Nigerian Shoppers Succomb to Massive Temu Marketing Blitz

Chinese online retailer Temu is now the most downloaded app on both the Android and Apple stores in Nigeria thanks to a massive marketing campaign that has blanketed the West African country with promotions for low-cost products imported directly from China.

Temu’s expansion in Africa is part of a broader push into the Global South by Chinese e-commerce giants, including Shein, Aliexpress and TikTok Shop, in a bid to offset market access restrictions imposed by U.S. and other Western governments.

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by Eric Olander

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