Ever found yourself buying something random on Temu and wondering “How did I end up here?” It’s not just you – it’s by design. From dopamine-boosting prize wheels to countdown timers, Temu uses casino-style tactics to keep you hooked.
This is how ultra-fast fashion is manipulating our impulse control – and how to spot the tricks before you tap “buy now”.
Temu in South Africa
A News24* survey found that a third of South African respondents had used Temu, and 40% were monthly shoppers.
This online marketplace is clearly popular, but why?
*The survey was sponsored by Temu, and may be biased to paint the brand in a positive light.
It’s not just affordability
Most of us know Temu isn’t great – for quality, the planet, workers, even for our own health. And yet, the app keeps growing.
Yes, it’s cheap. But affordability alone doesn’t explain it. Temu uses casino-style features and psychological tricks to make it harder to walk away.
Everyone is susceptible to these tricks. But once you understand them, they lose their power.
Aggressive ads
You’re reading this online, so chances are you’ve already seen a Temu ad (or five).
Their ads are inescapable because Temu has spent billions of dollars on online advertising, specifically social media. This doesn’t just get their name in front of you – it pushes local brands out of view.
Parasocial shopping
We’re more likely to buy something if it’s been recommended to us. Temu builds trust in its products by:
- Paying influencers to post reviews and hauls
- Paying users commission for getting others to buy from Temu
- Giving customers discounts when they recruit more buyers
- Displaying reviews like comments to mimic social media
- Displaying the website in isiZulu to make it feel familiar
False urgency
Once you’re on the app, Temu taps into your FOMO.
Flash sales, countdown timers, push notifications about stock running low. This false sense of scarcity is ironic – their whole business model is built on overconsumption.
It’s all designed to trigger impulse purchases and make you feel like you have to buy now.
Discounts, ‘gifts’, and free shipping
Temu uses rewards to entice you into your first purchase, like coupons for downloading the app. Regular prices are inflated to make discounts look better. Their free shipping justifies any purchase, regardless how small.
These perks make it feel like you’re getting a great deal – even if you’re buying something you don’t need or want.
Gamification
Temu doesn’t just sell products. It turns shopping into a game to keep you on the app longer. They even have minigames that reward you for checking the app regularly.
The shopping process is less about the product, and more about the dopamine you get from ‘winning’.
Casino inspired
Temu took their tactics straight from the casino playbook. Casino-style spinning wheel of prizes, bright colours, and flashing lights, and telling you that you almost won a big discount to keep you coming back.
These tricks give you a rush of dopamine – the same chemical we get from eating delicious food or smoking a cigarette. It’s addictive and keeps you coming back for more.
More time, more data
The more you play, the more Temu learns about you.
Even if you don’t buy anything, they’ll use your browsing behaviour to serve hyper-personalised targeted ads. Showing you the same product again and again, waiting for the next bad day when you’re craving a dopamine hit.
Here’s the good news
Once you understand how apps like Temu manipulate your brain’s reward system, you’re more likely to pause, and less likely to be played.
If you find yourself under pressure to get the deal before it disappears, know that scarcity is manufactured. There’s no shortage of stuff in this world.
You deserve more than a short-term dopamine hit. You deserve clothes you love, made in ways you feel good about.
