The rapid global expansion of cross-border e-commerce platform Temu is significantly altering industry dynamics. According to an IPC research report, Temu is projected to capture 24% of the international cross-border e-commerce market by 2025, positioning it as a peer competitor to Amazon. Recent Ofcom data confirms this trajectory, showing Temu has become the UK's third most-visited online shopping destination with 28.4 million monthly visits, trailing only Amazon and eBay.
However, Temu's aggressive growth has been accompanied by ongoing seller disputes regarding platform policies. The "high-price traffic restriction" mechanism remains a primary concern, with numerous sellers reporting sudden traffic cuts to product listings due to frequent policy changes or price comparison triggers, severely impacting operational stability and revenue projections.
Lunar New Year Policy Adjustments on Price Comparisons
As the Lunar New Year approaches, Temu has issued operational guidelines to sellers announcing a temporary suspension of "similar product comparison expansion" with the following specifics:
- Effective Period: February 6-22, 2026
- Eligibility: Products maintaining quality scores ≥80
- Key Change: Platform will pause adding new products to price comparison pools
- Objective: Mitigate potential sales disruptions from holiday traffic fluctuations
This adjustment means qualifying products will receive temporary protection from traffic restrictions triggered by price comparisons, allowing more stable visibility during the holiday period. The move appears strategically timed to address supply chain challenges during the manufacturing slowdown typical of Lunar New Year celebrations.
Divergent Seller Reactions to Policy Changes
Optimistic View: Window for Strategic Preparation
Some sellers view this as an opportunity to stabilize listings and increase inventory for high-performing products, anticipating reduced traffic volatility during the holiday shopping period.
Cautious Perspective: Limited Impact on Existing Restrictions
Other sellers note that while new comparisons are paused, products already affected by traffic restrictions won't automatically recover visibility, potentially limiting the policy's overall effect.
Skeptical Outlook: Alternative Control Mechanisms Remain
A segment of sellers maintains that Temu retains multiple methods for traffic control beyond price comparisons, suggesting the adjustment may not significantly alter platform dynamics.
Strategic Recommendations for Sellers
1. Verify Product Quality Scores
Sellers should immediately confirm whether their products meet the 80+ quality score threshold and address any deficiencies for eligible products.
2. Optimize Inventory Planning
Strategic stockpiling of winter seasonal items and preparatory listing of spring/summer collections can capitalize on anticipated traffic patterns.
3. Prepare for Post-Holiday Competition
With price comparisons resuming after the holiday, sellers should develop contingency plans for renewed competitive pressures in the marketplace.
This temporary policy adjustment presents sellers with both opportunities and challenges during a critical retail period. Success will depend on careful assessment of individual circumstances and agile adaptation to evolving platform conditions.