Temu: 2 years on

Cross-border ecommerce is entering a new phase — rapid global expansion, intensified competition, and rising execution complexity.

Launched in the US just two years ago, Temu has grown into one of the world’s most prominent cross-border ecommerce platforms, with operations spanning 78 countries and territories as of 1 September 2024. Rather than following the traditional marketplace or retailer playbook, Temu differentiated itself early by launching with a full consignment model, enabling fast scale while tightly controlling supply, pricing, and execution.

Temu: 2 Years On is a decision-support report by Momentum Works designed to help leaders understand how Temu scaled so quickly, why its model resonated with both consumers and suppliers, and how its organisational culture and value-chain design underpin its global expansion strategy.

Built on Momentum Works’ long-term tracking of global ecommerce platforms and deep analysis of PDD’s (Temu’s parent company) organisational DNA, the report goes beyond surface-level observations to examine how Temu thinks, operates, and evolves — and what this means for incumbents across ecommerce, retail, and logistics.

What’s covered in the report:

• How Temu went from launch to global scale in an exceptionally short time
• Why full consignment was a “heavier but safer” cold-start strategy
• Why full consignment is only one stage in Temu’s long-term evolution
• The unique company culture and execution philosophy behind Temu’s speed
• How Temu structures its value chain across suppliers, logistics partners, and consumers
• Whether Temu is becoming — or is already — a self-sustaining business

Who this report is for:

• Ecommerce and retail executives
• Cross-border sellers and brand operators
• Platform strategy and operations teams
• Investors and analysts tracking global ecommerce
• Logistics and supply chain leaders
• Founders and operators assessing competitive threats and opportunities

How leaders use this report:

• To understand Temu’s true sources of competitive advantage
• To assess whether Temu poses a structural threat to incumbents
• To benchmark platform, supply chain, and organisational design choices
• To anticipate how cross-border ecommerce competition may evolve