Since its launch in Serbia, Temu, the Chinese online store known for its fast delivery and rock-bottom prices, has sparked widespread discussion. The platform’s extensive product range entices customers to make impulse purchases of items they hadn’t initially considered. We explore the factors driving Temu’s rapid popularity and evaluate the safety and implications of these “hasty” buys.
Temu, owned by PDD Holdings, has quickly ascended to become the second-largest internet company in China, surpassing Alibaba. With its tagline “buy like a billionaire,” the app has gained global traction. Analysts attribute its explosive growth not only to low prices and swift delivery but also to its aggressive marketing strategy.
Temu’s website and app offer numerous products for as little as 2,000 dinars, fueling the frenzy around the platform. However, this affordability raises concerns among consumers about potential “catches.”
Is Temu safe?
Experts suggest that transactions on Temu are secure and difficult to breach. Dušan Uzelac from Kamatica tells Euronews Serbia that Temu is a well-organized online store with robust billing, shipping, and customer service systems. He acknowledges consumers’ apprehensions but emphasizes that Temu has a solid infrastructure and a strategic campaign to attract first-time users.
“Online shopping universally requires caution, but everyone needs to start somewhere. If your initial experience costs you a small amount, it’s an acceptable risk. I’ve used numerous e-commerce platforms without issues, but I understand why some might be hesitant,” Uzelac explains.
Why do we shop so much?
Temu’s mass sales strategy prompts questions about our shopping habits. Psychologist Predrag Đorđević points out that the platform’s aggressive marketing targets impulsive buyers. “People prone to impulsive behavior are more likely to make hasty purchases, especially when faced with limited-time offers and extremely low prices,” Đorđević says.
He adds that some individuals may use shopping as a way to cope with dissatisfaction, stress, or emotional voids. “For instance, someone might buy expensive shoes to alleviate personal problems, even if it exacerbates their financial difficulties,” Đorđević notes.
The risk of addiction
Đorđević warns of the potential for addiction to this type of shopping. “The pleasure from making a purchase can become addictive. While it provides temporary comfort, it doesn’t solve underlying issues and can lead to a cycle of seeking short-term pleasure,” he explains.
Can Temu conquer the world?
As Temu’s popularity grows in Europe and the USA, Dušan Uzelac discusses the challenges Chinese manufacturers face in penetrating these markets. Traditionally, entering European markets required navigating established sales chains, which acted as a barrier to low-cost imports. Temu’s direct-to-consumer model disrupts this, offering affordable products that challenge existing businesses.
Uzelac suggests that while the EU has tools to protect its market, including customs duties and security regulations, these may not be sufficient to halt Temu’s expansion. “The European economy is undergoing a reassessment, and while immediate protections might not be feasible, economic models are being tested and will eventually evolve,” he concludes.
