With the expansion of the global market, Temu's ambitions seem to know no bounds.

This e-commerce platform, which has managed to quickly attract a large number of consumers in multiple countries in just over a year, has already opened up markets in several nations.

Now, as Temu gradually gains a foothold in the UK market, it is taking new steps—deepening its presence in the UK through a localization strategy and recruiting more international sellers.

From "Selling Chinese Goods" to Localized Expansion

Temu's path to success is not complicated, but it is full of strategic foresight. From its launch in the US market in early 2022 to its rapid expansion in multiple regions worldwide, Temu quickly gained a large user base with its affordable prices and wide variety of products. Especially in the European and American markets, Temu's low-price strategy made a strong impression on consumers and helped it stand out quickly. In just over a year, Temu has achieved a significant global market share, becoming a highly influential cross-border e-commerce platform.

However, according to information obtained by TuKe, "selling Chinese goods" is not Temu's ultimate goal for long-term development. Although Chinese-made products are high-quality and low-priced, relying solely on Chinese goods does not create a lasting competitive advantage in the cross-border e-commerce competition. Therefore, Temu began to shift towards a localization strategy, extending its supply chain to local markets.

Temu US site Image source: Marketplace Pulse

The UK Market: A Key Battleground

For Temu, the UK is a crucial node in its global expansion. Since entering the UK market in April 2023, Temu has quickly attracted a large number of consumers. According to Statista data, the UK market has become Temu's third largest market globally, with a market share of about 5%. In addition, a Sensor Tower report points out that the number of UK consumers using Temu has now surpassed those using Amazon or eBay.

Such impressive results are undoubtedly due to Temu's team's precise market insights and dedicated efforts. Now, Temu's next move is to further deepen its localized layout by focusing on recruiting local suppliers.

The UK is Temu's third largest market Image source: Statista

Recruiting Local Sellers to Shorten Delivery Times

Reportedly, Temu's latest strategic initiative is to implement a new strategy called the "Local Plan" in the UK market, aiming to recruit more local sellers, especially suppliers in categories such as furniture, tents, winter clothing, and kitchenware. This move indicates that Temu hopes to further shorten the delivery time to UK consumers by cooperating with local suppliers.

Previously, most Temu products were shipped from China. Although the prices were low, the long shipping times from China to the UK often resulted in lengthy waits for consumers, which became a challenge for Temu in the UK market. By working with UK local sellers, Temu can ship products directly from local warehouses, not only greatly shortening delivery times but also avoiding increased costs from cross-border logistics, thereby improving the shopping experience for consumers.

According to a Temu spokesperson: "We are actively recruiting UK sellers, hoping to provide consumers with more affordable and high-quality products, while optimizing the local supply chain to improve delivery efficiency. This is not only an enhancement of the consumer experience but also support for UK local businesses."

Temu recruiting UK sellers Image source: retail-systems

Localization Is Key to Future Expansion

From Temu's strategic adjustments, localization has become one of the key paths for its deep cultivation in overseas markets. In the past wave of cross-border e-commerce, many platforms chose to optimize logistics by relying on overseas warehouses or cooperating with local sellers. Temu's approach, however, places greater emphasis on cooperation with local suppliers, especially in markets with high demand for price and delivery time.

Take the UK as an example: localization is not just a simple optimization of logistics channels, but also involves Temu's deep understanding of the local market. By working with UK local suppliers, Temu can not only meet consumers' product needs but also maintain advantages in price and service in a highly competitive market. Through this localized supply chain model, Temu can reduce unnecessary cross-border shipping costs and logistics time, thereby lowering product costs and improving the platform's overall competitiveness.

UK blogger shares shopping experience on Temu Image source: YouTube

Temu's Ambition: Not Limited to Cross-Border E-Commerce

This series of moves by Temu is no longer limited to the simple business model of "selling Chinese goods." From rapidly attracting users worldwide to now penetrating local markets more deeply, Temu has clearly surpassed the traditional cross-border e-commerce model and begun to play a more complex role in the global market.

With more local sellers joining, Temu's competitiveness in the global market will undoubtedly be further enhanced in the future. This series of initiatives will also bring more reflection and inspiration to the cross-border e-commerce industry: how to balance global expansion with localized development, and how to improve user experience and service quality, have become the keys to the future development of this industry.