Temu, a Chinese e-commerce company, announced support for several South African languages on its platform, including Zulu, to strengthen its position in the rapidly growing digital retail market in South Africa.
Language Support Expansion
Temu now offers an interface in several South African languages, including Zulu, spoken by 24.7% of the country's population. This move makes Temu the first major e-commerce platform to offer a multilingual interface based on South Africa's 12 official languages. This aims to cover rural and underserved markets.
Temu's Market Position
Temu is rapidly gaining popularity in South Africa, becoming one of the most downloaded mobile apps in the country. According to a January 2025 News24 survey, the platform attracted 40% of active users monthly. It seeks to compete with players like Takealot and Amazon by integrating local languages and expanding its accessibility.
Competition and Market Reaction
Amidst growing economic challenges and high unemployment, Temu seeks to provide affordable retail solutions. However, the platform faces criticism, including international investigations regarding product safety and allegations of forced labor. This raises questions about the company's motives, though no concrete evidence supports these claims.
The launch of local language support on Temu opens up new opportunities for South African users in the e-commerce sector. This move could be a game-changer for competitors, spurring further development in the country's e-commerce market.
