A new chapter in online shopping from China
If you’ve been paying attention to social media or watched this year’s Super Bowl finale, you’ve likely come across the new Chinese shopping platform called TEMU.
With the slogan “shop like a billionaire,” TEMU has made a serious impact in the Western world, offering a huge range of products at low prices.
I believe every Danish e-commerce business — and anyone interested in online retail — should place an order on TEMU.
There’s so much to learn from their operation, both good and bad.
Everything from their email flows and advertising to the way they psychologically influence us as consumers.
This platform can, in many ways, be compared to marketplace giants like Wish and Shein.
TEMU launched in Europe in 2023 and has already surged ahead as one of the leading international e-commerce platforms, with an app that quickly climbed to the number one spot.
They’ve implemented an aggressive marketing strategy that has made it almost impossible to ignore the new platform — regardless of age group. They’re everywhere on META, TikTok, and Google Ads.
In today’s post, we’ll take a closer look at this online marketplace and examine what consumers can expect when visiting the platform.
I also tested the platform and placed an order to see how it worked: surprisingly well.
How TEMU works
TEMU operates like any other online marketplace we’re familiar with, offering a wide range of categories and products from various sellers.
The same applies to their app.
Navigation through their products is simple, and users can receive notifications about price drops on favorited items.
Additionally, the platform prominently advertises free shipping on both app and website if you act quickly — more on this later.
The entire platform is heavily gamified; it becomes a kind of race against time to secure your products.
A worrying trend of counterfeit goods
Among the categories, you’ll find many products that at first glance resemble well-known brands, but upon closer inspection turn out to be counterfeits.
When it comes to Chinese platforms, the sale of counterfeit products is unfortunately nothing new.
Competitor Wish uses the same strategy, offering cheap products that closely mimic those of popular brands.
Incredibly low prices
Like its competitors, TEMU has carved out a niche by offering extremely low prices, using the same strategy as similar platforms: selling products directly from supplier to consumer at “wholesale prices.”
According to TEMU’s site, there are no additional costs associated with the shipping of the products.
In this way, the Chinese platform can keep prices low while still generating profit due to its massive success.
Benefits of shopping on TEMU
For many consumers, one major advantage is the vast selection of products at incredibly low prices.
he popularity of TEMU’s products can largely be attributed to constant promotion on social media, giving consumers a sense of being first to access the latest trends.
TEMU has also differentiated itself internationally by offering lightning-fast and free delivery, as well as free returns within 90 days.
A common drawback of shopping on international platforms has been high shipping costs and difficult return policies.
TEMU seems to have tackled this issue, making it easier for international consumers to shop on their platform. Still, it’s important to note that there is always a risk when buying from sellers outside of Europe, especially concerning customs duties.T
Challenges and considerations when buying from TEMU
Since TEMU entered the European market, several consumer watchdogs have scrutinized its products.
There have been notable defects and deficiencies in some items, suggesting they are being produced so quickly that TEMU cannot deliver what it promises in product descriptions.
There has also been considerable speculation about data privacy when shopping on TEMU — a concern that also arose with TikTok, which is likewise Chinese-owned.
In any case, European consumers must critically assess platforms originating outside of the EU, especially regarding safety and quality.
EU legislation offers little protection if products come from non-European sellers.
The future of TEMU and online shopping in China
This isn’t the first time we’ve seen a new online shopping platform from China — and it certainly won’t be the last.
Trends in fashion and retail are currently very short-lived. We can thank platforms like Instagram and TikTok for that, which fuel high demand for trending products seen online.
With such rapid trend development, it’s crucial to be first to market with products that suddenly go viral.
TEMU, along with platforms like Wish, has significantly influenced online shopping, where the priority is delivering trendy items at affordable prices.
That said, the sometimes poor product quality can’t go unnoticed — especially in Europe.
Nevertheless, the platform continues its global expansion, with being first to spot and deliver the newest trends playing a crucial role for international consumers.
A step back for sustainability
Whether the already existing sustainable counter-trends will shine as brightly as TEMU has remains to be seen.
The negative environmental impact of platforms like TEMU, Wish, and Shein is becoming increasingly recognized.
On TEMU’s website, they state that as part of their CSR efforts, they are committed to promoting sustainable initiatives, such as tree planting around the world.
Whether this is part of a larger greenwashing campaign is hard to say, given their short time on the European market.
However, I have a feeling that sustainability will become a greater focus in the future, and that more demands will be placed on future platforms in this area.
Reviews of TEMU in Denmark
So how does TEMU fare in Denmark?
Customer experiences are mixed, as reflected in reviews on Trustpilot.
While some users praise the platform for fast delivery and good customer service, others express dissatisfaction with product quality and slow response times from support.
The Trustpilot reviews show a clear divide, making it important for potential buyers to read multiple reviews to get a more nuanced picture of TEMU’s offerings and reliability.
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