The direct-from-factory online marketplace, Temu has celebrated 100 days in Nigeria. According to the company, this milestone is marked by a rapidly growing user base that is attracted to its affordable, quality products.
Temu’s African journey began in South Africa last year, marking the platform’s first foray into the continent. The company notes in a statement shared with Technext that it has receivedpositive receptions from users in both countries.
A recent survey conducted by News24, with support from Temu, reveals the platform’s impressive penetration: 1 in 3 South African respondents have used the platform and nearly 40% have become active monthly users just one year after its launch in South Africa.
Among its users, 81% recognised the platform for its affordability and 46% estimated they save over half of their shopping budget when using the e-commerce platform.
Since launching its services around November. 2024, Temu has offered users a wide selection from electronics to home goods. Known for its steep discounts and broad product range, the e-commerce platform is empowering Nigerians to upgrade their lifestyles without overspending and contributing to the booming e-commerce market.
Temu’s ads, with their bold promises of discounts and “mega deals,” – sometimes 90% off – have become a common sight on platforms like X, Instagram, and Facebook. This low pricing model, Temu says, is made possible by its direct-from-factory model that reduces middleman costs.
The timing of of Temu’s entry is strategic, as Nigeria’s e-commerce market is poised for growth. Revenues in the Nigerian e-commerce are projected to climb 7.81% from a year ago to US$7.43 billion in 2025, while user numbers are estimated to rise 15% to 28.6 million by 2029.
Read also: Is the absurdly cheap e-commerce platform, Temu sneaking into Nigeria?
Feedback from Temu users
Precious Ntuko, a Lagos-based digital creator and mother, is among the many early users who couldn’t wait to try Temu once the direct-from-factory marketplace launched in Nigeria.
Ntuko (@redgrapescafe) was initially hesitant, but her first purchase made her a convert. She is now a fan and recommends Temu to her followers, friends, and family for its wide selection of products, reasonable prices, and easy-to-use website.
Her “Temu finds” video has garnered comments like, “So Temu has nice stuff. Good to see and KNOW.”, reflecting growing confidence in the platform.
Consumers globally have responded by propelling the platform to become one of the most visited e-commerce sites and a top Apple-recommended app of 2024. Temu now operates in 90 markets worldwide across the Americas, Europe, the Middle East, Africa, Asia, and Oceania.
Favour Kolapo (@ShazzleInc), a civil engineer from Osun State, has made e-commerce a regular part of her life due to its convenience and growing accessibility. She appreciates Temu’s product quality and the ease of payment it offers.
“Temu has been all up in our faces these past few weeks, so I took it upon myself to test it out. Everything I got was exactly as ordered!” she said.
Kolapo confirmed that her purchases met expectations, noting, “Yes, all the products I bought met my expectations. I also like that Temu puts product descriptions and dimensions that let you know what you’re expecting. Even as a batch shopper for people in Osun State, I am yet to get a bad review.”
She also highlighted Temu’s shipping and delivery, stating, “The shipping and delivery are fast. I’d give them kudos on that.” Looking ahead, she sees room for growth, adding, “Temu in Nigeria is a work in progress, and I believe they’ll get the good recognition they deserve.”
The question of affordability and quality
Interestingly, Temu’s popularity has sparked curiosity, but its full entry into Nigeria remains a work in progress. For now, the company appears to be in the testing phase, gauging consumer interest while laying the groundwork for a potential launch.
However, the company faces considerable challenges. Without direct shipping options, Nigerians must rely on package forwarding services, which increases costs and adds logistical complexities. To establish a foothold in the market, Temu would need to create a seamless logistics network within Nigeria, ensuring affordable and reliable delivery.
Trust is another critical factor. Nigerian consumers often gravitate towards platforms with a proven track record of reliability and quality.
However, the company has hinged its value proposition on its model that allows consumers to purchase products directly from manufacturers, eliminating middleman markups and handling costs. This direct connection results in lower prices, closer to wholesale levels.
A study by the UK-based Centre for Economics and Business Research (CEBR) indicates that UK households could save approximately £3,000 annually by purchasing goods through direct distribution channels like Temu.
“The difference here is that it is the same product, sold without the additional costs or margins, at prices previously only available to those buying in huge bulk. Replace one retailer buying many to get cheap pricing, with many customers buying one and getting the same pricing,” e-commerce strategist Gregor Murray told News24.
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