Chinese e-commerce giant Temu has opened a local warehouse in South Africa, marking its most aggressive move yet in the country since entering the market in early 2024.

The new facility promises faster shipping for customers, with some orders now eligible for next-day delivery and others arriving within two days. However, Temu has yet to clarify key details — such as whether the warehouse stocks goods from local vendors or simply holds imported items for quicker dispatch. The company has also not disclosed which logistics partners it is using or how the supply chain is structured.

The move marks a shift for a platform that initially faced resistance. When Temu and rival Chinese retailer Shein entered South Africa, they drew criticism from local businesses who accused them of exploiting tax loopholes. At the time, South Africa’s 20% flat duty on low-value imports allowed them to bypass the 45% tariff imposed on most imported clothing. Although the South African Revenue Service eventually tightened enforcement, Temu had already gained significant market share.

Unlike African e-commerce platforms like Jumia and Konga, which operate their own logistics fleets, Temu outsources its delivery operations to third-party couriers. The strategy allows it to scale quickly and keep costs low — critical advantages when paired with its ultra-low prices, heavy advertising spend, and gamified shopping features.

Temu’s aggressive pricing and digital marketing tactics have made it a force to reckon with. The addition of a local warehouse only strengthens its position in the South African market.

As the platform ramps up its operations, this may be the first sign of a broader and more permanent African expansion.