- Temu launches in Thailand with massive discounts.
- E-commerce giant targets Southeast Asia’s second-largest market.
- Incumbents prepare for increased competition in the region.
Temu, the global e-commerce powerhouse, has officially launched in Thailand, marking its third Southeast Asian market after Malaysia and the Philippines.
True to form, Temu’s Thai debut features eye-popping discounts of up to 90%, aiming to capture the attention of bargain-hungry shoppers.
Cross-border shopping spree
The Thai site showcases a vast array of cross-border goods, complete with global reviews and ratings for popular items.
Although rumors of branded goods circulate, the current offerings primarily consist of unbranded items.
This launch taps into Thailand’s booming e-commerce market, which ranks second in Southeast Asia for size and growth rate.
Logistics and competition
Temu’s expansion leverages efficient logistics, shipping goods by truck from Guangzhou to Bangkok in under five days.
The move pits Temu against established players like Shopee, Lazada, and TikTok Shop in Thailand’s competitive e-commerce landscape.
Industry experts anticipate Temu’s aggressive, ROI-driven strategy to shake up the market, urging incumbents to brace for intensified competition.
