What we know about Temu, the Chinese electronic marketplace that seduces as much as it worries

What we know about Temu, the Chinese electronic marketplace that seduces as much as it worries
What we know about Temu, the Chinese electronic marketplace that seduces as much as it worries

The platform of e-commerce Chinese Temu discreetly crossed the borders to settle on the Smartphones of the Moroccans. Its extensive catalog ranging from clothes to electronic accessoriesincluding musical instruments, household items and toys, surprises with its “unbeatable” prices. Not to mention the super promotions, delivery free beyond a purchase threshold and free returns within 90 days.

These offers have not left indifferent the millions of users who have succumbed to temptation around the world. But the concerns are just as great, particularly regarding the trust to be placed in this marketplace. Contacted by “Le Matin”, Slimane Idlahcendigital consultant, confirmed the meteoric rise of the Chinese shopping app and the potential risks associated with it.

Before addressing these questions, where does this marketplace come from and what is its economic model?

What is Temu?

Temu is much more than just an online shopping platform. Launched by PDD Holdingsa company worth more than $189 billion, Temu enables Chinese suppliers to sell directly to customers in 49 countries, offering a wide range of products at “very low” prices. With more than 46 million downloads in April 2024, it now competes with giants of the online business like Amazon.

Temu’s business model

According to Idlahcen, Temu adopted a economic model M2C (Manufacturer-to-Consumer) type with the aim of minimizing costs and offering competitive prices on the market. However, despite its apparent success, the company relies heavily on large subsidies, as much as $1 billion per month, to support its aggressive growth. Temu’s business model stands out from that of its e-commerce competitors, such as Shein, which is based on an ultra-fast-fashion business model.

Is Temu officially present in Morocco?

For the moment, Temu has not officially entered the Moroccan market, Idlahcen said. Moroccan consumers have not yet shown great interest in this Chinese shopping application, he said, noting that the absence of an official presence does not mean that Moroccan consumers cannot access the app. application and purchase products through it. Moreover, Temu displays its prices in Moroccan dirhams when the Kingdom’s de facto connection.

Between hesitation and desire to discover this newcomer, e-commerce enthusiasts have already started to timidly test it. “I was curious to see what the products on offer were like, so I immediately placed a small order,” emphasizes Lamia, who seems satisfied with her purchase. We can therefore expect rapid expansion in the kingdom.

Should we be wary of this application?

Despite its apparent success, Temu is not free of controversy and potential risks, Idlahcen noted. “Concerns over data security and supply chain transparency have been raised, particularly after Pinduoduo, a sister platform of Temu, was banned from Google Play Store for private data violations,” he said. he explains. And adding that in “the United States and Europe, Temu also faces marketing, regulatory and legal challenges. In addition, the lack of accreditation by Better Business Bureau (BBB) ​​- a network based in the States -United and Canada which aims to foster a fair and efficient market- and customer complaints raise doubts about its reliability.

The digital consultant highlights in particular concerns regarding the quality of the products and the conformity of the items delivered compared to those presented in photos and described, but also the possibility that certain suppliers illegally exploit user data, including personal information and data credit card.

The decision to use Temu should be made carefully, taking into account available information about its reputation and compliance with security and consumer protection standards, Idlahcen concludes.

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