SEOUL – Chinese e-commerce platform Temu, owned by PDD Holdings, is reportedly accelerating its preparations for a direct entry into the competitive South Korean market. Industry sources indicate that Temu has begun the process of recruiting Korean personnel to fill roles in human resources, administration, public relations, marketing, and logistics.   

This move signals a potential shift in Temu's strategy, which currently relies on partnerships with Korean logistics companies like CJ Logistics and Hanjin Logistics for product delivery. Sources suggest that Temu is planning to establish its own integrated logistics system within Korea, streamlining its operations and potentially offering faster and more efficient delivery services.

While Temu launched a Korean-language online shopping platform in July 2023 and established a local entity, Whaleco Korea LLC, in February of last year, the company has yet to officially confirm its hiring plans. A Seoul-based spokesperson for Temu declined to comment on the matter when contacted by Yonhap News Agency.

Despite the lack of official confirmation, Temu's growing presence in the Korean market is undeniable. As of January, Temu ranked third in monthly active users (MAU), according to Wiseapp Retail. The app boasted 8.23 million MAUs last month, trailing only domestic e-commerce giant Coupang (33.02 million MAUs) and fellow Chinese platform AliExpress (9.12 million MAUs).   

Temu's aggressive expansion strategy underscores the increasingly competitive landscape of the Korean e-commerce market. The company's direct entry could potentially disrupt the existing dynamics and intensify the battle for market share. Industry observers are keenly watching to see how Temu's enhanced presence will impact established players like Coupang and other emerging platforms.

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