Temu: Slow and Cheap Win the Race

In 2025, the race for speed was on, with same-day e-commerce delivery promised by Amazon and its peers serving the US market. Online marketplace, Temu rose to the challenge of breaking into this huge consumer base, despite its roots as a US-based web entity. However, in order to carve a space for itself among the other fast shippers, Temu had to create a strategy that allows it to capture a niche demand as well as to develop the logistical underpinnings to support fulfillment of its cross-border consumer demand. In this case, students will learn about the online e-commerce giant Temu, the challenges and developments within e-commerce in recent years, and the distribution strategy of online platforms. Students will think critically about business strategy, partnerships, corporate culture, and ethics, as well as discuss potential future expansion opportunities within online shopping.