After gadgets, Temu aims for our plates

Already known for its gadgets and toys sold at bargain prices, Chinese giant Temu now plans to expand into the food sector. Indeed, the platform is "actively preparing" its entry into this market in Switzerland, as a spokesperson revealed to the Tages-Anzeiger. The idea is to offer not only products from Asia, but also local foods, thanks to partnerships with Swiss manufacturers.

In other European countries, the platform already sells candy, drinks, and fresh produce. To convince producers, it reportedly approaches them, sometimes using methods described as "aggressive" by the German weekly "Lebensmittel Zeitung." In Germany, the manufacturer Wurstbaron has taken the plunge and now sells meat and sausages on Temu.

At this stage, no Swiss company has yet decided to try its luck. But it's only a matter of time, according to Dagmar Jenni, director of the Swiss Retail Federation. However, some producers keen to preserve their margins may be reluctant to do so, as on Temu, it's not the supplier who sets its prices, but the platform itself. It's also worth noting that not all volunteers are accepted, as the Chinese giant selects its partners through calls for tenders, where only the cheapest bidder wins.

It remains to be seen whether Temu's entry into the Swiss food market, as in the company's other sales areas, would be accompanied by unrivaled prices. Dagmar Jenni is not convinced, as in Germany, the prices offered are "not really cheaper than those of comparable products at Aldi or Lidl."