In today's increasingly competitive cross-border e-commerce landscape, one name has recently been trending repeatedly—Temu.

As the "proud achievement" of Pinduoduo's overseas expansion, Temu has stirred up a wave in the e-commerce circle since its launch in 2019, thanks to its low prices, fast fashion, and efficient logistics. Recently, Temu announced a major change: it is now fully open for US domestic sellers to register. This move means that all US-based sellers no longer need to rely on invitation codes and can directly join Temu to start selling their own products. For sellers looking to get a share of the US e-commerce market, this is undoubtedly a rare opportunity.

Open to all US sellers Image source: Jing Daily

Let's start with the most direct change: the seller registration process has become much simpler. Previously, sellers needed an invitation code to open a store on Temu, and many small and medium-sized sellers even had to wait a long time to successfully register. Now, Temu has removed this restriction, and any US-based seller can register directly on the platform, with application reviews usually taking only one business day. For sellers eager to join, this is undoubtedly great news.

With the simplified registration process, sellers only need about 10 minutes to complete the initial registration, after which they can start uploading products, setting up their store, and preparing for sales. This efficient registration process not only lowers the entry threshold for the platform but also allows more sellers to see the feasibility of opening a store on Temu. It is foreseeable that as the number of sellers continues to increase, Temu will have a richer variety of products and more diverse choices, bringing more shopping fun to consumers.

Temu registration process simplified Image source: LitCommerce

In addition to streamlining the process, Temu also offers a series of preferential policies for sellers in terms of logistics and delivery. By cooperating with US local warehouses, sellers can directly store their products in Temu's warehouses, and once the products are sold, they can be shipped from the local warehouse. This means that sellers can enjoy faster delivery services, with products reaching customers in as little as one day.

For sellers, this not only reduces the shipping costs and time of sending goods from China or other countries, but also avoids delays and risks that may arise from cross-border shipping. Consumers, on the other hand, can enjoy a faster shopping experience, with guaranteed delivery speed. This is undoubtedly a major advantage of Temu and one of the key factors attracting sellers to the platform.

Of course, although Temu has made great efforts in open registration and providing logistics benefits, the platform still maintains strict requirements for seller qualifications. To become a qualified seller on Temu, one must provide relevant proof such as a US-registered company, EIN tax number, US SIM card, business address, etc., and also pass the platform's strict review of product qualifications. Non-compliant products will be directly removed or even restricted from shipping.

Although this approach increases the entry threshold for sellers, it can effectively ensure the quality of products on the platform and prevent substandard products from affecting consumers' shopping experience. For sellers, products that meet Temu's requirements can help them gain more exposure and sales opportunities, while consumers can rest assured to buy quality-guaranteed products. For the platform itself, ensuring product quality is also the foundation for maintaining its image and establishing brand reputation.

Temu has clearly seen the huge potential of the US e-commerce market. According to Statista's forecast, by 2024, the revenue of the US e-commerce market will reach $1.22 trillion, and may exceed $1.88 trillion by 2029, with an average annual growth rate as high as 8.99%. This market is large enough to accommodate more competitors.

Market size forecast data Image source: Statista

However, to gain a firm foothold in this huge market, Temu still faces many challenges. Competition in the US domestic e-commerce market is extremely fierce, with established platforms such as Amazon, Walmart, and eBay already occupying a large market share. Amazon's recent launch of its low-price marketplace, Amazon Haul, poses a direct threat to Temu. This platform focuses on cost-effective products, directly targeting Temu's low-price strategy.

Amazon launches low-price marketplace Image source: aboutamazon

In such a competitive environment, if Temu cannot continue to innovate and optimize its products and services, it may gradually lose its advantage in the battle with these established competitors. Therefore, Temu needs to further enhance the user experience on the platform, improve its logistics system, optimize its marketing strategy, and maintain its competitiveness in the low-price e-commerce market through continuous innovation.

In addition to the US market, Temu's global expansion is also worth paying attention to. In particular, Latin America and Southeast Asia, two regions with huge growth potential, are already part of Temu's strategic layout. Recently, Temu has launched operations in Southeast Asian countries such as Vietnam and Brunei, leveraging both online and offline promotional activities to increase brand awareness and market share.

Backend shows Vietnam and Brunei sites Image source: Momentum Works WeChat Official Account

For cross-border e-commerce platforms, the pace of overseas expansion has never stopped, and Southeast Asia and Latin America are undoubtedly important battlegrounds in the coming years. The consumer demand in these regions is growing, and since the local e-commerce ecosystem is not yet fully saturated, Temu's early deployment allows it to gain a first-mover advantage in these emerging markets.

In the future, how Temu will stand out in this fiercely competitive market will test its ability to continuously innovate and adapt to the market. As the number of platforms and sellers increases, Temu is also expected to achieve greater development in the US market and further consolidate its position in the global e-commerce landscape. The boom in cross-border e-commerce has not stopped.