Another country's consumers fall in love with Temu

Since its launch in March last year , Temu has been making great strides in the Australian market, and now has more than 10 million monthly active users.

A recent survey showed that Temu is facing a user trust crisis in Australia , with only 7% of consumers believing in the quality of products on the platform, ranking last .

This result made many users sweat.

However, a recent report pointed out that Temu has become the fifth most popular online retail platform in Australia .

Consumers say they don’t trust Temu, but they go on a shopping spree on it. This phenomenon can actually be traced.

It is understood that when middle-aged Australians buy household goods, they rarely go to local large supermarkets, but choose online platforms such as Temu to wait for promotions , compare prices , and finally place orders. For retired elderly people, Temu is the preferred platform. As its advertising slogan says, even if you only have one dollar in your pocket, you can "shop like a billionaire" on it .

It has to be said that with the rising cost of living in Australia and the trend of consumption downgrading, local consumers simply cannot resist the "bargains" on Temu .

Data shows that more than 11 million people use Temu's website and applications each month , and the number of Temu's Australian online users increased by 39.7% year-on-year in May, making it much more popular than local retailers such as Coles, Flybuys and Bunnings.

In addition, foreign media reported that although Australian consumers do not trust Chinese platforms such as Temu, 70% of consumers still use these platforms frequently .

Specifically, Temu is the most popular Chinese platform among Australians, with 76% having heard of it and 56% having bought something from it. The same is true for Shein , with 56% having heard of it and 45% having shopped from it.

Among them, the most popular items are clothing from Shein (57%), homewares from Temu (35%) and electronics from AliExpress (20%).

In response to this, some consumers said that even though they knew that there were quality issues with Temu products , the platform’s products were cheap, varied , and had a simple shopping process, which made them too attractive.

In addition, a survey by e-commerce marketing company Omisend showed that Amazon's rating was as high as 7.6 , and 63% of consumers trusted Amazon. Among these consumers, 46% praised its fast delivery service, 42% said it was convenient to shop on it, and 42% praised the quality of Amazon's products.

Temu's score was only 6.8, with 19% of consumers dissatisfied with the quality of the goods, 15% complaining about the long delivery time, and 15% saying it lacked local products.

In general, factors such as the price and variety of goods on e-commerce platforms play a role in attracting consumers. Temu has attracted more and more consumers with these advantages. However, it should be noted that its product quality and return convenience are not highly rated . If it wants to develop in this market in the long term, it needs to "prescribe the right medicine".