Global e-commerce marketplace Temu has announced a significant expansion of its operations in the United Arab Emirates, launching a local seller programme designed to accelerate delivery times and broaden its product offerings for regional consumers. The move signals a deeper commitment to the MENA market and heightens the competitive pressure on existing e-commerce players.
The Local-to-Local Model Arrives in the UAE
The new initiative is part of Temu’s “local-to-local” strategy, which is already active in over 30 markets globally, including the US, UK, and Japan. This model allows UAE-registered businesses with locally stocked inventory to sell directly on the Temu platform.
For local sellers, this opens up a powerful new distribution channel, while customers benefit from significantly faster shipping times for a growing selection of goods.
A Strategic Move in a Competitive Market
Backed by the Chinese group PDD Holdings, Temu officially launched in the UAE in September 2023. The platform quickly gained significant traction among shoppers attracted by its vast product assortment and aggressive pricing. According to analytics firm SimilarWeb, Temu was the top-ranked shopping app on Android in the UAE as of early 2024, highlighting its rapid market penetration.
This expansion underscores the fierce competition within the region’s e-commerce sector, where both established giants and new entrants are heavily investing in logistics, localization, and speed to capture market share.
Empowering Local SMEs
Temu’s strategy aims to support the growth of small and medium-sized enterprises (SMEs) by providing them with access to its large user base, while simultaneously enhancing its service quality in key international markets.
“With our local-to-local initiative, we aim to create new growth opportunities for UAE businesses, while giving consumers access to a wider selection of affordable, quality products with faster delivery,” a Temu spokesperson stated.
About Temu
Temu is a global online marketplace connecting consumers with millions of sellers, manufacturers, and brands around the world. Operated by PDD Holdings, it aims to offer a wide range of affordable quality products to empower consumers to live their best lives.
Source: Gulf Business
