1 year of Temu, which influenced the e-commerce market

Temu, which has become the first address for affordable shopping in recent years, has been influencing the e-commerce market with its growth figures since its launch. Temu, whose space of action has been limited by legal regulations in Turkey, may also face various restrictions in the USA.

Temu’s Türkiye numbers

Temu’s prominent data in Türkiye, which is affected by the legal regulations we shared with you. According to Gemius Turkey’s data based on the date range 12 July – 6 August 2024; Temu’s monthly active users 9.3 million The number of daily users of the platform is 1.4 million was at the level.

When we look at the prominent data of e-commerce companies in November, we see that Temu top three in terms of reach Its inclusion also attracted attention. Trendyol 73.9 percent with first place, Hepsiburada 55.7 percent with second place, Temu is 45.3 percent with third place took place.

Temu’s US numerals

Temu, which will meet users in 2022, will be available from September until the end of the year. to a gross commodity value of $300 million (GMV) reached. E-commerce data and analytics platform According to ECDB data; By 2023 GMV to $13.8 billion The report also includes forecasts for 2024 and 2025. GMV of $29.5 billion is expected in 2024 and $40.9 billion in 2025.

According to Business of Apps data; Temu is due to arrive in the United States in September 2023. more than 80 million It had active users. Temu downloads More than 40 percent are from the USA came, England whereas Temu’s second largest market It was positioned as.

According to ECBD; Temu’s worldwide GMV in 2023 is approx. It was 14 billion dollars and this 43.3 percent are in the USA produced. If the average order value (AOV) Between $25 and $40 Considering that, in 2023 Approximately 150 million to 240 million orders were placed in the US We can say.

Temu is the most downloaded on the App Store in the 3rd quarter of 2024 Ranked first among the top five applications took place. Likewise, as 2024 ends, Temu The most downloaded free iPhone apps on the App Store It maintained its first place position.

In August 2024, Temu 185.6 million visits The most visited place in the world with second e-commerce site happened. If in first place 237.6 million visits with Amazon It was located.

Amazon’s Temu rival: Haul

In November, Amazon introduced its new “Amazon Haul” platform to take on rivals selling lower-priced products like Shein and Temu. Amazon Haul offers a wide selection of products priced at $20 and under, primarily in categories such as fashion, home goods, lifestyle and electronics.

Amazon Haul’s page design has a structure similar to that of Shein and Temu. The prices of the products are extremely low; For example, some products are on sale for prices starting from just $1. Customers can also benefit from extra discounts by purchasing more products in a single order; 5 percent discount on orders over $50 and 10 percent off on orders over $75 is being implemented. Moreover Free delivery on purchases over $25 is provided.

Amazon, In a statement to CNBC He notes that Haul has received millions of unique customer visits since launching in November. It plans to expand its product range with hundreds of thousands of products in dozens of categories in the coming weeks.

The role of China-based manufacturers in e-commerce

China-based manufacturers also play a big role in Shein and Temu’s influence on users with their low prices. In fact, China-based manufacturers are the mainstay of not only China-based e-commerce companies but also Amazon. According to ECBD and Jungle Scout data; Products on Amazon 71 percent from China, 30 percent10% of them come from the USA.

Temu’s business model in the USA

imported goods, By Minimis Thanks to this provision, anything under $800 coming into the USA reaches the customer directly without going through customs. Thus, customers do not pay customs duty. This ensures that the prices of products offered for sale in marketplaces are cheaper.

In this context, instead of sending a container containing tens of thousands of products by ship, Temu and Shein decided to put each product in a separate envelope and send it by plane to a consumer in the USA. The envelopes cost less than $800 each, allowing Temu to avoid customs duties and taxes. Even though the company pays more in terms of freight for the ship rather than the plane; The reduction in customs duty and duty costs makes Temu’s operation possible. Adopting a similar business model in Turkey, Temu ships orders from different sellers at the same time.

US approach to Temu

In a report prepared by the House of Representatives in 2023, it was determined that some products in Temu came from the Xinjiang (Shenzhen) region of China. Forced labor in this region leads to accusations of genocide against the Uyghur people.

Temu said in a statement at the time that it was committed to maintaining ethical, humane and legal business practices. The company also stated that business partners and third-party merchants must comply with strict standards regarding labor, safety and environmental protection.

Temu moved forward unabated despite federal scrutiny. Temu, which expanded its U.S. seller network in 2024, moved much closer to Amazon’s model by adding a local warehouse filter for U.S.-based inventory earlier this year, allowing for larger items like furniture and delivery as fast as one business day.

President Trump has vowed to increase tariffs on goods imported from China; This is a cost that may be passed on to consumers through increased prices. Trump specifically said he would increase customs duties on goods coming from China by more than 60 percent.

During the Biden administration, the USA will hit many low-value shipments from China with new taxes suggested rules. Lawmakers have expressed increasing concern about “abuse” due to the rapid entry of companies such as Temu and Shein into the US market. The rules proposed at the time aimed to remove exemptions for Chinese goods that attract U.S. tariffs. This would lead to a wide range of products, including 70 percent of shoes, machinery, textiles and apparel, being affected by this situation.

Turkey’s Temu approach

Products ordered from abroad in Turkey in August While additional customs duty is imposedshopping limit decreased from 150 euros to 30 euros. It was announced that in e-commerce, for items under 30 euros, 30 percent tax will be charged if they come from European Union countries, and 60 percent tax will be charged if they come from other countries. In November, a new limit was determined for international orders and shipping costs were included in the price of the products. started to be added. New limit shipping fee included for international orders in December It was 27 euros. We will all watch and see how these new rules will affect Temu’s activities in our country.