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Temu's First Anniversary in South Africa: A Year of Growth and Value

As of January 2025, Temu celebrates its first milestone year in South Africa, marking a significant impact on the e-commerce landscape. Launched in January 2024, the platform has quickly evolved into a favorite among local consumers, with survey results indicating that approximately one in three South Africans have utilized Temu. Notably, 40% of users engage with the platform on a monthly basis, highlighting its growing presence in the market.

The survey, conducted by News24 with the support of Temu, included responses from 1,700 consumers and aimed to gauge the platform's popularity, affordability, and role in delivering access to quality products. The findings reveal that Temu's unique selling proposition—direct-from-factory pricing—has resonated well with shoppers. A remarkable 81% of users cited affordability as a key reason for choosing the platform, with 46% estimating they save more than 50% on their shopping bills.

Consumer Satisfaction and Loyalty

Consumer satisfaction is another strong point for Temu, with 77% of users stating they would recommend the site to family and friends. This loyalty reflects a positive relationship between the platform and its customers. A spokesperson from Temu expressed gratitude for the support received in South Africa, stating, "We are incredibly grateful for the trust and support from our consumers in South Africa, a vibrant and dynamic market. As we celebrate our first anniversary here, we remain committed to offering unbeatable prices on quality products and refining our services to enhance the shopping experience."

Product Range: Meeting Consumer Needs

Temu has been a game-changer for South African consumers, allowing them access to a diverse range of quality goods at lower prices. Among the most popular categories are electronics and appliances (41%), home décor (37%), kitchenware (32%), and jewelry (31%). The survey indicates that 45% of respondents are familiar with Temu's premium offerings, recognizing that high-end products can be found at competitive prices.

The Rise of E-Commerce in South Africa

The receptiveness to Temu reflects a broader trend in South Africa's shopping habits. About 64% of survey participants indicated they shop online more frequently than they did a year ago. The primary motivations behind this increase include convenience (72%), price comparisons (56%), flexible shopping hours (53%), and access to a broader array of products (51%). Price remains king; 65% of consumers noted it as the most essential factor influencing their purchases.

Nearly 81% of respondents believe in the benefits of a factory-direct model, such as that employed by Temu, for achieving substantial savings. Temu's innovative approach to e-commerce has not only transformed shopping experiences in South Africa but has also empowered consumers to save significantly while enhancing their quality of life.

About Temu

Temu is a global e-commerce platform designed to connect consumers with countless manufacturers and business partners, facilitating access to affordable products. Since its inception in the United States in September 2022, Temu has expanded to more than 80 international markets, providing consumers and business partners alike with opportunities to achieve their dreams in an inclusive environment. Temu's ongoing commitment to affordability and quality continues to strengthen its bond with South African consumers, marking the first year as a successful beginning for the platform.