Temu grew widespread at the very least partly by changing into one of many greatest consumers of advertisements on Fb apps and Google. Temu has additionally purchased dear TV commercials through the previous two Tremendous Bowl video games, together with a number of advertisements this 12 months with an earworm jingle.
The massive questions on Temu: Can an organization promote its approach into your coronary heart? And may America’s love for Temu final?
Fast solutions: Sure and possibly no.
“I feel it’s a fad,” mentioned Sucharita Kodali, a retail and e-commerce principal analyst with the analysis agency Forrester.
We have now a behavior of falling laborious for buying novelties — whether or not it’s a costume that sells like scorching truffles out of nowhere or retailers resembling Zara, Poshmark or Want. However lots of our buying infatuations are transient.
There’s in all probability not a lot hurt if you happen to’re gaga for Temu and it turns into a has-been. Simply watch out to not stake an excessive amount of of your cash or your livelihood on a scorching buying app which may not final.
And maintain studying for recommendation if you wish to store safely on Temu. Like many spots for purchasing on-line, you don’t have a lot details about the product sellers on Temu. That heightens the chance that purchases might be disappointing or hurt you.
What’s our take care of buying fads?
E-commerce crushes that cool off are a persistent phenomenon.
We have been infatuated within the early 2010s with websites resembling Groupon that featured short-lived reductions. These websites have principally light. Then we fell laborious for month-to-month deliveries of merchandise in a field resembling clothes, pet merchandise or razors. The mania died down, too.
Then Want grew to become the recent bargain-basement buying app.
Want is fairly just like Temu. Each promote a seize bag of sometimes low-cost and sometimes random stuff instantly from distributors which can be principally in China.
(Temu is predicated in Boston however owned by a Chinese language firm, PDD. The corporate additionally operates a preferred e-commerce app in China referred to as Pinduoduo.)
Want, like Temu, for some time blitzed Fb and Google with advertisements pitching oddball merchandise resembling meat socks. The technique labored on you, till it didn’t. Want has lapsed into irrelevance.
In 2023, Temu spent more cash promoting on-line in the USA than all however three different giant firms: Amazon, shopper merchandise large Procter & Gamble and PepsiCo, in accordance with estimates by Sensor Tower and Pathmatics that analysis agency eMarketer shared with me.
(Amazon founder Jeff Bezos owns The Washington Submit.)
Temu’s promoting blitz might work. TikTok was among the many greatest advertisers on-line for some time, too. And TikTok has remained widespread.
Temu additionally has caught on not solely due to its heavy promoting.
The app additionally sells the whole lot you may think, together with backyard gnomes and pretend eyelashes. Its casino-style advertising consists of restricted time gross sales that create a way of urgency. If you happen to rating a deal, Temu desires to unfold the information to your folks.
Juozas Kaziukenas, founding father of the e-commerce analysis agency Market Pulse, says past Temu’s advertising savvy, it has benefits that Want didn’t.
Temu can harness PDD’s monitor file in wrangling giant numbers of Chinese language distributors and making certain orders arrive effectively at your door, he mentioned.
“Fads come and go, however the need for worth doesn’t,” Temu mentioned. The corporate mentioned it believes its experience will “carry a brand new degree of effectivity and value financial savings.”
Methods to store safely on Temu
Now that many on-line outlets, together with Amazon, Walmart, TikTok Store, Temu and Shein, promote you merchandise that come instantly from factories or distributors that you simply don’t know something about, high quality management is trickier than it’s with the restricted choices in bodily shops.
That places the onus on you to attempt to keep away from shopping for merchandise which can be poorly made.
Learn my colleague Heather Kelly’s recommendation on avoiding scams or different undesirable outcomes once you purchase on-line. Most of this recommendation applies to all on-line buying.
While you’re shopping for on Temu, chances are you’ll wish to see if the similar product or vendor is on Amazon, Etsy or Shopify. You are attempting to get a way if individuals are complaining about being misled or ripped off. Not all merchandise you discover on Temu will probably be offered different locations.
One reader informed me final 12 months that she had a ruler useful when she shopped from Temu. The actual measurement of merchandise will be deceptive in images, she mentioned, however product dimensions could also be included in Temu’s on-line listings.
If you happen to peek at these, you’ll be able to keep away from shopping for a canine mattress that seems to be thimble-size.
If you happen to’re shopping for an affordable ceiling-fan duster on Temu and it seems to be junk, it’s not a giant deal. However do watch out with or keep away from shopping for merchandise on Temu that go into your physique or in your pores and skin.
With out realizing a lot concerning the reliability of the sellers, merchandise resembling pretend eyelashes, nutritional vitamins or pores and skin cream might harm you.
Temu mentioned that it has particular high quality management to vet merchandise on your physique. Temu additionally mentioned individuals ought to analysis elements and seek the advice of opinions earlier than shopping for merchandise.
Additionally on your security, be cautious of shopping for merchandise from Temu if they’re toys or different merchandise meant for youngsters, in the event that they’re powered by a rechargeable battery, or in the event that they’re protecting gear like a motorbike helmet.
Temu’s ability is making cut price looking really feel like a sugar-high treasure hunt. So have enjoyable on the market. Simply be cautious. And don’t get in so deep with Temu that you simply’ll be left within the lurch if it winds up being a fad.
