Temu partnered with Italy’s Istituto Piepoli on a survey of consumer habits and Italian online shopping trends. They discovered:
- No Middlemen: 92% of Italians prefer buying directly from manufacturers online to save money without sacrificing quality.This trend underscores a significant shift towards digital platforms.
- Word of Mouth: Two-thirds of Temu users are satisfied with the platform will recommend it to others. The survey reveals that 87% of online purchases are rated as good quality, and 89% of Italians trust their online shopping experiences.
- Spending More Online: Italian consumers spent an average of €552 online in the past 12 months, excluding groceries, representing a 10% increase. Three in four (76%) respondents placed online orders at least once a month.
Italian Online Shopping Trends
92% of Italians report believing that buying directly from manufacturers helps them save money without compromising quality. The study also highlights the growing trust in digital marketplaces and direct purchases from manufacturers as a cost-effective solution, especially in times of economic uncertainty. The survey shows that Italian consumers are taking a more strategic approach to their purchases, with 87% rating the quality of online products as good, and 89% expressing trust in what they buy online.
The study indicates that 9 out of 10 Italians consider price a key factor in their purchasing decisions.
The preference for buying directly from manufacturers and the growing trust in digital marketplaces demonstrate how consumer culture is increasingly embracing the opportunities offered by technology. In a context of economic uncertainty, Italians are showing a more informed and strategic approach to purchases, focusing on the quality and reliability they perceive in online services.
– Livio Gigliuto, President of Istituto Piepoli
Temu Italian impact
Since entering the Italian market in April 2023, Temu has gained momentum, with its mobile app being among the most downloaded in the country. The online marketplace is known for offering quality at affordable prices, directly connecting consumers with manufacturers and eliminating intermediary costs. About two-thirds of those familiar with the platform say they would recommend it to family and friends, according to Istituto Piepoli’s survey.
Italian consumers seek quality at affordable prices through platforms like Temu, where cost savings are achieved by streamlining the supply chain and reducing intermediary costs. With our growing presence in Italy, word of mouth is becoming increasingly important. When customers share their positive experiences with friends and family, it’s a clear sign that we have earned their trust, to the point that they feel confident in recommending us to their loved ones.
– Temu
Profile of Temu users in Italy
- 94% prefer online shopping over visiting physical stores
- 86% place orders at least once a month.
- Popular categories for Temu shoppers include:
- Clothing (67%)
- Household items (63%), and
- Small appliances (61%)
