In the whirlwind world of global e-commerce, Temu, launched in 2022 as an international version of China's popular Pinduoduo, has emerged as a controversial figure. With a reputation that oscillates from fierce criticism to fervent support, it embodies the complexities of navigating the international market.

In just over two years, Temu has achieved remarkable success across various global markets, having launched approximately 76 localized websites across continents, with the largest footprint in Europe. The company's entry into the U.S. market marks a significant milestone, where it rapidly established itself. Recently, it topped the charts as the most downloaded free application on Apple's App Store, reclaiming its position as a favorite among U.S. consumers.

According to data from Sensor Tower, in August, Temu's app ranked third among mainstream e-commerce platforms with a user base reaching 91% of Amazon's. The rapid expansion into markets like Brazil showcases Temu's growth trajectory; AppMagic reported that the app led download rankings in Brazil across both Apple and Google platforms in November, achieving 4.8 million downloads and narrowly surpassing the Latin American e-commerce giant, Mercado Livre. Additionally, a Conversion report highlighted that in the same month, Temu's site registered over 107 million clicks, solidifying its market share at 3.6%.

Entering Brazil in May this year, Temu managed to surpass several established competitors such as Mercado Livre, Shopee, and Amazon, quickly ranking in the top five e-commerce platforms. Surprisingly, SHEIN and AliExpress found themselves situated in eighth and ninth positions, respectively. The top ten platforms collectively hold a significant 50.2% of Brazil's e-commerce market, demonstrating Temu's aggressive capture of market attention.

Technology-savvy South Korea has also seen Temu thrive; in the first eleven months of the year, it topped the download charts for adults, amassing an impressive 18.04 million downloads. Its growth isn’t just in downloads, but active users, with monthly active users soaring to 4.2619 million by November, reflecting a substantial increase compared to earlier figures from January.

Despite the successes, Temu's international journey has not been without hurdles. On December 5, the platform announced it had paused its operations in Vietnam to register officially with the local authorities. This move is a response to a directive requiring foreign e-commerce platforms operating in Vietnam to register with the Ministry of Industry and Trade, underscoring the challenges faced by international companies in navigating local regulations.

Vietnam's government stipulated a deadline for Temu to complete its registration or face a ban, citing potential violations of the regulations established in 2022. The authorities have announced that while Temu's application is under review, operational activities are on halt until clearance is achieved, which is a detriment to its users in the region. Due to this administrative standstill, transactions through the Temu platform are unable to clear customs, further complicating its customer experience in Vietnam.

The dichotomy of satisfaction and frustration among sellers on Temu reveals deeper issues within the global e-commerce landscape. Many sellers, despite their grievances, find themselves drawn to Temu, possibly driven by a "if you can't beat them, join them" mentality. The intensifying competition in the domestic sector has prompted many to seek opportunities within international markets, demonstrating a palpable tension within the industry.