The rapid rise of Temu as a global e-commerce platform has created new opportunities for cross-border sellers, particularly through its aggressive low-price strategy. However, the platform's evolving regulations present significant challenges, with recent policy changes imposing severe penalties for violations—including permanent store closures.
Understanding the New Regulations: Key Red Lines
Temu's updated policies focus primarily on combating fraudulent shipping labels. Previously, violations might result in fines, but the platform has now implemented stricter measures:
- Increased penalties: Single violations now incur fines up to $150 per incident, creating substantial financial pressure.
- Stringent banning mechanism: The "two-strike" policy leads to permanent store closure after repeated violations.
- Associated store liability: Malicious violations may trigger penalties across connected stores within the same account system.
Survival Strategies for Sellers: Three Key Approaches
1. Logistics Compliance: Eliminating Risk-Taking
Shipping processes represent both the backbone of cross-border commerce and Temu's primary regulatory focus. Sellers must prioritize compliance:
- Avoid unauthorized logistics accounts that might compromise shipping integrity.
- Use Temu's integrated shipping label system to ensure information accuracy.
- Maintain complete documentation of all shipping records for potential disputes.
- Consider local fulfillment options like overseas warehouses to reduce label-related issues.
2. Store Isolation: Technical Prevention of Association
Temu employs sophisticated methods to identify connected accounts, making store separation essential:
- Understand platform detection methods, including browser fingerprinting techniques.
- Utilize specialized tools that create independent digital environments for each store.
- Select dedicated IP addresses rather than shared virtual private servers.
These measures help maintain each store's operational independence while reducing the risk of platform penalties.
3. Damage Control: Responding to Penalties
When facing warnings or suspensions, prompt action can mitigate further consequences:
- Immediately isolate affected stores from other business operations.
- Submit appeals within the critical 72-hour window with comprehensive evidence.
- Use completely new devices and networks for appeal submissions.
Portfolio Management: Diversifying for Stability
As platform policies become more stringent, maintaining multiple independent storefronts offers significant advantages:
- Distributes risk across different operational entities.
- Expands market reach through varied customer access points.
- Enables centralized management while maintaining operational separation.
Temu's evolving regulatory environment presents both challenges and opportunities for cross-border sellers. Success in this competitive marketplace requires strict compliance, technical safeguards, and strategic risk management. Those who adapt effectively can position themselves for sustainable growth within the platform's ecosystem.