Professor

In a short period, Temu has established itself as a highly visible global platform for consumer goods. This article develops a marketing framework linking its low-price value proposition, extensive assortment, seller marketplace, digital customer acquisition, shopping interface design, and incentives for repeat visits. Aggressiveness is understood as the cumulative effect of frequent prompts, prominent promises of savings, time pressure, game-like rewards, and the short distance between an advertisement and payment. The analysis draws on published business and regulatory sources, research on digital interface design, and the author’s earlier examination of promotional screens. That examination serves as an illustration, not as a representative study of the platform. The article concludes that Temu’s marketing is an integrated system for attracting attention, converting attention into purchases, and re-engaging customers; its long-term viability depends on credible prices, clear conditions, and the post-purchase experience.