Temu, China’s fast-growing cross-border e-commerce platform, is rapidly gaining traction, with its user base nearing 91% of Amazon’s as of August. A recent survey covering 84 countries showed that over 60% of users preferred Temu, especially in Europe, where it outperformed other e-commerce platforms in 28 countries. By the end of the year, Temu is expected to surpass Amazon in user numbers.

The platform’s success is attributed to its low-price strategy, which cuts out intermediaries and leverages local tax mechanisms for reduced costs. By offering non-branded goods and using a direct delivery model, Temu keeps prices competitive. Its efficient logistics and diverse product range have helped it rapidly expand, reaching over 70 countries and growing its gross merchandise volume to $20 billion in the first half of 2024.

Temu’s growth is part of the broader trend of Chinese e-commerce platforms expanding globally, with Southeast Asia and the US seeing significant market share increases. Experts suggest that while Temu’s future success will depend on enhancing user experience and brand trust, its trajectory highlights the ongoing rise of cross-border e-commerce