Chinese e-commerce Temu is pushing up its efforts to capture a significant portion of the global e-commerce market.

Temu has put Africa in its sights. Following its recent launch in South Africa, the company has now announced its expansion into Nigeria, Africa's most populated country.

The e-commerce company announced recently that it has already made significant marketing investments, with quarterly spending totalling $500 million globally.

Temu is entering Nigeria, promising factory-direct pricing and consumer-friendly principles such as 90-day money-back guarantees, posing a direct challenge to Jumia's status as the country's largest ecommerce site.

The expansion, however, confronts significant obstacles in Nigeria's complex economic climate, particularly in terms of logistical infrastructure and delivery efficiency.

While Temu has formed relationships with local delivery companies, its success is dependent on solving operational obstacles and establishing consumer trust, especially considering recent judicial challenges in the United States over anti-competitive activities.

Temu's business concept is built on a multi-segment marketplace with listed third-party merchants offering a variety of product categories such as fashion, household products, home appliances, toys, and electronics.

Owned by the Chinese online retail behemoth PDD Holdings, the e-commerce platform claims to have achieved stratospheric growth across the 71 markets where it operates, by selling affordable products and implementing smart marketing campaigns.