Temu's rise in the United States poses a challenge to established e-commerce platforms

In September 2022, Temu entered the "crowded" e-commerce market in the United States and "launched" a challenge to old brands such as Etsy and Wayfair .

Industry insiders believe that Temu’s entry marks a key shift in the U.S. e-commerce market and redefines the market.

Here, Temu offers sellers more efficient shipping and lower commissions, which have long plagued sellers on platforms such as Etsy and Wayfair.

These strategies not only attract the sellers mentioned above, but also consumers who do not attach importance to the platform but have increasingly higher requirements for delivery speed and efficiency.

In addition, Temu’s aggressive marketing and affiliate program is setting a precedent. Investing heavily in media and offering generous rewards to those who join the alliance, Temu is quickly building a brand influence that is difficult to ignore.

However, some industry insiders are concerned about whether such high-investment alliance programs can survive in the long run, especially in a competitive and dynamic market like the United States.

Although Temu's development prospects are optimistic, industry insiders believe that whether this platform can really subvert the US e-commerce market remains to be verified. Those who hold a negative view believe that although the platform's low-cost product strategy is attractive, the quality of its products may not meet the expectations of American consumers.

In addition, industry insiders also expressed doubts about whether Temu can maintain its high investment in media advertising in the long run, especially as it seeks to consolidate its market position.

Others believe that Temu's entry has also triggered a rethinking of the strategies of established US e-commerce platforms. Companies like Etsy and Wayfair have had to reform and innovate, such as reconsidering strategies on seller commissions, shipping time, and overall service quality to measure whether their current status is still suitable for the current market.

Not only in the e-commerce industry, the arrival of Temu is also a big stimulus to the US advertising industry. Audience interest begins to precede content quality, and this trend highlights the importance of data-driven in attracting consumer attention. Temu demonstrates this through its targeted media investment and promotion plans.

As Temu becomes more established in the US market, the e-commerce market and advertising here will also face broader challenges and changes. The chain reaction brought about by its bold strategy is having a far-reaching impact.

Temu

US e-commerce market

E-commerce platform