A Case Study of Temu: Development Strategies for Emerging Cross-Border E-Commerce Platforms
Year: 2025
Type: article
Abstract: Pinduoduo's overseas version of Temu targets the North American market for the first time, rapidly expanding based on Pinduoduo's accumulated supply chain advantages and the "group low price" model in China. Just two months after its launch, it topped the shopping category on the US app store, surpassing giants such as Amazon and SHEIN. This paper explores the development strategies of Temu, a fast-growing cross-border e-commerce platform backed by PDD Holdings. It examines Temu's product, pricing, logistics, and promotional strategies in the context of global digital commerce trends. The study highlights Temu's aggressive market penetration using AI-driven pricing, supply chain efficiency, and social media marketing. Prospects for Temu involve deeper integration of artificial intelligence, market localization, and expansion into underdeveloped regions. The paper concludes by recommending a shift from low-price competition to value-based strategies, emphasizing localization, ESG compliance, and digital innovation to secure sustainable growth in the global market.
Author: Haozhen Wen
Institution: Jinan University
Language: English
Subfield: Business and International Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410619632