We hate to be the all-knowing Jedi who cries ‘we told you so’ on every single correct prediction we make, but… we told you so! Yesterday, we argued in the newsletter that Temu’s marketing blitz and glamour have very little scare effect on local e-commerce players in Nigeria. Then we went to them to confirm, and their words, not ours: they are unfazed!
In all honesty, you might chalk that up to the usual bravado companies display when a new entrant makes waves in their industry—and you wouldn’t be wrong. I consciously counted how many times I saw a Temu ad while I was scrolling on social platforms after work. My count: five ads in 90 minutes.
Chances are, you’ve already seen at least one Temu ad today too—probably while trying to mind your business on Instagram or TikTok. The Chinese e-commerce giant has flooded Nigerian social media with flashy deals, free gift offers, and those irresistible “just pay shipping” baits.
Like many others, I swore I wouldn’t fall for it. Then one day, I caved. I spun the wheel, claimed a “free” gift, and bought a surprisingly sleek wristwatch at a ridiculous discount. And yes, it arrived.
Since entering Nigeria last year, Temu has gone all in on blitz advertising—spending heavily to turn casual scrollers into paying customers. With a marketing budget big enough to rattle the competition, the company is eyeing dominance in a space long ruled by local players like Jumia and Jiji. It’s also pushing for a global foothold across the 52 international markets it now operates in, as it tries to break free from Alibaba and JD’s chokehold on its home market in China.
Jumia, which operates in nine African countries, welcomes Temu’s arrival as healthy competition. Jiji, meanwhile, sees little overlap—it leans on a direct-from-manufacturer model focused on vehicles, real estate, and services, a segment Temu hasn’t touched.
The big question remains: will Temu stick around once the promo frenzy fades? Can Jumia and Jiji’s local edge keep them ahead?
As for cash, Temu is deep-pocketed—backed by Chinese billionaire Colin Huang, who owns its parent company, Pinduoduo (PDD) Holdings. But is its brute-force approach working? Temu still hasn’t shown workings.
