Temu Featured in Google’s Foldable Phones to Design Future Experiences of Ecommerce

By Greg Grzesiak Greg Grzesiak has been verified by Muck Rack's editorial team
Published on May 18, 2023

Temu was among a small group of application developers recognized at the annual Google I/O Developer Keynote for their pioneering work in redesigning their apps to deliver richer and more interactive experiences for users of large-screen mobile devices like foldable phones. 

Boston-based Temu was among the 25 apps featured at Google’s annual developer conference held on May 10 in Mountain View, California. Other notable apps highlighted include Disney+, Zoom, and WhatsApp. Temu’s first-mover status indicates its readiness to adapt to what many commentators see as the next big thing in mobile technology – mobile devices that flip or unfold to become large-format screens.

Since its launch in September 2022, Temu, which means “team up, price down,” has made its presence felt in the competitive e-commerce market with its wide selection of affordably priced merchandise, garnering a substantial number of downloads on both Google Play and the App Store. It currently serves 10 markets, namely the US, Canada, the UK, France, Germany, Italy, Spain, the Netherlands, Australia, and New Zealand.

Temu Selected as Google Play Editors’ Choice

In a nod to the app’s technical prowess and design, Google recently selected Temu as a Google Play Editors’ Choice app. This recognition is timely, considering Google’s recent announcement of the Pixel Fold, the company’s entry into the foldable smartphone market. 

With tech giants like Samsung, Motorola, and Oppo also venturing into this space, the demand for large-screen optimized apps is poised to increase. According to IDC, foldable smartphone shipments are projected to increase by 50.5%, with an estimated 21.4 million units in circulation by 2023.

Matthew McCullough, VP of Product Management, Android Developer at Google, emphasized the industry’s shifting focus during his presentation at the I/O event. 

“As people add more connected devices to their lives, they want their apps to work across them, and adapt to each form factor’s unique abilities,” McCullough said. “We’re seeing a robust market continue to grow for large-screen devices: Tablets, foldables, and flippables provide a huge opportunity to reach premium consumers.”

Temu Collaboration with Google

Adapting to these changes comes with its fair share of challenges for app developers. Diverse screen sizes, aspect ratios, and folding mechanisms necessitate a flexible approach to design and functionality. Temu, along with other developers, is navigating this landscape, aiming to deliver an optimal user experience for foldable devices.

In collaboration with Google, Temu is tailoring its app for foldable devices like the Pixel Fold. The new version of the app will enable users to display its content in two columns, dividing product browsing and transactional functions, including chat, shopping cart, and payments. This approach aims to streamline the user experience, allowing for multitasking within the app.

As more consumers opt for large-screen devices, developers will likely need to adjust their design strategies. Although foldable smartphones currently make up a small fraction of worldwide Android phone shipments, this percentage is expected to grow as these devices become more affordable and readily available.

With its presence at the Google I/O Developer Keynote, Temu is among the first e-commerce apps to venture into foldable device optimization. This move could potentially influence how other developers approach the design and functionality of their own apps on these platforms.

The recognition of Temu at Google I/O represents another milestone for the fledgling company. As it continues to adapt and grow, Temu’s efforts could offer insights into the future experiences of e-commerce.

By Greg Grzesiak Greg Grzesiak has been verified by Muck Rack's editorial team

Greg Grzesiak is an Entrepreneur-In-Residence and Columnist at Grit Daily. As CEO of Grzesiak Growth LLC, Greg dedicates his time to helping CEOs influencers and entrepreneurs make the appearances that will grow their following in their reach globally. Over the years he has built strong partnerships with high profile educators and influencers in Youtube and traditional finance space. Greg is a University of Florida graduate with years of experience in marketing and journalism.

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