Temu claims title as Australia's fastest-growing website

Chinese online marketplace Temu has claimed the title of Australia’s fastest-growing website, with a 72% spike in unique visitors last year, according to Similarweb’s 2025 Digital 100 Australia report.

The platform outranked Property.com.au and ChatGPT.com, which placed second and third, respectively.

The report showed the Australian government’s myGov app has soared in popularity, topping the mobile app charts with a 63% surge in monthly active users. Rising from 1.03 million users in 2023 to 1.67 million in 2024, the app's growth highlights a shift towards greater digital engagement with government services.

However, when it came to Apple’s app charts, Temu topped that, becoming the most downloaded iPhone app in the country and leading in 25 markets globally.

Launched in 2022 and entering Australia in March 2023, Temu credits its success to a direct-from-factory model that connects shoppers with manufacturers for competitive pricing. Locally, it has streamlined logistics by enabling sellers to ship directly from Australian warehouses, speeding up delivery times and boosting product variety.

Now operating in over 80 markets worldwide, Temu continues to shake up e-commerce with its rapid global expansion.

Local success

Locally, Temu's success has seen Wesfarmers forced to close local online retailer Catch, citing rising losses and intense competition from international giants.

In an ASX statement, the retail group announced that Catch’s operations will wind down, with assets integrated into other divisions. Fulfilment centres will move under the Kmart Group, and digital capabilities, including supplier networks, will be absorbed across the business.

While 100 roles will be redeployed, 190 jobs will be cut. The closure is expected to cost Wesfarmers up to $60 million, with Catch projected to post a $40 million loss for the first half of FY25.

Temu was recently investigated by The Australian Competition and Consumer Commission (ACCC) after a woollen children's jumper, recalled in November, left a young girl severely injured when it caught fire at a family gathering.

The hoodie, which lacked the required fire hazard warning label, was found to breach Australian standards for children's nightwear.

Temu’s voluntary recall cited a “risk of serious burn injuries” from the jumper if exposed to flames or heat, warning that consumers may not have been aware of the danger.

In a written statement to Mediaweek, the ACCC said it "engages with online platforms to take active steps to promote product safety on their platforms to reduce the risks to consumers.

"Some of these are signatories to the Australian Product Safety Pledge. Temu has expressed an interest in joining the Australian Product Safety Pledge. Discussions with Temu are in the early stages and ongoing."

Pictured: Temu

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