Temu’s Low Price Globalization and the Management of Cross Border Platform Trust A Case Analysis

DOI

10.2991/978-94-6239-777-4_48How to use a DOI?

Keywords

Temu; cross border e commerce; platform strategy; low price competition; consumer trust; logistics service quality; global expansion

Abstract

Temu has become one of the most visible examples of cross border platform expansion in the global digital economy. Its rapid growth was built on low prices, aggressive promotion, direct access to manufacturers, wide product variety, and a shopping experience designed to reduce consumers’ hesitation. This paper examines Temu as a case of low price globalization and platform trust management. The analysis focuses on how Temu attracts overseas consumers, how it converts price sensitivity into platform traffic, and why trust governance becomes critical when a platform expands across borders. Recent studies on cross border e commerce show that consumer perception, trust, logistics service quality, price fairness, platform recommendation, and review quality all shape purchase intention and repurchase behavior. Based on these studies, this paper argues that Temu’s growth is not only a story of cheap products. It also depends on the platform’s ability to manage uncertainty related to product quality, delivery time, after sales service, merchant reliability, and regulatory scrutiny. The case suggests that low price strategy can create fast market entry, but long term platform competitiveness requires a stronger balance between affordability, service reliability, consumer protection, and institutional legitimacy.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Qingchang Zuo
AU  - Xiao Guan
AU  - Qing Han
AU  - Zhiyuan Wang
AU  - Xinrui Zhang
AU  - Xiayi Yan
AU  - Yan Zhuang
AU  - Zhenqing Ma
AU  - Yutong Shao
AU  - Jintao Li
PY  - 2026
DA  - 2026/09/30
TI  - Temu’s Low Price Globalization and the Management of Cross Border Platform Trust A Case Analysis
BT  - Proceedings of the 2026 8th International Conference on Economic Management and Cultural Industry (ICEMCI 2026)
PB  - Atlantis Press
SP  - 445
EP  - 451
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-777-4_48
DO  - 10.2991/978-94-6239-777-4_48
ID  - Zuo2026
ER  -