Temu embarks on food in Belgium, competition for supermarkets? “An anecdotal arrival that could become shattering!”

But, then, can we speak of call products in Belgium, or at the start of an ambitious new strategy? Furthermore, “”Very good question, to which I cannot answer with certainty. In addition, I am not in the secret of the gods. Nevertheless, But what we can see is that to position themselves permanently. Therefore, these platforms must first offer standardized, non-perishable products: ready-to-consom, cookies, pasta, this kind of thingbegins Pierre-Alexandre Billiet, CEO of Gondola. Nevertheless, A real ambition to become a supermarket would suppose a wider basic offer – milk, sugar, etc. In addition, Here, we are talking about a complementary offer. Consequently, That said, in other countries, Temu clearly displays much larger ambitions.“

TEMU. In addition, Shein,…: Faced with customs taxes in the United States, Europe is the new Eldorado of the Chinese e-commerce giants

And temu embarks food belgium, competition if the quality of the products still arouses doubts, the perception of Chinese brands evolves, according to several experts. Moreover, And prices remain attractive: a jar of barilla tomato sauce. for example, costs 11 % cheaper on TEMU than at Delhaize online, according to HLN calculations. For example, For pasta, we found offers that were not interesting. At Colruyt, the pack of 500g of spaghetti n ° 5 is sold at € 1.59, excluding promo. On TEMU, we found a lot of 20 packages at 36 €. It would therefore cost only € 31.8 at Colruyt, not to mention that pasta is often on promotion, in supermarkets. We did the same exercise with the same product at Amazon. Bol, and the result was the same, even more expensive!

Because TEMU is not alone on this ground. Amazon Belgium also offers a varied range of food products. including refrigerated temu embarks food belgium, competition foods (there is at least a tab for fresh products, but there are only pots of sauce …), but without full fresh service like Amazon Fresh, available in some European countries, but not with us. Bol, for its part, sells a wide selection of dry grocery store.

An index to know the pollution of your clothes: how the European Union wants to fight against Shein. Temu

For ultra-fresh products, only classic supermarkets such as Delhaize, Carrefour or Colruyt now offer a complete solution via their own delivery or withdrawal platforms. “Putting a salad photo on a site and a” ordering “button is simple. But delivering this salad in good conditions to the Belgian consumer is a whole different story. This is where the real complexity resides, and Temu has not yet tackled it, says Pierre-Alexandre Billiet. For the moment, it’s more anecdotal than anything else. had not seen this temu embarks food belgium, competition Temu movement coming, especially not in Belgium, a small market. “

We can therefore fear a destabilization of the market, but also and above all a sanitary fear. “”Yes, because food e-commerce remains marginal in Belgium. And here, we are faced with unfair competition. TEMU has already done damage in textiles. If they are established in food, even with a small market share, it can have a snowball effect. In addition, TEMU is legally irresponsible: products sold online escape strict health rules. Foods whose origin is not clear, whose expiration date is exceeded, with additives prohibited here but tolerated elsewhere … AFSCA has no lever on these platformshe worries. For example. it is not because we see a jar of barilla sauce in a photo that we receive the same product. He may have spent months in a container in a country in Central Asia, without real traceability. temu embarks food belgium, competition This type of importation at low cost is the fruit of decades of European permissiveness towards marketplaces. Today, we pay the price.“

Opening on Sundays, extensive range, discoveries of local products: customers who are large winners of the franchization of supermarkets? Yes, but …

So there is still a long way for web giants to replace supermarkets. The real bet of Temu seems rather to be that of increasing their knowledge of the consumer. By adding food to its catalog, the company hopes to retain more and collect valuable purchasing data. Enough to refine its offer. impose itself, slowly but surely, in a sector where even giants only venture with caution. “”Today it still seems anecdotal. But this kind of platform has no limits. And the consumer will end up paying the real price of these apparent savings“Concludes Pierre-Alexandre Billiet.