Chinese e-commerce platform Temu is preparing to enter the South Korean market directly, with plans to develop an integrated logistics system for product deliveries in the country. According to a report by the South Korean news agency Yonhap, Temu, the e-commerce brand owned by PDD Holdings Inc., has begun hiring employees for key roles in human resources, management, public relations, marketing, and logistics in South Korea.
The platform is also planning to develop an integrated logistics system to handle product deliveries within South Korea. Currently, local logistics partners such as CJ Logistics and Hanjin Logistics are working with Temu to manage its operations in the region.
In July 2023, Chinese e-commerce platform launched a Korean-language online shopping platform, further expanding its footprint in the country. The company established its business entity, Whaleco Korea LLC, in February 2024. However, Whaleco Korea has yet to hire local employees.
Temu is the most downloaded app among adults in South Korea
By January 2025, Temu ranked third in terms of monthly active users in the South Korean market. Moreover, it became the most downloaded app among South Korean adults in the first 11 months of 2024, according to reports.
Industry experts believe that Temu’s recent moves reflect a strategy similar to that of another Chinese e-commerce giant, AliExpress, in South Korea. These steps are seen as part of platform efforts to localize its operations and prepare for a direct market entry.
