A great start! Temu has been downloaded over 500 million times in new markets

Last year, there was news that Temu would strengthen its presence in markets outside the United States. To confirm this, Temu launched multiple sites in multiple regions last year.

There are Vietnam and Brunei in Southeast Asia, Kazakhstan in Central Asia, Georgia in West Asia, Malta in Southern Europe, Brazil in Latin America ... and the Nigeria site in Africa will be launched at the end of 2024 (November).

Temu’s launch in Nigeria can be described as an “airborne launch”. In the words of local consumers, “Temu’s advertisements were everywhere on the Internet overnight.”

So, two months after its launch, how is Temu performing in this African giant?

Two months after its launch, Temu has been downloaded more than 500 million times in Nigeria

According to a survey by Nigerian media Business Hallmark, Temu currently meets 45% of Nigerian consumers’ daily orders, followed by Jumia (21.4%) and Konga (16.5%), while other e-commerce platforms account for the remaining 17.1%.

That is to say, shortly after Temu entered the Nigerian market, it quickly seized market share from local e-commerce platforms such as Konga, Jumia, and Jiji. These e-commerce platforms are facing the "risk" of being surpassed by Temu.

Data from Similarweb also shows that Temu is the most downloaded app on the Google Play Store and Apple App Store in Nigeria in 2024, with a total of more than 500 million downloads.

There are many factors that contribute to Temu's popularity in Nigeria.

It is reported that since entering the Nigerian market in November 2024, Temu has quickly become the preferred shopping platform for locals through its unique marketing strategies, cost-effective products and free delivery services throughout Nigeria.

Like consumers in other countries, Nigerian consumers can buy affordable goods at Temu, including electrical appliances, electronics, kitchen equipment, furniture, clothing, mobile phones, laptops and computers, footwear and other products ordered directly from Chinese manufacturers.

In addition, Temu users have the opportunity to win a large discount of up to 300,000 Naira (about 1410.3 RMB) through three wheel draws. Some consumers said that they won a coupon worth 250,000 Naira (about 1177.2 RMB) through the wheel draw, and used this discount to buy products such as cooking pots and blenders.

The consumer said that when he first heard about Temu last year, he thought it was a joke, but after a family member excitedly told him that he had bought more than 300,000 naira worth of goods for only 45,700 naira (about 215.2 yuan), he decided to give it a try. After selecting, he bought more than 300,000 naira worth of goods for 65,000 naira (about 306.1 yuan) and received the goods 11 days later.

It is reported that the reason why Temu can provide such competitive products to local users is that consumers can purchase goods directly from manufacturers through Temu, and on the other hand, it is because of the cooperation with Speedaf Express to reduce transportation/delivery costs - Speedaf Express is cheaper than transportation companies such as UPS - so Temu can provide users with free delivery services.

In addition to the low prices and free delivery that have won the hearts of users, another reason why Temu is so popular locally is its 90-day no-questions-asked return guarantee, while the return and exchange period for African local e-commerce giants Jumia and Konga is only 7 days.

However, Temu also has disadvantages in the local market. Compared with local platforms, its users have to wait longer for goods to be shipped and delivered. It is reported that it takes about 2 weeks for goods ordered from the Temu platform to be delivered to Nigerian consumers. Therefore, most of the users who buy goods from Temu are users who can wait, which also gives local e-commerce platforms a breathing space.

One year after its launch , one in three South Africans has used Temu

Speaking of Nigeria, it is inevitable to think of South Africa, another African market where Temu was launched in January last year.

One year after its launch in South Africa, Temu has achieved remarkable results, not only becoming an important player in the country's e-commerce field, but also reshaping the way South Africans shop online.

A South African consumer with the ID Songca showed on TikTok the kitchen sink he bought in Temu for 3,750 rand (about 1,467.5 yuan). The sink is equipped with a pull-down spray faucet, a multifunctional basin (made of stainless steel), and a temperature-adjustable digital display. Overall, it is very textured, and these configurations are surprising for the price. It is reported that the post has been viewed more than 400,000 times and has sparked heated discussions.

Songca said in the video that this was her first time shopping at Temu and she would come again, telling netizens "you won't regret it."

Songca is a microcosm of many South African Temu.

According to a recent survey conducted by South African media News24 with the support of Temu, one in three South Africans has used Temu, and nearly 40% of the respondents have become active users of the platform.

The survey of 1,700 South African consumers focused on the platforms’ attractiveness, affordability, trust and accessibility.

The survey found that the reason for Temu's rapid rise in South Africa is related to its platform characteristics. One of its most prominent features is its affordable prices, which is recognized by 81% of the users surveyed. The survey showed that 46% of the respondents said that using the platform saved more than half of their usual shopping budget. This also established a loyal customer base for the platform, with 77% of users saying they would recommend Temu to friends and family.

In addition, 45% of respondents recognized Temu's ability to provide high-quality goods at competitive prices. Some media said, "By combining affordability with quality, the platform (Temu) meets a wide range of user needs and preferences."

The survey also mentioned that another reason why Temu is popular in South Africa is the rich variety of products it offers, among which electronics and appliances (41%), home decoration and furniture (37%), kitchen utensils (32%) and jewelry (31%) are the most popular categories.

In addition, some higher-priced commodities, such as inverters and batteries, have also attracted attention due to their price advantages compared with similar local products.

It is worth mentioning that price remains the top consideration for South African shoppers, with 65% of respondents saying that price is the most important factor when making a purchase.

Temu’s rapid growth in South Africa also reflects the rapid growth of e-commerce business in South Africa. The survey shows that 64% of respondents shop online more frequently than a year ago, and convenience (72%), price comparison tools (56%), shopping channels (53%) and a wider range of product categories (51%) are the main driving factors.

Although Temu has risen rapidly in South Africa and brought considerable pressure to local platforms, industry analysts stressed that "although Temu's success is impressive, the e-commerce war is far from over and South African local platforms are still gaining a foothold." In South Africa, Takealot and Checkers Sixty60 are still the dominant players, with market shares of 15%-20% and 12%-15% respectively.

According to Temu's performance, Africa, as an emerging market, still has great potential in e-commerce. On the other hand, it can be seen that African consumers care about comparable prices and product quality. Sellers attacking the African market can make it the core of their layout to better adapt to the local market.

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