As internet-based technologies have become closely embedded in the daily lives of Chinese citizens, the intensity of online shopping transactions in the domestic scope is relatively high (Jiang & Murmann, 2022). Demonstrating an outstanding record of online retail sales margin–reaching a peak of US$12 billion in the first quarter of 2024 alone–Pinduoduo is currently the largest mainland Chinese e-commerce company (He & Low, 2024). Thus, this figure has led Pinduoduo into following the footsteps of former prominent CBE players, Alibaba and Taobao, in taking strategic supply chain expansion in order to aim for wider market shares, even beyond Asian regions. Earlier in 2022, PDD (Pinduoduo) Holdings introduced its sister e-commerce company, TEMU, which aims to accommodate Pinduoduo's internationalization efforts.