Temu's Monthly Active Users Surge in Southeast Asia
Hank 30 Jul 2025 11:25ENCopy link & title
According to a recent report from Bloomberg Intelligence, Temu is rapidly expanding its presence in Southeast Asia.
Despite regulatory hurdles in Indonesia and Vietnam, Temu's regional monthly active users (MAUs) climbed to 22 million by June 2025. The Philippines and Thailand were the largest growth drivers, with user numbers in these two countries more than doubling year-over-year and accounting for 86% of Temu's total traffic in Southeast Asia.
In contrast, Shein's MAUs saw only a slight 9% increase to 24 million during the same period, with Temu rapidly closing the gap. Analysts indicate that the key to Temu's rapid penetration lies in its ultra-low pricing strategy, attractive "game-like" promotional designs, and a broad product offering, enabling it to shine in the Southeast Asian market, where value is paramount.
Especially for middle-income countries like Malaysia, Temu's pricing strategy and logistics model better align with local consumer behavior. While the spending power of individual users may not be as high as in Europe and the United States, Temu's scale and efficiency have successfully generated higher returns on investment.
According to the International Monetary Fund (IMF) forecast, Southeast Asia's per capita GDP will be only 7% of that of the United States and 18% of that of Europe in 2025, reflecting the low overall consumption power, prompting Chinese platforms to rely more on low prices and fast delivery to expand their market.
Despite regulatory hurdles in Indonesia and Vietnam, Temu's regional monthly active users (MAUs) climbed to 22 million by June 2025. The Philippines and Thailand were the largest growth drivers, with user numbers in these two countries more than doubling year-over-year and accounting for 86% of Temu's total traffic in Southeast Asia.
In contrast, Shein's MAUs saw only a slight 9% increase to 24 million during the same period, with Temu rapidly closing the gap. Analysts indicate that the key to Temu's rapid penetration lies in its ultra-low pricing strategy, attractive "game-like" promotional designs, and a broad product offering, enabling it to shine in the Southeast Asian market, where value is paramount.
Especially for middle-income countries like Malaysia, Temu's pricing strategy and logistics model better align with local consumer behavior. While the spending power of individual users may not be as high as in Europe and the United States, Temu's scale and efficiency have successfully generated higher returns on investment.
According to the International Monetary Fund (IMF) forecast, Southeast Asia's per capita GDP will be only 7% of that of the United States and 18% of that of Europe in 2025, reflecting the low overall consumption power, prompting Chinese platforms to rely more on low prices and fast delivery to expand their market.
