That offhand suggestion became the spark for Fone Central, now a fast-growing London-based business selling phones, electronics, and homegrown tech gadgets. Over the years, the company expanded into general merchandise and launched its own brand, DYZI, offering products from bike lights to massage guns.
But growth hasn’t always been smooth. In 2012, a minor customer complaint on a legacy e-commerce platform resulted in a temporary suspension that wiped out 40% of the company’s revenue. Worse, the business had no direct line to resolve the issue—only automated replies and impersonal systems.
“It was a wake-up call,” said Yasin. “From that on, we realized we couldn't put all our eggs in one basket. Diversification wasn't just an option—it was a necessity.”
The opportunity to diversify finally came in 2024, when Temu began actively onboarding UK-based sellers. The initiative was part of a broader push to create growth opportunities for small businesses by allowing them to sell to local consumers and, eventually, international markets.
Besides the UK, Temu has opened its doors to local merchants in more than a dozen markets, including the US, France, Germany, Italy, Spain, South Korea and Australia. In Europe, Temu expects up to 80% of its sales to be both sourced and fulfilled locally.
Sensing an opportunity, Fone Central launched two stores on Temu: one focused on refurbished electronics like iPhones, and another showcasing DYZI’s product line.
“The velocity of sales on Temu was unlike anything we'd seen in years,” said Yasin. “We sold more than 10 high-value phones in just three days—something that caught us completely off guard. Temu's ability to create demand is absolutely incredible.”
Beyond demand, what impressed Yasin most was Temu’s seller support. Unlike his previous experience, this time he was able to reach dedicated account managers and get issues resolved quickly. “The support was helpful and personal,” he said. “It’s rare in e-commerce.”
Getting listed wasn’t without its challenges. Temu’s onboarding and compliance standards are among the strictest in the industry. Fone Central had to provide detailed product documentation and safety reports, even contacting manufacturers for additional paperwork. One of their best-selling items, an electronic muscle stimulator, was temporarily delisted due to potential confusion with the EMS acronym—commonly associated with emergency medical services.
But Yasin says the high bar is worth it: “Our efforts really paid off. Customers shopping at our Temu store know they’ll be getting great products, and all of that is backed by paperwork we’ve done.”
Fone Central is now hiring dedicated staff to handle listings, customer service, and logistics. Yasin expects Temu to contribute 20% of the company’s total revenue within six months.
“People think Temu is just for cheap goods, but the quality, support, and traffic potential are excellent,” said Yasin. “For sellers looking to grow, Temu isn't just an option—it’s the smartest way to sell.”