warehouses or marketing investments. Sellers listing on Temu gain access to what the company calls “a global audience at scale,” with localized app interfaces in more than a dozen languages and automated currency conversion for seamless transactions.
Attracting Small and Mid-Sized Sellers
While major e-commerce platforms like Amazon, eBay, and Walmart Marketplace continue to dominate established markets, Temu is positioning itself as a growth channel for emerging sellers. Its competitive commission rates, low listing fees, and centralized marketing campaigns make it especially attractive to small and mid-sized brands.
According to data from Similarweb, Temu now ranks among the top five most-visited retail apps globally, with over 200 million monthly active users. This traffic volume has encouraged thousands of manufacturers from China, Vietnam, Turkey, and the U.S. to open storefronts, selling everything from apparel and kitchenware to electronics and automotive accessories.
Expanding Into Domestic Fulfillment
In 2024, Temu introduced its “U.S. Seller Program,” allowing American merchants to sell directly to domestic customers while leveraging Temu’s advertising and fulfillment systems. The program uses partner warehouses across states including California, Texas, and New Jersey to cut shipping times to as little as three days — a significant shift from the original cross-border model where delivery took up to two weeks.
This hybrid approach — combining domestic fulfillment with cross-border sourcing — mirrors strategies long employed by Amazon and AliExpress, but Temu’s scale and subsidies make it particularly competitive for smaller sellers seeking cost-efficient international exposure.
Competitive Landscape
Temu’s global expansion intensifies competition among e-commerce marketplaces vying for both customers and sellers. Its rise comes as platforms like SHEIN and TikTok Shop also race to capture cross-border retail share. TikTok Shop’s entry into the U.S. in 2023 spurred a wave of short-form content commerce, while SHEIN continues to dominate ultra-fast fashion. Temu’s broader category base and aggressive pricing, however, allow it to compete in nearly every retail segment.
Meanwhile, Amazon remains the dominant force in North America, though many sellers view Temu as a complementary channel with lower barriers to entry. eBay and Etsy sellers have also begun cross-listing on Temu to diversify their customer base.
The Future of Borderless Retail
Temu’s trajectory reflects a larger shift toward borderless e-commerce, where digital marketplaces serve as global trade networks rather than regional platforms. Its business model — blending low-cost manufacturing, international logistics, and direct-to-consumer delivery — signals how sellers can now reach worldwide audiences without traditional export complexities.
For global merchants, Temu has become more than a discount app; it is emerging as a bridge between small producers and international consumers, redefining how e-commerce connects supply chains across continents. As its footprint continues to expand, Temu is positioning itself as the new gateway for global sellers — and a formidable force in the next chapter of online retail.
https://seller.temu.com/registration.html?merchant_exclusive_invitation_code=28f00d1853b281f9Zdf8232ccce6d6a59