Temu Brazil to Launch Semi-Fulfillment Model on July 31

Temu is set to officially roll out its semi-fulfillment model in Brazil on July 31, according to industry sources. This hybrid approach allows sellers to retain control over pricing and product selection, while Temu handles traffic distribution, logistics fulfillment, and after-sales services—significantly reducing the operational burden on merchants.

The decision reflects Temu's aggressive expansion in the Brazilian market. Since entering Brazil in June 2024, Temu has swiftly gained traction, surpassing 107 million monthly visits in just five months. By March 2025, it had overtaken Amazon to become the third-largest e-commerce platform in the country. In April, Temu further outpaced Shopee with a 9.9% market share, making it the second-largest e-commerce player in Brazil.

Brazil's robust market potential has been a key driver of Temu's rapid rise. As the largest e-commerce market in Latin America, Brazil continues to experience strong growth. According to ABComm, the Brazilian e-commerce association, total online sales reached BRL 204.27 billion (approximately USD 33.7 billion) in 2024, marking a 10.5% year-over-year increase.

This growth is also fueled by a consumer base that embraces cross-border shopping. A 2023 research report revealed that 7 out of 10 Brazilian consumers had made purchases on international e-commerce platforms, underscoring a strong appetite for global goods.

Temu's competitive edge in Brazil stems from its deep understanding of local shopping behaviors. With 60% of the country's 216 million people identified as price-sensitive consumers, Temu leverages China's vast supply chain to offer factory-direct pricing—often 20% to 30% lower than traditional retail. Moreover, it benefits from Brazil's “Remessa Conforme” tax exemption policy, which further enhances its cost advantage.

Industry experts see the semi-fulfillment launch as both a consolidation of Temu's growing influence and a strategic step toward long-term localization. By blending seller autonomy with platform-driven fulfillment support, Temu is positioning itself as a flexible, scalable solution in Brazil's dynamic e-commerce ecosystem.

As Temu deepens its footprint in Latin America, the semi-fulfillment model could set a precedent for further global expansion.