Temu is a Chinese e-commerce company known for its extremely affordable goods. It is owned by its parent company PDD Holdings, formerly known as Pinduoduo. PDD primarily operated in China as an online agricultural retailer before launching Temu as an international platform. Since its creation, Temu has rapidly grown to become a major player in global e-commerce.

　　Temu’s business strategy and operationsTemu is often compared to Shein, another Chinese-owned e-commerce brand, although they operate with different business models. While Shein contracts manufacturers to produce small batches of owned inventory on demand, Temu functions as an online marketplace, allowing third-party suppliers to sell directly to customers. Additionally, Temu offers a wide range of products across various shopping categories, unlike Shein, which focuses primarily on clothing.

　　Temu attributes its low prices to its direct dispatch model. In 2024 a Temu spokesperson explained to National Public Radio (NPR) that “dispatching goods directly from the source eliminates the need for multiple stages of transportation and warehousing, addressing what is often the most significant expense and inefficiency in conventional retail operations.” Temu also uses a “gamified” shopping experience to attract customers, encouraging them to share the platform on social media to receive discounts.

　　Controversies and criticismsTemu has capitalized on a U.S. trade provision known as “de minimis” (trifling) that was enacted in 1938 to let American tourists bring back souvenirs from abroad without declaring them to customs. The law allows the platform to ship packages under the value of $800 to American customers without paying duties or certain taxes. In response to the rise of platforms like Temu, several bills have been proposed to address this loophole. The bipartisan Import Security and Fairness Act, introduced by Marco Rubio (R-FL) and Sherrod Brown (D-OH), aims “to end de minimis treatment for goods from China and Russia, and to require CBP [Customs and Border Protection] to obtain more information about de minimis packages entering the country.” The de minimis issue is only one of numerous controversies that have surrounded Temu.

　　Growth and future trajectoryWithin a year of its launch, Temu had an estimated $16 billion in revenue. The app frequently tops the Apple App Store charts. Analysts suggest that Temu prioritizes market share over profit margins, using a strategy similar to that of Amazon.com in its early years.

　　In 2024 Temu launched an extensive marketing campaign, including three ads during the Super Bowl and two additional spots after the game. The ads, which featured the tagline “shop like a billionaire,” were accompanied by “more than $15 million in coupons and giveaways,” according to the company.

　　Frannie Comstock