The E-Commerce and Digital Economy Agency (under the Ministry of Industry and Trade) has provided additional information about the cross-border e-commerce platform Temu.
Temu has launched an affiliate marketing program with substantial commissions.
Following discussions with the Agency, Elementary Innovation Pte. Ltd., the owner of the Temu e-commerce platform, submitted their registration documents for providing e-commerce services through the online.gov.vn portal.
The Agency reviewed the submission and requested additional information. Temu has since provided a second revised submission, which the Agency is currently reviewing in accordance with Decree No. 52/2013/ND-CP (amended and supplemented by Decree No. 85/2021/ND-CP) on e-commerce.
- Temporarily suspending e-commerce services in Vietnam, including not using the Vietnamese language on the Temu website and mobile app.
- Providing consumers with a warning that the platform is in the process of registering with the Ministry of Industry and Trade. This alerts consumers that the website and app are not yet permitted by the Ministry, and they should proceed with caution.
- Removing promotional programs that do not comply with Vietnamese law on trade promotion. All products with discounts over 50% have been removed per Decree No. 81, dated May 22, 2018, and other relevant laws.
- Discontinuing programs or models that encourage users to participate in business activities to earn various rewards and commissions in the Vietnamese market.
Prior to these changes, Temu had introduced an affiliate marketing program with a substantial 30% discount. This policy was unprecedented in the Vietnamese market. The program incentivized users to click on links, install the Temu app, and share referral links to earn significant rewards. Additionally, users could promote products sold on the platform and receive commissions of up to 30% from the sellers’ revenue.
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