Global e-commerce platform Temu is launching its “local-to-local” initiative in Turkey, opening its marketplace to local vendors and actively recruiting for its Istanbul office.
Temu, the rapidly growing online marketplace owned by PDD Holdings, is significantly deepening its operational footprint in Turkey. Following the establishment of its official representative office earlier this year, the company has now initiated its “local-to-local” program. This strategic move is designed to integrate Turkish businesses directly onto its platform, allowing them to sell to a nationwide customer base. In conjunction with this launch, Temu has commenced a recruitment drive to build its local team in Istanbul and is forging partnerships with domestic logistics firms and Enterprise Resource Planning (ERP) providers to streamline its operations.
A New Gateway for Local Merchants
The program aims to provide registered businesses in Turkey with a low-cost channel to reach millions of domestic consumers. By leveraging existing local inventory, Temu plans to drastically reduce delivery times, with some products potentially arriving as early as the next day. This model marks a significant shift from a purely cross-border e-commerce system to one that incorporates and empowers the local market. A company official stated that the initiative aims to unlock new avenues for growth for Turkish businesses while providing consumers with quicker access to a diverse range of affordable products. The program is currently operating on an invitation-only basis but is expected to open to all eligible Turkish sellers in the near future.
Global Strategy Adapted for the Turkish Market
This local-to-local model is a core component of Temu‘s global expansion strategy and has already been successfully implemented in over 30 countries, including the United States, Germany, France, Italy, Spain, and Mexico. The launch in Turkey represents the latest phase of its regional strategy, focused on supporting local economies and enhancing the shopping experience for consumers. By collaborating with local service providers, Temu is building an ecosystem tailored to the specifics of the Turkish market rather than imposing a one-size-fits-all global template.
Rapid Ascent in a Competitive Landscape
Temu officially entered the Turkish market in May 2024 and quickly gained traction among consumers due to its wide product selection and competitive pricing. According to data from market intelligence firm Sensor Tower, the Temu app became the most downloaded shopping application in Turkey during the first quarter of 2025. The company’s latest move to onboard local sellers is poised to intensify competition in Turkey‘s bustling e-commerce sector, which is currently dominated by established players such as Trendyol, Hepsiburada, and Amazon Turkey.
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