Temu Launches Local Seller Program in UAE, Expanding L2L Model to Over 30 Countries

Ebrun Exclusive, January 15 – According to foreign media reports, Temu has further expanded its local operations in the UAE by officially launching its "Local Seller Program" to enhance delivery efficiency and diversify product offerings. This move makes the UAE the latest market to adopt Temu's Local-to-Local (L2L) model, which now covers over 30 countries and regions worldwide, including the United States, the United Kingdom, Germany, France, and Japan.

Under the program, UAE-registered businesses with local inventory can reach millions of consumers through Temu's platform, leveraging low-cost digital channels to boost sales.

A Temu spokesperson stated that the model aims to create new growth opportunities for local businesses while providing consumers with affordable, diverse, and fast-delivery shopping experiences. By combining local inventory and local logistics, the platform can shorten delivery times and improve overall shopping efficiency.

Temu first entered the UAE market in September 2023. With its wide product selection and competitive pricing, the platform quickly gained traction among local consumers.

According to Similarweb's latest usage ranking analysis released in January 2026, Temu ranked highest among shopping apps on Android in the UAE, demonstrating its rapid penetration in the local market.

A Mordor Intelligence industry report indicates that the UAE e-commerce market is projected to reach approximately $12.28 billion by 2025, maintaining strong growth momentum.

In terms of market structure, global and local e-commerce giants such as Amazon.ae, regional platform Noon, and the online division of large retail chain Carrefour UAE continue to dominate, collectively accounting for about 45%–50% of GMV. Meanwhile, social commerce and cross-border platforms like TikTok Shop, Shein, and Temu have shown significant growth in recent years, gradually becoming key supplementary forces in the market, particularly in low-to-mid-priced imported goods and specific categories.

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