Temu has made a significant impact in Nigeria within its first 100 days. The online marketplace has won over many consumers with its unique blend of quality products at affordable prices.
This is made possible by Temu’s direct-from-factory model, which eliminates middleman costs and allows consumers to purchase products at lower prices.
Since its launch in Nigeria last November, Temu has experienced strong consumer uptake. The platform offers a wide range of products, including electronics, home goods, and sporting equipment.
This variety makes it easier for Nigerians to find great deals and upgrade their lifestyles without breaking the bank.
Temu’s popularity is part of the growing trend in Nigerian e-commerce. Industry revenues are projected to increase by 7.81% to US$7.43 billion in 2025, while user numbers are estimated to rise by 15% to 28.6 million by 2029.
Temu’s success in Nigeria is not an isolated incident. The platform’s African journey began in South Africa last year, where it received a similarly positive reception. A recent survey revealed that 1 in 3 South African respondents have used the platform, and nearly 40% have become active monthly users.
The survey also highlighted the reasons behind Temu’s popularity. Among its users, 81% recognized the platform for its affordability, and 46% estimated that they save over half of their shopping budget when using Temu.
So, what drives Temu’s ability to offer quality products at affordable prices? The answer lies in its direct-from-factory model. By eliminating middleman markups and handling costs, Temu allows consumers to purchase products directly from manufacturers at lower prices.
Digital marketplaces like Temu have disrupted traditional pricing models by cutting out intermediary markups, allowing consumers to purchase high-quality products directly from manufacturers at lower prices.
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