E-commerce Retailer Marketing Strategies and Rapid Growth: A Case Study of Temu

Abstract

In the context of e-commerce retail, the presence of a wide range of product offerings and competitive pricing is crucial for establishing a strong foundation and achieving success for the brand. Nevertheless, the primary determinant of a brand’s competitive advantage over its rivals will be its marketing strategy. Hence, e-commerce retail stores employ many strategies to optimize their capacity to comprehend and engage with their customers’ psychological states and captivate their attention. This article examines Temu, an e-commerce retail store that has achieved significant success within a year of its introduction. It analyzes three primary techniques employed by Temu to get a deeper understanding of customer psychology and effectively expand its business operations. The findings were supported by referencing online data and scholarly journals. It was evident that Temu possesses a proficient understanding of sales marketing. Nevertheless, drawbacks were observed, primarily stemming from customers’ exaggerated view of the brand, which consequently impacts the company’s overall worth. The findings assist Temu in developing optimized strategies tailored to their target demographics, enhancing their prospects for success in the post-pandemic era amidst intense competition.